I remember back to the first day of my Marketing Management course. It’s typically the course that is taken shortly after Basic Marketing (the foundation course). Shortly after reviewing the syllabus, the professor presented a question to the class –> Would anyone like to define marketing? You won’t believe the amount of students that replied “Sales.” A student shared the following story:
I was recruited to work for the company CUTCO (Vector Marketing) as a marketing representative. (If you aren’t familiar Vector Marketing dba CUTCO is a distributor of cutlery products such as utensils, kitchen knives, knife block sets, cookware, and flatware.) Essentially, the majority of earnings arises from the multi-level marketing opportunity but the student actually did door-to-door sales of the products.
Some other students also posed similar arguments. However, that is incorrect. I’m here to remind you that Sales ≠ Marketing. Marketing supports sales but they are not the same thing.
Recently, I was out with some friends and one mentioned that they had used an article that I posted on LinkedIn to introduce QR codes to an existing client. I was very impressed as I wasn’t certain that anyone actually had a look at the resources and information that I shared. We began discussing the emergence of QR codes as the platform to boost mobile engagement when they mentioned that advertising and marketing were the same thing. Surely, I thought this was a mistake. Surely, they are passionate about their degree (advertising) and I am passionate about mine (marketing) but I could just let that statement go. Just as Sales ≠ Marketing , Advertising ≠ Marketing.
As described by marketing guru Seth Godin, “Marketing is the name we use to describe the promises a company makes, the story it tells, the authentic way it delivers on that promise.”
Real world examples of marketing in action
- You have a radio show..that is an example. You are an example. The radio show is a way for you to tell the story of your advertisers and even more, you’re story. Every day that you do the show, you live this “marketing.”
- This blog is an example. I’m an example. The blog is a method for me to tell the Lorenzo Orlando Caum story. And I do it every day. That is marketing.
Bonus: common elements of a marketing plan
- Executive summary
- Situation analysis (external environment analysis [industry/market trends, competitive trends, technological trends, economic trends, political trends, legal trends, regulatory trends, culture trends])
- Customer environment analysis
- Internal analysis
- SWOT analysis
- Issues analysis
- Goals and objectives
- Strategy statement (target market definition, demographic, operating variables, purchasing approaches, situational factors)
- Marketing mix
- Action plan
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