What is marketing? Or why did the Kin fail?

Most pundits suggest that the Kin marketing program was clever, on target and effective. However, the Kin did not sell. Why not? It’s obvious now: the product did not meet the needs of the target market. Whose fault is that? MARKETING.

If you only consider the promotional or back-end activities to be marketing you miss the critical role of marketing in getting the product right to begin with. Great promotion will not save a bad product and great products do better if they are “promoted” effectively. Marketing’s comprehensive job includes that most critical front-end piece of getting the right product right.

As an aside I think Microsoft got the Kin just right. It was exactly what their target market needed, just not what they wanted. Another mis-step by marketing.


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