THE WORSHIPFUL COMPANY OF MARKETORS

Marketing

Marketing is defined as the multi-disciplinary management process responsible for identifying, anticipating and satisfying customer requirements profitably. Marketing is the fundamental policy-forming activity devoted to selecting and developing products and services for sale. Every successful commercial enterprise since earliest time has relied upon the art of selling, but selling is only a part of the modern profession of marketing. The principal marketing functions include marketing information and research, product and service planning, brand and reputation management, customer relationship management, promotion through advertising, public relations and direct marketing (including sales as a part of field marketing), sales promotion, distribution and measuring marketing. Marketing people practise their profession in a range of companies and firms of all sizes and from all industry sectors, being employed by large global and multi-national organisations at up to main board level at the one extreme to operating as independent marketing consultants at the other.

World Class and Fit for the Future 

■ There are several marketing organisations in the UK, representing the interests of different sectors of the marketing profession, including their education and training needs. These include the Chartered Institute of Marketing (CIM), the Marketing Society, The Institute of Practitioners in Advertising, The Institute of Direct Marketing and The Market Research Society. The CIM is the UK body primarily concerned with the training and qualifications of marketing practitioners. The mission of the CIM is to be the pre-eminent body on marketing practice, standards and associated knowledge on an international basis and for this to be acknowledged by governments, marketers, business, education and others. The Worshipful Company of Marketors would be pleased to provide any introductions required by the Lord Mayor to the CIM and the other marketing bodies.

■ The Marketors’ Company has established a Think Tank to provide practical input and advice on marketing topics and to produce benchmark studies, including a booklet and checklist on best practice in narrative reporting in company accounts and the presentation of an annual award for best narrative reporting by FTSE 100 top 50 companies.

■ The Marketing & Sales Standards Setting Body (MSSSB) was established by the Department for Education and Skills (DfES) in September 2001 in order to develop world-class benchmarks of best practice for the Marketing, Marketing Communications, Sales and Telesales occupational areas. The benchmarks form the basis for all Government funding of Marketing and Sales related courses. The standards became available in March 2006.

Country Issues

■ Marketing is a key discipline to any country. The CIM has international branches in Australia, Ghana, Hong Kong, Kenya, Malaysia, New Zealand, Poland, Singapore and Sri Lanka. In 2005 the Worshipful Company made a presentation to a high level audience of Maltese government ministers and businessmen on how Malta could improve its brand image overseas, attract tourists and inward investment. The Company would be delighted to provide support to the Lord Mayor as he visits emerging economies in this regard and/or to make introductions to international marketing organisations.

Contact: Keith Arundale on 01753 851878 or keith@keitharundale.com 

Mrs Gaye Duffy on 01727 824446 or clerk@marketors.org