Marketing is simply about communicating the value of a product or service to customers, for the purpose of selling that product or service. At Cope Sales and Marketing we believe that a strategic view, rather than a tactical one, delivers better results.
cim definition of marketing
The Chartered Institute of Marketing’s definition states, “Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements, profitably.” In essence it implies that the customer is at the heart of marketing and businesses ignore this at their peril.
strategic Vs tactical marketing
For example a lot of companies say they need a newsletter because their competitors have one. However they have failed to ask the two most important questions to meet the needs of their business. These are, ‘what is the objective of this literature?’ and ‘how does it fit with the overall strategic company goals?’. Cope Sales and Marketing believes that only by understanding the difference will a company be able to really deliver return on investment.
the 7ps of marketing
In essence marketing focuses on a number of key issues. These include what a company is going to produce – ‘Product’. How it is going to charge for this product – the ‘Price’. How it is going to deliver its products or services to its customers – the ‘Place’. And how it is going to tell its customers about its products or services – ‘Promotion’. These considerations were originally known as the 4ps of the marketing mix. In recent years however, 3 more have been added and these are ‘People’, ‘Process’ and ‘Physical evidence’.
People are an important consideration as anyone coming into contact with your customers can affect the customer experience – either positively or negatively. Equally the Process of providing a service and the ensuing customer satisfaction associated with this is another major consideration. Finally the last consideration is Physical Evidence as this informs decisions from perceptions through to testimonials and case studies. These can evidence the type of service a customer is likely to receive, before a purchase is made.