Although the process of
marketing may be diffuse and although the actual techniques of
marketing widely differ from one company to another, the objectives
of marketing remain remarkably constant. Trade shows,
authoring papers, and attending industry meetings, making speeches,
serving on committees, and community projects can all be part of a
marketing program. Making your entity visible in a positive
setting is the key concept behind marketing.
Marketing is not
advertising your specific product or service. Each
of those functions must be budgeted and pursued in its own terms.
Marketing is different.
For example, by writing this paper I
am engaged in marketing the entity with which I am associated.
I am specifically not advertising the activities of the entity nor
am I selling you anything. Notice that the content of this
paper has nothing directly to do with what my particular
organization does as its business activity (i.e., investing
long-term equity capital in promising young ventures).
However, you, as the reader, end up able at least to form some
initial attitudes about my organization as a result of reading this
paper. The way I write and the way I handle ideas provide you
with a basis for forming certain expectations and attitudes about my
organization. Hopefully, these are positive.