unimagined futures

Developing a work approach that is adequate to the challenges ahead
a world moving toward new and different futureS

Four definitions of marketing*

Selling
A step beyond selling
True marketing
Innovative marketing

Selling

Systematic and purposeful organization of all the work that has to be done to:

sell a a product,
deliver it to the customer, and
get paid for it.

A step beyond selling

Systematic, planned, and organized effort needed to:

find, develop, and service the markets for the company's products and
identify & specify the products needed for the company's markets.

True marketing

"Marketing" that looks upon the entire business
from the point of view
of the ultimate purpose and justification

(Which is the customer or rather customers,
since every business and every product
has at least two, and usually many more,
quite different kinds of customers to satisfy).

This means, above all,
that one does not try to look at
the customer for "our product."

As long as one thinks of "our product,"
one is still thinking in terms of selling
rather than in terms of marketing.

What matters is the customer's
behavior, values, expectations.

And under this aspect,
one's own business,
let alone one's own product and
no company is assumed to have
the slightest importance
to the customer or
indeed to be even noticed by him.

It is axiomatic that the customer
is only interested in
the satisfaction he seeks and
in his needs and expectations.

The customer's question is always,
"What will this product or this business do for me tomorrow?"

Innovative marketing

Marketing as an innovative force in itself.

The truly new
does not, as a rule,
satisfy demands
that already exist.

The truly new
creates new expectations,
sets new standards,
make possible new satisfactions.

"Innovative marketing" therefore creates markets.

These are not absolutes. These concepts can be applied over and over at different periods in time

* This material came from Peter Drucker, but I can't remember where I got it.

Click the button below to make a donation through PayPal. Just a few dollars helps with the books, software, web site hosting, and the time devoted to enhancing the work approach blue print and action menu available on this site. See the text site map for a view of the site's unique scope and resources. Also see links to external resources on my del.icio.us page

See conceptual resource book list for a categoried list of book outlines and conceptual resources for a usage methodology.

Assistance available.