Marketing

by Jeff Bartlett

Common questions

  1. What is marketing?
  2. Why is it important?
  3. What is the marketing mix?
  4. What is the difference between consumers and customers?
  5. How do we identify and anticipate customer and consumer requirements?
  6. Why is our logo so important?
  7. Why do we need strong brands?
  8. I don’t work in the marketing department, so how does it affect me?

 

1. What is marketing?

Marketing is the management process responsible for identifying, anticipating and satisfying customer and consumer requirements profitably. It is NOT just about advertising and promotion!

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2. Why is it important?

Because it helps determine the strategic direction an organisation will take. It forces decisions to be made regarding which customers and consumers will be served, and with which products.

In the most successful organisations, the focus on customers and consumers drives the behaviour of the organisation and its people.

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3. What is the marketing mix?

This is the combination of marketing inputs that affects customer perception, motivation and behaviour. Often referred to as ‘the 7 Ps’, the mix consists of Product, Price, Promotion, Place, People, Process and Physical evidence.

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4. What is the difference between consumers and customers?

Consumers are the final users of your product.

Customers are those organisations or people who buy directly from you, and may or may not be consumers.

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5. How do we identify and anticipate customer and consumer requirements?

By using market research techniques, such as surveys, questionnaires and focus groups.

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6. Why is our logo so important?

It is not just the logo that is important. A logo is an important element of a brand. Nowadays, a brand is a symbolic embodiment of all the information and attributes connected with an organisation or product.

A brand is a kind of mental shorthand that gives you a picture and an understanding of what an organisation or product is and stands for.

It typically includes a name, logo and other visual elements, such as images, fonts, colour schemes and symbols. It sometimes also includes a strapline – for example, ‘the world’s favourite airline’.

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7. Why do we need strong brands?

A strong brand is able to command a price and a presence above that of weaker brands – a price and presence which lead to higher profitability and greater protection from competitive attack.

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8. I don’t work in the marketing department, so how does it affect me?

It’s not necessarily so much the marketing department that affects you as the implications and ethos of working in a marketing-oriented organisation. If your organisation is truly focused on its customers and consumers, then every action taken by each individual can rightly be challenged by the question, ‘What impact will it have on our customers and consumers?’

However, in organisations where there is not a strong marketing orientation there can sometimes be a disconnect between what the marketing department asks for and what the operations or manufacturing department can deliver.

In such organisations, it is vital that a regular dialogue is developed between the marketing department and other departments in order to ensure mutual understanding of what is and is not possible at any one time.

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