Read the attached article and answer these questions.

1. How does Sergio Zyman define "good marketing?"

2. What example does he give that shows a basic understanding of accounting is necessary and relevant to a marketer any size operation?

3. What does he mean when he says, "Awareness is irrelevant?"

4. How might his "Awareness is irrelevant" opinion relate to how social media is such a prominent tactic today?

5. Think about your own career. What in this article could be of value to you?

6. (Optional) If you like, feel free to share any other thoughts you have about, or criticism of, Zyman's article.

Marketing Is About Destination Thinking I believe in destination thinking: you have to know where you want to go. If you don't know where you want to go, you can't get there. I'll give you one great example: Apollo 11. When Kennedy said, "We will put a man on the moon and we'll bring him back safely," we didn't \begin{tabular}{l|l} When I tell an agency, "I'm going to measure the effectiveness of & know how to get there. We didn't have the equipment. We didn't \\ this TV commercial," they say, "No, no, there are a lot of factors at & have the space ship. We didn't have the training. We didn't have \\ the people. We didn't have anything. But we knew where we were \end{tabular} \begin{tabular}{l|l} play here." The only factor I care about is, does the commercial & going, and by deciding what the objective was, we were able to \\ motivate people to buy my stuff? Building image is okay, but what's & coalesce around a common goal: Get somebody to the moon and \\ the next step? The company has to convert image and brand aware- & bring him back. And we did. \\ ness into market share. Advertising is supposed to drive profit. \end{tabular}