What is Melaleuca Marketing?
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What does the term MARKETING mean for the Melaleuca marketer?
Hundreds of business owners ask this question everyday. Most people think that marketing is selling, advertising or public relations. Only a small minority of top marketers understand that marketing also includes needs assessment, marketing research, product development, pricing and distribution. Most people mistakenly identify marketing with selling and promotion only.
It's No wonder! We are all bombarded with television commercials, newspaper ads, direct mail, Radio, email and sales calls. Someone somewhere is always trying to sell us something. It may be cliché and it seems that we cannot escape death, taxes or getting sold something.
Therefore many beginning and seasoned business owners are surprised to learn that the most important part of marketing is not selling. Selling is only the part of the marketing iceberg that is visible publicly. Selling is only one of several critical marketing functions and often not the most important one. If a marketer does a good job of identifying potential customer needs, developing or representing appropriate products, adjusting pricing, determining efficient distributing, and promoting them effectively, any product or service will sell very easily.
Everyone knows about "hot" products and services to which consumers flock too. When Microsoft designed its Xbox, when Chevrolet designed its first corvette, and when Larry Page and Sergey Brin first introduced Google, these innovators were swamped with orders because they had designed the "right" product. Not me-too products, but distinct ones offering new benefits.
Mike Dillard, one of Network Marketing’s leading attraction theorists, put it this way: the answer lies in basic human psychology, so that’s where we need to start.
This is not to say that selling and promotion are unimportant, but rather that they are part of a more comprehensive "marketing mix". Selling is part of a set of marketing tools that must be organized for maximum impact on the marketplace and individual consumers.
Here is my definition of marketing: Marketing any human activity directed at satisfying needs, wants and desires through a transaction process. Needs are products and services that are required such as food, water and shelter. Wants are needs that have been affected by our environment like a specific brand, color or model. Desires are needs for a product or service that are in limited supply. Unfortunately we desire what is difficult or possessed by an elite few.
In future articles I will drive deeper into these definitions and will explain the following terms: Needs, wants, demands, products, exchange, transactions and there importance to the complete Melaleuca marketing process.
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The Role of Marketing Managers
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The concept of markets finally brings us full circle to the concept of marketing. Marketing means human activity that takes place in relation to markets. Marketing means working with markets to actualize potential exchanges for the purpose of satisfying human needs and wants. Thus we return to our definition of marketing as human activity directed at satisfying needs and wants through exchange processes.
Exchange processes involve work. Sellers have to search for buyers, identify their needs, design appropriate products, promote them, store and transport them; negotiate prices, and so on. Such activities as product development, search, communicating, distribution, pricing, and service constitute core marketing activities.
Although we normally think of marketing as being carried on by seller, buyers also carry on marketing activities. Consumers do "marketing" when they search for the goods they need at prices they can afford. A purchasing agent who needs a commodity in short supply tracks down sellers and offers attractive terms. A seller's market is one in which sellers have more power and buyers have to be the more active "marketers." In a buyer's market, buyers have more power and sellers have to be more active "marketers."
In the early 1950s the supply of goods began to outpace the demand, and marketing became identified with sellers trying to find buyers. We will take this point of view and examine the marketing problems of sellers in a buyer's market.
Those who engage in the exchange process learn how to do it better over a period of time. In particular, sellers learn how to professionalize their marketing management. We define marketing as follows: Marketing management is the analysis, planning, implementation, and control of programs designed to create, build, and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives.
The popular image of the marketing manager is that of someone whose task consists primarily of finding enough customers for the company's current output. This however is too limited a view of the range of tasks carried out by marketing managers. Marketing managers are concerned not only with creating and expanding demand, but also with modifying and occasionally reducing it. Marketing management seeks to influence the level, timing, and character of demand in a way that will help the organization achieve its objectives. Simply put, marketing management is demand management.
The organization forms an idea of a desired level of transactions with a market. At any point in time, the actual demand level may be below, equal to, or above the desired demand level. That is, there may be no demand, weak demand, adequate demand, or excessive demand, and marketing management has to cope with these different states.
By marketing managers, we mean company personnel who are involved in marketing analysis, planning, implimentation, or control activities. The group includes sales managers and sales peoples, advertising executives, sales promotion specialists, marketing researchers, product managers, and pricing specialists.
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