Since it's Halloween I thought it appropriate to address four common marketing myths that continue to scare away managers from developing - and implementing - great marketing plans and reaping the rewards of concentrated marketing efforts!

Are you ready to make peace with the subject? Read on and become un-spooked!

Warning: The writer is feeling a little ghoulish so beware of editorial comments along the way.

Marketing is Advertising

While advertising is part of marketing it is only one part - and in business-to-business (BTB) marketing it is usually a pretty small part.

The marketing function is to help direct internal resources to meet end-user customer needs by providing the right Products at the right Price at the right Place. Promoting those products - through advertising, public relations, Web site marketing - is part of the promotional facet of marketing.

Who is responsible for strategic decisions about all four P's at your company?

Marketing and Sales Don't Get Along

Depending on the culture at any given company this has been more or less a myth over the years.

The good news is that over the past five years with the market driving BTB marketers more to relationship sales versus transactional sales management has been propelled to make sure these two groups "play well together."

Here are some ways a manager can get the two groups to work in unison:

• Encourage each to recognize and respect their different perspectives

• Set common, not conflicting, goals that require co-operation and teamwork

• Create open monthly forums where the two groups can discuss current business issues, problems, and trends

Together Sales and Marketing can accomplish so much more than either department can individually. Who is responsible for co-operation in your company?

Marketing Is Hard to Do

Like anything else in business, there is a framework of priorities, principles, and processes that demystify marketing and make it manageable, fun, and effective.

If you remember that marketing is really all about translating the needs of the end-user customer into your business and being an advocate for those customers at every decision point, you can't go wrong.

If you want a more formal structure pick up any book on marketing planning. Or you could always hire an adept marketing consultant to show you the ropes - she won't leave you hanging! Hee, hee!

Marketing Creates Needs

This one is as hard to kill as Count Dracula himself! If marketing - or any discipline - could create needs the world would be an even crazier place than it is today with the best "needs creator" controlling the entire globe. (Okay, I think the apple cider I'm sipping is spiked!)

From the marketer's perspective marketing's main goal is to create demand for a product or service that meets the needs of the end-user customer. These needs are assuaged by the benefits of the products or services. They can be specific (a particular screw for a particular application) or general (a "pet rock" meeting the need of fun, companionship, etc.)

In a capitalistic society like ours marketing and marketing communications play a vital role in educating the end-user customers and prospects about the products available to them.

If you think that's manipulative you're reading the wrong the newsletter.

Have a Happy Halloween!

I hope I haven't offended anyone with my scary approach in this newsletter.

Remember, Mosaic creates customers and increases sales for business-to-business companies through specific project work, on-going retainer assignments or marketing coaching sessions.

Until next time.....

Rosemary Walter
847-483-5018
Rose1Walter@MosaicMM.com

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© 2004 Rosemary Walter, all rights reserved. You are free to use material from Mosaic's Monthly Marketing Tips in whole or in part, as long as you include complete attribution, including a live website link. Please also notify me where the material will appear. The attribution should read:

"By Rosemary Walter of Mosaic Marketing Management, Inc. Please visit Rosemary's web site at http://www.MosaicMM.com for additional marketing articles and resources on marketing for business to business companies."