1) They don’t fully understand it.
Perception: Marketing is advertising.
Reality: Marketing may not even include advertising.
Perception: Marketing is an expense.
Reality: Done right, marketing your product is the best investment you can make.
2) They rely almost exclusively on Word-of-Mouth.
Even if you have great word-of-mouth you can’t afford to sit back and wait for customers. You must be proactive.
3) They think they can’t afford it.
This ties in with the perception/reality issue where people hear marketing and think traditional advertising that’s expensive and often ineffective. Effective marketing involves a smorgasbord of very cost-effective, non-traditional, creative options and executions.