Marketing Jinx and Techniques

 

 

 

Time and again, it is often-recalld that Marketing is only restricted to the business enterprises. But it is not so.

 

“So says, if the people prosper the nation prosper, And marketing is the essence of prosperity And growth of the nation.” 

It is, therefore, fallacy to assume and presume, “Marketing is only restricted to the business enterprises”. Marketing is a global phenomenon which encompasses not only business activities but widely cover hospitals, educational institutions, nuclear and joint families and even to the extent of society at large. Marketing is an innate quality of any individual, who can meet the needs and requirements of various people, whether it be his family school, college or business organization.

Peter Kotler had defined Marketing “as a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others”. Value does not mean that it is the measured in terms of money but also measured in terms of services, assistance, which meet the requirements of the people which marketing intended to.

It is often said, Marketing without consumers or customers are meaningless. This meaning is being misconstrued by the business entrepreneurs and writers.

It applies to internal customers or family members or even society at large. Marketing is a wide subject and is a jinx that spread to all segments. It is through marketing only a family prospers, a business organization prospers and in general, the nation prospers. It is not an inherited property of the business organization.

Certainly marketing has undergone drastic changes i.e. from Barter system in the ancient period to the transaction of money through technology, but ultimately whichever system may be, the ultimate objective to meet the needs and requirements of one and all. Marketing has a close interface with the economy of the nation.

“Healthy marketing leads to a healthy economy and selective marketing leads to unhealthy economy and wide disparity and natural justice.  For a healthy economy, healthy and spreading marketing should be injected to the economic system.”

All said and done, today a successful person is a person who is successful in marketing. With the advent of civilization and culture, marketing played a vital role to build up strong human relationship and forged unity in the nation.

So says, Man is a social animal and marketing helps to maintain the social outlook of the people by which people can help one another to attain their goal and objective in life.

But now unfail practices developed in marketing. The truth is our marketing world has become too fast and too complicated for any one person to run the show. In this context marketing jinx produced by the professionals to deceive the gullible is to the extent that they fall a prey to the marketing technique of a professional who in order to develop his business make use of such gullible. A case study, as an example, is highlighted below:

One of the friends of  professional Medical practitioner fell into a trap laid by this professional. He visited his Doctor friend everyday in the evening to chit chat with him which continued more than an hour everyday, discussing various topics and subject of interest over a cup of coffee.

This continued for more than a year when the crowd of the patients increased substantially waiting on a queue for more than an hour to take treatment. And the time came for the professional to tell this friend that your job is over and not to visit him henceforth in his clinic.

The friend of this professional was aghast and surprised at the behaviour and reaction of his Doctor friend. But later he realized that how he was used for selfish purpose of the professional and realized the importance of marketing in all walks of life.

So says, A good marketing personnel is a good orator, motivate, setting challenges and achieving it. The most successful person in our country is the one who excels in marketing.

Marketing of ideas, expressions, any consumables is a direction towards a good marketing, which is a stepping stone to success. For instance, a Superstar like Amitabh Bachchan, who sells his talents and voice is one of the glaring example of his marketing strait and success.

The role of today’s leader is not to know everything or to do everything. It is not to motivate or kick or punish some one. The role of the leader is to help create a shares vision and to establish an atmosphere of trust, mutual respect and freedom in an organization.

The future cannot be predicted in marketing, but the future can be invented in marketing. And it is our ability to invent the future of marketing that gives us hope and make us what we are. Now it is irony that the world has become a commercial world, and marketing has adopted various unethical practices, strategies and approach to build up huge resources and wealth.

Hence it is mandatory for the regulators to streamline the methods of marketing to ensure that the basic requirements and needs of the people are met and marketing will be meaningful if the people of the country will be able to satisfy their needs and requirements.

Keeping in mind, marketing is not just buying and selling but it is a wide distribution system which affect the economy of the entire nation. Hence marketing should be made effective and purposeful with the following message.

“Marketing sans social outlook, a forced weapon to kill the human beings and marketing with a social outlook a torch bearer to lead the nation to growth and prosperity.”

 

By; P. V. Sethu, Manager, New India Assce. Co. Ltd., Grievance Cell, Head Office, Published in “Life Insurance Today, February, 2013