You are not a marketer and you have never been part of marketing or selling team but let me tell you that you need to learn marketing. You may think that it is not related to your work but actually it is. Everyone needs marketing by one way or another. For example:
- When the manager decides to implement new work methods he needs to market this idea. He needs to study his product (new work methods), know the needs of his customers (employees, share holders, and customers), and know the promotion tools. He may need to segment his customers to know which segment will accept/reject his new methods and how to convince them.
- When an employee get an idea, he needs to market it to his managers. He needs to understand the forces in the market (organization). He needs to know the buying behavior (who takes the decision, who influences the decision maker, and who will be affected by his idea).
- If you have a very small business such as grocery store, I suggest you learn marketing. You need to know how customers evaluate grocery stores in your area. You need to know the time they buy specific items. You need to know what offers attracts them. You need to know what products they like/dislike. You need to what promotion tool works with them.
- When an IT engineers develop a web application he needs to understand the real needs of his customers and he needs to know what makes them use this application or reject it.
- When you want to write a memo, you need to know the content that will allow you to sell your opinion or your request. You should understand your customers (receiver of the memo). You should know what words and style will affect their perception of you and your message.
- If you are working on a production line and you come in contact with any customer, you should know that the next step process is your customer. You should learn some marketing to know how to satisfy his needs.
- If you do shopping, you need to know how marketers try to affect your decision.
- If you want to encourage others to participate in volunteer work, you need to know how to promote the idea.
- If you are doing internal service in an organization, you need to know your customer needs and try to fulfill them.
- If you are an HR specialist/manager and you think that you are the last one to learn marketing, let me tell you that you need to understand your customers (employees) and understand their needs. You need to know what words irritate them and what words has a certain perception for them.
Marketing teaches you that you should know your specific customer and how to know his needs. Marketing tells you how to specify your price. It tells you how to promote your product. It tells you how an where to sell your product. Your product may be your decision, your idea, your web application, your memo, your project, or your volunteer organization. Your price may be the reward you offer others for doing something such as: Biscuits, cup of tea, money, product, day off, salary raise, recognition, knowledge, happiness, social life, or an opportunity to do something. Your promotion tools may be your phone call with your colleague, or your chat with someone in corridor, or your formal memo, or your speech in a conference, or your email to subordinates or managers. Your marketing research tools may be a meeting, internal surveys, interviews, informal talk with subordinates/managers, or statistics.
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