One of the first questions I ask business owners is What is Marketing? The typical response is a perfect description of advertising, but the concept and importance of Marketing is usually something that has neither been taught nor researched. Webster’s Online Dictionary (2007) defines "marketing" as the process or technique of promoting, selling, and distributing a product or service.
If you have spent any time reading my previous posts you will notice a recurring theme when it comes to business development. That theme is "Marketing is the Key", from product development, inventory analysis, process design, product pricing, and advertising.
The purpose of this post is to underscore the importance of thinking as a marketer and not just a business owner. Once you are able to put on your "marketers goggles", you will begin to make better decisions on how to best fulfill your customers needs and clearly see how every effort toward that end affects your business.
A marketer understands the marketplace is always changing and customers tastes are as inconsistent as the weather. Therefore, as I mentioned in the previous post, you must always be watching for changes, whether product trends or consumer trends.
Putting on the marketer goggles also allows you to be more objective when designing ad pieces, stationary, logos and other visual media. You will begin to ask yourself what message does this piece send? Does it allow your target markets to know you have the solution to their needs? Does it speak to the concerns and beliefs of your consumer? Does it brand your company as someone they want to do business with?
Finally, your marketer googles will help you analyze your business practices and processes to determine if every effort is being made in turning out the highest possible quality for your customers. By walking through every process from sales to shipping and receiving, you create a relationship between each stage of the processes and all of those who take part in delivering your finished product.
You will begin to question if your packing material compliments your company’s packaging or if UPS has a consistent enough record to trust your merchandise in their hands. Remember everything involved in your business represents your business and looking at every aspect through your marketers goggles will not only heighten your chances of fulfilling your business goals, but will provide your customers with a product that is inciteful, thoughtful and considerate of their needs.












We as business people and entrepreneurs tend to dwell on revenue generated by our daily pursuits. We focus on increasing sales and market share, but what about profits? When our daily routines produce profits for the company what happens to them? The first thought is expansion, retiring debt, increasing employees and inventory, but what is your plan for getting your money back out of the business?