Character in Marketing Management

Character in Marketing Management

Devon Korff

Liberty University

Character in Marketing Management

Marketing is often times seen as the face of a company, which is why it is important to have a marketing manager who works by a set of deep rooted values. In today's business practices one of the most important qualities a manager can have is great character. Your character defines who you are as a responsible leader, mentor, and employee. By marketing with your values you are showing your customers that you care about them.

Today's view of corporations and businesses can be dreary. Many people feel that the majority of corporations are untrusted and unreliable. The way to combat these negative view is to become a company with character, and good corporate citizenship. According to Marketing Management 14th ed., "(Companies) need to ensure they are good corporate citizen and that their consumer messages are honest" (Kotler & Keller, 2012, p.79). Companies should be attempting to give back by doing good things for others in their community as well as around the world. By having a good corporate citizenship program you can gain a worthy attitude from consumers without even marketing a product. Marketing manager needs to know how to utilize their assets to let the outside world view their company as a good corporate citizen.

Buyers of commodities believe that all companies should strive to be honest and reliable in the marketing of their products. A marketing manager should follow the Bible's number one "Golden Rule" to live by; "Do to others whatever you would have them do to you. This is the law and the prophets" (Matthew, 7:12). This is a great rule for a marketing manager to follow and abide by. Consumer do not like to be lied to about a product. They want to trust the claims that a company makes about their products. So by treating your customers how you would want to be treated your business will likely have repeat customers.

Striving for repeat business is a key aspect in the definition of marketing management which is, "the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value"(Kotler & Keller, 2012, p.5). Marketing managers need to make sure that they are marketing their products in the right places to the right people, and that they are doing this with a high degree of character.

Customers who are treated with the respect they deserve will likely come back for return business. If you want your customers to give you their revenues and repeat business, then you should in turn give them a reliable

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