what is marketing?

If you think marketing is about attention grabbing advertising alive with buzzwords, a feel-good catchphrase, a snazzy logo, a flashy web-site, and a good ‘spin’ when things go bad – then sorry – but you are wrong.

If you think marketing is selling ‘things’ to people that they don’t need or want – then sorry – but, once again, you are wrong – very wrong.

Sure – effective communication and sales revenue are crucial, however, marketing is about building profitable exchange relationships. Relationships that are profitable for all parties over the long-term.


the good news

you may think you know very little about marketing.

however, the good news its that you probably know more than you may realise.

as a consumer, it is likely that you have made thousands of buying decisions.

1,000s of buying decisions

you will have visited markets, shops, restaurants, received the services of dentists, doctors, & mechanics, &, experienced events such as cinema, concerts, & sports.

many will have purchased a car, an overseas holiday, & some a home – you know that some products are more important than others.

you know

you know about the relationship between quality and value – that ‘you get what you pay for’ and that sometimes it is best to spend more to satisfy your needs.

you know when you are satisfied and when you are dissatisfied.

you know about customer service and when an organisation has treated you with respect or contempt.

therefore, as a consumer you are an experiences marketer.

as a connected consumer

 you have hundreds of shopping malls in your hands

you have shared your consumption experiences with family & friends & observed & learned from the consumption experiences of society.

you have influenced consumer attitudes & learned what products to approach and what to avoid.

now it is time to put all those experiences to work.

the best news is that you can download an absolutely free copy of themarketingconcept [e-book].

this will provide the marketing knowledge to assist you in your career.

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