Love and Marketing

A relationship normally starts with a word, like hello! It steps up to conversations, phone calls, emails, lunches, dinners and so on. For the brave hearted, it may end up in marriage. For some others, it may not be such a happy ending. Talking, following-up, Q&A sessions and other activities that create bonds characterize the period of getting to know each other. All these are aimed confidence building for both parties. The concept of marketing cannot be ruled out at this stage. Ironically, continuous marketing and patronage is an essential part of the dynamics of any relationship, whether business or emotional.

What is marketing? The second definition of marketing as “The commercial functions involved in transferring goods from producer to consumer” by Free Online Business Dictionary[1] articulates my point better. From the definition above, I would like to pay particular attention to three different items mentioned. Those items are commercial functions, transferring of goods, and producer to consumer. The idea expressed by “commercial function” is that it is a function performed with a “result of gratification, gain or profit” in mind. “Transferring of goods” means that that there is an exchange and of course, the exchange occurs between a set of people as exemplified in the producer to consumer aspect. The analysis of this relationship from the “marketing” point of view clearly shows that a party or both parties stand to benefit from this mutual relationship.

Couples fall and stay in love as a result of continuous marketing (though the consumer/producer roles interchange from time to time). The same way products or service consumers and service providers’ roles interchange from time to time. A service provider makes services available and cash is exchanged. In the same manner, cash is made available and service is requested in exchange.

It is true that during the marketing phase, emotions are higher and the urge to relate is usually intense. Once a typical business marketer seals a deal, from my observation, servicing the relationship is taking for granted. Look at it, how often does one spend long hours queuing at a typical Nigerian bank, Airline ticket sales outlet, customer service or support center, and other service delivery outlets? This starts immediately a client is won over. Signs of failure to deliver on promises, neglect, unavailable support, irregular follow-up services and other signs that show system inefficiencies and defective services are the usual appreciation meted to those that have fallen prey of the marketing gimmicks. How does a relationship blossom under these wasteful conditions that throws patrons into a state of loss? How long will it take providers to realize that consumers daily feel that they have and are been taken advantage of? I am positive that with commitment from especially the power players, this love can last forever.

[1] http://www.thefreedictionary.com/Marketing