The Honor of Marketing: Connecting real people to real value

Tweet What comes to mind when you think about marketing? Or better yet, what comes to mind for others when they think about marketing? Can you remember the last time you told a non-marketer you were in marketing? Maybe I am making it up in my head, but often, when I share with others that I am a marketer, I sense this almost apologetic cringe from them. At best, it seems that they are experiencing some sympathetic sorrow that I would be stuck in such a profession. At worse, they project some sort of evil motive in the remainder of our often shortened conversation. I have frequently danced around the term, even outright denying it at times. However, the truth is marketing is one of the most honorable careers that one can undertake. I believe this wholeheartedly, and I am writing this post to once and for all declare my passion for this often reviled role.   The diagram that changed it all I confess, it took me some time to see the honor of marketing, but the tipping point for me was a diagram by Michael Porter. It revealed the ultimate reason that marketing exists: perception. Contrary to popular belief, the true objective of marketing is not to trick someone into buying or doing something that they do not want, but rather to bridge the gap between the reality of actual value and its perception (as shown below).   This gap between perception and reality is one of the…
Source: Marketing Experiments
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