CUTTING THROUGH THE BULLSHIT 3   Marketing is not advertising. It is not even communication Marketing is the business of IDENTIFYING AND SATISFYING CONSUMER NEEDS AND WANTS Marketing begins with understanding consumer needs and wants (even the ones they don’t know they have), developing products and services that satisfy those needs and wants, making those […]

CUTTING THROUGH THE BULLSHIT 3   Marketing is not advertising. It is not even communication Marketing is the business of IDENTIFYING AND SATISFYING CONSUMER NEEDS AND WANTS Marketing begins with understanding consumer needs and wants (even the ones they don’t know they have), developing products and services that satisfy those needs and wants, making those products and services accessible through competitive pricing and distribution and the consumers of the capacity of the product or service to satisfy identified needs and wants Advertising and indeed communication in general is but a small part of this and I would argue the least important. Nothing is more important than understanding the target consumers and then developing the products and services that address their needs and wants. Effective marketing is NOT about having a product and using communication to convince people they need it – but rather the converse – establishing what the market…