Marketers admit wrongdoing

Leonard Ncube Victoria Falls Reporter
THE Marketers Association of Zimbabwe (MAZ) is realigning its operations with government programmes to ensure its contributions are relevant to the economic needs of the country, an official said yesterday.
Speaking at a three-day convention here last week where close to 100 participants attended, MAZ president Ruth Ncube said marketers had a role to play in economic development hence the need to align their activities with the national goals.

“Marketers are key to economic development from a market analysis and policy perspective. We want to be active in the country’s economy and position ourselves as a brand, which is why we’re here,” said Ncube.

She said the 6th annual conference is centred on discussing ways of promoting the ‘Buy Zimbabwe’ campaign and help policy makers in turning around the country’s economy.

Ncube admitted markers had not done enough in promoting economic development and that it was high time they rallied behind national interests.

“We want leadership to be correctly positioned so that we pull in the same direction.
“Politicians have done their part and the question we’re asking ourselves is what have marketers done?

“The agenda should be common because marketers cannot succeed without politicians and vice versa,” added Ncube.
The conference ran under the theme “Twining marketing performance and economic development” which Ncube said was critical in light of weakening economic indicators as shown by liquidity challenges.

Standards Association of Zimbabwe (SAZ) director of certification services Sebastian Zuze challenged marketers to be creative and innovative.

“We need to be creative and innovative in our companies.
“A strong economy is a powerful tool for future benefits and as marketers we should help create synergies for the future whereby we can have line industries partnering with our companies in production,” he said.

Managing director of Mind Asset Solutions in South Africa, Khethelo Mazibuko, who is a leading marketer, challenged the profession to add credibility to their companies if they are to make a bearing in economic development.

He said lack of proper marketing in most corporates had led to growth of political spin doctors who come in to lead business.
“As marketers you should be part of policy making.

“You should add credibility or risk being replaced by spin-doctors in the business,” he said.