by Amanda N.

Created on: March 26, 2010   Last Updated: March 27, 2010

Marketing has long since been a dirty word in the eyes of the general public. Businesses are thought to use marketing as a tool to fool customers into traps. In an era when information can be retrieved so conveniently by a few clicks on the computer, tricking people becomes far more difficult. However, marketing still wears its ugly black hat, especially with the unprecedented inundation of promotional opportunities online and offline. The misconceptions that people see in marketing are boundless. It's time we look at marketing in the eye and give it the credit it deserves. Let's look at a few of common misconceptions about marketing.

1. Marketing is selling.
Marketing in its most basic form is to promote a product or service to customers and make it sell. Although the end result of sales and marketing is similar in that way, they are not necessarily the same. Sales are the result of effective selling skills. Things end when the transaction ends. Marketing is much more complicated than mere selling and buying. Even though the selling and buying process ends, marketing practitioners still seek to know the customer. Sales are one-way communication; marketing is two-way.

2. Marketing is hype.
For many, marketing shrouds a bad product and turns it into a good one. This is bad advertising, not marketing. It's true that marketing practitioners do face-lift the original product and position it in a favorable light to appeal to the target market. But it is image-building, not hype.

3. Marketing is a show business.
A common imagery of marketing practitioners is that they put on shows to sweet-talk customers into believing a false statement. They hardly know any facts. Would they succeed merely by putting up a fabulous show, without making real effort? Any marketing event needs preparation. To pique the interests of the prospect, the event organizer must know better. Much of the work involved in the beginning stage of the marketing event includes study, research and demographic analysis. Unfortunately when the show is up, nothing of these shows.

4. Marketing is a one-off.
Effective marketing strategies help you promote a product, which would probably make a fortune for you. However, as stated earlier, marketing is not only about selling. It is two-way communication which seeks to understand the need of customers. Not only in a short period of time for promotional purposes, but in the long haul. Marketing, given the right credit, helps you build up a corporate image that is constructive to a business's long term development.

Although the misconceptions about marketing seem riveted in people's mind, we can't deny the practical usage of marketing in the development of a business. Have a look at corporates like Coca-Cola, and you will understand the importance of marketing in building a solid and lasting relationship with customers.

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