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| Scholar Oasis by Ben Atuma |
The Social Perspective of Marketing (1)
By Ben Atuma
ben.atuma@yahoo.com
Marketing pervades the whole gamut of human spheres. It is here and there.
Marketing should not be seen as an activity confined to only organizations or
“traditional” salespersons. In fact, we are all “salespersons”.
The individual may see himself or herself as a lecturer, a doctor, an engineer, an
architect, a nurse, a clerical officer, or even a student in the society. Yet, whatever
callings we decide to be involved in, we must interact with people. We must
market the profession, product, idea, person and/or activity, and we must manage
to maximize the use of our scarce productive resources. Consequently, we are all
in the business of marketing and management.
Without a doubt, it not so much the ability to own a business that makes us a
marketer or manager. When a prospective Graduate Students’ Union Government
candidate interacts with fellow colleagues by canvassing for votes, he is marketing
an idea – perhaps, that he is the best candidate of choice or will be the best leader
among his rivals. In fact, such candidate must have marketed himself in his other
numerous dealings with his fellow students and others on campus. He must have
reflected this through his interpersonal skills, academic performances, and even
verbal expressions, and dressing modes.
In the same vein, as an administrative personnel or official of any position – HOD,
Library Attendant, Secretary, receptionist, and so on – you are involved in
marketing through your day-to-day interactions with the public. Consciously or
unconsciously you must have marketed your mannerisms, your competencies, your
social orientation, and so on. These inform the opinions people may have about you,
as in, the HOD is approachable, the Library Attendant is amiable, the Receptionist is
dependable, or just the opposite.
In addition, when a male or female student decides to dress neatly or provocatively,
he or she is engaged in marketing. Your mode of dressing tells a lot about you –
you are marketing a person. The kind of woman or man you decide to marry is also
marketing.
Non-profit organizations are involved in marketing too. When Schools raise or
lower their admission quotas, develop their infrastructure, update their curricula,
and improve their product positioning among others, they are marketing. When
Churches and Mosques propagate the good news, they are marketing an idea.
The moral values parents teach their children are also marketing. As you are
“voyaging” through this discourse, the present writer is also marketing – the macro
or social perspective of marketing. From the foregoing you can see that marketing
takes place daily in your lives. But what is marketing?
There are many definitions of marketing as there are authors and/or writers in the
field. Each definition depends on the orientations of the varied authors and/or
writers. A proper definition of marketing, however, should not be confined to
economic goods and services only. Marketing is not just the selling of goods and
services. It is a social and managerial process as well. Read Part 11
By Ben Atuma
ben.atuma@yahoo.com
Marketing pervades the whole gamut of human spheres. It is here and there.
Marketing should not be seen as an activity confined to only organizations or
“traditional” salespersons. In fact, we are all “salespersons”.
The individual may see himself or herself as a lecturer, a doctor, an engineer, an
architect, a nurse, a clerical officer, or even a student in the society. Yet, whatever
callings we decide to be involved in, we must interact with people. We must
market the profession, product, idea, person and/or activity, and we must manage
to maximize the use of our scarce productive resources. Consequently, we are all
in the business of marketing and management.
Without a doubt, it not so much the ability to own a business that makes us a
marketer or manager. When a prospective Graduate Students’ Union Government
candidate interacts with fellow colleagues by canvassing for votes, he is marketing
an idea – perhaps, that he is the best candidate of choice or will be the best leader
among his rivals. In fact, such candidate must have marketed himself in his other
numerous dealings with his fellow students and others on campus. He must have
reflected this through his interpersonal skills, academic performances, and even
verbal expressions, and dressing modes.
In the same vein, as an administrative personnel or official of any position – HOD,
Library Attendant, Secretary, receptionist, and so on – you are involved in
marketing through your day-to-day interactions with the public. Consciously or
unconsciously you must have marketed your mannerisms, your competencies, your
social orientation, and so on. These inform the opinions people may have about you,
as in, the HOD is approachable, the Library Attendant is amiable, the Receptionist is
dependable, or just the opposite.
In addition, when a male or female student decides to dress neatly or provocatively,
he or she is engaged in marketing. Your mode of dressing tells a lot about you –
you are marketing a person. The kind of woman or man you decide to marry is also
marketing.
Non-profit organizations are involved in marketing too. When Schools raise or
lower their admission quotas, develop their infrastructure, update their curricula,
and improve their product positioning among others, they are marketing. When
Churches and Mosques propagate the good news, they are marketing an idea.
The moral values parents teach their children are also marketing. As you are
“voyaging” through this discourse, the present writer is also marketing – the macro
or social perspective of marketing. From the foregoing you can see that marketing
takes place daily in your lives. But what is marketing?
There are many definitions of marketing as there are authors and/or writers in the
field. Each definition depends on the orientations of the varied authors and/or
writers. A proper definition of marketing, however, should not be confined to
economic goods and services only. Marketing is not just the selling of goods and
services. It is a social and managerial process as well. Read Part 11