FBC #20 – Marketing [1 page]

An Operational Concern: Presidents, Vice Presidents, Managers

“Marketing” is the action to find and/or produce markets.

A “market” is a person or business that wants something badly enough to pay for it.

In IR#4’s rapidly changing, complex, intensely competitive and technologically advanced global marketplace,

… marketing is non-stop.

It has to be non-stop because financial and competitive pressures drive businesspeople and businesses to design and market steady streams of fresh, new offers, practices, narratives and strategies.

The illusion that goods and services are “things” and that their importance, utility and especially their value are objective, perceivable, obvious and permanent, is broken for good in IR#4’s rapidly changing competitive situations.

When businesspeople market using computers and the internet to educate, communicate, coordinate thought and action, and produce outcomes and satisfaction,

… the only interpretation that makes sense is to see all “goods and services”

… as bundles of different offers, practices, narratives and strategies

… that are specifically different at the same time they are always fundamentally the same.

Marketing is “financial” because it makes money literally by speaking descriptions, meanings, relevance, value and purposes of OPNS into existence so that people and businesses want to buy them.

It’s “strategic” because it is used to execute, improve and design new action plans.

It’s “competitive” because it is used to produce and increase competitive capabilities and advantages, productivity and value.