The Bluffer's Guide to Your Own Business by John Winterson Richards

Author:John Winterson Richards
Language: eng
Format: epub
Publisher: Bluffer's Guides

When marketing, you are a sportsman engaged on the greatest hunt of all... First of all, you must identify your quarry; then you come into contact with it; and only you can bring it home.

MARKETING AND OPERATIONS

THE MARKETING MIX

‘Marketing’ is simply the word bluffers have coined to describe the grubby business of ‘selling’. The bluffer will never admit this. Indeed, the word ‘selling’ should never pass your lips, and even ‘marketing’ should not be used in mixed company (i.e., in front of prospective customers or clients). So if:

Marketing = Selling, and

Selling = Business, and

Business = Bluff,

logic dictates that

Marketing = Bluff.

However, you should never be caught bluffing when selling because:

a) If a sale is found to be based on selective information, it could be void by law. The buyer could claim his or her money back and the seller could be liable to civil, or even criminal, action.

b) It’s unsporting.

When marketing, you are a sportsman engaged on the greatest hunt of all. As with any hunt there are rules, and there is a proper order in which things are done. First of all, you must identify your quarry; then you come into contact with it; and only you can bring it home. Thus:

Market research identifies the customer.

Sales and Marketing makes contact with the customer.

Distribution delivers the product or service.

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