Understanding the Job
MKT/571
April 5, 2013 Understanding the Job
No one escapes milk. From birth to infancy, childhood, adolescence, and adulthood, milk accompanies every person’s journey through life. Milk is the first thing babies taste outside their mother’s protection and it is a primary ingredient of cheese, a widely favored addition to food served throughout one’s lifetime, or butter, that is just as popular and widely used flavor enhancer. Others use milk for practical applications at home. Everyone knows milk and its use at home and commerce is vast and extensive. However, its most basic utility is to provide nutrition. The following discussions describe the job of milk, specifically cow’s milk, using Clay Christensen’s milkshake analogy and explain the role of marketing in affecting consumer behavior by using strategies to attract target markets.
The job of milk Breakfast usually involves food and milk. At the morning table, people use milk as a beverage to complement cereal, an additive to coffee, a simple refreshment to break the evening fast, or a complete source of protein for most. Using Clay Christensen’s model, people hire milk to satisfy hunger upon waking up in the morning, add flavor to other foods or drinks, and provide nutrition to men, women, and children who need calcium, vitamin D, protein, and other essential nutrients. Throughout the day, people hire milk to perform the jobs mentioned without limitation to time or place. Milk is convenient and it gets the job of keeping people healthy, feeling full, and refreshed throughout the day. Additionally, during lunch or dinner time, people hire milk for cooking. Anyone who cooks may require milk to improve the flavor of a dish, add texture, and thicken the consistency of the food. Milk performs a function and that is why people buy milk. However, milk also satisfies other jobs