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| | The Marketing, Channels/Partnership & Sales Execs Network is not currently active and cannot accept new posts | | re: Blasphemy: Yes, marketing is needed! | Views: 985 | | Nov 30, 2003 10:33 pm | | re: Blasphemy: Yes, marketing is needed! | # | 
Howard Theriot | | Well, you must consider the specific company. For large corporations, you are correct. But, for most small businesses, say less than $20 million gross annual receipts, they cannot afford to maintain a truly qualified staff to handle strategic marketing effectively. They end up wasting a lot of time and money on ineffective and poorly managed efforts. Of course, I'm speaking mostly from my own experiences because this represents my primary client base and they tend to need a lot of hand-holding. Which is fine--that's what I'm there for. But, when they try to do it themselves, they almost always make things more dificult than need be and end up with shoddy marketing. I really believe it is a simple matter of economics--small businesses simply can't afford to maintain a dedicated, qualified staff. And marketing is almost always the first thing to get cut when money gets tight.
My 2 cents.
Howard L. Theriot
http://www.catchlight.com
> Tom "Bald Dog" Varjan wrote:
> Hi Folks,
>
>I'm brand new here, so don't judge me too hard.
>
>I think the tactical (licking envelopes) part of marketing can be outsourced, but the strategic (desighning a direct mail campaign) part is better kept in-house. However, it's a good practice to involve and advisor who has a broad experience in various industries, so s/he can bring in "best practices" from several industries, and you won't be limited by the conventional wisdom of your own industry.
>
>In case anyone is not yet convinced about the importance of marketing I have a little collection here.
>
>Peter Drucker (In his 1954 book The Practice of Management): "Marketing is the distinguishing unique function of the business. A business is set apart from all other human organisations by its marketing activities. Any organisation that fulfills its purpose through marketing is a business, and any organisation where marketing is absent or incidental is not a business, and shouldn't be run as such."
>
>Peter Drucker: "Because its purpose is to create a client, the business has two - and only two - functions... Marketing and Innovation. Marketing and Innovation produce results, all the rest are costs..."
>
>Jay Abraham: "Marketing is nothing more than educating your prospects and clients to understand, appreciate and desire the self-serving benefits, advantages and results of your services to them, and wanting to have those results for themselves, because they trust you as a purveyor of it."
>
>United Kingdom Chartered Institute of Marketing: "Marketing is the management process which identifies, anticipates and supplies customer requirements efficiently and profitably."
>
>World Marketing Association: "Marketing is the core business philosophy which directs the processes of identifying and fulfilling the needs of individuals and organizations through exchanges which create superior value for all parties."
>
>Peter Drucker: "Foreign managers take marketing seriously. In most American companies marketing still means no more than systematic selling. Foreigners today have absorbed more fully the true meaning of marketing: Showing what is value of the customer."
>
>American Marketing Association: "Marketing is a process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives."
>
>Tom St. Louis: "Marketing is communicating value."
>
>Robert G. Allen: "Marketing is about setting up automatic, repeatable systems that create the environment where people want to buy from you, instead of you having to sell."
>
>Jonar Nader: "Marketing is engineering the future."
>
>Tom Peters: "Without marketing you are nothing."
>
>These people are some of my teachers, and I believe in what they are preaching. In my opinion marketing turn a hobby into business. As Michael Gerber explained to us at the E-Myth Mastery Academy: Doing IT (for instance) is a hobby, but running a business that does IT is a business. Huge difference.
>
>Marketing is a significant aspect of leadership in a business. Marketing defines the direction of the organization.
>
>Just my 2 cents.
>
>Cheers
>
>Bald Dog (www.di-squad.com) Private Reply to Howard Theriot | | |
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