Alaa Rajeh JEDDAH – There are many words, phrases, slogans, expressions and terms used in marketing products and services. Some are purposely designed as misnomers, while others are deemed beacons of goodwill. Some get offshore and can drown the product, and others get on shore and can help shine the product. But what is the market's feedback and feelings toward some words. Whether spoken or written, words may bring a product up high in the sky or may get it deep down in the sea. Sometimes when words used to describe a product become too consumed, it might backfire. However, careful consideration of some thoughts could prevent being carried away by a torrent to eventual doom. The phrase “Customer-focused”. Does this mean that others are not customer-focused? In case of major loss for the company selling the product, does it still maintain being customer-focused? Or should it become profit- focused. Can any corporation tell its target groups, in concrete terms, how to meet customers' specific needs, knowing that the product being offered stage is still in the nascent state and therefore can't address them? Another term, known as the “Best in its class”. But the phrase begs the questions such as who defined their “class,” and who determined that this or that product were the “best” in their class? Most probably, it is the company itself, mainly the marketing team. Some consumers don't need the best in class, as they simply need what's best for them. While searching for a similar term to “Best in its class” another term crops up: “Unique”. Companies tend to convey uniqueness of their products. Well, that's good enough for the consumers to buy, when there is a real unique selling point. Yet can that “unique” product fill consumers' needs? Another phrase that has the high probability of being misused or abused is the “added value” attached to a certain product or even services. Does this means that the consumer will get something at no additional cost. Thus what is being offered is part of the whole deal. Accordingly, there is no free increment offered with the product, so where is the added value. Another phrase is “we are the experts” or “our expertise exceeds your needs”. Well said, yet is there any recognized proof to validate the claim? The best judge are the consumers, the end-users who will either feel the brunt or get the full satisfaction. To claim that a product or even service rendered “exceed expectations” is again a misleading proposition. How can a company or business exceed expectations while offering a product or service? Remember that consumers are insatiable by nature. So, the ultimate focus should have been on “going customer-focused” in the literal sense of the word, and not the other way around using deceptive rigmaroles. — The writer is a PR manager based in Saudi Arabia
