~ Relevance of marketing ~

The image of marketing is debatable, the MarCom is mainly seen!
The relevance to spend time & budget is therefore too often questioned.
A missed opportunity, because bringing need with offering in a smart way together = what marketing is to me!

The facts of marketing are very clear, it pays off!

- Marketing applied at strategic level is related to longer term focus which in turn proofs to be more succesful than companies focused mainly on short(er) term.

- Marketing enables a shift in commercial proces from price to added value, this not only differentiate with competition, it also secures a healthy margin and guides product/services development.

- Marketing increases chances of reaching a sustainable competitive advantage which contribute to longer term revenues.

The market is challenging –> marketing helps to increase chances of success!

Gap between need & offering often too big –> identifying USP and UBR closes this gap

The market is over-crowded –> with smart strategy a position can be obtained

Customers are overwhelmed –> touch them with (underlying) values will have more impact than attributes

From costs to investment!

Marketing SHOULD BE an investment, so every €1 that's spend should give at least €2 in return.

SECURING marging, SHIFTING focus from price to value and CLOSING gap of need & offering WILL give a return on investment;-)

It is not for nothing that strategic marketing is on most if not all business school programs!