Aung Aye (Yangon University) - A guide to success in marketing

Aung Aye (Yangon University)

It's a sound that's been waiting for. Whether it's a retail store owner, a film producer, or a music concert host, people are starting to come in with a swish of swish sounds, and then they start to hear the "chun chun" sound.

“ Clink-clink” is the sound a manufacturer hears every time a part of a product is released. “Clink-clink” is the sound a distributor hears every time a box of goods is placed on a shelf in his warehouse. “Clink-clink” is the sound a car wash owner hears when there is a lot of snow, when there is pollen in the air, when there are many insects flying around, when birds are dropping droppings.

A marketer's job is to make money, to make the cash register ring "chun-chun." Most people get the marketing lyrics of "chun-chun." But they don't get the melody.

Many people know that they need to constantly innovate. But they can’t do anything new. Many people know that advertising helps to sell products. But they can’t advertise with ads that don’t work, that “pop” and that increase sales. Many people know that for every sale of a product, they need to plan and sell it with their salespeople. But they don’t know that they need to train their salespeople. Such people are people who only get the marketing lyrics and don’t get the melody.

Successful marketers are those who know the lyrics, the melody, and can sing and dance.

They can sing the following songs.

"Can you call a product that doesn't make a clicking sound? Can

Chapter (2)

Explain the definition of marketing.

Understand deeply.

In short, marketing is the process of selecting, attracting, retaining, and retaining potential customers for the long term. In short, it is the process of attracting and retaining potential customers for the long term.

Selection, attraction, and retention are activities that occur before a sale. For example, conducting market research is a selection activity. Advertising, packaging, and displaying products in clean stores are all attraction activities. Personal selling, distribution, pricing, product quality, and making salespeople smile are all retention activities. Post-sale activities such as delivering products, opening invoices, collecting invoices, providing customer service, providing warranty service, and writing thank-you notes are all maintenance activities.

In any organization, in any company, two things that must be done to ensure sustainability are customer acquisition and retention. Sometimes customers are members, patients, students, or members of a religious group. Every job in a company, directly or indirectly, should contribute to the two goals of customer acquisition and retention. This support is the responsibility of everyone at every level, from receptionists to credit checkers, cashiers, warehouse workers, telephone operators, product managers, and presidents. Every employee’s job role is related to the definition of marketing.

Marketing is the heart of the entire organization. Marketing goes beyond sales force, advertising, pricing, packaging, promotion, and trade show participation. Marketing is responsible for developing products to meet the needs of consumers. It is also responsible for maintaining quality, opening accounts, creating accounting concepts, and collecting payments.

Therefore, every department and every part of the company must be people-oriented with a strong “customer first” marketing attitude. It often happens that the product manager has never met the customer face-to-face and is ignorant of the customer. The research and development (R&D) scientist has never met the customer and is indifferent to the customer. The credit sales manager is fighting a war to collect the money on credit sales, and since he has no responsibility for customer retention, he acts in a way that seems to be against marketing. If the company president does not spend 40-60% of his time interacting with customers, talking, reading, and writing about customers, the company is sailing at night without a light on.

Every job in a company must be directly or indirectly focused on acquiring and retaining customers, both today and tomorrow. Every employee in the company must know how to acquire and retain customers through their job responsibilities. Every employee in the company must do something every day to acquire and retain customers. Jobs that do not acquire customers and cannot retain customers are useless. Such jobs are undesirable. Otherwise, the weaknesses of such jobs must be addressed. Employees and workers must be trained. They must be trained to link their jobs to the concept of acquiring and retaining customers.

Marketing is easy to define, but in practice, it's hard enough to break a sweat.