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Posts Tagged ‘Definitions’

What’s in a title?

Tuesday, December 1st, 2009

Written by: Carl Da-Costa-Greaves

Confusing titles , IHCL (in house company lingo), made up acronyms (see previous). We’ve all been guilty of this in the past. But how does this blinding use of language really add value to the customer?

Use of acronyms

Do your customers really care for the specific title of the person that is helping them? I recently came across a funny example of this when cancelling a gym membership (or should I say trying to cancel a gym membership). Was my service as a customer dealt with by someone from such a department? Of course not, or this post would have no legs and be a CWOT; it was handled by the ‘Retention Assistant’. An obscure title like this conjures up all sorts of images, particularly when we’re talking about a health and fitness service provider. But does it have to be that way?

The technology industries are definitely guilty of over-egging the acronym cake. You obviously can’t avoid all acronyms – some are crucial to your industry and others have become part of the terms used in our particular professions. But most acronyms are completely unnecessary in marketing, PR (yes, I’m aware that’s an acronym) and editorial copy. Even business-to-business technology marketing copy. In fact, more often than not, they make your websites, press releases and other marketing materials appear second-rate.

There’s no real benefit to the customer when companies have confusing titles and jargon that no one else outside of your business really understands. If you’re truly marketing orientated and outward looking then this type of language has no place.

Tags: Definitions, editorial copy, marketing materials, press releases
Posted in Copywriting | 1 Comment »

Marketing Definitions

Tuesday, October 6th, 2009

There’s a lot of marketing definitions out there but these are the select ones that we here at studiowide like;

Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.

Kotler.

Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably.

The Chartered Institute of Marketing (CIM).

The right product, in the right place, at the right time, at the right price.

Adcock.

Marketing is essentially about marshalling the resources of an organisation so that they meet the changing needs of the customer on whom the organization depends.

Palmer.

Marketing is the process whereby society, to supply its consumption needs, evolves distributive systems composed of participants, who, interacting under constraints – technical (economic) and ethical (social) – create the transactions or flows which resolve market separations and result in exchange and consumption.

Bartles.

Marketing is not only much broader than selling, it is not a specialised activity at all It encompasses the entire business. It is the whole business seen from the point of view of the final result, that is, from the customer’s point of view. Concern and responsibility for marketing must therefore permeate all areas of the enterprise.

Drucker.

This customer focused philosophy is known as the ‘marketing concept’. The marketing concept is a philosophy, not a system of marketing or an organisational structure. It is founded on the belief that profitable sales and satisfactory returns on investment can only be achieved by identifying, anticipating and satisfying customer needs and desires.

Barwell.

The achievement of corporate goals through meeting and exceeding customer needs better than the competition.

Jobber.

Implementation of the marketing concept [in the 1990's] requires attention to three basic elements of the marketing concept. These are: Customer orientation; An organisation to implement a customer orientation; long-range customer and societal welfare.

Cohen.

Tags: Definitions, marketing
Posted in Marketing | 1 Comment »