Marketing businesses

“MARKETING Businesses” is certainly not a topic I would normally write about.

Why? I have been out of the academe for decades, and the topic wasn’t even one of my major subjects.

If I had a choice, and had not been immediately engrossed in the family business, I might have tried my skills in the marketing or advertising field.

However, I can no longer turn back the hands of time, and I have to deliver a talk tomorrow on the above topic, plus “The challenges facing the Hospitality Industry”. So please let a “frustrated” marketer try hitting two birds with one stone, with this article:

I hope no teacher of Marketing reads this article, as I would simply define “marketing” as all the efforts involved in getting the consumer, customer, or client to purchase goods or services!

Of course, it should involve having products or services that are of value. Otherwise, it would be a “marketing scam”. Not only do we want to sell to them, we would want them to be satisfied, come back for more, and recommend us to others! Yes, marketing is about convincing others that our product or service will fulfill a need; and that the perceived benefit is equal or greater than the amount they are paying for.

Having come from the “old school” where advertising was mainly thru the tri-media of print, radio, and TV, I would not be too familiar with marketing thru the internet and SMS. Nowadays, a lot of marketing is done thru exciting websites, email campaigns, social networking like “Facebook,” “Multiply,” Twitter, and the like!

Still effective are local promotions using leafleting, posters, discounting, package deals, and tie-ups.

And cheapest of all, is the very effective word- of- mouth advertising that comes from satisfied customers!

My Dearest Managers and Staff,

Over 20 years ago, I talked about “Satisfying the customer”. About 10 years ago, the standards were raised. We talked out delighting our customers.

Thus, we talk about “we pamper”, “we delight”, and “at home ka…”

And we can only do that if we have the mindset to delight, coupled with action to delight!

Back to basics would involve keeping the 10 commandments of good customer relations to heart and to practice:

The customer:

1. Is the most important person in our business.

2. Is not dependent on us. We are dependent on him.

3. Is not an interruption of our work. He is the purpose of it.

4. Does us a favor when he comes. We are not doing him a favor.

5. Is not a cold statistic. He is a flesh and blood human being like ourselves.

6. Is part of our business. He is not an outsider.

7. Is not a person to argue or match wits with.

8. Brings us his needs. It is our job to fill it.

9. Is deserving of most attentive and courteous treatment.

10. Expects our staff to present a neat and clean appearance.