Marketing is a process, not an event. This concept creates confusion, especially among doctors and medical device sales representatives.
With this site, Make Marketing Easy, my aim is to work towards answering the beautiful question, “How might I make marketing easy for doctors?” On this page, you will find the roadmap to how I think about the question, “What is marketing?”, resources for you to learn concepts, and tools to help make you make marketing easy.
In essence, this page is an evolving resource for you so stop back often to see what’s new. Much of what you will find on this page is a guide to go deeper within makemarketingeasy.com to access tools and resources that help you.
There are two primary influencers on how I think about marketing; Dr. Philip Kotler of Northwestern University and Peter Drucker. To those of you who know about Kotler, this may make sense to you. Drucker, perhaps not so much.
Dr. Kotler is a Professor that never taught me in a class because I went to the University of Minnesota and studied biochemistry and he taught at Northwestern University in Chicago. Still, for me, Kotler’s “Marketing Management” textbook remains the gold-standard in teaching marketing principles.
Because I was a Biochemistry major in college, I never used this book for a class. Instead, I bought it, studied it, and learned from it because I was thirsty for the information I knew it contained.
Mr. Drucker, on the other hand, is not typically thought of as a “Marketing Guy.” But he is to me because I have learned so much about process and management from studying his work and that is what drives marketing.
Marketing must have discipline and process to allow the creative portion to take flight. Drucker once wrote, “It is the goal of marketing to make selling superfluous.”
Drucker certainly understands that selling is a channel of marketing and still he wrote that statement. I believe this is because he espouses doing the work of asking the right questions about your business, understanding your customers desires, and seeking to serve their needs as the proven path to make what most people think of as selling unnecessary.
Can you really make marketing easy?
Yes. And no. It’s a bit of teaser statement for sure. What’s also true, though, is you can make marketing easy if you’re willing to do the work. I really can be that simple. A lot of people think that marketing is reserved for the creative types. Not true. They can be good, don’t get me wrong, but I know a lot of “process people” who don’t think they’re good at marketing but have helped me a great deal in learning the craft.
Defining Marketing For the 21st Century
The Importance of Marketing
The Scope of Marketing
Core Marketing Concepts
The New Marketing Realities
Company Orientation Toward the Marketplace
The New Four P’s
Marketing Management Tasks
Developing Marketing Strategies and Plans
Marketing and Customer Value
Corporate and Division Strategic Planning
Business Unit Strategic Planning
Product Planning: The Nature and Contents of a Marketing Plan
Collecting Information and Forecasting Demand
Components of a Modern Marketing Information System
Analyzing the Macroenvironment
Forecasting and Demand Measurement
Conducting Marketing Research
The Marketing Research System
The Marketing Research Process
Measuring Marketing Productivity
Creating Long-Term Loyalty Relationships
Building Customer Value, Satisfaction, and Loyalty
Maximizing Customer lifetime Value
Cultivating Customer Relationships
Customer Databases and Database Management
Analyzing Consumer Markets
What Influences Customer Behavior?
Key Psychological Processes
The Buying Decision Process: The Five-Stage Model
Behavioral Decision Theory and Behavioral Economics
Analyzing Business Markets
What is Organizational Buying?
Participants in the Business Buying Process
The Purchasing/Procurement Process
Stages in the Buying Process
Managing B2B Customer Relationships
Institutional and Government Markets
Identifying Market Segments and Targets
Bases for Segmenting Customer Markets
Bases for Segmenting Business Markets
Creating Brand Equity
What is Brand Equity?
Building Brand Equity
Managing Brand Equity
Devising a Branding Strategy
Crafting the Brand Positioning
Developing and Establishing a Brand Positioning
Positioning and Branding a small business
Competitive Strategies for Market Leaders
Other Competitive Strategies
Product Life-Cycle Marketing Strategies
Marketing in an Economic Downturn
Setting the Product Strategy
Product Characteristics and Classifications
Product and Services Differentiation
Product and Brand Relationships
Packaging, Labeling, Warranties, and Guarantees
Designing and Managing Services
The Nature of Services
The New Services Realities
Achieving Excellence in Services Marketing
Managing Service Quality
Managing Product-Support Services
Developing Pricing Strategies and Programs
Setting the Price
Adapting the Price
Initiating and Responding to Price Changes
Designing and Managing Integrated Marketing Channels
Marketing Channels and Value Networks
The Role of Marketing Channels
Channel Integrations and Systems
Conflict, Cooperation, and Competition
Designing and Managing Integrated Marketing Communications
The Role of Marketing Communications
Developing Effective Communications
Deciding on the Marketing Communications mix
Managing the Integrated Marketing Communications Process
Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
Developing and Managing and Advertising Program
Deciding on Media and Measuring Effectiveness
Events and Experience
Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling
Word of Mouth
Designing the Sales Force
Managing the Sales Force
Principles of Personal Selling
Introducing New Market Offerings
Challenges in New Product Development
Managing the Development Process – Ideas
Managing the Development Process: Concept to Strategy
Managing the Development Process: Development to Commercialization
The Consumer Adoption Process
Managing a Holistic Marketing Organization for the Long Run
Trends in Marketing Practices
Marketing Implementation and Control