Picture by John Goldstein in Flickr
Marketing has varios hats and roles in an organization, as reflected by the many definitions we read about it:
“Meeting needs, profitably” (buy low, sell high?).
“The purpose of marketing is to sell more stuff, to more people, more often, for more money, in order to make more profit” (Sergio Zyman , Coca-Cola´s former VP of marketing).
I like the following sentence, by Master Philip Kotler:
“Marketing management is the art and science of choosing target markets and getting, keeping and growing customers through creating, delivering and communicating superior value to the customer”.
He resumes this concept with his “mantra”:
CC DV TP: Create, Communicate, Deliver Value (to) a Target (Market at a) Profit.
Marketing deals with target customers. Engaged, satisfied, loyal.
Do you know your customers?
Do you know how segmented they are?
Have you defined your targets, your positioning, your value offer?
Do you know your “customers pain”?
Please review this video produced by a Brasilian Agency, specialized in researching behavioural science and consumer trends (thanks Maria); the video highlights the main differences among three young generations: Baby boomers, X Generation and Millennials.
It is easy, fun and with a lot of good music while I suspect “Millennials” are many of your actual customers.
Please find attached the video link:
Finally, please let me share with you Mahatma Gandhi definition of a customer:
“A customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an interruption to our work. He is the purpose of it. He is not an outsider to our business. He is a part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us the opportunity to do so”.