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Marketing is Not Selling

You are a Champion!

“Creating The Future – Fixed Goals & Flexible Strategy”

“Strong Winds will Blow!” Charlie Ragus

Wal-Mart® does mass marketing and some selling. We don’t go into their store to get a loaf of bread and expect to talk to a salesperson. Why? Because we understand what a loaf of bread is and may even prefer a particular brand. Therefore, Network Marketing would not work well selling a loaf of bread and competing against Wal-Mart®. We use such an obvious example we can’t miss this point. Therefore, they do have marketing and not selling. Distribution is also a big marketing advantage to Wal-Mart®. For example, we would not go online and sell commodities with heavy distribution and freight cost to compete against them on price (unless we want to be short-lived in our business endeavor).

How a company markets products is critical to success. For example, in Network Marketing we are not just marketing products we are marketing a Business Opportunity and how we market the opportunity is just as critical as the products! People do need business opportunities and this is a part of the Network Marketing Business Model.

William A. Cohen, PhD in A Class with Drucker, “…‘Marketing and selling are not identical.’ Then he went on to really wake me up. ‘Selling and marketing are neither synonymous nor complementary.’ he said. ‘One could consider them adversarial in some cases. There is no doubt that if marketing were done perfectly, selling, in the actual sense of the word, would be unnecessary.’

Drucker went on to explain that marketing was more than just an important business function. In fact, he said it wasn’t a business function at all, but rather the basis of any business. It was a mistake to consider marketing on an equal basis with other functionary areas such as manufacturing, because marketing permeated every aspect of the business.

Here are some of the key aspects of Drucker’s theory on the relationship between marketing and selling:

  • A poor marketing strategy cannot be overcome by good implementation or marketing tactics; marketing strategy is the governing aspect.
  • Marketing and selling are neither synonymous nor necessarily complementary.
  • The objective of marketing (and therefore marketing strategy) is to make selling superfluous.
  • Selling and marketing can be adversarial.

Drucker did not intend to negate the importance of selling, advertising, distribution, and face-to-face selling are all critical functions. Drucker wanted us to understand that marketing was the governing factor of any business and was so central to all business that its goal was to make selling unnecessary, even if this objective could never be attained in the real world.”

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Discussion

8 thoughts on “Marketing is Not Selling

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