Marketing Training for Non-Marketing Managers

In the 1970s the Dutch introduced the world to a new type of football - "total football", described here by Brian Beard:

"Its central tenet was that each member of the Dutch team was comfortable playing in any position, in any part of the pitch. Each player also had supreme confidence and the ability to perform all of the basic skills of football."

What companyies should be aiming for is "total marketing". Each person within the organisation should understand the brand values and how the brand can be supported (and damaged). If everyone understands real customer needs and how customers make buying decisions then they will be much better able to serve those customers successfully.

A typical non-marketing staff course would include: "There are only two ways to create and sustain superior performance over the long haul. First, take exceptional care over your customers via superior service and quality. Secondly, constantly innovate. That's it.

Obviously sound financial controls are necessary and planning is not a luxury but a necessity. Nonetheless, these factors are seldom, if ever, the basis for lasting distinction. That is, financial control is vital, but one does not sell financial control, one sells a quality product or service."

Peters & Austin

"In the past, if we were trying to sell sushi, we would market it as cold, dead fish."

Bojana Fazarinc
Hewlett Packard

understanding customer needs - even business-to-business purchases have a high emotional content
the concept of a product - it's all in the mind!
the buying process - small things matter and first impressions last
brand - what it is (not just the logo) and why it's important
customer segments - differing needs, differing solutions; not all customers are equal
marketing information - collecting, communicating, consuming, commenting
marketing is a team game

Please read our "Marketing Overview" section for more discussion of "total marketing".