Melaleuca Review - What is Melaleuca Marketing?
What does the term MARKETING mean for the Melaleuca marketer?
Hundreds of business owners ask this question everyday. Most people think that marketing is selling, advertising or public relations. Only a small minority of top marketers understand that marketing also includes needs assessment, marketing research, product development, pricing and distribution. Most people mistakenly identify marketing with selling and promotion only.
It's No wonder! We are all bombarded with television commercials, newspaper ads, direct mail, Radio, email and sales calls. Someone somewhere is always trying to sell us something. It may be cliché and it seems that we cannot escape death, taxes or getting sold something.
Therefore many beginning and seasoned business owners are surprised to learn that the most important part of marketing is not selling. Selling is only the part of the marketing iceberg that is visible publicly. Selling is only one of several critical marketing functions and often not the most important one. If a marketer does a good job of identifying potential customer needs, developing or representing appropriate products, adjusting pricing, determining efficient distributing, and promoting them effectively, any product or service will sell very easily.
Everyone knows about "hot" products and services to which consumers flock too. When Microsoft designed its Xbox, when Chevrolet designed its first corvette, and when Larry Page and Sergey Brin first introduced Google, these innovators were swamped with orders because they had designed the "right" product. Not me-too products, but distinct ones offering new benefits.
Mike Dillard, one of Network Marketing’s leading attraction theorists, put it this way: the answer lies in basic human psychology, so that’s where we need to start.
This is not to say that selling and promotion are unimportant, but rather that they are part of a more comprehensive "marketing mix". Selling is part of a set of marketing tools that must be organized for maximum impact on the marketplace and individual consumers.
Here is my definition of marketing: Marketing any human activity directed at satisfying needs, wants and desires through a transaction process. Needs are products and services that are required such as food, water and shelter. Wants are needs that have been affected by our environment like a specific brand, color or model. Desires are needs for a product or service that are in limited supply. Unfortunately we desire what is difficult or possessed by an elite few.
In future articles I will drive deeper into these definitions and will explain the following terms: Needs, wants, demands, products, exchange, transactions and there importance to the complete Melaleuca marketing process.
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Can Your Melaleuca Business Fill Basic Needs?
The most fundamental concept underlying marketing is that of human needs, which we define as follows: A human need is a state of felt deprivation in a person. Human needs are plentiful and complex. They include basic physicological needs for food, clothings, warmth, and safety; social needs for belonging, influence, and affection; and individdual needs for knowledge and self-expression. These needs are not created by an external force, but are part of human life.
When a need is not satisfied, the person is unhappy. An unhappy person will do one of two things - look for an object that will satisfy the need, or try to eliminate the desire. People in industrial societies try to reduce their desires to what is available.
Maslow is famous for what is called the hierarchy of needs. Maslow was a ground-breaking psychologist, in that he was the first to concentrate on the humanistic approach to understanding and describing human behavior. Maslow held the belief that humans were inherently good, that"humans tend toward love and growth.
Maslow posited that people want and are forever striving to meet various goals. Maslow later refined his model to include a level between esteem needs and self-actualization: the need for knowledge and aesthetics. Maslow later theorized that this level does not stop, it goes on to self-transcendence, which carries us to the spiritual level. Maslow's self-transcendence level recognizes the human need for ethics, creativity, compassion and spirituality.
Maslow's hierarchy of needs can be applied to any organization. Needs are a big component for small-business growth and competitiveness. People looking to start a business for extra income are not looking for a product. They are looking to solve a need. Generally a need for more monthly income.
Melaleuca is, in their own words, "The Wellness Company". They focus on creating products that help people get healthy and stay that way. The products they offer include vitamins and supplements, household cleaning products, personal hygiene products and first aid essentials. Again, no one is looking for the latest vitamin, cleaning product or hygiene product. they are looking for a healthier life, an easier way to clean their house and body.
A Melaleuca business owner could potentially have a very large customer base if the products are presented with the needs a client may need to have filled. The products are diverse and can appeal to a variety of needs. Whether you have people who are interested in improving their health though nutritional supplements or parents who want to make sure that the products in their home are safe, Melaleuca can meet those needs.
The size of a Melaleuca business and the velocity with which it will grow are dependent on the effectiveness of the marketing communicating solutions to perceived needs. When client needs are satisfied, then can the needs for self-actualization be activated and a possible distributor may result.
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Human wants are the form human needs take as shaped by culture and individual personality. A hungry person in India wants mangoes, suckling pig, and beans. A hungry person in the United States wants a hamburger, French Fries, and a coke. Wants are described in terms of culturally defined objects that will satisfy the need in this case hunger.
Beginning business owners start out trying to satisfy there own desire for increased income, elevated status or social acceptance. Seasoned business owners focus on the wants of their clients. All successful business describe success in terms of the number of people that find value in there products or service.
As a society evolves, the wants of its members expand. They are exposed to more objects that pique their curiosity, interest, and desire. Producers take specific actions to build desire for their products. They try to form a connection between what they produce and people's needs. They promote their product as a satisfier of one or more particular needs. The marketer does not create the need; it exists.
Melaleuca MLM distribution model is a great way to introduce and promote products in the marketplace. The most effective distributors focus on marketing the benefits of the products. Most people fail or make small incomes as they never grasp that they should be focusing on the client as apposed to making money or growing a down line.
The sellers of Melaleuca products often confuse wants and needs. For example, a manufacturer of drill bits may think that the customer needs a drill, but what the customer really needs is a hole. In this sense, there are no products; there are only services performed by produces. To expand a little more, people do not buy Melaleuca products for the brand name they buy these products for the value they perceive.
Some Melaleuca distributors suffer from "marketing myopia." They are so taken with their products that they focus only on existing wants and lose sight of underlying customer needs. They forget that a physical product is only a tool to solve a consumer problem. Identifying potential client’s wants is critical to marketing success. Once the future clients want is determined all marketing from that point is focused around satisfying that want.
Beginning distributors are vulnerable to successor products, competing businesses or the next big thing. If a new product comes along that serves the need better or cheaper, the distributor will have the same need but a new want. This is the phenomenon that causes distributor turn over as well as customer turn over. This cycle is referred to as churn.
Successful marketing touches everyone's life. It is the means by which a standard of living is developed and delivered to people. By focusing all business functions and efforts around this basic marketing concept and developing processes to satisfy client wants, a Melaleuca marketing business can and will be successful.
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Melaleuca Review - Will Your Melaleuca Business be Successful ?
Human wants are the form human needs take as shaped by culture and individual personality. A hungry person in India wants mangoes, suckling pig, and beans. A hungry person in the United States wants a hamburger, French Fries, and a coke. Wants are described in terms of culturally defined objects that will satisfy the need in this case hunger.
Beginning business owners start out trying to satisfy there own desire for increased income, elevated status or social acceptance. Seasoned business owners focus on the wants of their clients. All successful business describe success in terms of the number of people that find value in there products or service.
As a society evolves, the wants of its members expand. They are exposed to more objects that pique their curiosity, interest, and desire. Producers take specific actions to build desire for their products. They try to form a connection between what they produce and people's needs. They promote their product as a satisfier of one or more particular needs. The marketer does not create the need; it exists.
Melaleuca MLM distribution model is a great way to introduce and promote products in the marketplace. The most effective distributors focus on marketing the benefits of the products. Most people fail or make small incomes as they never grasp that they should be focusing on the client as apposed to making money or growing a down line.
The sellers of Melaleuca products often confuse wants and needs. For example, a manufacturer of drill bits may think that the customer needs a drill, but what the customer really needs is a hole. In this sense, there are no products; there are only services performed by produces. To expand a little more, people do not buy Melaleuca products for the brand name they buy these products for the value they perceive.
Some Melaleuca distributors suffer from "marketing myopia." They are so taken with their products that they focus only on existing wants and lose sight of underlying customer needs. They forget that a physical product is only a tool to solve a consumer problem. Identifying potential client’s wants is critical to marketing success. Once the future clients want is determined all marketing from that point is focused around satisfying that want.
Beginning distributors are vulnerable to successor products, competing businesses or the next big thing. If a new product comes along that serves the need better or cheaper, the distributor will have the same need but a new want. This is the phenomenon that causes distributor turn over as well as customer turn over. This cycle is referred to as churn.
Successful marketing touches everyone's life. It is the means by which a standard of living is developed and delivered to people. By focusing all business functions and efforts around this basic marketing concept and developing processes to satisfy client wants, a Melaleuca marketing business can and will be successful.
Melaleuca Review: Exchange is the Core of a Melaleuca Business
If exchange is the core concept of the discipline of marketing, what is the discipline's unit of measurement? The answer is a transaction. A transaction consists of a trade of values between two parties. We must be able to say A gives X to B and gets Y in return. Jones gives $400 to Smith and obtains a television set. This is a classic monetary transaction, although transactions do not require money as one of the traded values.
A barter transaction would consist of Jones giving a refrigerator to Smith in return for a television set. A barter transaction can also consist of the trading of services instead of goods, as when lawyer Jones writes a will for physician Smith in return for a medical examination.
A transaction involves at least two things of value, conditions that are agreed to, a time of agreement, and a place of agreement. Usually a legal system arises to support and enforce compliance by the transactors. Transactions can easily give rise to support conflicts based on misinterpretation or malice. Without a law of contracts, people would approach transactions with some distrust, and everyone would lose.
Businesses keep track of their transactions and analyze them carefully. For example, sales analysis involves evaluating a company's sales transactions by product, customer, territory, and other specific variables.
A transaction differs from a transfer. In a transfer, A gives X to B but receives nothing explicit in return. Transfers include gifts, subsides, and altruistic acts. It would seem that marketers should confine their study to transactions rather than transfers. However, transfer behavior can also be understood through the concept of exchange.
The transferrer gives a gift in the expectation of some benefit, such as a good feeling, relief from a sense of guilt, or the wish to put the other party under an obligation. professional fundraisers are acutely aware of the "reciprocal" motives underlying donor behavior and try to provide the benefits sought by the donors. If they neglect the donors or show no gratitude, they will soon lose the donors' support. As a result, marketers have recently broadened the concept of marketing to include the study of transfer behavior as well as transaction behavior.
In the broad sense, the marketer is seeking to bring about a response to some offer, and the response is not buying or trading in a narrow sense. A political candidate wants a response called votes, a church wants a response called joining, a social action group wants a response called adopting the idea.
Marketing consists of actions undertaken to elicit a desired response from a targeted audience toward some object. Marketing goods and services on a global scale can happen in an "engineered" way, but often it is as a result of good and meticulous planning. Transactions get executed quickly and for maximum value, regardless of location or market conditions.
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Marketing is More than Selling
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It is more than advertising. Marketing includes both selling and advertising, but it also involves developing products that people want, pricing those products, and distributing them to potential customers. Marketing is not always viewed with favor by persons who do not understand it. Nor is it always well represented by those who would misuse it. But few would argue that when properly done, it is a powerful tool of business.
The activities of marketing are all around us. Goods flow from forests, farms, and factories to marketing units. We are all familiar with outlets such as grocery or department stores that sell goods to customers. Behind these retail outlets are the wholesalers, agents, brokers, warehouses, advertisers, and transporters. Goods are continually on the move to meet people's needs and wants. Marketing is an important and integral part of our economic system.
The term marketing is defined as the process of planning and executing the development, pricing, promotion and distribution of an organization's goods or services. When marketing is successful, it helps satisfy the needs of both the organization doing the marketing and the individuals to which the market is targeted.
The selling of goods and services - an important aspect of marketing - requires, of course, a market. What do people in the marketing profession mean when they use this term? Basically they are referring to all individuals, businesses, and organizations with particular need that may be willing and able to satisfy the need through purchase or other forms of exchange.
Marketing has changed over the years. In the early days of the US business, marketing was product-oriented. The idea was to produce as many goods as possible, because companies could usually sell whatever they produced. This orientation toward production had begun to change, however, by the end of the 1800's.
By this time, many businesses had become very large and were mass-producing their products, causing excess supply of some goods. As a consequence, some firms turned to increased advertising, more personal selling, and broader distribution of their goods and services. The focus of marketing shifted from the product to the various aspects of selling. Marketing was now sales oriented.
After World War II, business in the United Sates prospered and marketing began changing again. Managers saw the need to work with their customers, and another approach, which came to be known as the Marketing Concept, emerged. The marketing concept, which remains largely unchanged today, has three components. Customer orientation, Profit orientation, Integration of marketing activities.
In this series of articles on Marketing, we describe and illustrate the process of marketing to help you understand such things as the marketing concept, functions of marketing, and the role of the consumer in marketing.
Melaleuca Markets
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The concept of transactions leads to the concept of a market. A market is the set of actual and potential buyers of a product.
To understand the nature of a market, imagine a primitive economy consisting of four persons: a fisherman, a hunter, a potter, and a farmer. These trades people can interact in different ways to meet their needs.
In a self-sufficiency model, they gather the needed goods for themselves. Thus the hunter spends most of the time hunting, but also takes time to fish, make pottery, and farm to obtain the other goods. The hunter is less efficient at hunting, and the same is true of the other trades people.
In a decentralized exchange model, each person sees the other three as potential "buyers" who make up a market. Thus the hunter may make separate trips to trade goods with the fisherman, the potter, and the farmer to exchange meat for their goods.
In a centralized exchange model, a new person called a merchant appears and locates in a central area called a marketplace. Each tradesperson brings goods to the merchant and trades for other needed goods. Thus the hunter transacts with one "market" to obtain all the needed goods, rather than with three other persons.
The emergence of a merchant substantially reduces the total number of transactions required to accomplish a given volume of exchange. In other words, merchants and central marketplaces increase the transactional efficiency of the economy.
As the number of persons and transaction increases in a society, the number of merchants and marketplaces also increases. In advanced societies, markets need not be physical places where buyers and sellers interact. With modern communication and transportation, a merchant can advertise a product on late evening television, take orders from hundreds of customers over the phone, and mail the goods to the buyers on the following day without having had any physical contact with the buyers.
A market can grow up around a product, a service, or anything else of value. For example, a labor market consisting of people who are willing to offer their work in return for wages or products. Various institutions will grow up around a labor market to facilitate its functioning, such as employment agencies and job-counseling firms. The money market is another important market that emerges to meet the needs of people so that they can borrow, lend, save, and safeguard money. And the donor market emerges to meet the financial needs of nonprofit organizations.
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The Role of Marketing Managers
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The concept of markets finally brings us full circle to the concept of marketing. Marketing means human activity that takes place in relation to markets. Marketing means working with markets to actualize potential exchanges for the purpose of satisfying human needs and wants. Thus we return to our definition of marketing as human activity directed at satisfying needs and wants through exchange processes.
Exchange processes involve work. Sellers have to search for buyers, identify their needs, design appropriate products, promote them, store and transport them; negotiate prices, and so on. Such activities as product development, search, communicating, distribution, pricing, and service constitute core marketing activities.
Although we normally think of marketing as being carried on by seller, buyers also carry on marketing activities. Consumers do "marketing" when they search for the goods they need at prices they can afford. A purchasing agent who needs a commodity in short supply tracks down sellers and offers attractive terms. A seller's market is one in which sellers have more power and buyers have to be the more active "marketers." In a buyer's market, buyers have more power and sellers have to be more active "marketers."
In the early 1950s the supply of goods began to outpace the demand, and marketing became identified with sellers trying to find buyers. We will take this point of view and examine the marketing problems of sellers in a buyer's market.
Those who engage in the exchange process learn how to do it better over a period of time. In particular, sellers learn how to professionalize their marketing management. We define marketing as follows: Marketing management is the analysis, planning, implementation, and control of programs designed to create, build, and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives.
The popular image of the marketing manager is that of someone whose task consists primarily of finding enough customers for the company's current output. This however is too limited a view of the range of tasks carried out by marketing managers. Marketing managers are concerned not only with creating and expanding demand, but also with modifying and occasionally reducing it. Marketing management seeks to influence the level, timing, and character of demand in a way that will help the organization achieve its objectives. Simply put, marketing management is demand management.
The organization forms an idea of a desired level of transactions with a market. At any point in time, the actual demand level may be below, equal to, or above the desired demand level. That is, there may be no demand, weak demand, adequate demand, or excessive demand, and marketing management has to cope with these different states.
By marketing managers, we mean company personnel who are involved in marketing analysis, planning, implimentation, or control activities. The group includes sales managers and sales peoples, advertising executives, sales promotion specialists, marketing researchers, product managers, and pricing specialists.
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