Marketing is everybody’s Business, George Gresham.
A reflection by,
The main essence of the Jacksonville business journal called marketing is everybody’s business sends clear message to the leader. The author wants the reader to know about marketing, which he believes is the least understood business discipline. The author wants the reader to understand that marketing is not exclusively for the marketing department but a way of doing business. According to the author, marketing begins by identifying new opportunities like market or customer needs because someone had a product idea before the product itself came into being.
The author wants companies to get the message because they are the primary audience. He wants the companies to get the message and in particular the managers and their team because they are the main foundation of a company. It is through the managers and their teams that strategies and goals are set. For example, before packaging and giving names to the brands, the managers must have come up with ideas and strategies.
In order for the author to point out that marketing is everybody’s business, he has given evidence to the audience by telling them that the manager must make the decision of product features and develop strategies. This they do by training key personnel to do the work. He goes ahead and talks of the product managers being resourceful, creative and imaginative in order for them to remain competitive. This is an evidence to show that marketing does not only involve advertising and promotion. In other words, the author is trying to say that good products easily market themselves so the branding and packaging really do matter a lot. That is why the audience who in this case is the managers must come up with new packaging strategies and ideas every now and then.
The author concludes that the team manager must keep monitoring the external environment for products. This is for the purposes of trends in the future and existing market place that could provide a competitive advantage to a competitor or a company. New emerging technologies, products, competitors, programs and markets affect new efforts for products. Changes that are political, legal and regulatory as well as trends are of particular interests. The reason for this is that their force can turn out to be crippling there is a necessary measure of a major overhaul of products for their continued viability. According to the author, some product development programs can take long time and consume substantial asset use and work force. There is always a risk of competition diluting and erasing profits because of entering the market first with the intention of meeting the needs of the customers.
The author ensured that getting the right audience would convey the right message. New product marketing is however complex and the payoffs. According to the author, marketing can change the rules of competitive engagement if done right. It is therefore important that managers get the right ways of doing marketing and for this to be successful; they have to introduce new strategies and ideas. There is no better ways of doing business if marketing is not done in the right way. If the managers put into place what the author suggests, businesses and companies will thrive. Marketing is therefore the backbone of a successful company with more sales and product varieties. It is therefore correct saying that marketing is everybody’s business.
Roy, L. (2010). Essentials of marketing. New York: McGraw-Hill.