Four definitions of marketing*
Systematic and purposeful organization of all the work that has to be done to:
A step beyond selling
Systematic, planned, and organized effort needed to:
"Marketing" that looks upon the entire business
from the point of view
of the ultimate purpose and justification
(Which is the customer or rather customers,
since every business and every product
has at least two, and usually many more,
quite different kinds of customers to satisfy).
This means, above all,
that one does not try to look at
the customer for "our product."
As long as one thinks of "our product,"
one is still thinking in terms of selling
rather than in terms of marketing.
What matters is the customer's
behavior, values, expectations.
And under this aspect,
one's own business,
let alone one's own product and
no company is assumed to have
the slightest importance
to the customer or
indeed to be even noticed by him.
It is axiomatic that the customer
is only interested in
the satisfaction he seeks and
in his needs and expectations.
The customer's question is always,
"What will this product or this business do for me tomorrow?"
Marketing as an innovative force in itself.
The truly new
does not, as a rule,
that already exist.
The truly new
creates new expectations,
sets new standards,
make possible new satisfactions.
"Innovative marketing" therefore creates markets.
These are not absolutes. These concepts can be applied over and over at different periods in time
* This material came from Peter Drucker, but I can't remember where I got it.
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