"The aim of marketing is to make selling unnecessary" - Quick Thinking Points

Some advice from the business expert, Peter Drucker. What else does he have to say about marketing for tips for success?


"What people in business think they know about customers and market is more likely to be wrong than right. Only by asking the customer, by watching him, by trying to understand his behaviour can one find out who he is, what he does, how he buys, how he uses what he buys, what he expects, what he values and so on... The aim of marketing is to understand the customer so well that the product fits them perfectly and sells itself." - Peter Drucker

So how is one way to do that? By considering the marketing mix and your product positioning amongst competitors.


Product - What customer needs or demands are you fulfilling?

Price - What are your clients expectations?

Promotion - How will you share with your clients the value you are creating for them?

Position - Will your product be in select stores, online, drop shipped straight to them?


You'll notice every P involves the customer.


Another consideration is marketing your brand personality to suit your ideal customer.


Excitement: Carefree, spirited, and youthful

Sincerity: Kindness, thoughtfulness, and an orientation toward family values

Ruggedness: Rough, tough, outdoorsy, and athletic

Competence: Successful, accomplished, and influential, which is highlighted by leadership

Sophistication: Elegant, prestigious, and sometimes even pretentious



Reflect on your business on one of the areas above, how can you better represent your customer?



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