Learn What Marketing Is and How It Is Used

Learn Marketing

Marketing is the process of teaching consumers why they should choose your product or service over those of your competitors. If you’re not doing that, then you’re not marketing. The key is finding the right marketing method and messaging to educate and influence your consumers at the right time and place.

How Marketing Is Defined
On the first day in many Marketing 101 courses, professors often define marketing as, « all the processes involved in getting a product or service from the manufacturer or seller to the ultimate consumer. » It includes creating the product or service concept, identifying who is likely to purchase it, promoting it and moving it through the proper selling channels.

Learn Marketing
Business consultant Evan Carmichael does a great job of identifying the three main purposes of marketing:Capture the attention of a target market.
Facilitate the prospect’s purchasing decision.

Provide the customer with a specific, low-risk and easy-to-take action.
With these purposes in mind, coupons, sales and even merchandising, or how products are displayed, are part of the marketing process. Since marketing is the cornerstone of every business, the overall objective is to sell more products or services.

The Four P’s Model of Marketing
The components of marketing can be identified using what is called The Four P’s model: product, price, promotion, and place. Companies have many procedures they must undertake to ensure their products or services are ready for selling.

The first stage is called the « ideation stage, » where the idea for the product or service is conceived. Before products go to the market, companies must decide what styles, sizes, flavors, and scents they should sell and the packaging designs they should use. Then, marketing departments usually test new product concepts with focus groups and surveys to ascertain interest levels among potential buyers and refine certain elements.

Price is also tested through focus groups and surveys. Companies must know the optimal price to sell their products to achieve maximum return. One way to determine price is to set it at a level comparable to competitors, as long the company can recover all associated product expenses and still make a profit. If the company is introducing a product that has never existed, they must determine how much the consumer is willing to pay for it.

Promotion pertains to information that companies give consumers through targeted campaigns to generate interest in their products. Campaigns can include different forms of media, events, and more. Promotions usually have two purposes: generate leads for sales reps or initiate actual purchases.

« Place » in The Four P’s of marketing refers to how and where products are sold. Consumer product companies, for example, sell to wholesalers who, in turn, sell to retailers. In the industrial market, the buying process is longer and involves more decision makers. Some companies also sell products or services on a local level, while others sell nationally and even internationally. Some companies only sell their products or services online. All distribution decisions are part of the overall marketing process.

The Marketer’s Pocket Guide To Writing Well

Marketing Writing Well

Writing well isn’t easy for most people. The good news is: you can write well, no matter how “unqualified” you think you are as a writer. The Marketer’s Pocket Guide to Writing Good will give you the tips you need to improve your writing.

Have you ever made these excuses?

« Writing takes me forever. »

Marketing Writing Well

The more you do it, the less time it will take – because you’ll be over the fear. (Or at least you’ll have learned to suppress it deeply, deep down.)

Writer’s block is an annoyance, but it’s not a reason not to write. Force yourself to get started wherever it’s easiest – jotting down an outline, pulling quotes, conceiving storylines – just for the sake of making a blank screen less intimidating.

You have value in just being you. Let that show through in your writing – very few others will have the guts. Be genuine. Be open. Show someone why you care. That passion delivers value enough.

There’s no excuse for why you can’t start writing. You can start today, with the help of this ebook.

What Is Marketing, Really?


There I was, minding my own business, resting after completion of an amazing content marketing strategy workshop for a client. And someone asked about my opinion on the difference between marketing and branding.

I was directed to read this cartoon that defines marketing as “I am a great lover” vs branding which shows the consumer saying “I understand you’re a great lover.”

Marketing is for lovers

This got me a little fired up. OK, a lot fired up!


I’ve already tried to define what marketing is many times here. I’ve tried to address the common perception of marketing as being all about promoting and selling. And I’ve taken on the problem of advertising, mad men and their “big” ideas, and the sheer idiocy of banner ads.

I believe marketing has a marketing problem. Ask most people what marketing is and they think of some form of either selling (I am great and you should choose me because of reason A or B) or advertising (buy our stuff and you will have a better life, be more attractive, have more sex, attract better partners, be happier.)

As the global economy settles into a new normal of consistent doubt, Marketing has an identity problem, a brand perception gap, maybe even a crisis of confidence.

“Business has only two functions – marketing and innovation.”

When I transitioned out of a successful sales career almost 15 years ago, most of my peers thought I was crazy. The head of our division hung up on me (it wasn’t the first time).

Increasingly, after more and more conversations with real customers, I had bought in to the idea that marketing represented the future. I sold what was “in the sales bag.”

But I wanted to help shape the future. Naive? Probably. Delusional? Certainly. Possible? Definitely!

“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”

Marketing is not about who can talk faster, or close better. It is about deep psychological understanding of customer needs. Steve Jobs had this gift better than almost any example. Henry Ford. Thomas Edison. Every innovation in the history of the world combined an uncanny understanding of human needs and the innovative vision to deliver it.