Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

Exchange: people giving up something to receive something they would rather have.

Conditions of exchange:

1. There must be at least two parties.
2. Each party has something that might be of value to the other party.
3. Each party is capable of communication and delivery.
4. Each party is free to accept or reject the exchange offer.
5. Each party believes it is appropriate or desirable to deal with other party.

Management Philosophies:

1. Production Orientation: a philosophy that focuses on the internal capabilities of the firm rather than on the desires and needs of the marketplace.
2. Sales Orientation: the idea that people will buy more goods and services if aggressive sales techniques are used and that high sales result in high profits.
3. Market Orientation: a philosophy that assumes that a sale does not depend on an aggressive sales force but rather on a customer’s decision to purchase product. It is synonymous with the marketing concept.
4. Societal Marketing Orientation: the idea that an organization exists not only to satisfy customer wants and needs and to meet organization objectives but also to preserve and enhance individuals’ and society’s long-term best interests.

Marketing Concept: the idea that the social and economic justification for an organization’s existence is the satisfaction of customer wants and needs while meeting organizational objectives.

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To me technique is about making sense out of things. It makes learning possible. Once I have the technique down, then I practice, and practice, then practice some more. I practice until I am no longer thinking about the technique. At that point I’m back to being me, but with an added skill.

That’s how I get better. That’s how I get to become…

Tags: Antonio, Bullen, making sense, skill, technique

Sound On Sound Magazine Review

Sound On Sound (SOS) is a music-recording magazine targeted to music industry professionals such as music studio producers, deejays and mix engineers, as well as hobby enthusiasts around the world. SOS mission is to be the “world’s premier music recording technology magazine” and it pursues this goal by publishing monthly articles that are related to music production, vocal recording and sound mixing. The magazine also includes reviews on new and existing recording equipment as well as interviews with music industry professionals. SOS was established in 1985 and is currently based in Cambridge, England where it remains independently owned.

Using the December 2007 issue as an example, the magazine starts with an article titled “The Ears Have It” from the Editor in Chief, Paul White, in which he argues that the way music is heard is the most important element in making good recordings. The magazine has three main sections: “Techniques”, “Product Tests” and “Features.” In these sections there are articles such as “Home Studio Acoustics”, an article devoted to helping beginners make the most out of their home studios. Another example of the magazine’s educational articles is “Integrating External Hardware With Logic”, a tutorial geared at helping its readers synchronize software with hardware. “Product Tests”, the second section of the magazine, includes several reviews from products such as microphones and acoustic accessories. While the “Product Tests” and “Techniques” sections have articles that remain specific to a product, the “Features” section focuses on the professionals using these products. As part of the “Features” section, the magazine has a subsection entitled “Inside Track”, which is targeted at readers with an interest in sound mixing. The “Inside Track” for the December 2007 issue, “Secrets Of The Mix Engineers: Manny Marroquin,” was written by Paul Tingen, a well known professional guitarist and author of “Miles Beyond.” In the article, four-time Grammy award winner and mix engineer, Manny Marroquin, discusses the mixing of the Hip Hop hit song “Stronger” by Kanye West, one of today’s top selling rappers in the Hip Hop industry. As the article explains, before Marroquin had his chance at mixing the now popular song, the same task was assigned to eleven other mix engineers. It took Marroquin and West a total of five sessions and over twenty-four hours of mixing in studios in California and New York to end up with the final product as it is heard on the radio. The article goes into great detail to explain the different techniques Marroquin used to mix the drums, keyboards and vocals of the song with Digidesign ProTools®, an industry standard software for recording and mixing. The article also includes several screenshots of Marronquin’s work as a way to ease the explanation since the understanding of it required a great deal of technical information.

Sound On Sound’s ethos is one of educating its audience by providing detailed information on the how to’s and don’ts of the recording industry. All the articles are designed to provide step-by-step instructions and explanations to its audience. New words and phrases the authors feel the audience might not be familiar with are explained. Such is the case with the term “re-amping” used in the “Guitar Technology” article, which is defined as a “process that allows the user to choose guitar sounds at mix down rather than at the recording state.” Music store owner and producer, Steve Guerra, says “SOS is a great source of information for anyone who wants to take [music] production seriously. It’s important for me to know what’s new out there.”

Works Cited

Tingen, Paul. “Secrets Of The Mix Engineers: Manny Marroquin” Sound On Sound. Dec. 2007.
144-148.
Guerra, Steve. Personal Interview. 3 June 2008.

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