MarCom的幾個迷思~

剛接觸行銷工作的人都會對MarCom有幾點誤解，我歸納如下：

1. 行銷就是業務

2. 行銷就是做廣告

3. 行銷是針對市場的促銷合動

4. 行銷是只對公司外部推銷與宣傳

5. 行銷部門是來花錢的，不是為公司賺錢的

6. 行銷預算是根據公司獲利狀況而決定的，換言之，不賺錢就不必行銷

以上的說法不能說全錯，只對了一半，可是不能只做一半，只做一半則根本達不到行銷的目的。

wiki上解釋有點空：

Marketing is an integrated communications-based process through which individuals and communities discover that existing and newly-identified needs and wants may be satisfied by the products and services of others.....

以下說明更抽像：
Marketing is influenced by many of the social sciences, particularly psychology, sociology, and economics. Anthropology and neuroscience are also small but growing influences. Market research underpins these activities. Through advertising, it is also related to many of the creative arts. The marketing literature is also infamous for re-inventing itself and its vocabulary according to the times and the culture.

以下幾項比較貼近現實：
1. Advertising 廣告

2. Personal sales 推銷

3. Sales promotion 促銷

4. Marketing Public Relations, MPR 公眾行銷關係

我對MarCom行銷宣傳的看法是：

1. 行銷走在產品前，先市場後產品

2. 成功的行銷推動公司業務的順利進展

3. 行銷是產品與公司的化妝師，成功的行銷創造產品價值

4. 行銷由外而內，由上而下，確立產品整體形象

5. 行銷與品牌推廣一致，產品短暫，品牌永久

那4p呢? 後續.....