Very often when consulting with SMBs and entrepreneurs or teaching, I find that the concept of marketing is unclear in many people's minds. Not surprising. We marketers don't really do a lot of marketing for ourselves. So I put together this little slidedeck for my peeps just to make sure we are all on the same page - and to help erase the image of us marketers as merely advertising people or used car salesmen ;)

1. MARKETING
What is...

2. I checked
what some of
my friends on
Facebook
thought

3. It’s pretty clear that not only does marketing
have an image problem but the concept is not
clear to many

4. We marketers have done a dreadful job of
marketing ourselves and what we do...

5. So let’s clarify...

6. “Marketing = advertising”

7. “Marketing = advertising”

8. Advertising is actually probably less than
5% of what is involved in marketing
Other marketing activities

9. So really advertising is
only a small part of a
much bigger picture

10. “Marketing = useless”
Marketing is hardly useless
–watch on and I’ll explain

11. “Marketing = money”
Hmmm well, yes, it often leads to money, but
it is not all about money
– it can be used for other purposes
such as promoting a good cause or
bringing about
positive change

12. “Marketing = manipulation”

13. “Marketing = manipulation”
“Marketing = change just for the sake
of change”

14. “Marketing = manipulation”
“Marketing = change just for the sake
of change”
Only if you have bad
marketers...

15. “Marketing = required”
Yes – and you will see why ;)

16. “Marketing = promoting
illusionary values”
Unfortunately, sometimes good
things are used for bad purposes
– but that does not make the tool or
the methods the bad guy
– the one using them may be

17. American Marketing Association
“Marketing is the activity, set of institutions, and processes
for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients,
partners, and society at large.”
(Approved October 2007)
Yep – it’s that big!

18. Regis McKenna
"Marketing is everything"

19. Peter Drucker
“Marketing is not only much broader than selling; it is not a
specialized activity at all. It encompasses THE ENTIRE
BUSINESS. It is the whole business seen from the point of
view of the final result, that is, from the
customer’s point of view. Concern and
responsibility for marketing must therefore permeate all areas
of the enterprise.”

20. Yep - marketing is everybody’s business
within the company...
It’s the reason your business exists ...
For your customer

21. Chartered Institute of Marketing
Marketing is “the management process responsible for
identifying, anticipating and satisfying customer
requirements profitably.”

22. Chartered Institute of Marketing
Marketing is “the management process responsible for
identifying, anticipating and satisfying customer
requirements profitably.”
See – it’s all
about
that customer
person ;)

23. Al Ries
“Marketing is what a company is
in business to do.
Marketing is a company's ultimate
objective...”

24. Marketing
Product /
service devt
Needs
analysis
Target
market
analysis
Competitor
analysis and
monitoring
Positioning
Differentiation
Pricing
Distribution
and logistics
Marketing
communications
Marketing
researchMarket
research
Sales
mgmt
Internal
marketing
Brand
identity
Market
analysis
Strategy
Product /
service
mgmt
Customer
service
Organisational
culture
Quality
mgmt
this is by no means exhaustive...

25. When we think of
marketing – we are
often just thinking
of marketing
communications
Marketing
Product /
service devt
Needs
analysis
Target
market
analysis
Competitor
analysis and
monitoring
Positioning
Differentiation
Pricing
Distribution
and logistics
Marketing
communications
Marketing
researchMarket
research
Sales
mgmt
Internal
marketing
Brand
identity
Market
analysis
Strategy
Product /
service
mgmt
Customer
service
Organisational
culture
Quality
mgmt

26. Marketi
ng
Product /
service
devt
Needs
analysis
Target
market
analysis
Competitor
analysis and
monitoring
Positioning
Differentitati
on
Pricin
g
Distributio
n and
logistics
Marketing
communications
Marketing
researchMarket
research
Sales
mgmt
Internal
marketing
Brand
identity
Market
analysis
Strategy
Product /
service mgmt
Customer
service
Organisational
culture
Quality
mgmt
But marketing communications are
just one part of the picture
Marketing
communications
Advertising
(online, offline)
Sales
Promotions
PR
Direct
Marketing
Social
MediaEtc.

27. So marketingis
everybody’s business
Because even though marketing communications
may just be down to one department...

28. Finance
HR Operations
Quality
Management
IT Facilities
Management
R&D
Etc.
We are all working towards
bringing value to the customer

29. Because...

30. Marketing
= doing business with the customer at the of it
= happy customers
= good business


31. So everyone in the company is in marketing because
we are ultimately all here
to serve the customer

32. So next time you start thinking that
marketing is a pain in the royal one and
nothing to do with you
Think again!

33. Marketing
revenue
customers
healthy business 

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