Doug Garnett wrote a blog titled Marketing Roles.

« as I teach my upper level business classes, I realize the textbooks fail to offer students a vision of marketing’s role… I realized that while the 4Ps are CRITICAL they explain the functions of marketing — not its role. »

« Yong Zhao reports an emperor of China suggested it is best to govern without the appearance of governing. A highly effective marketing department must embrace a similar idea when influencing other areas the company.  »

« From 30 years marketing experience creating and introducing products to the market, it’s incredibly clear that the three roles should be prioritized as follows:

  1. Being experts in the market is our single most critical role. And if we aren’t doing that, companies struggle, stagnate, or fail.
  2. Following that, it’s critical that our expertise impact what the company does by influencing product development and a range of other areas within the company. This includes pricing which MUST be looked at strategically, developed by a cross-functional team led by a marketer, and created to have the best impact in the market.
  3. And, yes, we do the placement and promotion activities which also require a deft touch guided by a deep understanding of the market.   »

« Unfortunately, what I see within companies is the exact opposite idea… The result? The CMO is demoted to a senior advertising chief.  »

« Removing the important roles from marketing reduces company success to accident — perhaps only when a product is accidentally a hit or a good ad campaign accidentally takes the market by storm or a new distribution campaign is unexpectedly valuable. »

« I read this morning that many executives believe the market is “everyone’s” responsibility so that isolating marketers to be purely communicators is assumed acceptable. As you can read in a comment on this post, we have Peter Drucker, among others, to thank for this. »

There is only one valid definition of business purpose: to create a customer… Because it is its purpose to create a customer, any business enterprise has two—and only these two—basic functions: marketing and innovation. They are the entrepreneurial functions. Marketing is the distinguishing, the unique function of the business. —The Practice of Management, Peter F. Drucker

« Also, it’s my experience that most engineers don’t know what they don’t know about marketing. So it’s not surprising that engineers would want customers to be logical. This assumption frees them to pursue only engineering without those bothersome little details that come from customers. »

 

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