Three kinds of marketers

A responsive marketer finds a stated need and fills it.  An anticipative marketer looks ahead into what needs customers may have in the future.  A creative marketer discovers and produces solutions customers did not ask for but to which they enthusiastically respond.

From Kotler e12, p 353

What kind of marketer are you?  What kind of marketer do you want to be?


2 responses to “Three kinds of marketers

  1. A good thought Rick. I hope to become both anticipative and creative, but responsive seems like a nice foundation to start from. What’s good strategy without any sense of execution?

    • I don’t think there is a single right answer. Marketing managers have processes and tasks that they are responsible for. Pricing, analytics, sales support, etc. Let’s call that the day-to-day stuff. If the day-to-day takes all day everyday, the marketing manager has to be realistic about anticipating and creating markets. They can get so good at responding, that they never get around to anticipating or creating markets. They may be market driven, but not market driving.

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