Marketing, especially in today's society, is widely used for social media and technology in the form of products and services. It is so easy for brands and companies to market something they don’t always understand. Technology is a tool that is used every single day in today’s society. I never understood how much technology plays a part in business and marketing before I started this degree. I used to think marketing was just used on billboards and newspapers. I never would have guessed how heavily technology is used in marketing like it is used today. This article mentions the intentional and unintentional categories of technology. Intentional processes are where the people change the technology and the unintentional processes are where technology changes people. In the Intentional process, there are three groups, further extension, subversion, and diversion. The first intentional process, further extension, is typically what most marketers are familiar with, which is the “new and improved” approach to product development. It enhances an existing design, concept or idea and focuses on making it better. Out of the three processes, I can relate the most to this one, because when I have helped companies with their marketing it is always figuring out how to make their product or service more appealing to customers. The unintentional processes can be broken down into two groups, emersion and aspersion. This part of the article is so interesting to me, because I can see how both sides affect us as a society. Emersion is where the technology has a positive feedback loop between society and technology. Technology has so many wonderful benefits. Technology allows us to access information in the matter of seconds, saves time, connection with loved ones across the country, improvements in jobs, and so much more. Aspersion is where technology produces a negative feedback loop on people and society. The article talks about how 4X4 vehicles are great and fun, however they have affected wilderness areas and beaches across the world. It has gotten so bad that the governments and local communities have had to impose bans on their use. I think about aspersion in broader terms of technology and how often technology has a negative impact on our everyday lives. How much would our lives change if technology wasn’t used as much everyday. Aspersion involves the unintended consequences of technology on consumers, society, and the environment. The article brings up a fantastic point of the use of phones with driving, environmental health hazards created by diesel engines, and the development of antibiotics has created drug resistant “super bacteria”. Not to mention how social media has created so many mental health problems. Kids that play video games and watch television often have ADD and problems with violence. Subversion is the process of intentional change of technological artifacts by social actors. The physical item doesn’t change, but the consumers changed the meaning of the item. The article talks about Nike. Nike wanted their shoes to be used by professional and amateur sports people. However, the consumers started buying these shoes as fashion accessories and not as sports items. I find this so interesting because consumers hold so much power when it comes to businesses. I think that this article brings up so many great points. I think that if businesses/companies want to succeed, they need to understand the effects of technology. They have to make adjustments for their customers and business to succeed. Technology is not going to go away. It is a tool that businesses need to take advantage of. Businesses and companies need to understand their market and industry and develop a strategy that works for them. I think the most important thing for businesses to understand is that technology is changing everyday. They need to be able to adjust and change with the trends. What is agreeable with this summary and what is one point that is disagreeable about this summary in marketing.
Marketing, especially in today's society, is widely used for social media and technology in the form of products and services. It is so easy for brands and companies to market something they don’t always understand.
Technology is a tool that is used every single day in today’s society. I never understood how much technology plays a part in business and marketing before I started this degree. I used to think marketing was just used on billboards and newspapers. I never would have guessed how heavily technology is used in marketing like it is used today.
This article mentions the intentional and unintentional categories of technology. Intentional processes are where the people change the technology and the unintentional processes are where technology changes people.
In the Intentional process, there are three groups, further extension, subversion, and diversion. The first intentional process, further extension, is typically what most marketers are familiar with, which is the “new and improved” approach to product development. It enhances an existing design, concept or idea and focuses on making it better. Out of the three processes, I can relate the most to this one, because when I have helped companies with their marketing it is always figuring out how to make their product or service more appealing to customers.
The unintentional processes can be broken down into two groups, emersion and aspersion. This part of the article is so interesting to me, because I can see how both sides affect us as a society. Emersion is where the technology has a positive feedback loop between society and technology. Technology has so many wonderful benefits. Technology allows us to access information in the matter of seconds, saves time, connection with loved ones across the country, improvements in jobs, and so much more.
Aspersion is where technology produces a negative feedback loop on people and society. The article talks about how 4X4 vehicles are great and fun, however they have affected wilderness areas and beaches across the world. It has gotten so bad that the governments and local communities have had to impose bans on their use. I think about aspersion in broader terms of technology and how often technology has a negative impact on our everyday lives. How much would our lives change if technology wasn’t used as much everyday. Aspersion involves the unintended consequences of technology on consumers, society, and the environment. The article brings up a fantastic point of the use of phones with driving, environmental health hazards created by diesel engines, and the development of antibiotics has created drug resistant “super bacteria”. Not to mention how social media has created so many mental health problems. Kids that play video games and watch television often have ADD and problems with violence.
Subversion is the process of intentional change of technological artifacts by social actors. The physical item doesn’t change, but the consumers changed the meaning of the item. The article talks about Nike. Nike wanted their shoes to be used by professional and amateur sports people. However, the consumers started buying these shoes as fashion accessories and not as sports items. I find this so interesting because consumers hold so much power when it comes to businesses.
I think that this article brings up so many great points. I think that if businesses/companies want to succeed, they need to understand the effects of technology. They have to make adjustments for their customers and business to succeed.
Technology is not going to go away. It is a tool that businesses need to take advantage of. Businesses and companies need to understand their market and industry and develop a strategy that works for them. I think the most important thing for businesses to understand is that technology is changing everyday. They need to be able to adjust and change with the trends.
What is agreeable with this summary and what is one point that is disagreeable about this summary in marketing.
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