“That’s all there is to it.” If not these specific words, then at least the sentiment is expressed all around us.Since the advent of trade there has been a need for marketing. If the consumer does not know a solution exists to their problem then even the best solution is a failure. Everything we do in marketing is an evolution of the classic street hawker. This is not an attempt to trivialize the actions of those in the marketing industry. On the contrary, it is a heartfelt compliment to everyone involved in the industry. Marketing professionals work hard everyday to understand human behaviour and then present solutions to consumers. They are the bond which links industry to consumers and vice versa.
To me, marketing is educating a potential consumer about choice. It gives the consumer the power to vote with their wallets and opinions to shape the products and services that are offered to them. To someone that does not spend their time thinking about marketing as a process (because the best marketing is invisible) the term ‘marketing’ is synonymous to advertising. This is understandable because advertising is the most visible part of marketing, but it is largely dependant on other aspects of marketing namely Research and Design.