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| Dec 21, 2004 1:12 am |
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re: How would you define Marketing? |
Chen Sun
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I never liked these type of definitions . In such definitions, their derivatives are as such--In a marketing oriented company--everything engineering and manufacturing does is also marketing focused. So, before one knows it, nearly everything with such firm is marketing. If everything in a marketing oriented company is marketing, then what is marketing is such a company?
One doesn't have to be a marketing oriented company, as Travis pointed out. Only in a marketplace where buyers have preponderant power does the seller have to be a marketing company. If, for example, one is building nuclear submarines (which I believe there's only one US supplier) this is not exactly a marketing-oriented company. The Rothschilds of South Africa's diamonds have done everything they could for many decades to destroy the buyers' marketplace. Diamonds prices are astronomically high because of artificial controls on supply. Whether this is good marketing or not, I'm unsure, but I do know these are extremely profitable practices.
More importantly such definitions suggests expending an unprofitable amount of energy. Again, its derivative is--do everything that's marketing related. This is wrong. To me, marketing means selecting among different paths with different ROI. Marketing is very difficult in this way.... I don't think any one step is difficult, but there are many different routes to profitability. And because most markets in the world presently are buyers-power dominated, marketing-oriented is the more desirable position to be in this stage of history.
Chen Sun
www.WebAndNet.com, a Web Inventions eNterprise
WINning Solutions TM
> Leslie Wolff wrote:
> One of the best descriptions I've ever read was in a book published in the late 60's by Theodore Levitt, the Marketing Guru of the Harvard Business School. It described Marketing as
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>"All the exhilarating big things and all the troublesome little things that must be done in every nook and cranny of the entire corporate organization in order to achieve the purpose of attracting and holding a customer."
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>It's been a major stone in the solid foundations I've built for clients over the last 4 decades.
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>What's your idea of Marketing?
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>Have a great holiday.
>
>Les Wolff Private Reply to Chen Sun (new win) |
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