Good marketing
is normally judged by the results it produces.
If the marketing plan is designed to produce
leads and succeeds but the leads are not
converted to sales then the effort only
produced partial success. Marketing without
sales is like a baby without a bottle. No
matter how cute or attractive it appears
it will starve without results. Marketing,
by its very nature, is supposed to create
a desire to “want” something.
Often there is no real need so if a company
waited until people needed a new car, a
new computer, a new camera or new clothing
they would have far fewer sales. Marketing
generates a desire within the consumer to
“want” something so bad that
it becomes a need and then a sale. The U.S.
economic system is built on the conversion
of wants to needs. We are not a needy society
and haven’t been so since the 1929
depression. We do need soap, water, food,
housing and some clothing but most consumers
indulge in items that satisfies a want created
by marketing (advertising). Marketing can
be as simple as marketing yourself when
you are unemployed or as complex as introducing
the next generation of software and/or computers.
It does, however, begin with a positive
attitude which is best illustrated by this
simple verse entitled “You Are What
You Think”. Whether you are a single
person or a large corporation, when you
stop believing in your marketing purpose
you loose your focus and lost sales will
surely follow.
If you think you are beaten, you are,
If you think that you dare not, you don’t
If you’d like to win, but you think you can’t,
It’s almost certain you won’t.
If you think you’ll lose, you’ve lost,
For out in the world you’ll find
Success begins with a fellows will –
It’s all in the state of mind.
If you think you are outclassed, you are;
You’ve got to think high to rise;
You’ve got to be sure of yourself before
You can ever win the prize.
Life’s battles don’t always go
To the stronger or fastest man;
But soon or late the man who wins
Is the man who thinks he can.
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SCM
can help to create a healthy, positive marketing
plan and focus on improving sales results
with proper identification of the problem
and resourcefully providing the solution.
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