passion for marketing

Rules of the new game

The world of marketing is ever-changing. In this competitive environment it pays to be passionate about the work. Unless the element of passion is not there no great result can be achieved. Here are some interesting insights into the success formula followed by some of the greatest practitioners of marketing.
1. The sole purpose of marketing is to sell more to more people, more often, and at higher prices. There is no other reason to do it. 2. Marketing is serious business, and increasingly, serious business is about market-ing. 3. Marketing is not magic and marketers do no favours when they pretend that it is. 4. Marketing is a professional discipline. You can't leave it to your aunt or uncle. 5. The marketplace today is a consumer democracy. Consumers have options, so mar-keters have to tell them how to choose. 5. Plan your destination. Make it where you want to be, not where you think you can get. 6. Once you have your destination, develop a strategy for getting there. 7. Strategy is the boss. Never forget it. Strategy is what controls the "everything" in "everything communicates". You can decide to change your strategy, but don't deviate from it. 8. Marketing is a science. It is about experimentation, measurement, analysis, refine-ment, and replication. You must be willing to change your mind. 9. Figure out what is desirable and make that what you deliver; or figure out what you can deliver and make it desirable. But remember, the former is a lot easier than the lat-ter. 10. Measure each brand and each marketing region. Marketing must create results. 11. Ask questions. Be aware, insatiably curious and creative. Creativity is really a process of destroying old ideas. 12. Sameness doesn't sell. The value of your product will be determined by its differ-entiation from the competition in ways that are relevant to customers.

13. Build your brands by using all the elements of image. 14. Use the right yardsticks: focus on profit, not volume; on actual consumption, not share of market; and on share of future purchases, not brand awareness. 15. Keep giving your customers more reasons to buy. You need them to come back more often and to buy more at higher prices. 16. Market locally. You have to give all your customers something that appeals to them personally. Global brands are built out of many strong local brands. 17. Fish where the fish are. Concentrate your sales efforts on consumers who are will-ing and able to buy your product. Segment the market to help you identify your most profitable targets. 18. It is significantly easier to increment or broaden behaviour than to teach or change it. 19. Think SOB - Source Of Business - where will your next sale and profit Rs come from? 20. Make sure everyone in your organization understands the strategy, the destination and the business objectives. Then let them execute. 21. Find the best available marketing professionals and create jobs around them. You've got to have the best people, not the best organization chart. 22. Reward excellence and punish mediocrity. 23. Strategy is your job. The job of your ad agencies is to communicate it effectively. 24. Have a sense of urgency and work with passion. Otherwise, what is the point of getting up in the morning?