What is the Marketing Concept? What is the basis of all marketing management?
Is it not meet the customers’ needs with available resources?
Is pushing an imperfect satisfaction of needs, via advertising, personal selling, tricky copy and negative options, give-aways and incentives, going to imbed success in a brand?
Is a badly thought-out product or brand extension, timed well or not, a failure because of insufficient advertising?
Looking at the purpose of a marketing expert’s being: For all exponents of the marketing profession, there is one focus… The needs and wants of the markets (or the targeted segments in which you are interested).
IF the market NEEDS advertising, if the ACTUAL product (as opposed to CORE product) includes imagery and positioning, then the marketer’s responsibility is to deliver those needs. In delivering the needs of the target audience, a marketer maintains brand equity, and thus, the life of the brand/product.
If the marketer just invests in advertising without understanding the customer, life cycle is bound to prematurely terminate, brand decay will set in, and brands will die…. in response, of course to substitutability, imitability, comparative value and rarity.
This turns focus not to the science of marketing but the skills abilities and talent of marketing management personnel.
Does management “get it”? Do they really UNDERSTAND ‘marketing’ or do they perceive it hype, advertising, or selling? Are they CAPABLE of embracing and applying marketing science, or simply charismatic diplomats, climbing the corporate ladder? Are they EMPOWERED with funds, autonomy, flexibility and leadership support to implement? Do they have the ACUMEN to pull it all together and planning skills to imbed the direction for years to come?
[The answer, by the way, is that ego and corporate arrogance, stop people like us helping people like them 😦 ]