Discussion questions for marketing strategy and management

¶ … MARKETING mean to you?

Marketing has a myriad of implications for a company or for an individual entrepreneur, or for a small company. It means that the producer of the product is telling consumers why they should purchase that product. It means the company that provides services wants the public to know about their services. When a local catering company is seeking customers -- especially for weddings and reunions and receptions -- it puts forward marketing material through radio, print, the Internet or on television. Marketing means the link between the company or individual entrepreneur and the customer; somehow information much reach the consumer in order for that consumer to make a decision, and marketing is that pivotal information that catches the eye of the consumer and encourages him or her to make a close examination of the product or service.

Catching the eye -- or capturing the heart -- of the potential consumer is just part of the marketing experience. If the marketing campaign has been thoroughly researched in terms of the demographic the campaign is attempting to appeal to, then the marketing department has done a good job of knowing what to say, when to say it, how to say it and through what medium to convey it.

TWO: What do you think it means to MARKET a product or service?

If the marketing agency or company component that is doing the marketing understands the market and the potential consumer in that market -- and also has research effectively in terms of what the competition is offering in its marketing strategies -- then a marketing plan can go forward. To market a product is to get it out in the open and sell it. To market a product is to use the tools available: advertising (through multi-media), public relations, communications, and linkage to other products (Skippy Peanut Butter now offers Skippy Organic Peanut Butter!).

There is a difference between marketing and advertising. Advertising is part of marketing. Advertising is the use of persuasive messages, of promotional tactics, designed to attract attention from consumers. Marketing is the careful strategic planning, implementation and presentation of a specific business activity that is designed to have buyers purchase the services or products a company or individual entrepreneur has to offer.

THREE: Explain a product or service that is IMPROVED by being offered over the Internet. Products sold in enormous numbers by online companies like Tiger Direct (and Amazon.com along with other Internet-based companies) are improved in their appeal because they cost less and the consumer doesn't have to drive a car and burn fossil fuel to make the purchase. For example, Tiger Direct has a Samsung 60" HDTV for $1,497.99 -- and the same exact television at Best Buy is $1,999.99. That's a $500 difference, and it is delivered.

FOUR: What aspect of life does marketing not apply? Is it always benign and are there "deleterious effects on people, communities, nations or society?" Marketing can be cold, cruel, full of lies, hateful and deleterious as well. In this year's political campaigns, there have been myriad mean-spirited, even evil marketing programs. In San Francisco, candidate John Dennis, running against Congresswoman Nancy Pelosi, produced a video "…with a maniacal, Latin-speaking Pelosi directing blood-coated zombies to perform an animal sacrifice" (Diaz, 2012). In fact political ads are often simply attack ads, assaulting the character or policy of a candidate.