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Today's Definition of Marketing. Has it Changed?
by Bobette Kyle
With
the continued proliferation of the Internet, the meaning of the word
"marketing" also proliferates. There seem to be as many definitions of
marketing as there are marketers.
Many see marketing as a series of
tactics or gimmicks. Some
push pyramid programs [multi-level marketing (MLM)
or
network marketing] as the way to successful marketing.
Others may
say the Web has made traditional marketing
obsolete. I say the Internet has
expanded our capabilities,
created new ways of doing business, and radically
changed
business dynamics. It has not, however, changed the
foundation of
marketing.
Basic, traditional marketing is as relevant as ever.
The
Four P's - product, price, place (distribution), and promotion -
whether you tack on added P's and C's or not, are still very much alive.
Strategic thinking, segmenting, and targeting can still earn you a
competitive advantage.
Marketing still means determining what our
customers need
and want, planning how we are going to meet those needs
and
wants, and then implementing our plan.
We still have products,
services, and ideas to sell at some price. We still deliver to our customers
via some means of distribution. We still promote and we still advertise.
Those are the basics. Those basics still exist and always will.
What
*has* changed is the business environment. Companies
compete with more
efficient technologies. Customers have
better access to their cost options
and they communicate to
each other in a not even conceivable in the
pre-Internet age.
In some industries, the Internet has lowered the
cost of entry so that entrepreneurs - many times from a home office - have
entered the competition. The changes in competitive environment are numerous.
What have also changed are
marketing strategies and the marketing programs we
have
available to implement those strategies.
These have changed, but
basic marketing has not. Superior
marketing is and always has been analysis,
then action. It is strategy development, then logical and
thought-out tactical implementation. It is the way to
customer satisfaction and increasing profit. It is the process of:
1)
Analyzing your customers and the business environment in
order to
2)
identify key opportunities to better and more profitably meet customer
needs,
3) figuring out how to act on those opportunities, and
then
4) implementing your plan.
The process doesn't have to be
cumbersome. Five-year plans
and novel-length documents are not required. The
logic of the action is what's important.
By applying the basic
marketing process both online and offline, your chances of success
skyrocket.
About the Author
Bobette Kyle draws upon 10+ years of
Marketing/Executive experience, Marketing MBA, and online marketing research
in her writing.
Bobette offers a range of marketing plan tools to fit
your
business and budget. Find out more at
http://www.HowMuchForSpider.com or
visit the Web Site
Marketing Plan Network: http://WebSiteMarketingPlan.com
Copyright
2004 Bobette Kyle. All rights reserved.
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