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A Needs Satisfaction Marketing Process Isn’t Enough For Customers – They Want Dancing Pigs

Okay, where the heck does modern marketing come from? It means taking goods and services to market. Hopping in the Way-Back machine we see Mr. & Mrs. Farmer with their wagon of produce, chickens and pigs heading to the closest market. They got there very early because they wanted one of the best stands that were easy to see. And, they knew that the farmers who were “early to market” usually sold the most goods. Showing up and being visible was just about all there was to marketing.

All was well in the world until some wise guy started talking and yelling to the people walking past. “Red, juicy apples and plump chickens!” He started getting more attention and encouraging people who wanted apples and chicken to buy from him. Pretty soon the market place was filled with a cacophony of voices trying to attract attention and entice shoppers to buy.

Great Idea – Big Problem

All the stands seemed to be selling the same products. So, that ingenious wise guy started doing unexpected things to attract more attention and be different. He began putting on little shows to stop shoppers and hold their attention long enough to sell to them. Since dancing girls were in short supply and his wife was working he used what he had. He dressed up a pig. With a little training, piggy could actually be enticed to do a little porker-polka. Low and behold, the advent of what we know as modern marketing.

Remember, unless someone has a need, there is no marketing. If you didn’t want apples you wouldn’t buy, not matter how slick the sales presentation or how attractive the pig. Often we get so caught up in designing entertaining “creative media marketing” we forget the basic truth. Unless we take the time to identify legitimate needs and provide meaningful, valuable solutions … we are just lining up dancing pigs.

Harvard Business School Professor Emeritus Ted Levitt rocked marketing in his book Marketing Myopia. “Marketing is a stepchild in most corporations because of an overemphasis on creating and selling products. But selling is not marketing.” He explained that marketing is more focused on value than just the exchange of money. Marketing “views the entire business process as consisting of a tightly integrated effort to discover, create, arouse, and satisfy customer needs.”

Marketing is everything a company or organization does to acquire customers and maintain a positive relationship with them. Customers can be consumers, clients, owners, franchisees, stakeholders, internal and external audiences … anyone you rely upon for your business success and sustainability. Marketing is highlighting a need and then showcasing how you will satisfy it in ways that are valuable to the person and beneficial to your company.

Market to the NEED!

Imagine every person is asking two questions:

*  What’s in it for me?

*  Why should I care?

Got a product or service? Market it to remind people how you are different and better than the competition in meeting their needs.

Got a training program? Market it to remind participants what they have to gain from investing the time.

Offering a workshop? Market the experience and how much they will enjoy it.

Having a booth at a trade show? Market the results that customers receive from coming to see you.

Producing a meeting or event? Market the value of attending. How will the event make the attendee more money, improve business, reduce costs, decrease turnover? What’s in it for them?

Retire the Pigs

At the center of the marketing process is satisfying needs. You are matching whatever you are offering – products, services, information, training – to the people who need and want them. You can’t create a need. You can’t make people want something. But you can discover a need, create awareness, arouse demand and then satisfy it in ways that are beneficial to you and your company.

I realize that this will put a lot of pigs out of work. But, as a wise man once said, “Never try to teach a pig to dance. It’s a waste of your time and it irritates the pig.”

About the Author

Andy Johnston is a multi-faceted communication professional at Think! Consulting Group http://thinkconsulting.net/ Andy has deep experience in helping corporations and individuals generate positive results and make more money. He’s known for his unique ability to discover the key actions that must be generated – and then to develop ingenious ways to engage and motivate customers. Click this link for more free ideas: http://rightideas-brightideas.blogspot.com/

Viral Marketing Process

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16 Weeks to Your Dream Business: A Weekly Planner for Entrepreneurial Women $6.27 New – Plan the Business You’ve Always Wanted–One Week at a Time Whether it’s selling products you love, or creating a service you know people need, business startup experts Nada Jones and Michelle Briody will take you step-by-step through the process of making your business aspirations a reality. From carefully planning out a bullet-proof business model, to marketing your business and finding a customer base, this planner helps you track your progress and nail down all the details that will mak

16 Weeks to Your Dream Business: A Weekly Planner for Entrepreneurial Women $15.84 New – Plan the Business You’ve Always Wanted–One Week at a Time Whether it’s selling products you love, or creating a service you know people need, business startup experts Nada Jones and Michelle Briody will take you step-by-step through the process of making your business aspirations a reality. From carefully planning out a bullet-proof business model, to marketing your business and finding a customer base, this planner helps you track your progress and nail down all the details that will mak

18 Pasos Para Desarrollar Tu Negocio = 18 Steps for Starting Your Business $22.95 Intended specifically for Spanish-speaking, would-be business owners, this step-by-step guide addresses topics including deciding to be a business owner, selecting a business, choosing a name and location, legal licenses and permits, business bank accounts, insurance, bookkeeping and cash flow, developing a marketing plan, using the internet, determining financial resources, and beginning the business-planning process. Pensado especificamente para los hispanohablantes quienes esperan ser duenos de empresas, esta guia detallada contiene informacion sobre el proceso de ser dueno, escoger un negocio, escoger un nombre y lugar, licencias y otras legalidades, cuentas bancarias, seguros, usando el Internet y varios otras partes del proceso de ser dueno de un negocio.

18 Pasos para Desarrollar Tu Negocio $4.66 Intended specifically for Spanish-speaking, would-be business owners, this step-by-step guide addresses topics including deciding to be a business owner, selecting a business, choosing a name and location, legal licenses and permits, business bank accounts, insurance, bookkeeping and cash flow, developing a marketing plan, using the internet, determining financial resources, and beginning the business-planning process.  Pensado específicamente para los hispanohablantes quienes esperan ser dueños de empresas, esta guía detallada contiene información sobre el proceso de ser dueño, escoger un negocio, escoger un nombre y lugar, licencias y otras legalidades, cuentas bancarias, seguros, usando el Internet y varios otras partes del proceso de ser dueño de un negocio.

1957 in Law: Radovich V. National Football League, Constitution of Malaysia, Bolam V Friern Hospital Management Committee $20.77 Purchase includes free access to book updates online and a free trial membership in the publisher’s book club where you can select from more than a million books without charge. Chapters: Radovich V. National Football League, Constitution of Malaysia, Bolam V Friern Hospital Management Committee, Nlrb V. Truck Drivers Local 449, Jencks V. United States, List of United States Supreme Court Cases, Volume 355, Civil Rights Act of 1957, Roth V. United States, Lambert V. California, Prevention of Insults to National Honour Act, Mcgee V. International Life Insurance Co., Victoria V Commonwealth, 1957 in Organized Crime, List of United States Supreme Court Cases, Volume 352, Washington Ethical Society V. District of Columbia, List of United States Supreme Court Cases, Volume 353, Hill V Baxter, List of United States Supreme Court Cases, Volume 354, Beaver V. R., Conley V. Gibson, Reference Re Farm Products Marketing Act, Switzman V. Elbling, Outdoor Recreations Act, R V Adams, List of Statutory Instruments of the United Kingdom, 1957. Excerpt: Radovich v. National Football League (NFL), (352 U.S. 445, 1957), is a U.S. Supreme Court decision ruling that professional football, unlike professional baseball, was subject to antitrust laws. It was the third of three such cases heard by the Court in the 1950s involving the antitrust status of professional sports. Three justices dissented, finding the majority arbitrary and inconsistent in refusing football the exemption it had upheld five years previously in Toolson v. New York Yankees (). The majority admitted that the similarity between the two sports from a legal standpoint would probably have denied baseball the exemption as well were it sought afresh, but existing case law had tied their hands in the absence of any congressional action. While the NFL has secured some limited antitrust exemptions since through the legislative process, the lack of a blanket exemption due to this decis… More:

2,239 Tested Secrets For Direct Marketing Success $5.65 Packed with insider secrets,rules,and wisdom from nearly 200 of the leading authorities on direct marketing,this is the essential tool for techniques that produce results. Experts Denny Hatch and Don Jackson cover all you need to know—from planning to implementation—and from target strategy to all aspects of the creative process.

2,239 Tested Secrets for Direct Marketing Success $5.96 New – Packed with insider secrets, rules, and wisdom from nearly 200 of the leading authorities on direct marketing, this is the essential tool for techniques that produce results. Experts Denny Hatch and Don Jackson cover all you need to know–from planning to implementation–and from target strategy to all aspects of the creative process.

2,239 Tested Secrets for Direct Marketing Success $8.28 New – Packed with insider secrets, rules, and wisdom from nearly 200 of the leading authorities on direct marketing, this is the essential tool for techniques that produce results. Experts Denny Hatch and Don Jackson cover all you need to know–from planning to implementation–and from target strategy to all aspects of the creative process.

201 Killer Cover Letters: The CD-Rom Edition $17.95 The fastest, easiest way to wow employers and land interviewsWant to writer powerful job-search letters that knock their socks off every time —and spare yourself a lot of agony in the process? 201 Killer Cover Letters: CD-ROM Edition gives you instant access to hundreds of surefire cover letters that you can customize in a jiffy to fit any job-hunting situation.Whether you’re networking, applying for a job, requesting a reference, or writing a thank-you letter, these proven approaches enable you to respond immediately to every opportunity with an attention-grabbing letter that’s perfect for any job, any company, any situation. This indispensable job-search resource is packed with:201 sample letters for every possible job-hunting situation Customized letters for more than 120 job-types, from accountant to x-ray technician Ready-to-download templates of all 201 letters on the CD-ROM Tips on customizing and targeting your letters for maximum impact Practical suggestions for positioning yourself ahead of the pack Techniques for using your cover letter to overcome “objectionable” resume items or employment gaps Fully updated to include dozens of new job types, the latest online job-search techniques, and tips for transferring skills across industries, this powerful new edition gives you the unbeatable edge you need in a fiercely competitive job market.Sandra Podesta is principal in the DeMartino Marketing Group, where she works with Fortune 500 companies such as Fed-EX and Sony. Andrea Paxton is a recruiter who has worked in every phase of the interview, selection, and hiring process for several major companies.

31 Days To Relationship Marketing Mastery $17.95 “31 Days to Relationship Marketing Mastery” by Bruce Brown is an inspiring and powerful book that will teach you how to make the most of your business relationships. The 31 tips — one each day for a month — teach you make a positive contribution to the relationships you have with customers and colleagues. This expanded edition includes personalization and action plan pages. “Bruce points out that the most important parts of relationship marketing are attitude, buy in, and communications.” David M. Merrill, WilmingtonNetworkingEvents.com. “I like the personal effort espoused here for people to take charge of their world of work. The commitment to work at the process will ensure success.” Raymond K. Smith, LMFT, West Hartford Counseling Service

31 Days to Relationship Marketing Mastery $19.3 31 Days to Relationship Marketing Mastery by Bruce Brown is an inspiring and powerful book that will teach you how to make the most of your business relationships. The 31 tips — one each day for a month — teach you make a positive contribution to the relationships you have with customers and colleagues. This expanded edition includes personalization and action plan pages. Bruce points out that the most important parts of relationship marketing are attitude, buy in, and communications. David M. Merrill, WilmingtonNetworkingEvents.com. I like the personal effort espoused here for people to take charge of their world of work. The commitment to work at the process will ensure success. Raymond K. Smith, LMFT, West Hartford Counseling Service

500 Ways to Get More People to Give You More Money! $29.95 T.J. Rohleder is the author of “Ruthless Marketing” and many other books on marketing. This book is complied from the best of the best of his “The Black Book Of Marketing Secrets” series. Most books on business and marketing are boring as mud! BUT NOT THIS ONE! This book will be like a shot of strong black espresso! It will wake you up and energize you into thinking about all kinds of new and exciting ways to make more money. Just flip through these pages and within 5 minutes or less, you will instantly discover new ideas that will stimulate your thinking and jolt you into action! Keep this book close by and open it up any time you need a new idea or two that will jump start your thinking process!

60-Minute Brand Strategist: The Essential Brand Book for Marketing Professionals $19.63 Used – Understanding the creation and nourishment of great brands is critical to marketers. Any organization that provides a product or service needs to communicate its availability and benefits to its customers – a strong brand is the essential medium in this process. This book is an essential guide for every brand marketers in the 21st century. 60-Minute Brand Strategist provides a proven approach to guide brand strategy development and many of the tools and techniques introduced in this book

60-Minute Brand Strategist: The Essential Brand Book for Marketing Professionals $24.63 Understanding the creation and nourishment of great brands is critical to marketers. Any organization that provides a product or service needs to communicate its availability and benefits to its customers – a strong brand is the essential medium in this process. This book is an essential guide for every brand marketers in the 21st century. 60-Minute Brand Strategist provides a proven approach to guide brand strategy development and many of the tools and techniques introduced in this book has traditionally been regarded as secrets. These techniques are used by the world’s most successful and valuable brands. The author brings the fundamental of brand strategy development to a higher level in an easy to understand and practical way. Powerful brand management is as vital to an entrepreneur or small business as it is to a large, multinational organization. A companion and resource for those involved in brand issues, 60-Minute Brand Strategist provides tools and frameworks that are readily applicable in a practical sense. In this revised edition, updated new cases and examples were added. As one reviewer puts it: This book not only gave readers a good conceptual overview of branding but went one step further in giving step-by-step details of how to do it.

60-Minute Brand Strategist: The Essential Brand Book for Marketing Professionals $23.95 Used – Understanding the creation and nourishment of great brands is critical to marketers. Any organization that provides a product or service needs to communicate its availability and benefits to its customers – a strong brand is the essential medium in this process. This book is an essential guide for every brand marketers in the 21st century. 60-Minute Brand Strategist provides a proven approach to guide brand strategy development and many of the tools and techniques introduced in this book

A Branded World: Adventures in Public Relations and the Creation of Superbrands $27.95 Praise for A Branded World A Branded World is a real insider”s guide to the elusive science of branding. With tremendous command over his subject material, Michael Levine has provided us with a primer that is a must read for all those who pursue careers in public relations and brand marketing. -Howard J. Rubenstein President, Rubenstein Associates, Inc. At last, a PR man who really understands what branding is all about. It certainly is worth learning what he appears to have learned. A good read. -Jack Trout, author, A Genie”s Wisdom: A Fable of How a CEO Learned to Be a Marketing Genius The most valuable, indispensable part of the branding process, according to Michael Levine, is PR. He goes on to prove his point with dozens of pertinent case histories, including the imaginary launch of a new ice cream brand. A terrific guide to the role that PR plays in marketing today. -Al Ries, author, The Fall of Advertising and the Rise of PR

A Focused Issue on the Marketing Process in Organizational Competence $215.37 This first volume of Research in Competence-Based Management (RCBM) signals the launch of a long-awaited outlet for peer-reviewed research papers contributing to advancement of competence-based management theory. Each volume in RCBM will be focused on a key aspect of competence theory. The focus in this volume on The Marketing Process in Organizational Competence reflects the fundamental market orientation in competence theory??’s foundational concepts and theoretical development. Papers in this volume explore key aspects of the common conceptual foundations of competence and marketing theories, and help to make clear the great relevance of marketing theory for competence-based management theory and practice, as well as the relevance of competence theory for marketing theory and practice. Papers by authors from both the marketing and competence fields elaborate the nature of the marketing process and clarify the ways in which the marketing process is integral to building and leveraging organizational competences.

A Focused Issue on the Marketing Process in Organizational Competence $40.15 Used – This first volume of Research in Competence-Based Management (RCBM) signals the launch of a long-awaited outlet for peer-reviewed research papers contributing to advancement of competence-based management theory. Each volume in RCBM will be focused on a key aspect of competence theory. The focus in this volume on “The Marketing Process in Organizational Competence” reflects the fundamental market orientation in competence theory’s foundational concepts and theoretical development. Papers

A Focused Issue on the Marketing Process in Organizational Competence $46.71 New – This first volume of Research in Competence-Based Management (RCBM) signals the launch of a long-awaited outlet for peer-reviewed research papers contributing to advancement of competence-based management theory. Each volume in RCBM will be focused on a key aspect of competence theory. The focus in this volume on “The Marketing Process in Organizational Competence” reflects the fundamental market orientation in competence theory’s foundational concepts and theoretical development. Papers i