Have you ever looked at something a company said or did and thought “why the heck did they do that?”
You’re probably not their target customer.
Good companies are always thinking about their target customers when they conduct any marketing activities.
So what does this have to do with the basic question “What is Marketing?”
One definition of marketing is anything that a person or company does that touches or affects a customer or potential customer.
This can include classic marketing subjects like branding, advertising, product packaging, product features, what the company’s vans look like, how employees greet customers, their social media pages, and more.
But it also includes things like how well they treat you after a sale. The help desk or service department. How they show up to people that aren’t their customers. What their employees do off the clock that reflects on them. How delivery drivers drive. Anything that potential customers notice.
One of the reasons that Lexus has done so well in the USA is that they figured out that Mercedes dealers didn’t treat their customers well. Mercedes owners loved their cars, but hated getting them serviced. So when Toyota created the Lexus division they not only focused on making a great car, they focused on providing great after sale service. And the results speak for themselves.
What does your company do that affects customers that you might not be aware of?
