Positioning the product or service in the proper place in the market or business and presenting it in such a way that people become customers are what marketing is all about. Marketing people do not like to admit that they have anything to do with sales, but obviously the whole purpose of marketing is to create a situation in which a sale can be made.
In another sense, marketing is what we all do with our personal careers. Success or failure in the business world depends to a great degree on third-person credibility. The same is true in charitable organizations. For instance, the symphony that is thought of as a money-grubbing, disgruntled group of musicians gets very little support. The symphony that is thought of as yearning to pour music into the heart of every citizen receives all the finds and help it can handle. The difference between the two is marketing.
Companies such as Nieman-Marcus and Lazarus have developed a reputation for taking back whatever you bring them even if they didn’t sell it to you. The reality is that this hardly ever happens, but the image of it is priceless. Such images are not generated by accident.
In careers, if one is though of as a person of integrity, resourceful, energetic, and with an intense view of work, one will get far in the business world. If one is thought of as cantankerous, lazy, and difficult, obviously the reverse will be true. The difference in these two images lies very much in the hands of the individual. So all of us, as well as our businesses, need to think out how we wish to be presented to the world.
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