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Dr. Gordon C. Bruner II
Office: Rehn Hall, Suite 229
Office Phone: 453-4341

e-mail: gcbii@siu.edu

MARKETING MAXIMS

In a field as dynamic as marketing, it is difficult to make generalizations that can be broadly applied.  However, listed below are some "truths" that I have learned about or developed  over the years that help describe what marketing is as well as what it can and can not do. 

  1. Marketing isn't just a function of the organization; it's the purpose of the organization.

  2. The question is not whether an organization will engage in marketing but rather how well it will do it.

  3. If you think marketing is the same as advertising or selling you are missing most of what marketing is about.

  4. Marketers can not create needs; what they can do is attempt to develop products to satisfy unmet needs better than the competition.

  5. Define your market in terms of needs you hope to satisfy, not in terms of the products you sell.

  6. When customers have a problem, marketers have an opportunity.

  7. Promote product benefits rather than the product features themselves especially if the benefits are not evident to the market.

  8. The satisfaction level of a market is not equal to 100% of the market minus the percent that complains.

  9. Consumers are sovereign, yet their behavior is purposeful; by studying consumers their behavior may be understood and influenced.

  10. Dissatisfied customers who complain are more likely to repurchase from a marketer than those who are dissatisfied but don't complain.

  11. If you don't build a "better" product that puts your previous model "out of business" then someone else will.

  12. Brand loyalty is driven by distinctiveness and consistently meeting (or exceeding) expectations.

  13. Loyalty is about wooing the customer; relationships don’t develop over night and trust must be earned.

  14. A company's most important asset is its loyal customers.

  15. Consumer behavior doesn't end with the sale so neither does the marketer's responsibilities.
Copyright 2007, Dr. Gordon C. Bruner II