By Michael T. Brandt | Jan 1, 1999
Why are some businesses more successful than others? Why do their marketing efforts produce results? We might cite better advertising, strong distribution, after-sales service, or hundreds of other reasons. And the list would be different for every successful business.
Most businesses have access to the same marketing tools and similar marketing resources, but the successful ones use them more effectively. Underlying these tools are eight common factors that form the core of successful marketing and successful businesses.
Successful marketing is visionary. It looks beyond today's activities, today's sales, and today's customers. It looks at future trends, seeks out new products, uses new technology to its best advantage, tracks competition, and stays ahead of the market.
- Goal orientation
Successful marketing is goal oriented. It is focused. It establishes goals that support the overall business mission and objectives. It develops plans to meet the goals and implements them. It evaluates its successes and failures against the goals.
- Customer orientation
Successful marketing is customer oriented, focused on meeting the needs of both customers and prospects. It never forgets that the customer is the reason for its existence. It partners when appropriate. It builds relationships that last forever.
- Team effort
Successful marketing is a team effort. Production, finance, credit, sales, advertising, customer service, distribution, and research and development all contribute to the marketing effort. All participate in the planning, the process, the success.
Successful marketing communicates effectively -- not only with customers, but with the entire team. Purchasing alerts sales to changes in raw material pricing that could affect product prices. Marketing tells production about next month's promotions that will require additional inventory. Customer service informs customers about delays in shipping dates.
Successful marketing is consistent. It is always active. It always promotes the same corporate image. It follows the same pricing policies.
Successful marketing is repetitive. It repeats the message because both customers and team members forget. It repeats success and drops failures. It produces products of consistent quality.
Successful marketing adapts to a changing marketplace. Product life cycles are shorter. Technological change occurs more rapidly. New competitors crop up daily. Successful marketing tracks these changes and adapts them to the overall plan.
There they are: eight factors that form the basis for successful marketing. How many can you identify within your own company?
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