The Marketplace

The term "marketing" relates to the concept of a marketplace. In simplest of terms, this is where people would come to exchange goods and services for something of perceived equal value. I might have wool from my sheep, and you might be the weaver. Fancy that: the original small business owner. I would have to raise my sheep, sheer them (or pay others to do this), sell the wool for a fair price, and then use the money to keep up production.

A marketer's role was (and is!) blended heavily with that of the seller. The part of the job that is "marketing" is understanding how to present your product or service as the best possible value for the buyer. What separates you, if anything, from the other shepherds? Are your sheep bred from better stock? Do you provide wool with fewer snarls and imperfections? Are you just faster or more reliable?

But we've forgotten something. I'm speaking as if there's a market established, as if you know where to take your wool, and who to see about buying it. I'm speaking as if you know how to talk with the right person and how to assess the best possible price. And what if the market moves? Or what if another shepherd with more sheep comes and can offer a discount, or credit? Heck, credit used to be one of the most powerful marketing tools around (still is).

Marketing isn't worrying about what to tweet. Marketing is everything listed above. Only, there are new tools and methods. And if you are choosing to ignore them, the marketplace is moving somewhere else and you're in the old square, wondering why fewer people are buying your wool.
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