Marketing Caricatures
READ the following blog post considering the stereotype issue for Startups.
https://douggarnett.com/business-and-strategy/consumer-marketing/startup-founders-stop-hiring-marketing-caricatures/
Respond to the following questions. As always, show that you thought carefully about these answers.
1. Which marketer caricatures do you encounter most often — either in business classes or in mass media/entertainment? Explain why companies to pay the most attention to people who fit these stereotypes (regardless of validity)?
2. In the post, I wrote that “…there is also a healthy tension between the startup mentality (bullish chutzpah which drives a “do or die” founderdom) and the more subtle, indirect temperament needed from marketers who will drive your startup’s success.”. Based on what you have learned in this class & elsewhere, in what ways does the need for a methodical marketing approach conflict with the “startup mentality”?
3. In your own words, explain why lack of diversity has been found to reduce the chances for company success. (Remember that diversity includes racial, gender, neurodiversity and sexual preference as well as fundamentally different ways of thinking.)
4. How do the marketer stereotypes lead companies to hire less diverse groups of people despite? Does business school education contribute to this? Why do these companies still insist that they hire diverse groups — like they don’t know, live in a bubble, or something else?
5. What can lead teams or companies to prefer comfortable marketing ideas so much that they ignore the successful ones? Explain with an illustrating situation if at all possible.
