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Dec 15

Autoindustrijas problēma, marketinga slazdi un banku krīze

Savā jaunākajā komentārā (esejā) par autoindustrijas problēmām Amerikā, Afganistānu un banku sistēmu NYTimes vadošais globalizācijas komentētājs Tomass Fridmans identificē vienu no galvenajām problēmās slīgstošās ASV autoindustrijas kļūdām:

"Over the years, Detroit bosses kept repeating: “We have to make the cars people want.” That’s why they’re in trouble. Their job is to make the cars people don’t know they want but will buy like crazy when they see them. I would have been happy with my Sony Walkman had Apple not invented the iPod. Now I can’t live without my iPod. I didn’t know I wanted it, but Apple did. Same with my Toyota hybrid"

Ticība tam, ka ka cilvēki zina, ko viņi grib un spēj to artikulēt, ka visu ir iespējam pārbaudīt un notestēt, ir vieni no izplatītājajiem marketinga slazdiem. Itkā droša izvēle. Bet nekad un nekas nevarēs paredzēt spilgtu negaidītu ideju efektu.   

Un vēl esejā ir pāris spilgti spriedumi par krīzes cēloņiem Amerikas banku sektorā:

"What we are dealing with there is the effect of a credit bubble that began in the late-1980s with the advent of global securitization — the chopping up and bundling into bonds of everything from home mortgages to student loans to airplane leases, and then selling them around the world.

When you take this much leverage and this much globalization and this much complexity and start it in America, and then blow it up, you have a nuclear financial explosion. The deflating of this credit bubble is so wealth-destroying that even the most prudent banks have been ravaged by it."

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