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What Is Marketing?
The document discusses the common misconceptions about marketing, emphasizing that it is much more than just advertising or making money. It defines marketing as a comprehensive process that involves understanding and satisfying customer needs, and highlights that it is the responsibility of everyone in a business to engage in marketing. Overall, the document aims to clarify the value of marketing in driving customer satisfaction and business success.
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What Is Marketing?
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- 2. I checked what someof my friends on Facebook thought
- 3. It’s pretty clearthat not only does marketing have an image problem but the concept is not clear to many
- 4. We marketers havedone a dreadful job of marketing ourselves and what we do...
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- 8. Advertising is actuallyprobably less than 5% of what is involved in marketing Other marketing activities
- 9. So really advertisingis only a small part of a much bigger picture
- 10. “Marketing = useless” Marketingis hardly useless –watch on and I’ll explain
- 11. “Marketing = money” Hmmmwell, 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
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- 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 illusionaryvalues” 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 “Marketingis 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 iseverything"
- 19. Peter Drucker “Marketing isnot 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 - marketingis everybody’s business within the company... It’s the reason your business exists ... For your customer
- 21. Chartered Institute ofMarketing Marketing is “the management process responsible for identifying, anticipating and satisfying customer requirements profitably.”
- 22. Chartered Institute ofMarketing 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 iswhat 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 analysisand 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 thinkof 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 nand 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 Becauseeven though marketing communications may just be down to one department...
- 28. Finance HR Operations Quality Management IT Facilities Management R&D Etc. Weare all working towards bringing value to the customer
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- 30. Marketing = doing businesswith the customer at the of it = happy customers = good business
- 31. So everyone inthe company is in marketing because we are ultimately all here to serve the customer
- 32. So next timeyou start thinking that marketing is a pain in the royal one and nothing to do with you Think again!
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- 34. Get marketing tipsemailed to you each week Sign up at Thoranna.is