What is Marketing?
Anthony O. Putman - who is a marketing coach and teacher- defines marketing in his book "Marketing Your Services" as;
"Marketing is the intentional process of creating and maintaining a customer relationship."
Seth GodinMarketing Guru defines it as;
Spreading ideas that you believe in, sharing ideas you're passionate about... and doing it with authenticity.
Marketing for Good'’s definition of marketing falls somewhere in the middle and has been broken down into two main parts;
Philosophically speaking, “Good marketing is the intentional process of sharing ideas you'’re passionate about, believe in, and which create an authentic relationship between your business and the people who use your business.”
Practically speaking, "Marketing is the way you answer the phone, your letter head, your business card, the way you describe yourself and your company, staff uniforms, store cleanliness, return policies and essentially every type of interaction between people that goes on. Even management-to-staff treatment, which filters into unsupervised customer service is a form of marketing."
The 'practical' part is inspired by Seth Godin, but it also reflects a lifetime of my beliefs about how life operates. Everything in life is marketing. "They" say everything in life is politics, and it's true. But politics is marketing. How people identify and relate with your image is called positioning. The amount of people who buy into your promises, and on what scale, is called many things: customer service, advertising, trust-building, through to promise-delivery.
Non-professionals do this as well, unintentionally. Instinctively you know it's always wise to ask your spouse for a favour at the right moment. You also know that it's an even better idea to offer an incentive (e.g., back rub) in exhange for this favour if it involves them helping on an already busy day. This is the same concept as a store owner asking something specific of their clients (e.g., buy MY product, use MY services) and then realizing the value and benefit of offering an incentive. E.g., buy two bottles of expensive hand lotion and receive a free massage. This random example employs incentive offering and understanding your market.
"Marketing is the intentional process of creating and maintaining a customer relationship."
Seth GodinMarketing Guru defines it as;
Spreading ideas that you believe in, sharing ideas you're passionate about... and doing it with authenticity.
Marketing for Good'’s definition of marketing falls somewhere in the middle and has been broken down into two main parts;
Philosophically speaking, “Good marketing is the intentional process of sharing ideas you'’re passionate about, believe in, and which create an authentic relationship between your business and the people who use your business.”
Practically speaking, "Marketing is the way you answer the phone, your letter head, your business card, the way you describe yourself and your company, staff uniforms, store cleanliness, return policies and essentially every type of interaction between people that goes on. Even management-to-staff treatment, which filters into unsupervised customer service is a form of marketing."
The 'practical' part is inspired by Seth Godin, but it also reflects a lifetime of my beliefs about how life operates. Everything in life is marketing. "They" say everything in life is politics, and it's true. But politics is marketing. How people identify and relate with your image is called positioning. The amount of people who buy into your promises, and on what scale, is called many things: customer service, advertising, trust-building, through to promise-delivery.
Non-professionals do this as well, unintentionally. Instinctively you know it's always wise to ask your spouse for a favour at the right moment. You also know that it's an even better idea to offer an incentive (e.g., back rub) in exhange for this favour if it involves them helping on an already busy day. This is the same concept as a store owner asking something specific of their clients (e.g., buy MY product, use MY services) and then realizing the value and benefit of offering an incentive. E.g., buy two bottles of expensive hand lotion and receive a free massage. This random example employs incentive offering and understanding your market.
posted by Marketing for Good at 11:32 AM
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