What does innovation mean in marketing? Where does\ninnovation originate from? These were among questions that were answered during\na gathering dubbed \u201cInnovation in Marketing\u201d hosted by Kaarmaan House.<\/p>\n\n\n\n
Nasser Pashapour Nikoo CEO of dnaunion and Kambiz\nHeydarzadeh faculty member at Islamic Azad University provided answers to these\nquestions. Saeed Nabavian emcr\u2019s senior analyst chaired the panel.<\/p>\n\n\n\n
Innovation in Marketing<\/p>\n\n\n\n
During the event, Pashapour said, \u201cInnovation in marketing\nmeans to invent and put to work methods by which to understand the behavior of\na target group to influence their decisions while making a purchase. In other\nwords, coming up with a method that did not exist before and using it to influence\nconsumers.\u201d<\/p>\n\n\n\n
According to him, innovation in marketing is different from\nthat in other fields. The focus of innovation in this field is not on R&D.\n\u201cWhen products are piled up in the storage, that\u2019s when innovation comes to\nplay in marketing,\u201d he added.<\/p>\n\n\n\n
Without playing with words, Heydarzadeh said, \u201cInnovation in\nmarketing means anything which is understood in a new way in the market. Here,\n‘market’ does not signify what an economist would make of it (any space where\nsupply and demand find a balance) but refers to how marketing defines it. For\nus, ‘market is any space in which actual or potential customers exist.\u201d<\/p>\n\n\n\n
He continued by saying, \u201cMost Iranian marketing agencies\nsimply copy methods used by their foreign peers. But Iran\u2019s market is unique in\nmany ways and different methods need to be devised to fit the needs of the\nlocal businesses.\u201d<\/p>\n\n\n\n
According to him, the global economy, at present, is based\non the Austrian school or the free market. \u201cYou see competition in action in a\nfree market. Yet, apart from a small part of the FMGC, cosmetics and toiletries\nmarkets, there is no real rivalry in Iran\u2019s market.\u201d<\/p>\n\n\n\n
In response to Heydarzadeh, Pashapour said, \u201cCopying is the\nfirst stage of learning and in’ Iran we are at the first stage of marketing\nbusiness development. We need to use a microscope and search for untrodden\npaths. So, I agree that most marketing methods used in Iran are copied.\u201d<\/p>\n\n\n\n
He is of the opinion that, local firms can learn much from\nleading foreign companies. The veteran businessman acknowledged that Iranian\nmarketing firms might be infringing copyrights.<\/p>\n\n\n\n
During the panel, Nabavian said, \u201cIranian consumers are\ndifferent from those of other countries in that they are distrustful of\neverything in all market sectors. We can\u2019t talk to an Iranian consumer the way\nconsumers are addressed elsewhere. So copying can end up having opposite\nresults.\u201d<\/p>\n\n\n\n
Pashapour remarked that innovation in marketing should\nultimately lead to solving a problem that customers are dealing with. \u201cThat\nshould be our highest priority.\u201d<\/p>\n\n\n\n
Pashapour concluded by saying, \u201cInnovation in marketing can\nbe divided into three types: innovation in business model, innovation in\npurchasing processes, and innovation in products. To be innovative, you need to\nlisten to customers and address their needs.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"
What does innovation mean in marketing? Where does innovation originate from? These were among questions that were answered during a gathering dubbed \u201cInnovation in Marketing\u201d hosted by Kaarmaan House.<\/p>\n","protected":false},"author":2,"featured_media":4704,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[5,4,114,3],"tags":[199],"acf":[],"yoast_head":"\n