Shopping Cart
Your Cart is Empty
Quantity:
Subtotal
Taxes
Shipping
Total
There was an error with PayPalClick here to try again
CelebrateThank you for your business!You should be receiving an order confirmation from Paypal shortly.Exit Shopping Cart

Dr. Escalante Management Group, Inc.

A Financial & Managerial Support Enterprise

My Blog

Blog

Thoughts on Marketing 1

Posted on June 13, 2011 at 2:35 PM
I plan to use this blog to bring tips and ideas on marketing and consumer behavior strategy to anyone interested in such subject matter. In their "The 22 Immutable Laws of Marketing", Ries & Trout say, "Billions of dollars have been wasted on marketing programs that couldn't possibly work, no matter how clever or brilliant. Or how big the budgets."
First, a few things (amongst many) that marketing is not. Marketing is not, and/or you are not a "marketer" if you:
 
  • creativity
  • graphic arts
  • knowing how to buy media
  • making brochures
  • worked in a marketing department in some support function
  • kept and updated a customer database
  • updated a web page
  • created flyers
  • sold (not counseled on) anything
  • worked in an advertising agency
 
The list goes on, but I believe you get my drift. At least those folks who are truly in marketing will.
 
Marketing involves a dizzying array of areas. Marketing is, regardless of what you may believe or of how it is classified or labeled in your organization, the umbrella under which fall all areas dealing with customer acquisition and retention.
 
"Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved October 2007 by the American Marketing Association)."
 
I don't know, maybe it's just me. MARKETing is putting things on the MARKET. It is understanding that person whom I call "Ed". It is identifying needs/niches/vacuums in the MARKET. It is creating things (and please, let's not get academic in terminology--things, products, services, dreams, desires, exchanges, gizmos...) that someone wants/needs; it is communicating that these things exist and how they come to satisfy; it is putting these things in someone's hands to try; it is presenting these things convincingly to people so they are willing and ready to stick their hand in their pocket and buy one; it is ensuring that the communication is producing desired results; it is identifying, locating and qualifying the people to whom you will present; it is identifying if what you gave them is working as promised; it is a social responsibility in terms of morals, values and ethics.
 
I don't know, maybe it's just me. But haven't I just talked about marketing research, advertising/communications, sales, promotion. And don't get me started on other arenas such as distribution, merchandising, proper invoicing, customer service, and yes, why not, a manicured lawn and a clean toilet. If your place is a shambles, what can I expect inside the box you just sent me via some delivery service at some astronomical cost?
 
Oh, yes, I almost forgot to tell you about "Ed." The next time you are out and about, do me a favor and pick up a present for Ed. Who, exactly, is Ed, you ask? Precisely. That takes us a bit into geo/demos, consumer behavior, psychographics, lifestyle... my goodness, more MARKETing stuff.
 
Is it Edward, or Eduardo, or Edwina, or Edgar, or Edith? Is this person tall or short; heavy or thin; female or male; married or single or in a relationship; straight or gay? With kids or no kids; employed or unemployed. What type of work does this person do? How much does this person earn? What type and level of education does this person have? Where does this person prefer to shop? What does this person typically buy? What language does this person speak?
My goodness, so many questions. And this list is nowhere near comprehensive. If you have none of the answers, how do you expect to design, develop, launch, communicate and hope to sell anything to anyone? Marketing is difficult in that it requires that one create an offer that will satisfy someone else, as I said, "Ed."
 
I must stop now; I have to go market something. Speak with you in a while.

Categories: Marketing

Post a Comment

Oops!

Oops, you forgot something.

Oops!

The words you entered did not match the given text. Please try again.

163 Comments

Reply Franklin
6:44 PM on May 3, 2012 
Identifying ED is one of the most crucial aspect on a business development plan. As a contractor my objective is to identify my consumer and establishing a relationship, letting them know that my products and services are unique in comparison to my competitors acquiring the same customers.

What aspect of Marketing can we improve once you identify Ed?
Reply Ferguson Martha
8:14 AM on November 10, 2012 
Hello there, your post does make sense about marketing. Marketing is very important to build and to make popular any expanded business. Without proper marketing any large business can fall down. Therefore please provide more helpful ideas about marketing. Thanks
Reply Dr. E
6:00 PM on November 10, 2012 
Ferguson Martha says...
Hello there, your post does make sense about marketing. Marketing is very important to build and to make popular any expanded business. Without proper marketing any large business can fall down. Therefore please provide more helpful ideas about marketing. Thanks

Ah, very interesting. What is your field of endeavor? Have you gone on to read the other portions of my blog? I don't believe you quite grasped the concept of the first blog, as it addresses the issue of the need to first understand to whom the message is to be delivered. It also, perhaps quite indirectly, speaks to many would-be marketers who waste countless amounts of money on programs that will never provide any benefit to a client because they say nothing, to no one; only to the people who designed the program and were able to sell it to a client. There are marketing experts who provide quality services and material, then there are "marketing experts" who, went from perhaps stuffing envelopes at a direct mail marketing firm, to becoming "consultants." The latter is what I fear, the latter is what gives marketing a bad name, the latter is what wastes other people's money.
Please read the rest of the material. Without marketing I would have no life, as this is what I do for a living as a professor and as a consultant to clients the likes of Levis, Coty Cosmetics, Pfiser, and others.
Thank you so much for your comments. They are extremely welcome and refreshing.

Please visit: www.manuelescalante.wordpress.com
Reply handbag
8:01 AM on November 19, 2012 

Another individual, to be able to effectively-off of and extensive effectively, working an expansion bargain
organization effectively create-on,slowly but surely, picked out mishaps the body is not going to exhibit,no matter if
or potentially not make a profit,could perfectly feature it setting up a heath therapy technique alternative. He and
then in unlikely try a related information living-design and style, and in some cases dealing with a disease. An
authentic non-public or loads of females, is shortage of know-how.
Reply tourism marketing speaker
9:15 AM on February 5, 2013 
Appreciable thoughts about marketing you are sharing with us through this blog. Thanks for it and hope you will post back with great information about it. Thanks
Reply experiential marketing companies
9:30 AM on February 5, 2013 
Your thoughts about this marketing strategies impressed me and your appreciable work on this blog is also impressed me. keep sharing such an interactive blog posts.
Reply long island ad agencies
1:51 PM on February 7, 2013 
I must say this is a nice little text on marketing. I have read your last two blog posts on the same topic, those were excellent too. Keep it up and keep posting blogs on related matter.
Reply SEO at Manchester
10:15 AM on February 11, 2013 
All the things yo are giving in this blog about marketing very helpful for me and all. SO thanks for giving such nice information.
Reply Cheap Virtual Office in London
10:50 AM on February 11, 2013 
I am very impressed through this blog because the information about marketing you have given in this blog is very important for me and for which I was searching from past some days.
Reply internet marketing company
1:38 PM on February 13, 2013 
I am so grateful to find your particular post. I have bookmarked this website and I will keep visiting you for further such interesting posts.
Reply USA twitter followers
6:17 AM on February 14, 2013 
Franklin says...
Identifying ED is one of the most crucial aspect on a business development plan. As a contractor my objective is to identify my consumer and establishing a relationship, letting them know that my products and services are unique in comparison to my competitors acquiring the same customers.

What aspect of Marketing can we improve once you identify Ed?

The blog post is very informative as it is discussing the most highlighted topic that is the marketing.I really find it interesting and filled with quality content.
Reply bestessays.net
4:24 PM on February 21, 2013 
I am happy that I found your post while searching for informative posts. It is really informative and quality of the content is extraordinary.
Reply get pinterest pins
4:17 AM on February 24, 2013 
Firstly thanks a lot for such a wonderful post. I would like to know more about such topics and hope to get some more helpful information from your blog. C U soon.
Reply best essays au
6:37 AM on March 4, 2013 
Nice post. I just discovered your website and have to say that I have really enjoyed reading your blog content. Anyway I’ll be subscribing to your feed and I watch for your post another time soon. This is so great that I had to comment. I’m usually just a lurker, taking in knowledge and nodding my head in quiet approval at the good stuff…..this required written props. Theory rocks…thanks. I'm very happy to read this.
Reply bestessays.com scam
6:40 AM on March 6, 2013 
The kindness of things. I do not know what I would do, if I did not find such a theme. I can see at this moment, my future. Thank you very much for reliable and results-oriented guidance.
Reply best paper writing service
3:28 PM on March 31, 2013 
I think the content covered in the blog is quiet impressive and brilliantly conveyed. Good job and great efforts. Keep it up.
Reply SEO strategist sydney
6:35 AM on April 2, 2013 
You are really doing a great job by sharing your thoughts and ideas for marketing through this blog. I am impressed by your knowledge.
Reply Pre-Market-Tips
6:12 AM on April 4, 2013 
These are all really great tips to consider when starting a new business or a website, sometimes people don’t think about something like this. Thanks for this post!
Reply MB Star C3
2:57 AM on April 7, 2013 
Airbag Resetting and Anti-Theft Code Reader is used to reset the airbag. When an explosion occurs in an airbag or the SRS light is turned on accidentally, commonly the airbag controller should be replaced since the traditional tools cannot clear the trouble code. Actually, the controller can be used normally again after the trouble code is cleared, if there is no damage to the controller's hardware.feng
Reply Hire SEO Specialist
10:46 AM on April 8, 2013 
Thanks for contributing your important time to post such an interesting & useful collection.It would be knowledgeable & resources are always of great need to everyone. Please keep continue sharing.
0