The goal of marketing

A brief review of current online discussion reveals that few marketers can succinctly describe to non-marketing people what the primary goal of marketing is.

The goal of marketing is to drive sales.

Is that too succinct?

Let me try a slightly longer version to clarify.

The goal of marketing is to drive sales over the long-term.

I hope the latter was not too verbose.

Discussions about the marketing function typically involve how to choose the best marketing tactics and utilize and coordinate those tactics to drives sales. Sure there is a lot to it as there is a great deal involved in acquiring new customers and maintaining positive relationship with existing customers and doing so in a way that is profitable over the long-term.

True marketers realize that marketing is a long-term strategy that must also involve product development and an ongoing effort to satisfy customers to ever-higher levels of satisfaction while at the same time ensuring that one's offering represents unique value that cannot be found in competitive offerings.

Marketing to drive short-term sales is termed "sales promotion". Marketing to drive long-term sales is called, well, "marketing", but there should be no doubt that the goal of marketing is to drive sales.