Waking Dreams by David G. BancroftCemetery Woods by David G. Bancroft

American Pride: Poems Honoring America and Her Patriots! by David G. Bancroft

Mere Chance: A Relentless, Deadly, Maze of Life by David G. Bancroft


Marketing's Role


Planning / Strategy
Product / Market

Sales Force

Site Design



Crisis Management
Articles by
David Bancroft

Marketing ... Its Importance To Success!

The following is intended for those individuals who are unfamiliar with the term "marketing", not sure about their need for marketing, or believe that all there is to being successful in business is to have a product or service with a great price.

Marketing is the most important business function that many companies ignore and/or under utilize. Some may call it semantics, but try telling that to the many companies that have been successful due to the effective use of marketing including:
FOCUS Associates... a fresh prespective to successful business efforts!
  • Proctor and Gamble
  • Microsoft
  • Ford Motors
  • General Motors
  • Dell Computer
  • IBM
  • Nike
  • Disney
  • Coca Cola
  • Pepsi
  • Calvin Klein
  • Federal Express
  • MasterCard
  • American Airlines
  • Exxon Mobil
  • Sony
  • Kodak
  • McDonald's
  • American Express
  • Wal-Mart
  • Toyota

The most successful businesses in a free market economy
are those that have a well-defined, strong marketing organization. Marketing is the thinking part of a business. A proactive company is marketing led!

Classically speaking, the responsibilities for a marketing department are primarily: research, "objective filtering", planning, product/market development (including establishing price and controlling product gross margin), product training, marketing services, and advertising. A marketing department's overall function is to prepare a product/service for the sales department's implementation responsibility.

Of course, there are . . . degrees of practicing marketing...

Consumer marketing is the most classically-oriented and requires a well-funded budget and solid commitment by senior management. Business to business marketing normally is not as fast paced nor requires the same budgetary percentages as consumer products marketing, but requires the same senior management support and understanding.

Practicing the "good old boy'' sales approach or believing that price is the only thing that matters will not take a company very far anymore. Applying a strong marketing presence within an organization and committing the funds to support its ability to provide profitable results is the only way a company in a free market economy will maximize its potential.

It takes spending money wisely . . . not miserly to make money! Just look at the Internet . . . It is all about MARKETING!