My view is that Real Marketing involves rather more than just promotions which is what many seem to equate to marketing.
I think that despite what many think, Marketing is a much bigger topic than just Advertising or even promotions. I promote and offer Real Marketing
What do I mean by Real Marketing?
Real marketing is not simply about promotion let alone just advertising and possibly PR (itself often perceived as free advertising - As if Editors were not wise to that idea!).
It is actually a 'Strategic Management Discipline' (Source - CIM, Harvard BS, Henley College, Ashridge, MBS, LSE and others) and should be at the centre of everything an organisation does to do its business now and for the future.
It is an ongoing, continuous, process that is part of the fabric of your business day to day, not something you do as a one off project or only when the bank manager asks what you are doing
Real Marketing encompasses at least 5 areas and how those areas interact. These are: -
Sales (Yes, this is a subset of Marketing not the other way round)
Promotions (We do this as well as, not instead of)
Finance (Pricing, yield, profit, revenue flow, ROI and 'Will we make any money doing this?')
Research and Development (What are we going to make money out of once the market for what we are doing now declines)
Distribution (What's the point of making, promoting and selling something if the customers cannot get their hands on it in the right quantity, at the time that they want it, and where they want to buy it from)
Real Marketers not only deal with all of the above but also with how each area interacts with all of the others and not just once but all of the time, in an environment where everything changes constantly and there are no hard and fast rules to follow.
Real marketers also need crystal balls because future gazing and a 360-degree vision of their environment, past, present & future, also comes with the turf. Add in SWOT, PEST, and BCG analysis and it might just be that specialist help can make a big difference to your business.
Organisations frequently believe that they cannot afford to do all of the above. I suggest that, for long-term survival, they cannot afford not to.
That's my view but what do others think? How do we marketers get the great uninformed to talk with and listen to to us so that they can do it better?
Regards - Maurice
3 comments:
Hi,
I think you seems to teach more about Management than Marketing in specific. Looking great. I think you've missed few points. Say Core Competence- This is most important thing on how as an organization should make decisions. Entire strategy would be revolving on this issue. Correct me if I'm Wrong.
Actually not so.
Sorry its been so long! for my reply I've had some issues for nearly 2 years and this got neglected!
My definition of marketing comes from most of the major business schools because each of the 5 issues affects all of the others and thus all need to be controlled at the same time.
It is sadly all too prevalent to confuse Promotions or even sales as being marketing whereas as I say it means all five.
EG. R&D shows what will be next product? What will people pay for it? How many will sell?
Finance (NOT accounts) what is ROI, cost of Sale, cost of promotions? sales per buck of promotion,
Distribution is about having enough product in the right place at the right time to meet demand and satisfy it at a sensible price and so on.
Core competence is indeed a management issue.
Marketing Strategy does however really drive the business forward.
I hope that helps and be assured that now the new web site is up and running at last there will finally be debate here too!
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