Types of Marketing Plans

BY ANTONY MAINA

Depending on the company you work at, you might want to leverage a variety of different marketing plans. Here are just a few:

• Quarterly or Annual Marketing Plans: These plans highlight the strategies or campaigns you'll take on in a certain period of time.
• Paid Marketing Plan: This plan could highlight paid strategies, such as native advertising, PPC, or paid social media promotions.
• Social Media Marketing Plan: This plan could highlight the channels, tactics, and campaigns you intend to accomplish specifically on social media.
• Content Marketing Plan: This plan could highlight different strategies, tactics, and campaigns in which you'll use content to promote your business or product.
• New Product Launch Marketing Plan: This plan will be a roadmap for the strategies and tactics you'll implement to promote a new product.

Keep in mind that there's a difference between a marketing plan and a marketing strategy.

Marketing Strategy vs. Marketing Plan

A marketing strategy describes how a business will accomplish a particular mission or goal. This includes which campaigns, content, channels, and marketing software they'll use to execute on that mission and track its success.

For example, while a greater plan or department might handle social media marketing, you might consider your work on Facebook as an individual marketing strategy.

A marketing plan contains one or more marketing strategies. It is the framework from which all of your marketing strategies are created, and helps you connect each strategy back to a larger marketing operation and business goal.

Let's say, for example, your company is launching a new software product it wants customers to sign up for. This calls for the marketing department to develop a marketing plan that'll help introduce this product to the industry and drive the desired signups.

The department decides to launch a blog dedicated to this industry, a new YouTube video series to establish expertise, and an account on Twitter to join the conversation around this subject -- all of which serve to attract an audience and convert this audience into software users.

Can you see the distinction between the business's marketing plan versus the three marketing strategies?

In the above example, the business's marketing plan is dedicated to introducing a new software product to the marketplace and driving signups to that product. The business will execute on that plan with three marketing strategies: a new industry blog, a YouTube video series, and a Twitter account.

Of course, the business might also consider these three things one giant marketing strategy, each with their own specific content strategies. How granular you want your marketing plan to get is up to you. Nonetheless, there are a certain set of steps every marketing plan goes through in its creation. Learn what they are below.

How to Write a Marketing Plan

1. State your business's mission.
2. Determine the KPIs for this mission.
3. Identify your buyer personas.
4. Describe your content initiatives and strategies.
5. Clearly define your plan's omissions.
6. Define your marketing budget.
7. Identify your competition.
8. Outline your plan's contributors and their responsibilities.

1. State your business's mission.

Your first step in writing a marketing plan is to state your mission. Although this mission is specific to your marketing department, it should serve your business's main mission statement. Be specific, but not too specific. You have plenty of space left in this marketing plan to elaborate on how you'll acquire new customers and accomplish this mission.

For example, if your business's mission is "to make booking travel a delightful experience," your marketing mission might be "to attract an audience of travelers, educate them on the tourism industry, and convert them into users of our bookings platform."

2. Determine the KPIs for this mission.

Every good marketing plan describes how the department will track its mission's progress. To do so, you'll need to determine your key performance indicators, or "KPIs" for short. KPIs are individual metrics that measure the various elements of a marketing campaign. These units help you establish short-term goals within your mission and communicate your progress to business leaders.

Let's take our example marketing mission from the above step. If part of our mission is "to attract an audience of travelers," we might track websites visits using organic page views. In this case, "organic page views" is one KPI, and we can see our number of page views grow over time.

These KPIs will come into the conversation again in step 4, below.

3. Identify your buyer personas.

A buyer persona is a description of whom you want to attract. This can include age, sex, location, family size, job title, and more. Each buyer persona should be a direct reflection of your business's customers and potential customers. Therefore, it's critical that business leaders all agree on what your buyer personas are.

You can develop buyer personas for free right here.

4. Describe your content initiatives and strategies.

Here's where you'll include the main points of your marketing and content strategy. Because there are a laundry list of content types and channels available to you today, it's critical that you choose wisely and explain how you'll use your content and channels in this section of your marketing plan.

A content strategy should stipulate:

• Which types of content you'll create. These can include blog posts, YouTube videos, infographics, ebooks, and more.
• How much of it you'll create. You can describe content volume in daily, weekly, monthly, or even quarterly intervals. It all depends on your workflow and the short-term goals you set for your content.
• The goals (and KPIs) you'll use to track each type. KPIs can include organic traffic, social media traffic, email traffic, and referral traffic. Your goals should also include which pages you want to drive that traffic to, such as product pages, blog pages, or landing pages.
• The channels on which you'll distribute this content. Some popular channels at your disposal include Facebook, Twitter, LinkedIn, YouTube, Pinterest, and Instagram.
• Any paid advertising that will take place on these channels.

5. Clearly define your plan's omissions.

A marketing plan explains what the marketing team is going to focus on. However, it also explains what the marketing team is not going to focus on.

If there are other aspects of your business that you aren't serving in this particular plan, include them in this section. These omissions help to justify your mission, buyer personas, KPIs, and content. You can't please everyone in a single marketing campaign, and if your team isn't on the hook for something, you need to make it known.

6. Define your marketing budget.

Your content strategy might leverage many free channels and platforms, but there are a number of hidden expenses to a marketing team that need to be accounted for.

Whether it's freelance fees, sponsorships, or a new full-time marketing hire, use these costs to develop a marketing budget and outline each expense in this section of your marketing plan.

7. Identify your competition.

Part of marketing is knowing whom you're marketing against. Research the key players in your industry and consider profiling each one in this section.

Keep in mind not every competitor will pose the same challenges to your business. For example, while one competitor might be ranking highly on search engines for keywords you want your website to rank for, another competitor might have a heavy footprint on a social network where you plan to launch an account.

8. Outline your plan's contributors and their responsibilities.

With your marketing plan fully fleshed out, it's time to explain who's doing what. You don't have to delve too deeply into your employees' day-to-day projects, but it should be known which teams and team leaders are in charge of specific content types, channels, KPIs, and more.

Ready to make your own marketing plan? Get started using this free template and take some inspiration from the real examples below.

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6 Marketing Plan Examples to Help You Write Your Own

1. HubSpot's Comprehensive Guide for Content Marketing Strategy

Main objective: Content Marketing Plan

At HubSpot, we've built our marketing team from two business school graduates working from a coffee table to a powerhouse of hundreds of employees. Along the way, we've learned countless lessons that've shaped our current content marketing strategy, so we decided to illustrate our insights in a blog post to teach marketers how to develop a successful content marketing strategy, regardless of their team's size.

In this comprehensive guide for modern marketers, you'll learn:

• What exactly content marketing is.
• Why your business needs a content marketing strategy.
• Who should lead your content marketing efforts.
• How to structure your content marketing team, based on your company's size.
• How to hire the right people for each role on your team.
• What marketing tools and technology you'll need to succeed.
• What type of content your team should create, and which employees should be responsible for creating them.
• The importance of distributing your content through search engines, social media, email, and paid ads.
• And finally, the recommended metrics each of your teams should measure and report to optimize your content marketing program.

2. Shane Snow's Marketing Plan for His Book Dream Team

Main objective: Content Marketing Plan

A successful book launch is a prime example of data-driven content marketing. Using data to optimize your content strategy spreads more awareness for your book, gets more people to subscribe to your content, converts more subscribers into buyers, and encourages more buyers to recommend your book to their friends.

When Shane Snow started promoting his new book Dream Team, he knew he had to leverage a data-driven content strategy framework. So he chose his favorite one: the content strategy waterfall, which is defined by Economic Times as a model used to create a system with a linear and sequential approach. To get a better idea of what this means, take a look at the diagram below:

Snow wrote a blog post about how the content strategy waterfall helped him successfully launch his new book. After reading it, you can use his tactics to inform your own marketing plan. More specifically, you'll learn how he:

• Applied his business objectives to decide which marketing metrics to track.
• Used his ultimate business goal of earning $200,000 of sales or 10,000 purchases to estimate the conversion rate of each stage of his funnel.
• Created buyer personas to determine which channels his audience would prefer to consume his content on.
• Used his average post view on each of his marketing channels to estimate how much content he had to create and how often he had to post on social media.
• Calculated how much earned and paid media could cut down the amount of content he had to create and post.
• Designed his process and workflow, built his team, and assigned members to tasks.
• Analyzed content performance metrics to refine his overall content strategy.

You can use Snow's marketing plan to cultivate a better content strategy plan, know your audience better, and think outside the box when it comes to content promotion and distribution.

3. Chief Outsiders Go-To-Market Plan for a New Product

Main objective: New Product Launch Marketing Plan

When you're looking for a marketing plan for a new product, the Chief Outsiders template is a great place to start. Marketing plans for a new product will be more specific because they're targeted to one product versus an entire company's marketing strategy.

After reading this plan, you'll learn how to:

• Validate a product
• Write strategic objectives
• Identify your market
• Compile a competitive landscape
• Create a value proposition for a new product
• Consider sales and service in your marketing plan

4. Buffer's Content Marketing Strategy Template

Main objective: Content Marketing Plan

Writing a content plan is challenging, especially if you've never written one before. Buffer decided to help out the content marketing community.

By sifting through countless content marketing strategy templates and testing the best, they crafted a content marketing plan template with instructions and examples for marketers who've never documented their content strategy.

After reading Buffer's marketing plan template, you'll learn how to:

• Answer four basic questions that'll help you form a clear executive summary.
• Set SMART content marketing goals.
• Create highly accurate audience personas by interviewing real content strategists.
• Solve your audience's problems with your content.
• Do competitive research by analyzing your competitors' and industry thought leaders' content.
• Evaluate your existing content strategy by examining the topics and themes of your highest and lowest performing pieces.
• Determine which types of new content to craft, based on your team's ability and bandwidth.
• Establish an editorial calendar.
• Develop a promotional workflow.

Buffer's template is an incredibly thorough step-by-step guide, with examples for each section. The audience persona section, for example, has case studies of real potential audience personas like "Blogger Brian". If you're feeling overwhelmed by the process of creating a marketing guide, this can help ease you into it.

5. Contently's Content Plan

Main objective: Content Marketing Plan

Contently's content methodology works like a flywheel. Instead of applying an entirely new strategy to each new marketing campaign, they leverage the strategy of their previous marketing campaign to drive the next one. Similar to a flywheel, their content methodology needs an initial push of energy to get the gears in motion.

What supplies this energy? Their content plan.

Contently fleshed out their entire content plan in a blog post to help marketers develop a self-sustaining marketing process. After reading it, you'll learn how to:

• Align your content objectives and KPIs with your business goals.
• Create highly detailed buyer personas using psychographics instead of traditional demographics.
• Craft content for each stage of your marketing funnel, based off your prospects' pain and passion points.
• Identify your most effective marketing channels.
• Discover the content topics your audience actually craves.
• Assess your organization's need for resources.

By applying a flywheel-like strategy to your own marketing efforts, you essentially take away the burden of applying new strategies to each individual marketing campaign. Instead, your prior efforts gain momentum over time, and dispel continual energy into whatever you publish next.

6. Forbes' Marketing Plan Template

Main objective: Content Marketing Plan

An oldie, but a goodie -- Forbes published a marketing plan template that has amassed almost four million views since late 2013. To help you sculpt a marketing roadmap with true vision, their template teaches you how to fill out the 15 key sections of a marketing plan, which are:

• Executive Summary
• Target Customers
• Unique Selling Proposition
• Pricing & Positioning Strategy
• Distribution Plan
• Your Offers
• Marketing Materials
• Promotions Strategy
• Online Marketing Strategy
• Conversion Strategy
• Joint Ventures & Partnerships
• Referral Strategy
• Strategy for Increasing Transaction Prices
• Retention Strategy
• Financial Projections

If you're truly lost on where to start with a marketing plan, this guide can help you define your target audience, figure out how to reach them, and ensure that audience becomes loyal customers.

These marketing plans serve as initial resources to get your content marketing plan started -- but to truly deliver what your audience wants and needs, you'll likely need to test some different ideas out, measure their success, and then refine your goals as you go.

12 Top Facebook Marketing Tips for Small Businesses

By ANTONY MAINA | November 9, 2021

Are you dealing with a drop in Facebook engagement and need more visibility for your small business? If you’re tired of sitting in the shadow of competitors, try these Facebook marketing tips to help you crush the competition.

Small business marketing is a cutthroat arena, especially for small brands competing on a local level. It gets harder when those businesses go omnichannel and have to compete with larger incumbent brands in the digital space.

Without a big budget it can seem impossible to compete, but you don’t need a massive Facebook marketing budget to make waves.

In 2019 Facebook had 2.6 billion monthly active users. It’s by far the largest social network connecting people around the world. Even if you only serve a local or regional market with your small business, Facebook is a solid channel for reaching a much larger audience to grab market share (and customers) from your competitors.

Here are some of the simplest and most effective Facebook marketing tips to crush the competitors of your small business.

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1. Post with a Purpose

Image via tomertu.

You can’t just post whatever you feel like posting and hope to gain traction. Every post you make should have a purpose beyond filling the void with noise. Be mindful about what you post and when. Determine what you want to post and why you’re posting it. Think about the action you want someone to take when you post.

Use your Facebook insights to look at old topics and posts to see what was the most popular. Also, check competitor pages to see what types of content and topics garnered the most attention from followers.

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2. Optimize your Facebook Page

It doesn’t take long to populate company information on your Facebook page. Customers often use Google to search local businesses, but more customers are turning to Facebook to research brands and find local businesses.

If they’re already in the app on their phone they’ll frequently check into a business to look at reviews and recommendations, look up address information, find a phone number, etc. Once on your page they can click through to your website or click to call the number you’ve listed.

Tip: Use a trackable number, like Google Voice, instead of your primary phone number. This way you can track the number of calls that come from your Facebook page.

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3. Use Facebook’s Story Feature

Image via sirtravelalot.

Facebook’s story feature is a terrific way to get easy-to-digest posts in front of your audience. It’s also a great way to showcase the culture of your small business. Stories are a more casual way to engage your audience, and it’s a form of Facebook marketing that costs you nothing but a little time behind the lens.

Stories don’t have to be news specific. They can be anything from an engaging question to a short video with a question or poll. Use anything that will ramp up engagement.

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4. Get a Better Cover

A generic cover will fill the space at the top of your page, but Facebook gives you other options. Instead of using a basic logo or a picture of your business, post a video cover. String together a series of short clips from recent events, or video taken of your business, customer interactions, happy employees, etc. Upload the video as your page’s cover to showcase your brand and the culture of your small business. That’s far more attractive to prospective customers than a static image.

>> Create a customized Facebook cover image with our online photo editor.

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5. Manage Your Time with Planned Content

Image via Andrey_Popov.

Avoid making Facebook posts without a content calendar unless you’re jumping on a trending topic. A calendar is the most effective way to get content live without spending too much time in the social channel.

With a content calendar you can preplan what you’ll post and when, then preload that content into a tool like Buffer. A scheduling tool will auto-post your content based on your schedule. The only time you need to jump into Facebook is to occasionally monitor and respond to follower comments.

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6. Include Customer Service in Your Facebook Marketing Strategy

According to a study from Accent Marketing, a staggering 82% of consumers expect great customer service from brands on Facebook. Delighting customers and providing stellar customer service is a smart way to stand apart from competitors in your industry.

Using Facebook as a customer service channel gives you the fastest response time. Being able to reach a brand when there is an issue is a huge trust signal, and people are more likely to choose you when they know you’ll respond. They can see that your customer service is on point if there is an issue.

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7. Go Live on Facebook

Image via Gerain0812.

The 2017 State of Inbound report cited video as the “main disruptor,” with 24% of marketers naming it as a top priority.

Followers enjoy this more casual content, especially in video format, because it gives them a peek behind the scenes of your business. You don’t need to have anything scripted. Just giving a general idea of what you want to cover can be sufficient. Live feeds can be anything from a quick unboxing of a new product, a tutorial or product how-to, customer testimonials, live coverage of in-store or community events, and so on.

According to the social media channel’s newsroom, “People spend more than 3x more time watching a Facebook Live video on average compared to a video that’s no longer live.”

These videos can also be saved and published as part of your story or featured content on your page for customers to find later when they visit your page.

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8. Post When Your Fans are Online

Your Facebook insights will tell you exactly when your fans engage with you the most by the day and the hour. So, plan to post your content when your fans are more active.

If your fans are highly active during peak engagement times, there’s still a chance your posts get buried in a busy newsfeed. A simple trick to work around this is to post late at night when fans are less active. That also means newsfeeds as a whole are less active. With less competition, those who are active are more likely to see your content. With that engagement jump, there’s a better chance your content will be sitting in the feed of other followers when they log on in the morning.

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9. Post Visual Content

Image via Dan Kosmayer.

Live video is great, but your other scheduled posts should include even more visual content, from images to video. Don’t just post links and text-based posts.

According to HubSpot, visual content is a requirement for a successful online presence. This is especially true since visual content sees 40x more engagement, and is far more likely to be shared, than any other type of content.

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10. Use Custom Audiences for Ads and Boosted Posts

You don’t need a huge Facebook marketing budget to run ads. You just need an effective targeting strategy to get your posts in front of the right people.

The easiest way to see a higher return on your ad spend is to use custom audiences. There are numerous ways to create custom audiences, and by utilizing a Facebook pixel on your website you can target a range of behaviors. A few ways you can use custom targeting include building a custom audience based on:

• Subscribers to your newsletter
• The number of people who watch a video to completion, or part way through
• Who visits your page and engages with you
• Who visits your website, or certain pages on your site
• The friends of people who like and engage with your page

You can either build a custom audience, or take the information you have to let Facebook create an audience of people matching interests and behaviors similar to your own customer list and existing audience. In either case, the targeting of your ads and boosted posts will be far more accurate than if you randomly select interests and demographics.

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11. Use Facebook’s Product Catalog

Image via GRSI.

“This template is a surefire way to create a rich browsing experience for shoppers, encouraging greater product discovery and engagement,” said Kevin Simonson, CEO of Metric Digital. “It’s also the perfect tool for implementing dynamic retargeting. Not to mention, it allows you to connect an existing catalog from another platform, such as Google.”

According to Kevin, one client used Facebook remarketing to increase sales after implementing Facebook’s product catalog. “Their ROAS went from 600 to 3000% and their CPA dropped from $45 to $9.”

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12. Measure Your Success

No matter your approach to Facebook marketing, make sure you’re measuring the success of your efforts. Take time each week to review your Facebook insights. Check post and content performance to continually adjust your strategy to determine which actions — like the ones listed above — are most effective in bringing you new customers and improving engagement on your Facebook page. With consistent effort it won’t take long before customers are finding and choosing your small business over competitors.

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An Amazing Marketing Tip To Crush Your Competitors

  by Antony maina In digital skills 1One strategy that has worked for most companies is to create products that are priced in a way that drive attention to your higher-reveneue items. Here’s an example. Let’s say you run a coffee shop and you only have two sizes for your drinks. The smaller size is sold at $4 while you have priced your large drink at $7. Try adding a medium size and price it at $6. This will make it more likely that a customer will choose the larger size since it’s only $1 more than the medium

Take A Loss

This strategy might seem counterintuitive at first, but it works if you do it the right way. Conventional wisdom says that you must always make a profit on a sale even if the margins are thin. But sometimes, it might make sense to sell a product under cost. Why? Because these items will get the customers to your site or to your store.
If customers are enticed to visit your site because you’ve got a great deal on a particular item, then that gives you more traffic, which increases the likelihood that these individuals will buy other products as well. Of course, you want to be very careful with this strategy. If you notice that this particular product isn’t encouraging people to buy more, you might consider the same tactic but with a different product or service.
Effective marketing requires an out-of-the-box approach. You must use proven marketing techniques in a way that your competition isn’t. Using the tips in this article will provide you with the means to attract more people to your website and your place of business.

10 Digital Marketing Tricks Used By Famous Business Brands

 ANTONY MAINA

Chris Richardson on Sep 19, 2018 in Content Marketing

There is no doubt that digital marketing or online marketing is crucial when it comes to the success of any business no matter what industry you are in. Unlike the past where businesses used traditional advertising, today, they are not as effective as online advertising and this has pushed many businesses to adopt online advertising to reach customers. Online marketing is the way to go if you want to reach and create a connection with customers.
Gone are the days when it was difficult to understand what customers need. Today, with the increase in tools such as analytics and digital marketing software, it is easier to guess customer’s behavior. Online marketing has enabled businesses to gain treasured insights to customers.
When implemented in the right way, digital marketing will enable your business to target and reach its customers, classify new ones, increase sales, and experience lasting growth.

These digital marketing approaches will make your business visible to your existing customers online and connect you with new ones.

What is digital marketing?

Before we share the tricks, we let you know what is digital marketing especially if this term is fresh for you. Digital marketing is the use of the internet and electronic devices to make your business known to your existing and new customers both locally and internationally. It is a means of advertising done through digital platforms like social media, email, mobile apps, websites and search engines.
It today’s digital world, marketing is about connecting with your prospective customers in the right place and at the desired time, selling them with goods and service they need at the right time. This means that you need to target them where they spend most of their time and in this case, it is the internet. Digital marketing encompasses a range of marketing activities such as content marketing, email marketing, search engine optimization, mobile marketing and more.
That being said, below, we’ve compiled a list of the digital marketing tricks used by all the famous business brands in the world.
1. Create an online presence on relevant social media networks
Being seen online is the key to success for every business, especially in today’s world where almost all businesses have gone digital. It is one of the ways to stand out from the crowd. For this reason, you need to build your online presence on social media networks of relevance. Note that there are plenty of social networks available but you need to identify where your customers spend most of their time and target them there. Pick those that are relevant to your business and prospects and build your online presence there.
2. Craft good and original content
“When it comes to digital marketing, content is everything”, says Dixon Wray a content creator at essaygeeks.co.uk writing service. Content can be audio, video or text but when you decide to use one or all of these digital content, ensure it is good and original. If you can’t create unique, compelling and good content by yourself, you can hire an expert to create content for your website and social media platforms. This is where you will need a powerful content marketing plan like never before.
3. Crate mobile-responsive content
To stand out from the crowd when it comes to digital marketing, you need to be visible on all digital platforms. Even though you must create good and original content, it might not make a huge impact on customers if they can only view it on a desktop. So, ensure your content can be accessed both on a desktop and mobile devices.
4. Promote content
It’s not about publishing content and leaving it there, it’s about publishing and promoting. You need to bring your content close to the right audience as they are likely to share it with their networks and become your customers.
5. Design a mobile-friendly website and social media networks
To ensure your content is mobile friendly, your website and social media networks are accessible on desktops and mobile devices. Customers are currently using smartphones and tablets to access the web. So, it is crucial to make your website and content accessible to users on all screen sizes.
6. Use the right tools

Digital marketing is an amalgamation of different strategies aimed at a plethora of channels, like SEO, PPC, social media, and so on. In order to ensure that you have an integrated marketing mix, you need the right digital marketing tools to help you run effective campaigns. You also need to develop expertise in using them and applying the insights in the right context.
7. Ensure an up-to-date SEO
Digital marketing is constantly updating. New trends are coming up and going every day. You need to feed your customers and prospects with new and fresh information every day. This is also crucial when it comes to SEO.
Note that Google has been updating its algorithms constantly and this seems to be a continuing process. For this reason, it is good to move with the latest tides so that your business can stay visible online to reach your target customers regardless of whether Google updates its algorithms or not.
8. You need to publish more content
As many businesses go online, competition continues to get tougher. Everything you do online has a huge competition. If it’s SEO many businesses are doing it. If it’s posting good and original content, many are doing it. So, to beat them, you need to publish better and more content. However, it’s not about quantity, but quality.
9. Create an emailing list
This should be done from the beginning of your business. If you are on the startup phase, you need to make an email list when planning. Ensure to gather people’s emails where you will be sending them any updates and progress of your business. Send them useful information but avoid spamming them.
10. Use infographics
People love infographics because they are attractive. Note that our brains can process pictures must quicker than text. A picture is worth a thousand words, and people will share them more often than texts.

It’s your turn

Digital marketing is a must for your business success, and we hope our list of tricks will keep you headed in the right direction. These tricks are tried and tested and when you implement them effectively, you can get ahead of your competition.
If you want your business to succeed online in today’s digital world, then these digital marketing tricks will come in handy. What tips would you add to this list? Tell us in the comments below!

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What is marketing?

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marketing

The management process through which goods and services move from concept to the customer. It includes the coordinationof four elements called the 4 P's of marketing:

(1) identification, selection and development of a product,

(2) determination of its price,

(3) selection of a distribution channel to reach the customer's place, and

(4) development and implementation of a promotional strategy.

For example, new Apple products are developed to include improved applications and systems, are set at different prices depending on how much capability the customer desires, and are sold in places where other Apple products are sold.

In order to promote the device, the company featured its debut at tech eventsand is highly advertised on the web and on television.

Marketing is based on thinking about the business in terms of customer needs and their satisfaction. Marketing differs from selling because (in the words of Harvard Business School's retired professor of marketing Theodore C. Levitt) "Selling concerns itself with the tricks and techniques of getting people to exchangetheir cash for your product. It is not concerned with the values that the exchange is all about. And it does not, as marketing invariable does, view the entire business process as consisting of a tightly integrated effort to discover, create, arouse and satisfy customer needs." In other words, marketing has less to do with getting customers to pay for your product as it does developing a demand for that product and fulfilling the customer's needs.

USAGE EXAMPLES

• It was evident that carefully managed and created marketing would be needed to sell the new trucks because the trucks were hideous and people generally do not like hideous vehicles.
• Maria always knew how to positively display products in her mother's store so her decision to major in marketingat university came naturally.
• Because they had failed to come up with a coherent marketing strategy, the company discovered that few consumers even knew about their products.
• By Antony Maina
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