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Dear Reader,
Too often, the marketing function is misunderstood. Some folks
define it too narrowly, as simply "advertising", for example. Others
lump it in with the sales function, thinking "sales" and "marketing"
are synonymous. Still others cringe at the word, thinking only of
pyramid schemes or spam. Today's newsletter is designed to show you
marketing's true definition and purpose.
Dana Baldwin's S*P*O*T*L*I*G*H*T article, "Marketing:
A Key to Long Term Success", attempts to clarify the definition
and advantages of marketing. Dana nicely sums up the marketing
function when he says "Marketing is really the process of helping
others to perceive value in what you do for them."
In today's feature article, "So
You Think Marketing Has Changed", I take a brief look at how the
Internet has affected the marketing process.
For still more trustworthy marketing information, visit
MarketingProfs.com. The
site is written by academics, analysts, and respected marketing
professionals.
Thanks and enjoy,
Bobette
P. S. To help spread the word about this newsletter, please forward it
to two friends or associates. Thank you.
***
Contents
Welcome from Bobette
(above)
Feature Article:
"So You Think Marketing Has Changed"
by Bobette Kyle
S P O T L I
G H T
"Marketing: A Key to Long Term Success"
by Dana Baldwin
Site
Adjustments and Additions. Free Ebook - 900+ articles.
Administrative - Subscribe, unsubscribe, etc.
***
***
So You Think Marketing Has Changed
by Bobette Kyle
With the proliferation of the Internet, the meaning of
the word "marketing" has also proliferated. 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 Internet marketing. Others may say the Web has made
traditional marketing obsolete. I believe that the Internet has
expanded our capabilities, created new ways of doing business, and
radically changed business dynamics. It has not, however, changed the
basics of what we do.
Basic, traditional marketing is as relevant as ever. The Four P's -
product, price, place (distribution), and promotion - are still very
much alive. Strategic thinking, segmenting, and targeting can still
earn you a competitive advantage. Marketing is still a process of a)
determining what our customers need and want, b) planning how we are
going to meet those needs and wants, and then c) 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. The 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 way never
before possible. In some industries, the Internet has lowered the cost
of entry so that entrepreneurs, with little more than a home office,
have entered the competition. The changes in competitive environment
are numerous.
What have also changed are the specific marketing strategies and the
tactics we take 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 has over 10 years experience in Corporate Marketing;
Brand and Product Marketing; Field Marketing and Sales; and
Management. Through her
newsletter and
site,
she helps businesses integrate traditional and Internet marketing
strategies.
 For
a unique five step approach to developing a marketing plan, read
Bobette's book
How Much for Just the Spider? Strategic Website Marketing.
Order
via secure server: $19.95
paperback, $14.95 PDF ebook.
***
Marketing:
A Key to Long Term Success
by Dana Baldwin
This article explores the role of marketing -- vs.
immediate sales -- as the basis for sustainable competitive advantage.
The author gives straightforward, inexpensive, and easy to implement
suggestions for improving marketing efforts.
Read the article.
Dana Baldwin is a consultant with Center for Simplified Strategic
Planning, Inc., a consulting firm with a strict focus on Strategic
Planning services for the small to mid- sized company.
Copyright Center for Simplified Strategic Planning, Inc., Southport,
CT, 2002. Article reprinted with permission of Center for Simplified
Strategic Planning, Inc, For more information call 203-255-2080 or
visit www.cssp.com. Dana can be reached via e-mail at baldwin@cssp.com.
 For
a hands-on guide to Strategic Planning, order Simplified
Strategic Planning: A No-Nonsense Guide for Busy People Who Want
Results Fast!
***
I have added a Free ebook,
Articles by Autoresponder,
to the site.
The ebook includes summaries and autoresponder addresses to 900+
articles. The articles are available for your own enjoyment or as free
content for your site, ezine, or newsletter. Unless you receive
permission from the author, articles must be used as is and resource
boxes must remain intact.
The articles cover 44 categories including business, Internet
marketing, Website design, and more.
Download Free Ebook:
***
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Copyright 2002 Bobette Kyle. You may forward this ezine - in its
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