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What Is Marketing?

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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 ;)

Published in: Marketing

What Is Marketing?

  1. 1. MARKETING What is...
  2. 2. I checked what some of my friends on Facebook thought
  3. 3. It’s pretty clear that not only does marketing have an image problem but the concept is not clear to many
  4. 4. We marketers have done a dreadful job of marketing ourselves and what we do...
  5. 5. So let’s clarify...
  6. 6. “Marketing = advertising”
  7. 7. “Marketing = advertising”
  8. 8. Advertising is actually probably less than 5% of what is involved in marketing Other marketing activities
  9. 9. So really advertising is only a small part of a much bigger picture
  10. 10. “Marketing = useless” Marketing is hardly useless –watch on and I’ll explain
  11. 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. 12. “Marketing = manipulation”
  13. 13. “Marketing = manipulation” “Marketing = change just for the sake of change”
  14. 14. “Marketing = manipulation” “Marketing = change just for the sake of change” Only if you have bad marketers...
  15. 15. “Marketing = required” Yes – and you will see why ;)
  16. 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. 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. 18. Regis McKenna "Marketing is everything"
  19. 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. 20. Yep - marketing is everybody’s business within the company... It’s the reason your business exists ... For your customer
  21. 21. Chartered Institute of Marketing Marketing is “the management process responsible for identifying, anticipating and satisfying customer requirements profitably.”
  22. 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. 23. Al Ries “Marketing is what a company is in business to do. Marketing is a company's ultimate objective...”
  24. 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. 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. 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. 27. So marketingis everybody’s business Because even though marketing communications may just be down to one department...
  28. 28. Finance HR Operations Quality Management IT Facilities Management R&D Etc. We are all working towards bringing value to the customer
  29. 29. Because...
  30. 30. Marketing = doing business with the customer at the of it = happy customers = good business 
  31. 31. So everyone in the company is in marketing because we are ultimately all here to serve the customer
  32. 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. 33. Marketing revenue customers healthy business 
  34. 34. Get marketing tips emailed to you each week Sign up at Thoranna.is

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