domingo, 4 de octubre de 2009

IdD: In medio virtus

El otro día pensé que los fabricantes de cepillos de dientes (llamémoslos “Tiburones”) habrían creado el hilo dental como una primera fase de un plan siniestro para encarecer sus escobillas. El proceso sería el siguiente:

1. Tiburones creó el hilo dental (el de verdad, no el traje de baño brasileño). Este producto requier
e de todo un tratamiento innecesario y previo al lavado de dientes, cosa que nadie hace (salvo después de un asado dieciochero o alguna ocasión similar).
2. La empresa mantiene el producto por varios, a pesar de que no es necesario.
3. Durante estos años convencen a los dentistas de que el producto es saludable. Esto no es difícil de hacer, ya que casi todo lo desagradable le hace bien a los dientes (sacarinas, frenillos, lavarse los dientes a cada rato, etc.), y todo lo agradable mal (comer a deshoras, café, etc.).
4. Los dentistas empiezan a recomendar el uso del hilo dental.
5. Esto produce una combinación perfecta para los planes de estos productores: uno no usa el hilo dental, pero como es saludable le da cargo de conciencia no hacerlo.
6. Ahora es el momento preciso para que estos fabricantes maquiavélicos actúen: ¡crean un cepillo de dientes que no sólo lava los dientes, sino que además tiene el mismo efecto que un hilo dental! Lógico que este cepillo será mucho más caro que la escobilla normal, pero debido a nuestro cargo de conciencia será un éxito en ventas.
7. Por si acaso, por si Tiburones pudieran seguir ganando plata, agregan esto: “los dentistas advierten que el uso de este cepillo no debe excluir completamente el uso de hilo dental”.

Esta paranoia no me duró mucho. La existencia del mercado es garantía de que esto no es así, ya que es muy difícil que se produzca el paso 2. Si un producto no es usado por la gente desaparecerá, ya que no es negocio para el productor, a menos que a éste le conviniera irse a pérdida por varios años confiando en lo que ganará con estos cepillos especiales, pero esto es difícil de sostener en un mercado con competencia. Recordemos que en el mercado funciona la ley de la oferta y la demanda, lo que significa que si la gente quiere algo de lo que hay muy poco, la gente se los peleará, con lo que el vendedor podrá regodearse con el precio y cobrar más caro. Esto hará que sea un buen negocio y que otras personas quieran fabricar lo mismo, lo que hará que haya más oferta y sean los vendedores los que deban pelearse a los compradores, con lo que el precio bajará. Estos subires y bajares harán que el precio llegue a un punto fijado por las necesidades de vender y comprar de las personas, lo que se llama precio de equilibrio.

¿Pero qué pasa si hay un monopolio, o si los pobres no pueden comprar lo necesario para la vida, etc.? Las respuestas a ésta y otras preguntas las tendremos en el próximo posteo.

37 comentarios:

Delfín dijo...

Creo que a la larga los "productos" que uno necesita para vivir de manera digna y saludable son muy pocos. Pero nada mejor que una buena estrategia de marketing para convencernos de lo contrario.¿O no?
Buen blog!

Álvaro P. dijo...

Delfín: Bienvenid(a/o) al blog.
Tienes razón. Los productos indispensables son muy pocos, pero el ser humano tiene esa tendencia a crearse necesidades que no son tales.
Saludos.
Álvaro

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