Marketing is promotion, promotion management, the art of promoting a seller’s product or service in the relevant markets.
- Promotion to the markets of sales and consumption of goods and services of the seller (supplier, manufacturer, performer).
- Promotion in the markets of the seller’s team (supplier, manufacturer, performer).
These are the main goals of marketing, the goals of work in the field of marketing, the goals of applying marketing to a specific participant in the market of goods or services. No other way and no matter what anyone else says. Everything else is not goals. The seller’s receipt of an application for his product is the main result of the marketer’s work on the seller’s product and the seller’s promotion. After receiving the application, the marketer’s activity on this application is completed. You will be surprised by this now, but let’s move on.
Standard mission of marketing:
- Marketing is obliged to adapt to the state of the market and put one of the sellers in the first position, in the leaders of the industry. This is a direct task of the seller’s marketers.
- Marketing is engaged in improving the image of the seller and increasing the competitive properties of the product through improving the service, the seller’s offices, product packaging, the sale of related products or services, etc.
- Marketing forms and creates the state of the sales market, including filling it with certain tools or activating them for dialogue with consumers.
Aggressive marketing affects the consumer market by stimulating it (including through the formation of a consumer culture, through filling the market with special information, through the imposition of a separate seller and his product).
Let’s dispel the most important and basic illusions of most sellers about what marketers do.
Marketers are not engaged in the formation of the seller’s assortment and the development of ideas about the release of a particular product, pricing and pricing policy of the seller. A marketer can recommend promoting a particular product (service), but cannot direct the activities of a seller (supplier, manufacturer, performer) about the release of a particular product at a certain price. The marketer only uses all this data. The price of the product is determined by the seller’s internal economic policy and the presence or absence of demand for the product on the market. Soon, the seller understands whether there is a demand for his product or not and will decide on the nature of further measures to promote this product on the market, to strengthen or terminate the measures. The seller is able to make a decision about product innovations, expansion or narrowing of the assortment list based on the results of marketing activities, and not before they begin. Only a clear need can change the seller’s product and the recommendations of marketers are not in the first place. Any innovation processes are relatively planned activities of sellers and marketers in these processes do not take a leading role. Marketers can assess the potential of promoting an updated product on the market, compare information about product innovations with customer reviews of the product in the same quality, compare information with the calculations of technologists and the expectations of the relevant development departments.
Marketers should not participate in tender events announced by individual buyers on the market (Federal Law No. 223 and Federal Law No. 44) and should not insert such sales methods into their marketing plans. Why? Because we are not talking about informing the market about the seller’s product, “warming up” consumption for this product is no longer required. Tenders are ready-made applications and a vivid example of the fact that the market is already ready to receive an offer from a seller or sellers for further choice between them. Participation in tenders is the processing of ready-made applications. Such work is within the competence, at least, of the sales department, and the maximum is within the competence of a specially created tender department of the seller.
The marketer is also not engaged in the development of a distribution and dealership network. This is not his task, but the task of the development department or the development director or the CEO, who, among other things, directs the work of the marketing department.
What is “bad” marketing, read the following author’s article from AG.