Dialogue Is The Main Tool Of Marketing
Ask any businessman what is the marketing purpose – and you will hear standard phrases about a strong brand, service of a world class… Anyhow, speech will be reduced to traditional components – production, a place, the price and advancement.
In a new century dialogue becomes the marketing weapon number one.
Ask any businessman what is the marketing purpose and he will hasten to flaunt before you a set of traditional cliches about satisfaction of needs of consumers, working out of reliable and popular brands and world standard services. Anyhow, but speech will be reduced to the well-known four components: production, a place, the price and advancement in the market.
The statement that marketing is first of all dialogue is insufficiently convincing for the majority of people. Certainly, not all is so simple. It should be given differently.
As well as many other things in the field of management marketing is overloaded by every possible difficult terms, a professional slang and fashionable expressions. It became a mystical science, to understand which can only experts.
Actually, marketing is almost a unique kind of activity which involves in itself practically everything. And when you think of marketing, first of all you must think about dialogue.
Marketing is a construction of mutual relations with clients. And mutual relations are first of all dialogue, bilateral interchange of information and ideas.
But it is not only exclusively dialogue between the company and its clients. It means also close interaction in the company, between services and separate employees, departments and divisions, directors and subordinates. And, certainly, such factors influence on success of the company as suppliers, a society, the government, trading associations and many other things which can complicate or promote expressly or by implication to strengthening of positions of the company in the market.
Every day employees in the company communicate also ideas. They constantly communicate at meetings, and in the course of work, by phone and other communication media. Videoconferences help them to see and hear each other in an every spot on the globe. Letters, faxes, messages on SMS and e-mail constantly ply there and back. In the same way the company constantly communicates with the clients.
In certain cases managers are in a condition in many respects to supervise an orientation and influence of the messages. However the most part of time they don’t influence in any way. And, of course, they can’t supervise impression which is made on people by the accessible information as it depends on sights and the relation to this point in question of everyone in individuality.
Advertizing and other actions on goods advancement in the market allow them to consider what exactly it is necessary to tell and to whom. They can order the maintenance, images and sounding of the advertizing.
In the best way prepared interview can spoil business if unexpectedly asked question of negatively adjusted reporter or the awkward remark brings down acting with sense. Journalists decide what is important, and what is not, what point of view to support and so on.
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