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is how you make others aware of your product, and the relationship and
credibility you build with them. It determines how they feel about you.
And it creates the perception of value people have of your company and
its products and services, based on how you value them yourself.
Marketing is not selling. Generally speaking, it is everything you do to
raise awareness and perception of your value. Good marketing makes the
selling easier. Selling is the process of helping customers "get to yes" --
by asking for the order, answering objections, and making the deal -- to
get your service or product sold.
Direct and Indirect Marketing
There are two primary ways of marketing. The first is what you do for
yourself. Let's call that direct. The second is what others do for you. Call
Direct marketing (as we've defined it here) is what you have control
over. For example, you have a choice about what you sell, how you treat
people, and how you communicate. This affects others and creates indi-
rect marketing, that is, what other people say about you, read about you,
and think about you.
Who are your indirect marketing agents? Everyone who comes in
contact with you, your company, or your product or service! They can
come to you in any way, shape, or form. Some of these "agents" are
employed by you. Most are not. They are your customers. Suppliers who
call your office. People who live beside your factory. They're people who
read your advertising or promotional materials, see you at meetings, hear
you speak. They're people who know your employees. And so on...(Still
think you don't do marketing?)
All of these people are either potential customers, or have the power to
affect the thinking of your customesr. And they are shaped not just by the
advertising flyers you distribute or the ballpoint pens you give away, but
rather by all the things you say and do.
||It takes all the running you can do to keep in the same place.
--Lewis Carroll, Through the Looking-Glass