The Essence of Marketing
Marketing is a concerted effort to broadcast and promote the availability of a product of value, real or perceived, through various advertising media. It is a manifold and multifaceted engagement that involves every stratum of business operation. In view of its composite nature, all parts of a company’s operation are engaged in marketing the end product of the manufacturing process. The manufacturing department’s role is to produce the finest product of maximum value that can be easily promoted and marketed in the giant marketplace of society. At the completion of that process, the end product is handed to the marketing department that conducts fine-tuned research in view of gathering information about its potential customers. This research treats issues having to do with the community’s demographic disposition, its sociological ethos, and its consumer behavior; in terms of its likes, tastes, and preferences, and buying patterns. Marketing endeavors to promote and advertise the product through all the various channels that would possibly result in the highest degree of sales; hence the reason for carefully thought out research efforts to determine which marketing channels would produce the highest amount of sales; for this information is not always readily determinable through common sense channels. In this regard, marketing involves a scientific component that provides critical information about where financial resources should be funneled in order to achieve the maximum amount of sales.
Marketing has two components. The first aspect involves exquisite, meticulous creation of value through the skillful manufacture of a product that addresses and solves human issues and problems. In this regard, the principal goal of any business engine is to create value through the production of an extraordinary product which embodies usefulness and efficacy in improving the human condition. In other words, a company’s end product is the vehicle through which value expresses itself and attracts consumers to avail themselves of it. Thus, marketing involves the creation of an excellent product and the dangling of that product before the eyes its targeted audience or consumer population. In this regard, the second component of marketing is the creation of a display case of business wares where company products are dangled before the eyes of their intended consumers. Some companies do a better job of creating this dangling, tantalizing effect on consumers than others. This dangling system is often not what it appears to be, for it is not the product that company endeavors to dangle before its tantalized audience; rather, it is the product’s inherent value which is often presented in some unique manner. Although other companies may produce the same product, the company adds a unique selling perspective about its product. In this regard, it is not only viewed as valuable; it is also deemed original, unique, and different from all other companies’ products of the same kind in the eyes of consumers. Thus, Allstate Insurance Company, selling identical insurance policies to other insurance companies, adds an umbrella to indicate and emphasize the level of safety that it provides from life’s storms. In this regard, marketing facilitates the exchange process of goods or services for money through psychological brainwashing. It accesses and utilizes people’s innate desire for something that appears to be above and beyond what it actually is.
When the product is properly disported before its target audience in these terms; buying occurs on a large scale, people’s needs are met, and the marketing campaign is massively successful. It is important to notice that the marketing campaign is not hugely successful because Allstate Insurance is necessarily and inherently any better than other insurance companies, selling the same kind of polices: It is vastly successful because the Allstate Marketing Department has found a selling strategy that resonates with consumers shopping for insurance policies. Although this kind of psychology is often a powerful selling instrument, if the product does not deliver the good or value that it is purported to deliver, that would severely damage future marketing campaigns for the company. The product must deliver the value that it promises its consumers. When it does, it reinforces the marketing message and catapults the company into higher and higher sales volumes: When it does not, it virtually the destroys the company. In the process, the company’s image is tarnished and damaged; its revenue plunges; business slows to a crawl; and it either has to work twice as hard to promote a product that does what it promises or go out of business. In a scam-drenched world of fraud and deceit, hundreds of companies are born and die every day. Scam and fraud are like flowers in a desert that bloom shortly after a heavy downpour; however, because the environment is inherently dry and unsuitable for that kind of plant life, the desert bloom soon swoons and fades away. Companies built on scam and fraud may bloom briefly but never last any time.
Marketing involves selling, which is terminus of the business production process. Selling is the basic exchange of goods and services for money; thus, selling is an inherent ingredient of marketing. This actual exchange process is probably the most important component in the manifold system of marketing goods and services. The department conducting this exchange is usually the company’s sales team. These employees play the most critical role in the company’s continued successful operation; they usually have the last word on the product, as far as influencing customers’ decision to become ongoing consumers of the company’s products. In many cases, customers’ feelings about a company and their decision to become permanent consumers of its products are influenced by the customer service experience that they encounter in executing the sale transaction. A warm, courteous cashier; a radiant, polite grocery clerk who bags one’s groceries; and a gracious customer service staff person who either responds to product complaints or markets the product directly to the public have a profound influence on a company’s overall success. Hence, one sees the manifold faces of marketing and their various crucial roles in facilitating and intensifying the exchange process of selling the company’s products.