Marketing Is Everything by Regis McKenna

Toivino Kais Junior Massamba

DR. SEAN D. JASSO
Marketing 606
06/05/2021

The author of the article "Marketing Is Everything", Regis McKenna, argues that marketing is
entirely defined by the elements of successful implementation of marketing strategies. Today's
global marketplace is driven by technological innovation and fierce competition. Dominating the
market does not necessarily mean producing and selling many products in the market, but rather
owning the market. A true marketer must be known in a given market and enable customers to
gain confidence and reliability. What counts in the products sold in the market is the quality of the
products, not the quantity that can be supplied.
McKenna explores the strong concept of knowledge in emerging technologies, the management
plans of a company, the integration of customers into the company and the explicit analysis of
future risks in business.
When Regis McKenna wrote "Marketing is Everything" in 1991, he was describing a situation
where technology had advanced to the point where companies were able to use it to serve
customers in more ways than had ever been imagined before.
This concept of "Marketing is Everything" has developed over the years to refer to marketing in
its fullest sense, i.e. the intersection between the organization and the customer, all the potential
touch points the organization may have with its customers or, indeed, the entire ecosystem.
So while we often fall into the trap of thinking of marketing only in terms of traditional marketing
(e.g. advertising and PR), it is really much broader than that. Marketing must also encompass
things like: the behavior of our sales people, the appearance of our premises, the way our customer
service treats people, the content we produce.
The importance of marketing as illustrated by McKenna is that it builds the reputation of an entity.
Reputation is achieved when the marketing company meets the expectations of the public. When
the reputation of the marketed products becomes a reality, new customers spread the word and, as
a result, the company sells more. Marketing helps to come up with new ideas, as some customers
may ask questions or give recommendations that can help improve the product. Marketing is the
key to a successful economy, because there is no economic growth until someone sells something.
Marketing costs money to get the message out to a large number of customers. The weakness of
the marketing strategy is that each product has to be advertised independently. Although expenses
are incurred at the introduction stage, they are recouped when the product is launched on the
market and its demand increases rapidly.
Marketing a company's products benefits the seller by reaching more customers, as some of the
basic information about the advertised product is mentioned in advertisements and written on
billboards. More customers can be acquired if marketing is done through platforms that transmit
information to users of the advertised products. Thanks to technological innovation, the media can
get the word out about a new product on the market in a short period of time. New technologies
are not only used in advertising, but also in the production departments of industries. In fact, the
 Marketing Is Everything by Regis McKenna
Toivino Kais Junior Massamba
DR. SEAN D. JASSO
Marketing 606
06/05/2021
best example we can take is the opening of the door of car parks. The current system has been
integrated, and drivers only have to press a button to enter and receive electronic receipts. The
system is installed once at great expense, but in the long run it reduces the cost of wages. The
efficiency of machines and equipment is much higher than when humans are delegated the tasks
to be done. The new technology has created a market in online platforms where multiple
transactions can take place, all of which are entered into the system for recording. Prior to the
technological innovations, receipts were written by hand, a process that wasted valuable time
dealing with a single customer. Cloud technology can also help managers track transactions as
they occur by checking them against the integrated system.

References
McKenna (1991) ‘Marketing is everything’, Harvard Business Review, Jan pp. 65-84