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Marten van der Zee
Analyst, Netherlands
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Why is Marketing Hard? 50 Reasons
Why is marketing for many firms such a challenge? Here are a few reasons I found:
1. Continuous change of marketing: marketing asks from businesses to change their products all the time, because customers demand changes all the time. New technologies become available. Rivals also renew their products.
2. Long versus short term focus: On one hand, the satisfaction of current users will be the success of the future. And in times of economic depression managers find it hard to keep their focus on the customers and on the long term. They are more interested in short term financial results. It's not easy for businesses to find a good balance between the short and long term.
3. Size / growth of organisations. For example, imagine a bookstore with an owner who does everything alone, including the contact with customers. His business is growing well and he hires a couple of employees to deal with supplier relations, financial accounting and other things. Not all of these functions have contact with customers and employees may have different goals besides those of the firm. What can easily happen is that employees forget what the business is really all about: selling books!
Surely there are more reasons... Please add...
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Andy Perkins, USA
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Marketing is Often Late to the Game Another reason marketing is hard for organizations - especially smaller ones - is that
4. Few businesses build marketing into the original thinking and design of the organization. Often an owner begins with needing to advertise or communicate and gets help from his/her agency. Perhaps the owner's assistant takes over preparing a newsletter and managing ad buys. And so on.
By analogy, few organizations start out with a finance department.. First comes a bookkeeper, next an accountant, maybe next a controller, finally a true finance professional as the business grows.
Marketing follows a similar path in many companies and never really gets 'installed' professionally until it's way too late. In such situations, sales is often the power center on the revenue side and marketing becomes a sales support function...
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Barb Reimer
Management Consultant, Canada
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Marketing Tools not Well Used and Marketing Requires Different Skills 5. Owners may still limit themselves to the tried and true paper advertising process - the internet opens up a whole new world to reach many customers that should, no, must be explored now.
6. Also, the skills required to market are different than the skills that some entrepreneurs have - they may be very technical, task oriented people, and marketing is very gregarious, and relationship centered. It is tough for some people to make that change.
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JC Kennedy, USA
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Marketing vs Advertising I believe the distinction of marketing and advertising must be made and understood in businesses. Often times the terms are used interchangeably whereas they really are two distinctive disciplines. Marketing is easily understood as defining who your customer is, where they are located, & why they do what they do (what motivates them); it is simply the demographic and psycho graphic information. Advertising is getting the right message via the best medium out to those that have been identified as the business's market(s) in the marketing efforts.
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Valeria dAndrea
Student (University), Italy
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Why Marketing is so Difficult? Theoretical Definition and Real Difficulty I'm a student and I'm close to graduate. I haven't had any experience in firms. An AMA definition in 1985 argues that marketing is a complex process which tries to satisfy customers and firm's objectives. Even if it's old I can say that it's very close to reality. Markets' and consumers' desires change every time and marketers have to look for the best solution. There is a lot of competition and so many differentiated products. On the other side 7. people are looking for something emotional, not only for satisfy their needs.
Marketing is not only looking for equilibrium within the 4Ps, but it is also the capability to implement it !
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Earl Schubert, United States
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Marketing isn't Merely Sales 8. Too many business owners do not understand the differences between marketing and sales; therefore, true marketing is dismissed as "something the sales force is already doing."... A major flaw in business planning and operations.
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J S Broca
Teacher, India
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Why Marketing is So Difficult . There are a variety of reasons:
9. Lack of vision,
10. marketing myopia,
11. inadequate marketing research, lack of study of consumer behavior, not gauging customers' price preferences,
12. not keeping up with the latest marketing trends, not keeping pace with technology, not having the so called sixth sense or 'horse sense' besides the God given 5 senses, lack of quality management, not being able to accept and manage change,
13. not following Mahatma Gandhi's basic dictum:"a customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is the purpose of it. He is not an outsider in our business. He is a part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us an opportunity to serve him."
This is, in short, what I have learned from my experience of 7 years in an industry and 29 long years in banking.
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Biryomumaisho Benia, Uganda
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Why Marketing is Always Challenged Marketing strategy becomes good when the user (implementer) employs it well and the reverse is often the reality. Challenges in marketing are sometimes blamed from the formulation point of view rather than
14. implementation side. This is a good article. Keep up.
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Tea Tan, Singapore
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Marketing is Challenging Although Difficult Marketing is no doubt difficult but it is very challenging when you have the passion in this trade. To market your product or services in order to attract attention of the consumer,
15. a marketer needs to have a creative and innovative mind.
16. "Reliability" is the key word to success. Why can some hand phone model be marketed so successfully? Reliability! When a consumer starts to rely on that item with the particular make, features or model as part of their daily life compulsory item. Then the marketer has succeeded in achieving competitive advantage against their competitors.
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Mohamed Makarati
Student (MBA), Georgia
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Costly Marketing is hard for medium and small firms because they 17. need a lot of money to pay for it, but it is still very important to all firms.
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Ashtari
Manager, Iran
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The Market is Hard and Many Marketing Methods Marketing is hard because there are no stable variables in the market and there exists 18. no single marketing method to solve all cases!...
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Mircea Mitrutiu
Business Consultant, Romania
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Services Marketing Challenge For a service business, the challenge for marketing is to integrate a people vision, the management of professional reputation, internal and external communication, personal and company branding with ...
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Leigh Cowan
CEO, Australia
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Whay Marketing is Hard (... or Appears to Be) Most people don't understand what marketing is,,, fewer know how to harness it. Isn't is ludicrous that you need a qualified lawyer to run legal, a qualified accountant to run finance, but 20. no one ...
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Marlis Krichewsky
HR Consultant, France
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Marketing Depends Partly on Storytelling Beyond the satisfaction of consumer needs, marketing depends largely on 21. storytelling. You have to integrate your merchandise into people's stories or else you have to sell your products along with...
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rakesh
India
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Don't Ever Work Hard...! Marketing is often perceived as a tough job... But in reality 22. marketing is a smart job. Smart people do it or people who do marketing become smart!
Marketing is an artistic work. But like every a...
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Kim Konaghyub
Professor, Korea (South)
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Competition Marketing is difficult because you need to 23. compete with smart opponents. Great marketing can still fail because of greater marketing. Poor marketing can succeed because of poorer marketing....
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p.s.ganesh
India
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Marketing Difficulties: Delivery Another marketing challenge:
24. ability of delivery / production / supply chain - successful marketing can be done only when there is strong production and delivery support....
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ng wan eng
Manager, Malaysia
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Marketing is Just Like a Game Ya, we market something, just before we are about to make a little bit of profit, the customers change their mind.....
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Sohaib Alvi
Consultant, Pakistan
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Why is Marketing Hard? 25. Jealousy: everyone in the company hates marketing’s guts so you always have to run a PR effort within the company.
26. Visibility: the smallest communication message gone awry (Ed: wrong) is seen...
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Arif ur Rehman
Professor, Pakistan
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Individual Preferences All marketing, believe it or not, is niche marketing in today's volatile, hostile economic scenario with 30. individual customer preferences....
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Dr. SM Dhume
Professor, India
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Marketing is a Philosophical Orientation Marketing is not about collection of few techniques and street smart gimmick. It is about a 31. fundamental philosophy determining how one looks at customers, employers, the offering, the society and ...
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aurelian cojocaru, Romania
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Change Management or Change Marketing? Once you have drawn, as a product manager, the strategy for a product and the tools you need to implement, you will have to face the sales team, that always has a "eagle beaver" inside that will say "...
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isaiah
Accountant, Kenya
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Marketing is Hard: Environmental Factors 33. The Organic Environment in which marketing is done. This dynamic environment may be influenced by:
- change of policy i.e. where the government outlaws / restricts active promotions esp. of alcoh...
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Uditha Liyanage, Sri Lanka
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Marketing Duality 34. Not understanding the duality of marketing as a business philosophy and as a business function leads to confusion....
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Masiye Mazaza, Malawi
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Interfacing with Non-Marketing Functions / Departments Marketing in it's own right is not hard. However, the difficulties of carrying out the marketing activities arise because of the 35. interfacing with other sections of the organization since marketing...
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Sanyambe Obert
Student (MBA), Namibia
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Why Marketing is Hard Marketing is everything about the enterprise. When we create demand the idea is to deliver a package well designed to suite the target market. As such everyone within the organisation should be able t...
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Steve Raybould
Teacher, United Kingdom
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Management Self Interest In my experience, marketing is difficult because the marketers, ad agencies etc must view any particular situation from the point of view of the customer. 37. Management seemingly can only see any sit...
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Mohan Bhojwani
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Marketing is Difficult? Somewhere in the mass of marketing literature and self styled marketing gurus who make a simple concept complex to derive benefit by writing nonsensical theories, 38. we have lost or forgotten the mea...
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Joseph Soko
Manager, Zambia
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Just in Time- Marketing Strategy In my opinion, one of the most difficult aspect in the marketing equation is that of 39. stockpiling of goods. This leads to goods expiring without being used and in some cases companies lose out beca...
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Tony Gyau
Management Consultant, Netherlands
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Companies Have Made Marketing Difficult Marketing has become difficult these days simply because 40. most companies do not deliver what they promise. This has made consumers sceptical of other companies' products and services. If companies ...
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Sylvain Desfosses, Canada
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Respect, Authenticity, Insights and Emotional Connection When you respect consumers, they respect you. Companies act like 20 years ago. They 41. don't treat customers like a human, they are fake and think only about features but forget feelings and emotiona...
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sudhakaran
Professor, India
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Marketing not for Introverts 42. Marketing is an art and not a science. At the best it can be treated as a craft. Craft always stress the importance of experience. But giving too much importance to experience is also dangerous be...
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Arif ur Rehman
Professor, Pakistan
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Marketing Fundamentals I have always held the view as expressed by Mr. Mohan Bhojwani as a fundamental for any marketing effort. The rest is just 'fiddling around' with customers' pockets and wallets....
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Judy Ward, United Kingdom
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Marketing is Hard Because.. Especially in industries/companies that have been established for many years, 43. marketing is sometimes a relatively new ethos, and often misunderstood, even by senior management. 44. Marketing resou...
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Manish Pandey
Student (MBA), India
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Why Marketing is Difficult Marketing strategies are changing everyday. Today one strategy might work out but the very next day the same concept might be outdated. So 45. marketing personnel must be flexible and have the ability...
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Kip Piper
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No Defined Value Proposition Marketing is left to the imagination of the marketer. She 46. has to conjure up a value proposition because the product benefits are ill-defined....
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isaiah
Accountant, Kenya
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Marketing Versus Selling Marketing does not necessarily involve product or service movement but the creation of positive perception or possible sale closure. It is 47. lack of drawing the line between selling and marketing th...
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Roger Kennis
Manager, Netherlands
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Why Marketing is Hard Marketing could be very difficult, when 48. internal barriers are experienced, as:
* Cultural:
- lack of belief in planning and/or marketing and/or need to change
- organizational barriers – the tr...
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Arif ur Rehman
Professor, Pakistan
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MARKETING - the Acronym! MARKETING entails Meticulous planning based on Authencity, is Rationalized, wherein the Kingpin (customer) is served with Empathy, bringing about a Transformational relationship reflecting Integrity, ...
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Uditha Liyanage, Sri Lanka
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Why Marketing is Hard Marketing effectiveness depends on suitable metrics. This is often absent. A key challenge for marketers is to 49. develop such suitable metrics....
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Albin Xavier, India
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Why is Marketing Difficult? 50. Measuring the impact in a way acceptable to multiple stakeholders in the absence of a standard or framework is the biggest challenge....
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Anonymous
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Why Marketing is Hard I agree marketing is hard because in particular due to competitors' activities (23), changes in customer taste and technological development (1)....
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