When most people think of marketing, advertising quickly comes to mind. They think of the radio and newspaper ads, the sales people coming to their door, and other advertising, but there is much more to marketing. Professor E. Jerome McCarthy proposed the “Marketing Mix” concept in the 1960’s which included the Four P’s of Marketing:
- Product
- Price
- Placement
- Promotion
Most people and even leadership within business tend to think about just promotion when they think of marketing. As I have better come to understand marketing, the Four P’s have really helped me develop a better more 360 view of marketing and what issues a thorough marketer should consider when developing a marketing plan.
During a recent workshop with the leadership for a non-profit organization we went through each one of these issues. Looking at each one of them and evaluating how it was being addressed within the organization. Ideas where almost immediately brought up as leadership saw opportunity within some of these areas. I believe that also saw how each of the four areas are dependent on the other three.
Bottom line, before you develop a marketing plan, understand what marketing is and understand the foundation of good marketing. Help inform others on your team about marketing principles such as the Marketing Mix so that you in corporate all aspects of marketing not just a limited perspective.
I think a common miss-conception is that people dislike sales people/marketing. The truth is that people love them, when they are a true help! I believe even the grumpiest buyer is happy when a sales person helps them find the item they have been searching for. When someone serves, it brings satisfaction and happiness. But, when someone tries to sell something that we don’t want, and don’t need, we perceive that as rude and a waist of our time.
A few Tips:
Serve people by helping them find what they are looking for
Be honest about your product
Sell it for a fair price
Respect people when they so no
Develop a good relationship with buyers