Medicine is an analytical science dealing with human life and B - Schools teach their Marketing potential professional everything but Medicine. Marketing then is more than selling a product. It encompasses a gamut of facets be it pushing or promoting a product or pulling in the potential customer. Engineering is a skill and a science, Medicine is a skill a science and an art whereas Marketing is all of these and more - it is about the macro scenario and about felt needs and desires which are ever changing and whimsical to say the least. The enlightened and successful Marketing professional comprehends this, operates on multiple platforms, and utilizes what is taught and B - Schools and more!
Marketing encompasses a wide range of analytical tools and measures and tactical warfare. To illustrate - a marketing professional will not be limited to conducting an in- depth customer analysis, market segmentation, market quantification - he would go beyond to include competitive analysis and reactions, target segment selection, market positioning and more. It utilizes Advertising to convey a message to the market Sales are yet another tactical tool of marketing which ensures that the customer's expectations are met and ensures attaining a sustainable strategic advantage.
Effective Marketing is the cornerstone of any successful enterprise - be if marketing of Products or services. The strategy should be unique, subtle, relevant, and simple to appreciate while at the same time being appealing to the customer. The Potential customer should witness a vetting of his curiosity and interest - and have him coming back for more. Once Market positioning has been achieved let the product speak for itself. The unique selling point of any product should rest with the product and not in the Brand Ambassador. The Brand Ambassador is a potent double edged weapon for it is laced with dealing with the predictably imperfect human being for if his spotless virgin image gets tarnished Marketing would have to use great tact and timing in dissociating the product form the celebrity.
Comparative Campaigning is a debatable facet for it is a tacit acceptance of the existence of a competitor and would work to his advantage. It is best not to acknowledge his existence at any point of time.
The discerning enlightened customer of today is market savvy and has access to an array of products addressing the same segment of customers. The product with an edge would be one which exceeds customer expectations at all time and delights the customer at a competitive price and prides itself in consistency of services rendered and inculcates a long term association with the customer.
A tall order at that nevertheless an achievable one to say the least, all it needs is ingenuity and tact.
The success in marketing then does not lie in selling an Air conditioner to an Eskimo for it would be akin to a breach in faith and will not inculcate a long-term association!
If you are enlightened, perceptive, multifaceted, communicative, innovative and quick witted - look no further - the marketing fraternity needs you!
About the Author
Arun Tibrewal is an online marketing promotions specialist since 1998 and owner of
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