Much is said about this word and its meaning… "Marketing"… there are several definitions about its reference, personally I like the concept that defines Marketing as a Social Science that seeks the satisfaction of people through a process of creating Value via products and services, communicating them, distributing them and receiving a reasonable income in exchange for the Good created and proposed on offer.
If we break down this view, we will observe that in the “Will to Satisfy the Desires and Needs of People” there is an implicit previous step, which is the understanding per se of people and their needs, otherwise it would be impossible to present them with a value proposition that satisfies them., and this simply because we will not be able to understand our fellow men.
Thus, we are maturing the idea that to understand the needs of people a prior Act of Thought is needed, I want to get to this point…. ”Thought”… Thought is a mental activity, it is an exercise of work or effort of our intellect; Under the conceptual umbrella of Marketing this Mental Exercise should be directed towards understanding human needs in order to create satisfiers for each specific lack.
And since we are talking about Thought, it is good to propose certain exercises, we are going to take some phrases, historical or from the popular heritage, to "mobilize" our mind, let's see…
- "I think, therefore I exist": René Descartes said "I think, therefore I exist", (for the purposes of this writing we will not go into the Methodist question of this expression), but in the commercial world Descartes is repeatedly paraphrased with… "I sell, then I exist",…. this second “commercial” statement - if you will allow me the term - is it correct ?, let's review…. What gives rise to a Company and therefore to its portfolio of products / services is its Mission, this is found in the levels of Organizational Culture, Mission - Vision and Values, if the Mission of a Company represents its reason for Being then the phrase must be coined in a different way from the expression of commercial use, this would be… "I think Organizationally, therefore I exist transactionally" (I sell), the Sale would be a consequent act of the satisfactory proposal I serve."He who warns does not betray": in relation to Descartes' phrase this is a less historical and more folkloric expression, but let's analyze… we have two variables… one is a warning, that is, a purely communicational issue, the second variable is betrayal, a Concept of Values, we can understand betrayal as an act of breach of a pawned word, as a fact of incongruity, then betrayal becomes an independent variable of time, we can change the phrase and say…. “He who warns betrays forewarning.” “The shortest path between two points is the straight line”: this is logical by the way, but what would happen if I merge the two points, they would both remain in the same position, then the sentence could be… "The shortest path between two points is their union",on this paragraph it would be good to deepen the variables of Marketing Mix, Plaza or Distribution - distribution channels. It is stated "what is not sold today is never sold again"… huuummm, I would say… "what we did not sell today, today the competition sold it ", this points to the continuous improvement of the Service Processes of Organizations, since we live in a state of Constant Perfect Competition. No one dies on the eve: I have the firm conviction that death is the step to a new cycle, an eve is "a previous time", this statement indicates that nothing happens before time, I propose to widen or enlarge our mental 100, could we assume that the word eve is framed in a range of + - nine (9) months (maternal gestation) and one hundred and fifty (150) years? …,The idea of this phrase is to review the time variable based on service and efficiency, knowing above all else what we can truly improve versus the variables that we obviously do not control.
Well, the idea is simply to place emphasis on the Cognitive over the Behavioral, at least in this proposal of mental gymnastics, standing from the Thought viewing the Action, understanding that Thought is in a sublime way the first action; That is why it is maintained that things are created twice, first in our mind, then materializing them in this temporary reality that we call “world”.
It is the "Perspective" of things that makes us turn our Thought and how we categorize each event, if we practice the Thinking Exercise we will have the advantage of having observed and understood the same point from various positions, there we enrich our vision, our 100 % mental is maximized.
