« Back To the Index July 27th 2012

A basic recipe for Marketing

To understand the amount of different elements that go into marketing I
often compare the process to that of making a cake.

People who don’t bake can be forgiven for thinking that a lovely moist Victoria sponge just magically appears in Tesco for them to buy and that is as far as the process goes.

Similarly those who tend to be more sales focused in business see a completion of a sale as the be all and end all when it comes to keeping a business running.

But the fact is that without the recipe, ingredients supplier, baker, distribution and store there would be no cake to cut into. And without the internal and external research, planning, strategy (targeting / positioning), marketing mix, marketing tools, commercial awareness and customer relationship there would be no sale!

Sales, customer service, lead generation…these are all the ingredients within marketing. Marketing is the overall process, the making of the cake.

Now if all you can think about is cake, sorry; I’ll leave you with one more (non food related) quote by S.H.Simmons, author and humorist, that sums marketing up nicely without added calories;

“If a young man tells his date she’s intelligent, looks lovely, and is a great conversationalist, he’s saying the right things to the right person and that’s marketing. If the young man tells his date how handsome, smart and successful he is – that’s advertising. If someone else tells the young woman
how handsome, smart and successful her date is – that’s public relations.”

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