Masonry Magazine October 1974 Page. 20
The Marketing Difference
By KENNETH S. DASH
In recent times, more and more emphasis has been placed on the marketing end of the brick business. And rightly so. But what does marketing mean? To your customers, to your employees, and, most importantly, to you.
A partial answer is that brick marketing is defining existing sales markets and seeking answers to any problems in those markets. Some consider marketing to be the knack of determining future or potential markets for brick. Others say that successful brick marketing lies in well educated sales and production personnel who know as much about their product as possible. Still others find absolutely no difference between marketing and sales.
What, then, does marketing really mean?
To me, marketing begins when clay is mined and ends after brick is laid-up on a building. The attitude of employees in a manufacturing plant is a factor in the marketing of our product. The manner in which salesmen conduct themselves, discuss competitive materials, and their approach to servicing architects, builders and consumers are all important elements in the marketing chain. The positive attitude, as well as performance of the mason contractor and bricklayer, are marketing ingredients which must mix well together with all other factors to this point.
Marketing, then, is you. Everything you do, say, act and react to. A good sales job entails the eventual selling of brick and its installation into the wall. A good marketing job entails the setting of a climate conducive to continuing brick sales and a greater understanding of both brick's problems and those of our customers and how each is dependent upon the other.
It begins and ends with you, whether you're in a plant, on the road, or on the wall. You do make a difference. The marketing difference.
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masonry
October, 1974