Secrets of Marketing Revealed

What really is marketing?

“Marketing is a total system of business activities designed to plan, price, promote and distribute want-satisfying products to target markets to achieve organisational objectives.” – Miller & Layton

The Evolution of Marketing
1. Production Stage (1900 – 1930’s) – the assumption is that making a good product will ensure business success.

Example: “You can have any colour Ford you want, as long as its black” – Henry Ford (Regarding his Model T)

2. Sales Stage (1930 – 1960’s) – the emphasis is on using various promotional activities to sell whatever the organisation produces.

Example: “We have a new miracle medicine potion which cures all illnesses – buy it now before we sell out!”

3. Marketing Stage (Late 1960’s – Now) – The Company focuses on the needs of its customers and carries out a broad range of marketing activities to satisfy them.

Example: “We asked the customer what they wanted, and then we made it to suit them.” – Bay Swiss

The next is Relationship Marketing Stage – The focus is building a marriage with your customer…

The differences between Marketing and Selling
In Selling

 In Marketing
Emphasis is on the product

 Emphasis is on the customers’ wants
Company first makes the product and then figures out how to sell it
Company first determines customers’ wants and then figures out how to make and deliver a product to satisfy those wants
Management is sales volume-oriented Management is profit-orientated
Planning is short-run oriented, in terms of today’s products and markets Planning is long-run orientated, in terms of new products, tomorrow’s markets and future growth
Needs of sellers are stressed Wants of buyers are stressed

How does a customer decide on purchasing your product?

Well we hope you have enjoyed reading this month’s enews, and found it fun and informative. As always we are here to serve the needs and wants of our client’s everyday – so just pick up the phone and call us!
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