What are the principal misconceptions about marketing?
Fiction: Marketing is the same thing as advertising and hard selling. Fact: Good marketing begins by understanding prospective clients, and designing what they will want. Effective promotion makes prospects aware of good programs, but does not replace the need for good programs that are affordable and accessible. Lying and over-claiming are inherently bad marketing, not only because they are unethical, hut also because clients will soon discover the deception and lack of value, and will reject what the organization has to offer. Fiction: Marketing should be unnecessary because our programs are so great and our fees are so low.
