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The magic art and science of marketing notes

Magic, Art and Science
We can't imagine an engineer, or engineering team, who designs a product without going through the process of:
Specifying the rough design parameters from the bright idea
Searching for parts and new design techniques
esting for applicability
Refining the parameters (and getting customer input)
Layout refinement
Further testing, including testing with the target audience.
Yet why does virtually every company take a bright idea,
 Throw it into the production mill,
 See the final results just before the convention
 Release the final results without testing
 either the individual components or the final product)
 (perhaps with the in-house experts, but never with the target audience)
 …and call it marketing?

Each part of Marketing and Distribution and Sales flow into each other like a signal through a series of components.
A salesperson should not originate the excitement for a product, nor does distribution create the desire to buy. These are the job of correctly done marketing.
Anything that the distribution or sales channel needs to do besides facilitate the customers desire into a cash exchange is an inappropriate use of that part of the processing chain. Sure, they can do it. But why isn't marketing doing their job of driving in clients?
Usually because the executive in charge doesn't understand that there are questions to be asked whenever approving a marketing campaign.
"What do the surveys show?"
"What primary area of concern did the target audience say that they need solved?"
"What was their reaction when they saw the finished product?"
"Did finished product hit those areas of concern?"
"Did finished product tell them that we have the solution?"

You probably had to find out that finance was not magic at some point in your career.
Now you know that marketing is not magic,
though it is an art.
Just like designing a product.

©eTech International 2001