Defining “Marketing”

There are important differences between the common dictionary definitions and BIG IDEA’s.

Wikipedia:  Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling the product or service. It is a critical business function for attracting customers.

Apple Dictionary:  Marketing the action or business of promoting and selling products or services, including market research and advertising.

BIG IDEA:  Marketing is the Experience  The more you can satisfy the customer’s desire for a special experience, or convince them that you can, the more likely they will be to buy your product. The more you can provide superior experience, or convince customers that you can, the higher the premium they will be willing to pay…and the more likely they will be to recommend you to others.

The common interpretations confine marketing to communicating value through advertising, promotion and other forms of communication. As if to say: Here it is, go sell it.

As BIG IDEA sees it, marketing is essential at the creation. Marketing’s value-added does not begin with selling a product or service…it is indispensable to creating a superior experience that fulfills a need. If the creation is on target and superior, the subsequent selling is far easier. If not, far harder!

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