Module 2: Characterizations of a Marketing Organization

The characteristics of marketing that are common to all businesses are known as the "Cs of Marketing".
Cs of Marketing
• Consumer content - Consumers must be kept content as otherwise they may leave your business for another.
• Company capabilities - Capabilities should be compared to ability to meet consumer needs, and acted on if they are not satisfactory.
• Communication - Communication with the consumer is an important role.
• Competition - Marketing companies should understand their competitor’s strengths and weaknesses.
• Cross-functional contact - Different departments in a business should stay in contact and communicate with each other.
• Community contact - The environment in which the market operates should be observed by the marketing department.
The most effective marketing process:
1. Continuously collect information about customers' needs and competitors' capabilities.
2. Share the information across departments.
3. Use the information to create a competitive advantage by increasing value for customers.
Consumer-oriented - A company's marketing plan based on information about the consumer.
Production orientation - Focus on technology, innovation and low production costs
Sales orientation - Marketing is thought about as being interchangeable with sales.
Internal marketing - Attempting to ensure that all employees are positive ambassadors of the organization.
Comparison messaging - Messages that companies broadcast to the public about their competitors.
Competitive advantage - Convince buyers/potential customers that what you have to offer them comes closest to meeting their particular want or need at that point in time.