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About Us

What Mayeta Does for You

Mayeta provides resources to help you and your organization make the most of marketing.

Making the most of marketing refers to you making the most of the opportunities it avails to:

  • increase your business revenue,
  • cut cost, and
  • gain competitive advantage.

Our resources help you become exceptionally good at marketing. And exploit it to your greatest advantage.

With Mayeta, build a brand or business that is:

  1. set apart from the competition,
  2. highly valued by its customers, and
  3. hugely profitable.

How We View Marketing

Marketing is sometimes confined within the narrow context of advertising or selling, but it’s more than that.

Marketing as a Business Function

The Chartered Institute of Marketing (CIM), defines marketing as:

“The management process responsible for identifying anticipating and satisfying customers’ requirements profitably.”

From this definition, we dare say that we agree with Philip Kotler that marketing is the company’s customer manufacturing department. Customers bring about positive cash flow.

Therefore, Marketing is the business function that:

  1. Identifies unfulfilled needs and wants
  2. Defines and measures their (identified unfulfilled needs and wants) size and potential profitability
  3. Determines which target markets the organization can best serve
  4. Decides on the right products, services, and programs to serve these chosen markets
  5. advertise, sell and distribute developed offerings
  6. Calls to everyone in the organization to think and serve the customer

These activities produce cash flow for the company thus…

Marketing is work designed to find sources of cash flow and to produce cash flow by solving customers’ problems profitably.[1]

These may seem academic. Indeed in many organizations, marketing is underutilized. The marketing function in such organizations is not responsible for identifying sources of cash flow and producing cash flow.

Could such organizations be leaving money on the table? Or spending more than they needed to?

Peter Drucker, described as the founder of modern management, said:

“Because the purpose of business is to create a customer, the business enterprise has two – and only two basic functions: marketing and innovation. Marketing is the distinguishing unique function of the business.”

Marketing as a Business Philosophy

Another marketing body, The American Marketing Association (AMA), defines marketing as:

“The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

The definition includes the role marketing plays in society at large. And defines marketing as a science, educational process and a philosophy – not just a management system.

Marketing is a philosophy in that it acts as a guiding principle for business conduct. The whole idea is that you should meet business goals through satisfying customers.

We share the view of David Packard, who co-created Hewlett-Packard (HP), who said:

“Marketing is far too important to leave to the marketing department.”

Philip Kotler, a distinguished professor of marketing, said:

“A company can have the best marketing department in the world and still fail at marketing.

“Why? Because the manufacturing people may put out poor-quality products, the shipping department may ship late, the accounting department may send out inaccurate invoices… all of which will lose customers.

“Marketing is effective only if the whole company delivers the promised value and satisfies the customer.”

This supports another of Drucker’s quote that says:

“Marketing is so basic that it is not just enough to have a strong sales department and to entrust marketing to it. Marketing is not only much broader than selling; it’s not a specialized activity at all and encompasses the entire business.

“It is the whole business seen from the point of view of its final result, which is from the customer’s point of view. Concern and responsibility for marketing must therefore permeate all areas of the enterprise.”

The truth is all organizations operate in a market and are market driven, whether they acknowledge it or not.

To succeed in the market, marketing needs to extend beyond the marketing organization to every other aspect of the business.

Who We Are

Mayeta.com is made available by Proedice Limited.

Proedice helps organizations get remarkable results from…

  1. marketing
  2. training
  3. information and communication technologies (ICT)…

and their intersections.

Learn more about Proedice Limited.

Give Us Your Suggestions

Do you have suggestions on how we could improve our site for you? Any particular topic related to marketing you will like to see us discuss? Guides you think we should produce? Resources that will help you get better results?

Do contact us with your suggestions, we welcome them.

[1] Definition by Roy A. Young, Allen M. Weiss, Ph.D. and David W. Stewart, Ph.D. in their book “Marketing Champions”. Adapted from definitions by Tim Amber in “Marketing and the Bottom Line”, and Peter Doyle in “Value-Based Marketing”.
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