On a course like that you would probably get the fluffy side, but you are already experiencing the less fluffy one, probably.
Marketing has a strong customer-focus element, but the other side of it is profit: finding customers that will buy profitable services with the minimum of hassle and expense. Customers that want complicated things and can't pay for them properly, or obscure products that nobody else wants should be got rid of, so you can focus on people who are easy to serve costeffectively.
So, for example, a reduced book-budget would be a result of marketing analysis too: reduce the spend and focus it on the most popular items. You listen to the customer when he is the right sort of customer, saying things that help you sell more stuff.
And of course, you aren't really in the business of selling people things that are intrinsically bad for them, or that they don't need and can't afford, as so many marketers are.
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Date: 2006-11-13 08:10 am (UTC)Marketing has a strong customer-focus element, but the other side of it is profit: finding customers that will buy profitable services with the minimum of hassle and expense. Customers that want complicated things and can't pay for them properly, or obscure products that nobody else wants should be got rid of, so you can focus on people who are easy to serve costeffectively.
So, for example, a reduced book-budget would be a result of marketing analysis too: reduce the spend and focus it on the most popular items. You listen to the customer when he is the right sort of customer, saying things that help you sell more stuff.
And of course, you aren't really in the business of selling people things that are intrinsically bad for them, or that they don't need and can't afford, as so many marketers are.