One of the biggest challenges of being a provider of Marketing services, is needing to explain to every prospect and customer exactly what “Marketing” is.
It’s not that nobody knows what it is – it’s that everybody has their own idea what it is. And mostly, they’re wrong!
To some businesses, Marketing is the website… to others it’s about having a presence on social media… some companies just want a snazzy brochure while others wonder if they need a complete rebrand.
All of which are ELEMENTS of the Marketing mix…but aren’t the be all and end all of what Marketing is about.
So, for anyone who needs a clear idea of what Marketing is and what it does and how it might be applied to their own enterprise, here is the “dictionary definition” of marketing, as defined by the Chartered Institute Of Marketing: “Marketing is the management process that identifies, anticipates and satisfies customers’ needs efficiently and profitably but better than the nearest competitor”.
Peter Drucker, the Austrian-born American management consultant, educator, and author, whose writings contributed to the philosophical and practical foundations of the modern business corporation, says: “Marketing… is not a specialized activity at all, it encompasses the entire business. It’s the whole business seen from the point of view of its final result, that is, from the customer’s point of view. Concern and responsibility for marketing must therefore permeate all areas of the enterprise”.
Jack Welch, former chairman and CEO of General Electric put it even more crisply: “Marketing isn’t SOMEBODY’S responsibility, it’s EVERYONE’S responsibility”.
And my own simple, straightforward, down to earth offering is that “Marketing is everything you do to attract people to your goods and services”.
I hope that helps clear up the confusion about what marketing is and what it does…
If it doesn’t, contact me and we’ll have a chat.
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