The Sphere of Marketing

Serving in the Marketing function & having a descent understanding of the term, “Marketing” from Gurus all over the world, it still surprises when the term marketing is used by surrounding people in their day to day life so very often. Working in the FMCG industry for a last couple of years, it just made me realize how the 4P’s of Marketing have been evolved over last few decades. Going beyond the science & dna of Marketing what surprises me is the use of word Marketing in the day to day life by people surrounding you. More than a mere definition the value, perception and whole angle of understanding Marketing has changed amongst the general audience.

Let me share a few insights on the perception of the term MARKETING:

So here it goes........

I have put Marketing into various clutters as per the understanding of common man in his daily life, so the realm of Marketing will no more be the same to Professional in Marketing. It starts with the rising sun and ends with the moon setting on the horizon.

Everything is Marketing: it starts with the house maid getting groceries from local kirana store, “The store owner is doing so much Marketing that it is becoming difficult to get daily needs at a good price”. The reference made here was the renovation done at the store which was directly / indirectly related to hike in prices.

Local daily transport: Getting an auto rickshaw which going to office is become like winning a lottery these day, at least in the western suburbs of Mumbai. In a casual conversation with one of the auto rickshaw drivers I was told that morning Marketing activities by local fishermen made the transportation unavailable. What was meant that the fishermen use to transport their daily stock which resulted in unavailability of transportation.

Buying of house hold requirement: What is outside stems from inside. Typically any purchase related activities meant for house hold activities is coined under Marketing. So it can be anything as simple as buying 1kg pack of sugar for that matter!!!!.... I am sure this angular shift will take best of Purchase managers for a toss.

So I fail to understand and anticipate the structural change Marketing has gone through & the time has come when the Global Marketing Guru’s need to revise the definition of Marketing beyond 4p’s.