Marketing Is Listening

by Michael Fischler

Published on June 15, 2004

Tags: Market Research, Positioning, Positioning Statements, Print Collateral, Sales

Consider the job of marketing. Its purpose is to understand the marketplace. That plays itself out in all manner of ways—from segmentation to trade show posters to lead generation.

But, at its core, it's all about the same thing: understanding the marketplaces and letting them know that you understand them.

In other words, marketing is about listening.

Sales, on the other hand, is all about you and your products and services. Telling people what you offer, how they can buy it, what it costs. That, too, plays itself out in multiple ways—from proposals to catalogs to point-of-sales (POS) promotions.

But at its core it's all about the same thing: understanding your products and communicating information about those products to potential customers.

In other words, sales is about talking.

→ end article preview
Read the Full Article

Membership is required to access this how-to marketing article ... don't worry though, it's FREE!

WANT TO READ MORE?
SIGN UP TODAY ... IT'S FREE!

Your email :

We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with your existing account. Simply click your preferred account below!

Michael Fischler is founder and principal coach and consultant of Markitek (markitek.com), which for over a decade has provided marketing consulting and coaching services to companies around the world, from startups and SMEs to giants like Kodak and Pirelli. You can contact him by clicking here.

NOTE: MarketingProfs does not allow its content to be lifted wholesale and republished elsewhere without a licensing agreement. For more information on copyright and licensing, see here.