Written by: LaKeisha Hammett

One of the most overused words heard in business conversations or listed under services provided on company websites is “marketing.” Today, any individual who hands out push cards for an after-party or places a lawn sign in front of a business are fancying themselves marketing experts.  Although they are an important part of the marketing process, marketing is not just promotions or advertising.  It’s much, much more.

In 1964, Neil H. Borden published an article, The Concept of the Marketing Mix, which popularized the term “marketing mix,” or the combination of product, price, place and promotion in the marketing process. Stated simply, all of these elements are equally important in the marketing of a product or service, and this is why marketing professionals must understand the importance and role of each component. In the October article Why Advertise? reference was made to a gentleman who believed that because of his location (place) there was no need to advertise (promote) his business, but in part, his business failure may be due to him ignoring the other important elements of the marketing mix.

A marketing executive is defined as an individual whose duty is to consider the combination of all the ingredients included in the marketing mix, product, price, place and promotion, in order to serve the needs of the consumer while advancing the interests of the company.  Specializing in only one area of marketing may make one a specialist, but to effectively market a product or service requires that one understands how all of the pieces work together.  Marketing is considered by many to be an art form, not an exact science.  As described by Professor James Culliton, an executive is “an artist-a mixer of ingredients who sometimes follows a recipe prepared by others, sometimes prepares his own recipe as he goes along, sometimes adapts a recipe to the ingredients immediately available, and sometimes experiments with or invents ingredients no one else has tried.”  

As companies continue to search for ways to make and keep their products or services top of mind for consumers, it is important to remember that “all marketing is not created equal,” and enlisting the services of a marketing professional may serve the company well.  Many individuals will identify themselves as marketing experts because they can suggest “how” to market your business, but a true marketer can tell you “how” and “why.”

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