What is marketing?

One that of the most important on company is marketing. Because it is very unuseful for c company  if it can made a good product or service but can’t deliver those product or service to the market. but then what is marketing? On the Marketing Management book wrote by Phillip Kotler-Kevin Lane Keller, they define marketing as an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. So, from here now we can understand that marketing is not only about selling product or service to the market, but we are trying to sell the value that needed by the people.

Then, is selling product or service not important? It is still important. Selling also important things, because  without sell anything we cant get any revenue from our business. And without revenue and good profit we can’t provide any product or service to deliver to our customer again.  But selling is not marketing, it is only a part of marketing itself.

Peter F Drucker said that “There will always be a need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy. All that should be needed is to make the product or service available.”

That is prpobably the mistake of a lot of marketer. They are oly trying to sell product and service without trying to sell the value. A good marketer have to know not only selling product or service, but also need to know how to get and keep customer that really need those product and service value and then grow the value.  This approach will make the customer feel that they are not just a buyer, but it will make them feel that they’re also owner of this product or service made by our company.

So, how the customer know the value of our product or service? Communicate the value of your product or service first. Show the advantage using those product or service, don’t push them in the first place to buy it without knowing what is your product can do. And make sure you are communicate those product and service value to the right market target based on our product and service specification. Of course it would be a big mistake like trying to sell iPad to Bill Gates, that would be a mess!