2. "If you can’t convince them,
confuse them”
A quote which was popularized in
1948 by U.S. President Harry S.
Truman ,referring to the tactics of
the opposition Republican party.
The quote in its face value is
political but it is used by a large
organizations as a marketing
tactics.
3. CONVINCING
When something is convincing, it makes people
agree with what it claims to be true.
CONFUSING
When something is confusing, it creates a
dilemma and people are not able to decide.
6. CONVINCING BUYERS
•USE DATA
Numbers do not lie.
•FOCUS ON COST SAVINGS
Offer discounts.
•SHOW THEM THE FUNCTION
Focuses on utilitarian purpose
7. CONFUSING A BUYER
oLACK OF INFORMATION ABOUT
BRAND AND PRODUCT
oTOO MANY OPTIONS LEADS TO
CONFUSION
oADVERTISING
oPOPULARITY OF A PRODUCT
8. CONVINCING A
BUYER
CONFUSING A
BUYER
LONG-TERM MARKETING
TACTICS
SHORT-TERM MARKETING
TACTICS
INCREMENT OF
GOODWILL
DECREMENT OF
GOODWILL
CUSTOMER
SATISFACTION FOR
LONGER PERIOD
CUSTOMER
SATISFACTION FOR
SHORTER PERIOD
NEEDED FOR MARKET
STABILITY
NEEDED FOR MARKET
PENETRATION
9. CRITICAL APPRAISAL
Confusing customers may work once or twice but
would be not determinable in the long run.
Imperfect purchasing decisions of a buyer.
Destroy the brand's reputation and image.
Ethics and prevailing practices contradicts, the
practice of confusing customers
Very unprofessional approach for very short term
benefits.
10. CONCLUSION
The approach "If you can’t convince him, confuse him"
depends on the ability of a marketer whether he is able to
convince the buyer or he is confusing them.
While following this concept a marketer Should have a perfect
knowledge about the market, the products he is selling and
customers he is targeting.
Confusing a buyer may also lead to convincing a buyer.
This approach is needed for both stability as well as entering the
market but confusing a buyer should be in limitation or it may
lead to mistrust.
