Week 1 - MBA 6101 - Guerilla Marketing

Marketing is the art of promoting a product or service for customers to buy it. To do it, firm owners should always remember that marketing is every type of contact your company has with people. Do not consider only heavy traditional artifacts to do marketing like radio, TV, newspapers, magazines, direct mail, and the Internet. Consider every little contact your company has with the people and consider that many of them are not necessarily expensive, many of them are free (Levinson & Conrad, 2007, pp. 3-10).

Marketing is also the art of getting people to think differently about something, or to maintain the idea they have about your product if they already like it. To be able to do it, marketers have to pay close attention to every detail. In modern marketing, everything is intentional. Marketing is about turning something good into something fascinating. Do not just transmit how good your product is. Sell the idea that things are better with your product, and this is attained through psychological tricks. Ninety percent of all purchase decisions are made in the unconscious mind. Use psychology, the laws of human behavior to your benefit to make your products not only good but fascinating to the eyes of the public (Levinson & Conrad, 2007, pp. 3-10).

Marketing is more of a science every day as we learn new ways to measure and predict behavior, influence people, and test and quantify marketing. While the focus of traditional marketing on numbers like sales, responses to an offer, or store traffic, are helpful to some extent, they are not the numbers we should focus on. Remember that the purpose of marketing is to make you gain more profits. Focus on the ways of using marketing that give you the most profits. Marketing is unquestionably an art, but keep in mind that its objective is solely to make profits. If a marketing campaign is great and attracts many customers while costing you lots of money - that is not a good campaign. Marketers should rely on the brute force of a vivid imagination to make large profits with little if possible (Levinson & Conrad, 2007, pp. 3-10).

The art of marketing lies in the proper utilization of the techniques you chose to use. If you need to take a try-and-error approach, do it, but the idea, in the end, is that you end up with several strategies that are proven to work well (Levinson & Conrad, 2007, pp. 3-10).

References 

Levinson, J. C. (2012). Guerrilla Marketing (4th Edition) [Kindle edition]. HarperCollins. Retrieved from Amazon.