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Definition of Marketing
Marketing, in my mind, is the process of responding to customers' needs through a well-designed product campaign that includes product development, market research, advertising, distribution channels and a continuous process of quality assurance. The goal in marketing should be to satisfy the customer while making a profit. It's a method to sell your products in such a way that customers will buy them and remember that you are the person or company who sold it to them. If they are satisfied, they will keep coming back for more.
My job at CIGNA Retirement & Investment Services (CRIS) is to write and prepare responses to Request for Proposals (RFPs) that companies issue for a variety of retirement plans; 401(k) plans and pension plans are the most common. The department I work in is called Sales Support and Administration, and marketing is a part of our every-day business. Many times, the first impression that prospects get about my company comes from reading our RFP responses. Therefore, we must produce a high-quality response, both in content and appearance, as this will be what develops into further engagement with CRIS.
Our responses represent the services that we market to clients and prospects and must reflect accurate product knowledge. To assist in the marketing efforts within my department, we often send specific question posed by prospects to what are called "Subject Matter Experts" or SMEs. These are people who have vast experience in one or more areas of our business and can help us craft more targeted responses to questions requiring a more in-depth explanation. I consider all this part of marketing because they are involved in helping to sell a product and service to a customer.
CRIS also has an entire department dedicated to communications and product marketing. We have an in-house design staff that develop brochures, website information, flyers and other promotional items to support our products. They will also assist my department with custom-designed proposal covers for clients we feel need a more tailored response. Promotional items that are developed within this department often trickle-down into my department where the salespeople and sales associates work. They will use these promotional items during meetings with clients as a way to stimulate interest in our products and services.
In my job prior to the one I have now, I was fortunate enough to be a part of a corporate marketing re-design initiative where we developed all new marketing materials and a whole new corporate image. We began a corporate restructuring effort under the leadership of a new CEO, and everything from our corporate logo to business stationary changed. What I found very interesting about this whole process was the fact that input and feedback from employees was solicited for many of the corporate-branded items such as stationary designs and promotional items such as coffee mugs and candy jars. It was a small company that could do such a thing because we only had 0 employees, but it was beneficial to get the impressions from staff members on the new corporate look and feel.
It has been my experience that marketing goes beyond the basic buying and selling of products it helps develop a relationship between a customer and a product or service due to the customer satisfaction efforts put forth by the product or service's company. In conclusion, I believe marketing should be a part of everybody's job. Customers are not just external to the company, they are internal as well, and have needs that should be met.
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