What is marketing?

Consider this copy, taken from an ad for McGraw-Hill Magazines from 1958.

• "I don't know who you are."

• "I don't know your company."

• "I don't know your company's product."

• "I don't know what your company stands for."

• "I don't know your company's customers."

• "I don't know your company's record."

• "I don't know your company's reputation."

• "Now - what was it you wanted to sell me?"

Whilst the ad was outlining the value of advertising within the business sales cycle, correct use of marketing strategy and communications (where advertising is but one 'tool in the box') can assist in providing appropriate responses to at least seven out of the eight points raised in the ad.

In its strategic role, Marketing focuses on the intentions of a business in its own market and the means and timing of achieving those intentions.

The strategic 'three C's'

The strategic three C's are the customer, the competition, and the company - and there's only two out of the three that you can ever hope to influence!

Marketing strategies focus on ways in which the company can differentiate itself effectively from its competitors, leveraging off its individual and distinctive strengths to deliver better value to its customers.