Marketers, intelligent life and close encounters in marketing 2

This is a continuation of the previous article. I just meant to compare the movie and marketing for many reasons:

• The core of marketing is not advertising a product (is it clear ad agencies?). Neither is promoting, pricing or distributing. The core of marketing is to sell a product. Sell more, sell better, sell frequent. Get used to it. A true marketer is not an artist in essence, but a salesman;
• Remind you: without selling to a customer, either “B” (business), “R” (retailer), “S” (supplier), “I” (individual), “P” (peer) or “C” (consumer) there’s no marketing.
• Being effective in marketing has little to do with big budgets, and has more to do about management. A wealthy bank account helps a lot, but don’t fool yourself with the idea one needs to be rich to make marketing;
• Don’t think just because you’re a marketer every single plan you put on the table will work. Deal with failure possibilities before they knock on your door;
• Selling a plan to the senior management once (“the money owners”) is easier than selling a product to a customer twice;
• Your loyalty as a marketer is to the customer, not your boss; it can also be read as “the customer is your boss, not your manager”;
• Spend more time with customers than computers who tell you an amount of data. Machines are very important to compile data, but your final target is actually human and won’t tell everything so easily. Besides, computers don’t make decisions (yet);
• If you have a fabulous idea for a marketing plan, great! Now prove it before putting it into action. Searching for market information is a good start;
• Hiding behind communication-only strategies is marketing cowardice; “the ends will justify the means” (Machiavelli), not the opposite. Communication is part of a whole. There’s no reason to desperately advertise without a purpose, a strategy and a plan.
• Watch Close Encounters of the Third Kind. It’s worthy.