Tuesday, August 31, 2010

Marketing Advantage: Small Business

Small business has powerful advantages over big business when it comes to marketing. But small business often misses using these advantages because they are seduced into emulating the big corporations.

The typical approach to marketing by big business is to use the resource they have most of - money. Those big corporations tend to throw large lots of money at expensive advertising campaigns because that’s what they know.

If your small business is to survive and grow you must learn quickly to avoid the temptation to act like big sister or big brother. Never go head to head with the mega corporations. You can compete and win by playing your game - not theirs. David did not try to go toe to toe with Goliath, instead he slue the giant with a sling shot. Your small business is a David in a world of Goliaths. Change the rules. Don't wish to be like the giant. Instead, discover the sling shot that will help you claim your marketing advantage.

While marketing your business you would be wasting your time and money emulating big business and subsequently go out of business. Instead of trying to launch an unaffordable advertising campaign, discover and use your unique resources - like the sling shot.

What is Marketing?
Marketing is about sending messages. Everything you do or don't do sends a message. Examine all the ways you can send messages. Advertising is only one way. Big business tends to wear blinders that only allow them to see advertising as marketing. Partly because they have always done it that way and partly because spending large sums of someone else's money is fun and seductive.

How else can you send your marketing messages?

Here are some possibilities you can use:
  • Media news releases
  • Guest appearances on radio and TV
  • Customer service
  • Sponsoring events and awards
  • Holding a contest
  • Volunteering for a community event or business association
  • Networking events
  • Product information seminars
  • Public speaking at special events
  • Exceeding expectations
  • Forming partnerships
  • Through your staff
  • Through your suppliers
  • With the help of your clients
  • Personal correspondence

This list is not exhaustive but it should give you a broader understanding of marketing possibilities. Most importantly all of them cost much less than advertising and with greater impact. In small business you might spend some of your hard earned money on advertising. But remember that it is only one form of marketing and the most expensive. Marketing is part of everything you do.

The most important P's & Q's to mind with your marketing is to be consistent and persistent through all the channels of communication. If you preach about quality but buy the cheapest components you are not consistent. That conflict of messages will destroy your intended message.

It should not take a genius to realize that if you dump on your staff they will dump on your customers. If you lie to your suppliers it is reasonable to assume you must be lying to your customers.

Use your advantages
As a small business owner you have several advantages in the marketing maze. You can build personal relationships. You can use the CEO factor. You have less money and therefore must be creative. You are nimble like the sail boat while the huge ocean liner takes time to change direction.

Closer to the customer
You make the cold calls to prospects, close the deals and follow-up with your customers. You get to know how they think and feel. You know why they bought from you or why not. Try to tell me that the president of the big bank knows what goes on at the front counter. That proximity to your customer gives you a special advantage.

When you launch a new product you can use the information you have gained from your relationships with customers. What is important to them? What packaging is the most attractive? What features are most valuable? You are in the front lines. Ask questions, listen and remember. There is something special about being able to speak to the president. Just try calling the president of your bank or automotive company. You will get the frustrating run-a-round.

Make it easy for your customers to reach you. Return calls - even if it is to say no thank you. Most will appreciate the response. A friend of mine wrote to the prolific science fiction author and scientist Isaac Asimov. Asimov answered his letter. He wrote that my friend's idea had merit but needed improvement. My friend in his disappointment destroyed the letter. I thought, "Wow you got a letter from Isaac Asimov!" My friend did not realize how he might have leveraged that letter.

Make it Personal
Life is personal - so is business. We make buying decisions based on our personal feelings then we find the logic to justify the decision. Don't hide in your office. Your most important responsibilities are selling, and building relationships. Build relationships with prospects, customers, staff, suppliers, and colleagues. We would rather deal with people than with faceless corporations. Even when we must do business with corporations it often is because of the trust built with individuals.

In a small business your character becomes the company culture. Treat your staff with respect and pride and they will show respect to customers and pride in the company. Your customers will feel the pride and respect - and they will feel good about doing business with you.

Build relationships with your customers
Learn their names, their buying habits, and important information about them. Be sure to store this information on your database. Include personal information such as birthdays, hobbies, Alma mater and their family members. Make it a habit of staying in touch with all of your customers by phone or by personal correspondence regularly. Send them hand written birthday cards, postcards, and notes about significant events in their lives.

Use the CEO factor
In your business you wear many hats. That grants you intimate understanding of the company, your customers and the market. Depending on the time of day, you play the role of CEO, sales representative, or shipping clerk, accountant, quality control or telemarketer. When your customer talks to you they are talking to the CEO. Your customers feel special when they can speak to the CEO. Make it easy for them. Be available and accessible. Remember how frustrated you get when you can not talk to the person in charge. Imagine walking into your bank and asking to speak with the CEO? Or when you are shopping for a car just try and speak to the president of the car company. I dare you. Try it and drop me a line on what happens.

Large corporations are falling all over themselves lately to apologize for their misdeeds. You name it - banks, airlines, tire manufacturers, automotive companies. They are putting their CEO in front of the media to say sorry for the bad service, stupid mistakes and faulty product. We are suckers for those who admit their mistakes. We are willing to give almost anybody another chance. Why? Because we all made mistakes and have probably asked for a second chance ourselves. Maybe you have not yet really screwed up with your customers - but it will happen one day and when it does you must say sorry.

The advantage you have when you make a mistake is that we believe it more when you are the CEO. If we know you, we want to forgive you - all you have to do is ask for forgiveness. And when you do - call or send a hand written note. The CEO of the bank or national airline can't do that. You present a human face to your business. Notice how few corporate CEOs are able to be the human face of their company. The skills that enable CEOs to battle it out in the boardroom are not the same skills you need to build rapport with customers. It is so much easier for you to present your face.

When we do business with small companies we like to know the owner. So get out there in the front lines. Volunteer your time in your community, for your chamber of commerce or industry association.

Although a large corporation, Marriot does a fine job of humanizing their business. They have the picture of the founder in every lobby. Although you do not meet the founder or even the current CEO you still feel a personal contact. At the other end of the scale is Holiday Inn. Who is the founder and CEO? Who knows? You pay much more at the Marriott than the Holiday Inn. It's not the beds that make a difference. It is the perception of personal service.

Less Money
When is less money an advantage? When it forces you to be creative. If you have millions of dollars to spend on marketing you might hire some Madison Avenue advertising agency and buy 30 seconds on the Super Bowl game. If your marketing budget is considerably less - say a few thousand or a few hundred, you will have to be creative. You might put extra effort in being nice to your customers. Happy customers are your best marketing agents. They talk about you. It costs nothing and they have much more credibility than a paid spokesperson. When you don't have tons of money to throw at expensive advertising campaigns you should put more effort into the simple marketing techniques like exceptional service, respecting your customers, returning phone calls promptly, guaranteeing results, free advice, contests, …

The best marketing is free marketing. That comes when people talk about you. Do things that cause customers to talk about you. Something outlandish. In the old movie Cool Hand Luke, Paul Newman boasted he could eat 50 eggs. I don't suggest that you eat 50 eggs but maybe you could cook a 50 egg omelet for charity.

If you can't be bigger and stronger be smarter and faster. Be a practitioner of business judo. How many times have you been annoyed by someone quoting company policy? "I'm sorry, but company policy won't allow me to help you."

Company policy is created to protect the company - not help the customer. I get so frustrated dealing with employees who are hired to enforce company policy instead of helping the customer.

You can adapt to customer needs and unique circumstances. When you do, let your customer know that you have intervened with policy to help them in this unique situation. Treat them special and make them feel special.

Sometimes it is smart to provide your customer with something extra at no charge. Send them an invoice for what you would normally charge but with the price stroked out and your hand written note - "Regular fee Waived" or "Policy Over-ruled." Develop your company policy for efficiency and be prepared to change policy to delight your customers. It will be some of the best and cheapest marketing you can buy.

Find the most annoying 'rule' of your business. What do customers hate most about buying your product or service? The most annoying rules tend to be about time and process. Break that 'rule'. It will gain you a loyal following and provide fantastic marketing opportunities. Marketing is about sending messages. Marketing is part of everything you do. Decide on the messages that you want to send. Then review everything you do to be congruent with the messages you want to send.

© George Torok is the coauthor of Secrets of Power Marketing. He helps business owners gain an unfair advantage over the competition. Claim your free copy of “50 Power Marketing Ideas” at http://www.PowerMarketing.ca To arrange for George to speak to your team visit http://www.Torok.com For media interviews call 905-335-1997

Marketing Advantage: Small Business


Thursday, August 26, 2010

Swiss Chalet Review - Ms Sternface & Mr Stoic

“I don’t know what is going on. I was supposed to leave an hour and a half ago.”

That was the first thing that our waitress said when she arrived at our table. We had arrived more than six minutes ago and quickly decided on our usuals. Swiss Chalet is one of our regular restaurant chains. We had not been to this location (Wellington South, London) before. We were on the way home after a long drive so we turned off the 401 with anticipated delight when we noticed Swiss Chalet on the highway sign. We were looking forward to enjoy our usual, quick service and then back onto the highway for the final leg home towards Burlington.

Instead we were seated by a friendly hostess and quickly forgotten – or so it seemed. A stern waitress walked by us at least three times without making eye contact. A stoic waiter (who also had mastered the power of avoiding eye contact) served the group across from us who arrived a few minutes after us. We were wondering if we should leave. Perhaps we were at the wrong table.

For some strange reason I felt a little better when the group behind me got up and mumbled something like “let’s just pay at the cash.” It wasn’t just us that was being ignored.

We caught the eye of the friendly hostess across the room and suggested that we were waiting to order. She nodded and moved to do something.

Within 30 seconds the stern waitress (the same one who had walked past us three times) arrived at our table and opened with that line, “I don’t know what is going on…”

There was no apology, no greeting, no “welcome to our restaurant”.

Then she added, “I’ll take your order.” as if that implied that she was doing us a big favour.

Realizing how lucky we were, we quickly place our order. We even said please because we didn’t want to upset Ms Sternface. She might sabotage our food.

The food arrived quickly. It was delivered by Mr. Stoic. He was mechanically efficient. He was personally cold. There was no explanation about the handoff, no apology, no greeting – not even an “enjoy your meal”.

The food was delicious and up to our usual expectations.

However the service had annoyed us. I must have said “no tip” to myself several times – yet when it was time to pay the bill I still added a tip – a small one – but certainly unearned one. I left a tip because I felt an obligation to be kind. As I walked away from the restaurant I felt cheated by the poor service and guilty that I had been weak to give any tip. If only I had that same power of Ms Sternface and Mr Stoic.

I also realized that the only one who said “please” and “thank you” were us – the customers.

We will visit Swiss Chalet again – but not this location.

This visit occurred Wed August 25 around 8:00 pm at the Swiss Chalet on Wellington South in London, Ontario

George Torok

Swiss Chalet Restaurant Review
Wellington South,
London, Ontario

One might ask, "Is this a staff problem?
Maybe. However, a staff problem is always a management problem.


Monday, August 16, 2010

Marketing Strategy: Fight an Evil Enemy

Conflict sells. If you want to be noticed fight a powerful and evil enemy. Who or what are you fighting? While planning your marketing strategy pick an enemy. The tougher, the meaner, the more disgusting your enemy – the better for you. That positions you as the hero.

“You complete me”

The Joker taunted Batman with that phrase in the movie The Dark Knight. The public image of both Batman and the Joker were stronger because of their conflict. A champion needs a formidable villain and vice versa.

The marketing lesson from that is that the public defines you by your competition. If you are not well known maybe you need to pick a tougher enemy.

Make your enemy appear more frightening.

The boxer Mohammad Ali understood this marketing principle and demonstrated it well. He built up the credibility and threat of each of his opponents before every fight. That made his victories more exciting. He promoted his fight against Smokin Joe Frazier as the Thrilla in Manillia. After the fight Ali said, "Joe Frazier, I'll tell the world right now, brings out the best in me. I'm gonna tell ya, that's one helluva man, and God bless him." In a brief post-fight interview with one of the commentators, Ali announced, "He is the greatest fighter of all times, next to me."

There’s no glory or fame in defeating a weak opponent.

Superman was a bigger hero because of his dangerous enemy Lex Luthor. Sir Edmund Hillary would be nothing without the challenge of Mount Everest. Wyatt Earp is defined by his fight with the evil Clantons. The 300 Spartans are defined by their stand against the unstoppable forces of the Persian Empire. David and his sling shot is only remembered because of his conflict with the giant Goliath. Buffy the vampire killer would be unknown without the blood sucking vampires.

Conflict captures attention and helps to define your position and value.

Many consumer products are sold by fighting previously unknown enemies that were glorified by the marketing campaigns. Consumer products were promoted to fight morning breath, dandruff and ring around the collar.

Present yourself as the alternative.

Avis could not defeat the market leader in the car rental business Hertz, so they defined themselves by the phrase, “We try harder.”

With the taste tests Pepsi defined themselves as the alternative to Coke. It worked so well that it unnerved Coke into blinking and bumbling with New Coke. The folks at Pepsi must have enjoyed how they unnerved the market leader, Coke.

Make fun of the enemy.

With its clever TV ads, (Hello, I’m a Mac. I’m a PC) Apple positioned itself as the alternative to the market leader, Microsoft based computers.

A local plumbing company positioned themselves as fighting clogged drains. The owners of the business made their enemy more formidable by posing for photos with clothes pins on their noses.

People love conflict. It’s entertaining, memorable and often vivid. Sometimes it can be funny. That’s why the “reality TV” shows are so popular.

If you want to be better noticed and remembered – pick a colorful enemy and start a fight. Only start one that you can win.

© George Torok is the co-author of the bestselling Secrets of Power Marketing. He helps business owners gain an unfair advantage over the competition. He helps connect business strategy to effective marketing tactics. To arrange an executive briefing visit
http://www.PowerMarketing.ca For more free marketing tips visit
http://www.Torok.com To speak directly to George Torok call 905-335-1997

Marketing Strategy: Fight an Evil Enemy
Power Marketing on Facebook


Friday, August 13, 2010

Marketing Lessons from Port Dover Friday 13

It’s Friday 13.
For Port Dover, a normally sleepy cottage and fishing village on the North shore of Lake Erie, Friday 13 is a bonanza. “Unlucky” Friday 13 has become the luckiest day for the businesses of Port Dover. It’s like the typical retailers’ Christmas & Boxing sales rolled into one.

Every Friday 13, depending on the time of the year and the weather, thousands or tens of thousands of people visit Port Dover to celebrate Friday 13. Because this is a sunny August 13, there might be over 100,000 celebrants on the streets of Port Dover. The population of Port Dover is 6,000.

Most of these pilgrims arrive by motorcycle. The streets become transformed into miles of parking lots for lines of thousands of motorcycles.

And these motorcycle riders bring and spend money – lots of it. They buy food, drink, accommodation and souvenirs. These are your weekend warrior motorcyclists. There are accountants, managers, entrepreneurs, retirees, mechanics, doctors, lawyers, teachers, administrators, executives, production workers, electricians, plumbers, truck drivers, politicians…

You get the picture. Good customers with money to spend looking for an experience. They just happen to ride and like motorcycles.

What can marketers learn from this phenomenon?

One Person Had an Idea And Made Phone Calls
This event started by chance in 1981 when 25 motorcycle riding friends got together at the Commercial Hotel in Port Dover for a few beers on November, Friday 13. They decided to meet again on the next Friday 13. Perhaps the beer influenced their enthusiasm for more. They had no other agenda. They were just friends getting together.

People Tell Friends About Good Experiences
The next meet there were more, then more again. The original organizer promoted the event around his network. He did this before FaceBook, Twitter and blogs. Friends told motorcycle riding friends about Friday 13 in Port Dover. At some point the event attracted the media. That captured more attention. The event hit what bestselling author Malcolm Gladwell calls the “Tipping Point”. It went viral. Almost nothing can stop it now.

The Date is Memorable
Friday 13 was already notorious because of the superstition associated with that date and the corresponding fear known as triskaidekaphobia. The string of “Friday the 13th” movies helped to anchor that date in people’s minds.

The superstition around the date might even have appealed to motorcycle riders because they know that they are fighting the odds against cars and trucks every time they are on the road. I think that there is a rebel in every motorcycle rider.

Controversy Grabs Attention
Motorcycles are controversial. Some people hate them. Some love them. Motorcyclists might be considered undesirables in some places. Think motorcycles and it’s easy to think about the criminal gangs – the one percenters - Hells Angles, Satan’s Choice and Outlaws. The date “Friday 13” is controversial. You can imagine that at some point the town council, business owners and residents of Port Dover had some controversial meetings about what to do about this event – “should they allow it or ban it?”

Marketing Lessons

Look at new ideas. Don’t discount the source of the idea or the lack of immediate profitability.

The best marketing is word of mouth. Look for under-satisfied communities. A community could be a group of people with a common interest, joy and/or pain.

It might take awhile for it to hit the tipping point and catch fire. If it’s a good idea and the conditions are right you will have a winner.

People want a unique experience. Give them that and they will reward you. They’ll buy, they buy again and they tell their friends.

Grab attention with controversy. Take a position. Embrace the rebels and you will have loyal fans. Be prepared to alienate dissenters.

George Torok
Marketing Author & Expert
Business Speaker


Thursday, August 12, 2010

Flight Attendant Meltdown and Quits Job

How a marketer sees the Jet Blue Flight Attendant thing…

Right or wrong, the publicity surrounding the Jet Blue flight attendant who quit his job seemed to hit a public nerve. His recent “celebrity” status might get some marketers thinking.

The flight attendant grabbed two cans of beer before leaving the plane. What brand of beer was it? Must have been very good beer. Did he drink the beer? Did he mention “beer” in his tirade? Perhaps there is a beer advertisement in this. Perhaps “grabbing a couple beers and taking the slide” can become a new metaphor.

Hate and Pain
If that many people thought this guy was a hero – there are a lot of hurting people out there. And hurting people buy things that relieve their pain. How can we learn more about their pain? Why do they hate their job? What do they hate their customers? How can we rip the bandage off and expose the pain? What product or service can we sell to them?

Demanding Customers
Are customers becoming more demanding? If so why? How can we offer targeted services to these more demanding customers at a higher price? Is there segmentation in service delivery that we can leverage?

Job Stress
Are service deliveres experiencing more stress in their jobs? Do they need better tools, training and support? What product or service might satisfy this need? What industries have the highest level of stress? What ideas and lessons can we take from those?

Hiring Staff
Are companies making mistakes in the selection of staff? Are managers missing warning signs of “Postal” behavior? Why? What products or services could predict, prevent or mitigate these incidents?

Every crisis offers opportunity. Smart marketers look for the opportunities and lessons.

George Torok

Executive Briefing


Wednesday, August 11, 2010

Customer Service is Marketing Too

Your best marketing is good customer service.

Why? Because the purpose of your marketing is to get more clients buying more from you, more often.

You could have a wonderful advertising campaign that brings in eager prospects. But if your customer service is turning them off then all that advertising was wasted money.

How much did you spend on marketing and advertising last year? How much did you spend on customer service training? Customer service is the most important part of the marketing/sales chain. If customer service is your weakest link then you are hemorrhaging lost sales.

Customer service development and training must be an integral part of your marketing plan and action.

Customer service can be that distinguishing feature that attracts clients to your door. Or it could be the fly in the ointment that is secretly killing your business. Which is it?

When was the last time that you examined and invested in your customer service?

George Torok

Marketing Speaker

Marketing Page on Facebook


Thursday, August 05, 2010

How are you?

The phone rang. I answered. The person on the other end asked, "Hi, How are you?"

What a stupid insincere opening. When will they learn?

The automatic response might be, "Fine, How are you?" The whole exchange would be insincere and a waste of time.

I've heard and been annoyed by "Hi, how are you?" so many times that I have trained myself to pause and respond differently.

I said, "What do you want?" That should tell the caller that I don't want to waste time and I'm open to a direct explanation.

There was a pause and a mumbled response that I didn't understand.

My response was, "What are you selling?"

There was a long pause and then the phone went dead. She must have hung up on me.

If you are selling then you must know the answer to those two critical questions:

What do you want?

What are you selling?

If you are cold calling then you are most likely selling.

Be prepared for those questions. Don't be surprised and don't be annoyed. You interupped someone with your call.

And stop asking, "How are you?"

It annoys the people you call because they know you don't care. You might think that question is polite. One caller said, "I'm just trying to be polite." It's rude because you are pretending to know them and and care about them. If your first statement is based on a false premise - why would anyone trust you?

George Torok


Tuesday, August 03, 2010

Have a Nice Day

That’s what the cashier said to me at the end of my purchase.

I said nothing back. Why? Because I felt that her statement was insincere. From what I saw, her well-meaning statement was delivered because the company instructed her to deliver it at the end of every transaction. She really didn’t mean it and she didn’t understand why she was saying it.

She didn't care about my day and she didn't care if I "had a nice day".

The strange thing is that the cashier probably thought that I was rude for not responding.

I had three choices.

1. I could have mumbled something back with the same lack of conviction just to appease her.
2. I could have pointed out the lack of sincerity in her statement and actions. That could have led into a rant about poor customer service in general and her specific mistreatment of me as a customer.
3. Instead I said nothing because I felt that my words would be wasted.

I’m only guessing that the words she said were mandated by the company because they were totally out of sync with her actions.

She never looked at me. Not once. Not even for a few seconds. She clearly did not respect nor appreciate me as a customer.

When I approached the counter she took my product, scanned it and typed on the cash. Then she stated with disgust, “My computer has been acting up all day.” She did not apologize. She simply expressed her disgust at her computer. It was making her life difficult – and I assumed so was I.

I attempted some levity with, “With all these computer experts around there must be a way to fix it.” It was an office products store. She called for help. When another staff member approached, she demonstrated the problem as she repeatedly stabbed the keys angrily. He politely asked her to stop. He directed her, then me to a different cash register. He even spoke to the couple behind me in line to allow me to be processed before them.

She did not apologize for my inconvenience – perhaps because she was so wrapped up in her own inconvenience. She did not thank me for my business. She never looked at me. I’m baffled at how she accomplished that total lack of eye contact.

And then she had the gall to say “Have a nice day.” Instead of making me feel good with that statement she conveyed the message that here was a very unhappy employee who clearly hated her job and the customers she served.

If she is getting minimum wage – she is overpaid.

Have a nice day?

Customer service is the front line of marketing.

Before you spend any momey on advertising or promotion - train your staff!

George Torok

Marketing Speaker


Monday, August 02, 2010

Marketing Definitions in the Raw

Marketing has become a cult. It is rife with mysterious terms, magic powder and self-anointed gurus.

Use this list of definitions to better understand the terminology and refute some of the ridiculous statements of the high priests.

Warning: some of these definitions might offend some people. The opinions expressed are those of the author.

Marketing is about sending messages. Everything you do or don’t do sends a marketing message. The purpose of marketing is to help you sell more.

Permission Marketing
This term was made famous by Seth Godin. The opposite of permission marketing is interruption marketing – which according to Seth has been the standard marketing practice of the past century. Permission marketing simply means asking if your audience is interested before you speak.

Social Marketing
Social marketing (also called cause marketing) has been around for decades. It breaks down into two versions: business marketing that piggy backs on a social issue, and marketing to promote a social issue. Examples of the issues include the environment, equal rights, poverty, animal rights, community, children, health…

Network Marketing
Network marketing was the renaming of multi-level marketing made famous by Amway. What was once called multi-level marketing became network marketing. It has little to do with networking. And they keep changing the term to ward off the stigma that seems to quickly attach itself. It is probably called something else now.

Marketing Research
Marketing research is the high-priced label given to the task of finding out what people really want and what do about it. It means asking good questions, listening and taking accurate notes.

Marketing Guru
Someone who wrote a book or several articles about marketing and charges you a lot of money to tell you what to do with your marketing. If you invested enough time and thought, you would probably figure it out on your own.

Marketing Company
Often just an advertising agency. They used to proudly call themselves ad agencies. Maybe they want to feel and project more value with the marketing label. They still create and sell you ads. Some of them help you get media exposure. Those are usually called PR firms. (Public relations)

Viral Marketing
Cool name. Like a virus – it has a life of its own. It means marketing that others do for you. It means “other people talking about you.”

Guerilla Marketing
A term made famous by Jay Conrad Levinson. The idea is based on guerilla warfare – when a force that is inferior in size and resources can beat a vastly superior opponent with the use of creativity, flexibility and focus.

Monkey Marketing
If gorillas can market then why not monkeys? Some folks market like monkeys – just screeching, eating bananas and moving on when they get bored.

Amoeba Marketing
Strip away the nonsense and follow the simple basics. What could be simpler than an amoeba? More business owners need to simplify their marketing process.

Online Marketing
Any marketing that you do on the Internet.

Offline Marketing
Offline marketing is everything else. Do you remember before the Internet? The offline world is still around and very important.

Offside Marketing
Happens when the marketing department gets out of control and chases marketing awards instead of focusing on the business needs. Maybe this should be a firing offense. Just ask Donald Trump.

Marketing Department
In many corporations they are composed of graphic designers who create and/or buy ads.

Marketing Budget
Often a number you are too embarrassed to reveal. (Unless you are Coke or Nike)

Marketing Degree
It might just be a worthless piece of paper, unless you want to work in a corporate marketing department or a marketing company. (See above definitions) Also valuable to help you become a marketing professor – so you can teach the same useless textbook lies to others.

Learn those definitions and study for the exam.

© George Torok is the co-author of the bestselling, Secrets of Power Marketing. It is the first guide to personal marketing for the non-marketer. Get your free copy of “50 Power Marketing Ideas” at http://powermarketing.ca/ Arrange for a marketing speech, executive briefing or training program at http://www.torok.com/ For media interviews call 905-335-1997

Marketing Definitions in the Raw

More Marketing Articles from George Torok

Marketing Tips on Twitter