"Marketing Is Everything" Reading Notes
Central Theme
The author of the article, “Marketing Is Everything”, Regis McKenna argues that marketing is entirely defined by the elements of a successful implementation of the marketing strategies. The world market of today is determined by the technological innovations and the stiff competition. To dominate the market does not necessarily mean the production and sale of many products in the market, rather it is the owning of the market. A real marketer should be known in a certain market and let customers gain confidence and reliability. What matters in the products that are sold in the market is the quality of the products and not the quantity that one can supply. McKenna explores the strong concept of knowledge in the emerging technologies, the managerial plans of a company, the integration of customers into the company, and making an explicit analysis of the future risks in business. Taking as an example, the Coca-Cola Company made its way by capturing the mind of customers that coke is the best soda in the world. Coca-Cola Company has many products, but coke is the marketing product.
However, the customers get to select from a variety that they get in the refrigerators during purchase, and since it’s already in the minds of customers that only Coca-Cola products are found in their branded fridges, the confidence of buying the other brands is created through coke.Critical AnalysisThe lesson from McKenna’s article on marketing is that business works smoothly with the help of advertisement and awareness of a company’s products to the consumers. When new products are introduced into the market, an after sales service is recommended. Through the after-sales service, the seller can get the customer’s feedback. The feedback from the end users of the products is vital in helping to improve the delivery of the product or service. For example, if a bakery that supplies loaves of bread only to the market introduces muffins, the customers will buy the new product to taste because of the brand name. It is not right to assume that because they enjoy the bread, the muffins will be enjoyed too. Getting the customer feedback will help the bakery to know whether they price too high, the taste is not good, the balancing of ingredients is not up to standard, or the packaging should be increased or reduced. The importance of marketing as illustrated by McKenna is that it builds an entity’s reputation. The reputation is reached when the marketing company meets the public’s expectations. When the awareness of the marketed products becomes a reality, new customers spread the word and as a result, the company gets to sell more. Marketing helps in getting new ideas because some customers might ask some questions or give recommendations that can contribute to improving the product. Marketing is the key to a great economy because no economic growth until someone sells something. Marketing costs money to get the word spread to …
