The True Definition for Marketing

"Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders."
~American Marketing Association (AMA), changed August, 2004


The AMA’s definition for marketing focuses on "delivering value to customers" and "managing customer relationships".

Whether your business offers a service or delivers a product, marketing is about making people happy to do business with you. If people are not happy with the way they are treated, they will do business with somebody else.

It is that simple.

There are a lot of misconceptions when it comes to the definition for marketing. People get sold on marketing strategies and techniques and forget that business is really about pleasing the customer.

Who is Your Customer?

You cannot create value for your customer if you don’t know who they are.
  1. What is the product or service that you provide and who wants it?
  2. How can you get the word out to your customer that you have what they need?
  3. How can you deliver excellent quality that your customer will be eager to return for?
Merriam-Webster Dictionary’s definition for marketing is "the process or technique of promoting, selling, and distributing a product or service".

When marketing, you really have to have an open and inquisitive mind. It is important that you know the characteristics, preferences and needs of your defined target market and the choices that you make for your marketing program should be based on those characteristics, preferences and needs.

This information can be found through marketing research, mentorship and common sense.

For instance, if you are trying to sell luxury vehicles, the Laundromat is probably not the best place to place advertisements. It is not likely that members from your target market would hang out there. However, if you are promoting appliance repair services, it would be the perfect place to post a flyer.

In order to learn about your target market, it is a very good idea to find a mentor who has experienced success in your field of business. They can help you to develop a marketing strategy and to choose a marketing mix that is appropriate for your business.

A Great Misconception of the Definition for Marketing

When people think of marketing, they usually visualize a huge budget for advertising. Honestly, the process of advertising is just a method of getting the word out about your business and what it has to offer. There are several ways to do it, and many of the tactics are low budget or free.

That is what I love about gorilla marketing (commonly called Guerrilla Marketing).

The techniques of focus in that kind of marketing are based on low-cost methods that can be done by just about anyone, as opposed to money-draining techniques such as advertising in the media. My choice forms of advertising include:
  • Gorilla Marketing
  • Internet Marketing
  • Email Marketing
  • Social Marketing
  • Direct Mail Marketing
  • Postcard Marketing
  • Relationship Marketing
A lot of results come from simple tasks. You can simply create business cards and pass them out along with a brief description of your offers.

Open your mind to low-cost methods of marketing your business and choose a marketing mix that will deliver results.

Remember that the definition for marketing focuses on the customer, and so should you.

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