As someone who used to teach marketing, I think the OP is confusing marketing with advertising. Its a very common misconception.
To keep it very simple -
Advertising is what you see on side of buses, ad in the paper, billboards etc.
Marketing is the 4 p's product, price, place, - 3 that are obvious
Promotion - how is the tiffany brand going to promote itself, customer perception (this is what the ladies are talking about when they say tiffanys marketing machine) They have positioned themselves in some customers minds that you can't get a better diamond than Tiffanys. Tiffany does have better quality diamonds than Zales, Helzbergs, mall stores, etc. But they are far from the only place you can buy these quality diamonds. DeBeers is a monopoly, Tiffany is not. Tiffanys would love to be in DeBeers place but they aren't.
Tiffany, Mercedes, & Range Rover have all been successful in their positioning strategies. But they are far from telling the truth. They don't need everyone to buy into it, they do well with the ones that do.
To keep it very simple -
Advertising is what you see on side of buses, ad in the paper, billboards etc.
Marketing is the 4 p's product, price, place, - 3 that are obvious
Promotion - how is the tiffany brand going to promote itself, customer perception (this is what the ladies are talking about when they say tiffanys marketing machine) They have positioned themselves in some customers minds that you can't get a better diamond than Tiffanys. Tiffany does have better quality diamonds than Zales, Helzbergs, mall stores, etc. But they are far from the only place you can buy these quality diamonds. DeBeers is a monopoly, Tiffany is not. Tiffanys would love to be in DeBeers place but they aren't.
Tiffany, Mercedes, & Range Rover have all been successful in their positioning strategies. But they are far from telling the truth. They don't need everyone to buy into it, they do well with the ones that do.
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