Marketing is everybody’s business by George Gresham.
Reflection by Student Name
The primary message that Gresham is sending in his article Marketing is everybody’s business is that effective marketing is a collaborative activity that involves all the stakeholders in the firm from the production to the final sale of the product. Although many businesspersons assume that marketing is the final activity in a product life, this is a misconception since marketing actually starts from the beginning. According to Gresham, marketing begins from at the manufacturing stage and ends with the identification of a new product that satisfies the customer’s needs. As such, marketing plays the primary role of identifying new opportunities as well establishing an accurate a succinct determination of the market and customer needs. Gresham agrees that while marketing is a complex and elaborate activity, when done correctly, it produces concrete results for new products and services that a firm introduces into the market.
In the second paragraph, Gresham takes a descriptive approach while give details on a company’s operations when introducing new products into the market. Because of the descriptive nature of the paragraph, we realize that audience is outsiders in the business field. If Gresham were addressing company-marketing officers, he would have not used a descriptive tone because they are already aware of the process of introducing new products into the market. Perhaps, Gresham’s audience is students of business /Finance whom he is giving basic ideas on marketing of new products. Similarly, Gresham may be addressing potential business people with no previous experience on marketing.
The third paragraphs let the cat out of the bag. Gresham’s audience is a prospective business people or soon to be started company. We get to know this because of his advice on types of ideas. He says that there are ideas that are not profitable and there are ideas that look good but are impracticable. His mention of R&D, engineering and finance departments demonstrates that the company is not yet operational but is on the plans to be established.
The fourth paragraph exposes Gresham’s views on the types of the employees that the company should hire. Amongst the qualifications he talks about includes aspects such as individuals with team dynamics, experience in marketing and environmental analysis, effective long-term projections, self-motivation amongst others. He also says the employees must be chosen in their level of professionalism and ability to work in the area of specialization that can produce the best result for the organization.
I think this a well-written essay on the best ways that a new company can use to make profits while introducing new product into the market. The value that the reader gets from this passage is that marketing is not and end of product process activity but rather a process that begins with the identification and study of the market environment. The writer also makes a well laid out argument on the role of professionalism and commitment to work and organization on the realization of good marketing and profit making. Firms gain loyal customers by providing unique to the customers. Value is the most important aspect of successful marketing. Through a variety of sales and marketing strategies, a firm can increase customer loyalty and profitability. The customer focused programs, cost-cutting initiatives and customer relationship and management tactics are designed to achieve quality results. Improving the customer’s value chain while instilling can also increasing product sales
