M1-FULL - Marketing Principles and Processes Module 1 What...

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Marketng Principles and Processes M odule 1 What is Marke t ng? This is all we have. All we will ever have. Spaceship Earth. Using her resources the best ways we can today and tomorrow is our sacred responsibility. The answer is ever better innovation and the diffusion of new products and services that better use human labor and scarce resources, and do not destroy the Commons : our common air, common water, common values and the common good. Marketing is responsible for this because it is the business discipline responsible for product innovation and the diffusion of innovation processes; innovation and diffusion of innovation that satisfies customers and creates profits, capital and prosperity. Marketing has been, is and always will be that important . Peter R. Dickson ©Backbone Press 2010
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Marketing is about customers, processes and profits 1 . M arketing is the business discipline responsible for product innovation and the diffusion of innovation processes that satisfies customers and creates profits, capital and prosperity. Marketing is about customers, processes and profits. The history of civilization is the history of trading and trading is marketing. The modern marketer must have both process thinking and political skills. 1. What is Marketing? Marketing is delivering value to customers and shareholders through the relentless improvement of product development, distribution, selling, advertising and customer service processes. Marketing is about being driven to do better, thinking quickly, doing things quickly, out-thinking and out- hustling your competition. It is about creating and managing constant profitable change in a firm’s trading processes. It is about selling change inside the organization and selling change to customers. It is by far the most exciting and important business discipline upon which the future prosperity of all businesses and even the future of nations such as Canada and the U.S depend. We all know that quality and price variance across products and services exists in almost all competitive markets. This means that a few products and services in every market are best buys. Most are not. If your products and services are inferior, if you do not have excellence in your distribution and customer relationship processes, what should you do? Fix them. Fix them first and as fast as possible and do not focus on any other process improvement. Marketing is definitely not about developing excellence in creating advertising and promotions that claim the superiority of unproven or non-existent quality and performance, such as when drug companies promote new products as wonderful medical innovations when they perform much worse than existing cheaper medications. And yet this is what the pharmaceutical industry has been recently accused of doing with their massively expensive TV advertising campaigns. 1
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This note was uploaded on 04/11/2011 for the course MRKT 3023 taught by Professor Biritella during the Spring '11 term at FIU.

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M1-FULL - Marketing Principles and Processes Module 1 What...

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