Wednesday, 25 June 2008

What is Marketing?

Just found this at the Clark & Taylor blog...


"I have just started to read Bright Marketing.

Normally I would put a review up once I have finished but last night I read a section that made me think:The question the author Robert Craven poses is "What is Marketing?" which he answers and then asks for further thought by asking 4 questions.

First the three definitions:
Textbook definition:
'Identifying and satisfying the customer needs profitably.'

Slightly better:
'Marketing is about deciding what customers' business you want to win .....against whom.....and how.'

So at its core we can say:
'Marketing is seeing your business through your customers eyes.'"

[So the blog's key point:]

"This is saying that your business will be judged by your customers, through their interactions and dealings with your business - from walking through the door (or website) through to paying and, hopefully, recommending you to others.

The four questions that are then asked are (which I believe form the basis of the rest of the book):
- What problem does our product or service solve?
- Why should people buy from us?
- What benefits are we offering that our competition doesn't offer?
- If we aren't offering additional benefits then why should people buy from us at all?"

So take your team on an awayday and get them to answer the following:
- What problem does our product or service solve?
- Why should people buy from us?
- What benefits are we offering that our competition doesn't offer?
- If we aren't offering additional benefits then why should people buy from us at all?



RELEVANT LINKS
Clark & Taylor blog...
Bright Marketing book website

Final Spring/Summer 08 Barclays Let's Talk Bright Marketing seminar is on Wed 25 June in Bradford
Marketing is a battle for the mind - coke vs pepsi - blog
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