Drucker On Marketing – William Cohen

So when you are developing marketing strategy, you are literally practicing the art of the marketing general. Drucker wrote that the purpose of strategy is to enable an organization to achieve its desired results in an unpredictable environment. This is contrary to what many believe, but Drucker was dead right. Marketing strategy is not about achieving results in a known and foreseeable environment, but an environment that is unknown and unforeseeable.

In Drucker’s own words, it allows an organization to be purposefully opportunistic.1 One can make an excellent case that strategy is all about marketing. But even if this were not so, marketing is the one essential, crucial ingredient. As Drucker so forthrightly stated: “The fact remains that so far, anyone who is willing to use marketing as the basis for strategy is likely to acquire leadership in an industry or a market fast, and almost without risk.”2 Marketing Theory and the Strategic and Environmental Variables Traditional marketing visualizes two sets of variables in the development of strategy.

These are frequently termed the strategic or tactical variables, or “four Ps” of product, price, promotion, and place, and the environmental or situational variables such as conditions of business and the economy, technological developments, consumer or cultural behavior, politics, laws and government regulations, competitors, and more. Strategic variables can be selected, varied, and applied as desired by the marketing strategist and are made possible by the resources available.

Environmental or situational variables are assumed fixed and relatively uncontrollable. As we’ve seen in Chapter 1, this isn’t true in actuality, since with more time and effort one can work with them, and Drucker recommended it. However, environmental variables are more difficult to manipulate over a shorter period of time and usually require more effort on the part of the marketer.

For example, a marketer might change laws through lobbyists, but this is usually very difficult to accomplish, and it may take a relatively long time and require a disproportional amount of resources.

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