We do a lot of marketing. We want to do it better. So, we thought we’d try to come up with a clearer idea of what marketing means for us.
Key thinkers for us on marketing are Peter Drucker, Jack Trout and Philip Kotler.
Here’s Drucker: “Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.”
“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”
“The aim of marketing is to make selling unnecessary.”
“Marketing is so basic that it is not just enough to have a strong sales department and to entrust marketing to it. 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 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.”
What is the act of marketing? Here’s Trout:
Step 1: Make Sense In The Context
Step 2: Find The Differentiating Idea
Step 3: Have The Credentials
Step 4: Communicate Your Difference
And here’s Kotler to sum it up:
“There is only one winning strategy. It is to carefully define the target market and direct a superior offering to that target market.”
“The best advertising is done by satisfied customers.”