Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
Text:  A A

Marketing Is Listening

by Michael Fischler  |  
June 15, 2004

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.

And sales can't begin until you've listened, and until the marketplace believes that you understand what they need. You have to listen first, and talk later.

This is one of my personal touchstones for determining whether I'm doing an effective job of marketing for my clients. A guidepost for every facet of my marketing planning and execution:

Sign up for free to read the full article.Read the Full Article

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


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 one of your preferred accounts below:


Michael Fischler is founder and principal coach and consultant of Markitek (, 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.

Rate this  

Overall rating

  • Not rated yet.

Add a Comment

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!