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CHE NE E’ DELLA MISSION DI MARKETING?

Un tempo noi markettari eravamo invasati della mission, soprattutto della mission di marketing.

Per ragioni professionali mi sono reso conto che con gli anni è andata via via scemando di importanza.

Peccato. Preciso subito che qui intendo parlare di Mission di Marketing e non della Mission aziendale.

Già che ci siamo vale la pena ricordarne l’importanza. Per Mission di Marketing intendiamo l’impegno che la nostra azienda decide di assumere nei confronti della propria clientela o più generalmente dell’ambiente esterno. Con la mission aziendale abbiamo sempre letto che si intende il tipo di impegno che i CEO o gli imprenditori intendono assumere  nei confronti del propri azionisti, della clientela e dei propri dipendenti.

Soffermiamoci sul rapporto nei confronti della clientela o dell’ambiente esterno. Per chi produce prodotti o servizi si tratta di precisare che tipo di rapporto la nostra azienda intenda stabilire nei confronti dei propri clienti e di tutti coloro con i quali la nostra azienda ha a che fare. Si può decidere di offrire prodotti a basso prezzo, oppure prodotti di grande qualità e prestigio, di offrire un servizio accurato, un’assistenza gratuita, ecc.

Detta così sembra un giochino facile. Qualcuno potrebbe darlo persino per scontato. Va da sé che qualunque azienda voglia sopravvivere nel tempo non può non essere favorevole alla propria clientela.

Qui sta la logica della domanda del titolo di questa news.

Se fosse così scontato in che cosa consista e quale sia l’importanza della mission di marketing per ogni azienda per chè non se ne parla quasì più? Come mai nella maggior parte dei siti Web le mission suonano come pure e semplici dichiarazioni di intenti? Come mai così tante persone hanno perso il loro risprami in USA? Come mai i tassi delle banche italiane sono notoriamente più elevati che nel resto d’Europa? Come mai si sente così spesso dire che “se niente niente possono le banche fregano? Come mai i prezzi dei beni di largo consumo sono sempre così in ascesa? Come mai i prodotti da banco in farmacia stanno diventando sempre più cari?

Potrei andare avanti all’infinito.

Parto da una domanda semplice, semplice: hanno presente le aziende italiane in che cosa consista la loro mission di marketing?

C’è qualcosa da rivedere? Vogliamo provarci? Vero è che Peter Drucker, padre dei manager di mezzo mondo, aveva in gran rispetto la mission di marketing, ma dimenticarla proprio è iniquo.

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