Kotler and Armstrong define marketing as "the process in which companies create value for customers and make strong customer relationships in order to capture value from customer in exchange." This definition alone can explain why marketing is very important, but let’s outline several reasons why marketing needs to be one of many small company owner’s main priorities.

1. Marketing builds value in your products for the customers. Most salespeople want to know less than easy to promoting. Some sales agents needs technical specifications and things like that, but ultimately, the less they have to discover the better. This makes sense, his or her goal is always to make sales. Therefore, marketing needs to step in and create value on your customer. If you can’t create value for your customers, why will they buy from you? Sometimes they are going to invest in you once, and often will they come back if there is no value?

Often times, businesses don’t capitalize on each of the ways they’re able to give value on their customers. They explore the fabrication or product concept of marketing and end up having marketing myopia. Marketing myopia occurs an organization pays more focus on the product/service as opposed to value or benefits it offers on the customer. You can not permit this to occur. Look closely at your clients and why they purchase your products. You can get a Toyota Prius not merely since it will save on gas, but because it can make them fell more eco-friendly.

2. Marketing helps build customer relationships. Everyone put emphasis on the sales people when it comes to sales. "If the sales team does not work properly harder, we can’t increase sales," but this just isn’t necessarily true. It costs three times the maximum amount of to secure a new customer as it does to keep an existing one. And that means you should conserve the relationship together with your current customers as a way to lower marketing and purchasers costs and increase sales.

Properly planned and implemented marketing activities include the only real approach to build customer relationships. These activities normally include lots of things: loyalty programs, thank-you cards, customer appreciation events, offers, and so forth. Each company have to get an original strategy to set themselves independent of the competition while developing a loyal and long-lasting relationship.

3. Marketing establishes a brandname image. If you use FedEx for shipping, what happens you are getting: fast delivery, flexible shipping options, and service than other shippers. Are of these things true? They may be, but their marketing activities established all of these. FedEx will need to fulfill these expectations of these brand, however marketing department set the client track of this image.

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