The Winning AdVantage eZine: What Is Marketing?

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THE WINNING ADVANTAGE eZINE
Wednesday, October 5, 2005
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The Winning AdVantage eZine is dedicated to your Home-based Internet Marketing Business Success.

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Published by Earl Savage
ES World Marketing
http://www.esworldmarketing.com/blog/ezine/
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In This Issue:
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1. Message from the Editor

2. Feature Article - "What Is Marketing?"
by Richard D S Hill

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Dear Reader,

Thanks and WELCOME!

As always, I hope you'll enjoy and profit from reading "The Winning AdVantage".
Please feel free to post your comments at the bottom of this blog post. I am here
to help and welcome any help or advice you may offer.

Wishing you success,
Earl Savage, Publisher
The Winning AdVantage eZine
winning@esworldmarketing.com

P.S. If you like this ezine, please forward it to your friends, downline, upline, etc.
If you have ideas for improving it, please let me know. I'd love to hear from you.

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=>> Feature Article
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What Is Marketing?
by Richard D S Hill

To too many people marketing equates to one of two things:

- Selling: with all that entails such as the dreaded
double-glazing or financial salesman.
- Advertising: with all that entails such as the slick young
creative and smarmy account person.

Of course marketing also encompasses these functions - though,
hopefully not as in the stereotypes that are in so many minds -
but marketing is about a great deal more than just selling or
advertising.

Marketing is the wide range of activities involved in making
sure that you're continuing to meet the needs of your customers
and are getting value in return.

It includes:

- Finding out what groups of potential customers or markets exist
- What groups of customers you prefer to serve - your target markets
- What their needs are, what products or services you might
develop to meet their needs
- How customers might prefer to use the products and services
- Who competitors are and what they are doing
- What pricing mechanism and approach you should use
- How each of target markets might choose to access the product, etc.
- How much customers / clients might be willing pay and how.
- How to design and describe the product such that
customers/clients will buy from the organization, rather than
from its competitors - the unique value proposition
- How the company or products should be identified -
personality -to be most identifiable i.e. naming and branding
- Ongoing campaigns, which can include advertising, public
relations, sales and customer service

All of this was characterised many years ago by Dr. Philip
Kotler as the 4Ps:

- Product - making what customers want
- Place - delivering it via the channels they want to use
- Promotion - making them aware of its existence
- Price - making it available at a price they will pay

At the end of the day marketing is really about not losing
sight of the basics. You have to be focused on what customers
require as the outcome and then find out how to get there by
meeting customers needs over a period of time, in a socially
responsible way, whilst making a reasonable profit.

Marketing is really a philosophy and attitude about customer
focus that has to run through the whole organisation. If you
get that you get marketing.

Easy, of course to say.

Frequently not so easy to achieve!

About The Author: Richard Hill is a director of E-CRM Solutions
and has spent many years in senior direct and interactive
marketing roles. E-CRM http://www.e-crm.co.uk helps you to grow
by getting you more customers that stay with you longer. We
provide practical solutions that pay for themselves. We help
you to make sure that your marketing works.

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That's all for this time - thanks for reading!

To contact us, go to: http://www.esworldmarketing.com/contactus.html

Your success is our success!
(c) 2001-2005 ES World Marketing

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=>> OUR MISSION
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We, at The Winning AdVantage, are devoted to helping our subscribers
develop their marketing skills and promote their home-based Internet
marketing businesses and affiliate opportunities. This publication
features tips, techniques and how-to articles on such topics as ad copy
writing, finding good FRËË or inexpensive places to post ads, finding the
best available resources, and other issues related to making money on
the Internet. The Winning AdVantage eZine is dedicated to the
enhancement of your home-based Internet marketing business success.

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