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The Chartered Institute of Marketing (CIM) definition
of "Marketing"
Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.
Marketing is not (just)
- the sales support function
- the leaflet organiser
- the advertising spender
- the PR organiser
- the exhibition manager
- the product expert
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| . . . although it could be all or any
of these; or much more...... |
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There are a few things I would like to draw your
attention to concerning this definition
- It is a process, and not just the production of a
single piece of promotional material.
- It is all about satisfying customer needs, and
those companies that anticipate the needs and respond to them first and/or best
will win.
- The marketing department does not have exclusive
rights over this process. A good marketeer will ensure all departments within a
company have input into this process.
- This process has to be profitable for the company.
An obvious statement you might think but I'm sure we can all come up with
examples of where this has not necessarily happened.
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The following table attempts to give you an idea of the
breadth of tasks involved in a marketing plan and the variation of weapons in
the marketing armoury. Your plan does not need to contain all these elements
but they should have at least been considered in your business planning
process. |
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| Objectives |
| Strategy |
| Tactics + Time &
Events |
| Sponsorship
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Sales |
website |
| Advertising |
Direct
Mail |
E-mail |
| Promotions |
Exhibitions |
Newsgroups |
| PR |
Price |
Search
Engines |
| Literature |
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Directories |
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American Marketing Association
definition of 'marketing' |
Marketing is the process of planning and executing
the conception, pricing, promotion, and distribution of ideas, goods, and
services to create exchanges that satisfy individual and organizational goals.
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Tel: 01202-257423