I am glad your piece went on to qualify, though in my view still nowhere near enough.

'BBC TV’s The Apprentice is a rare thing...'

And long may it remain so, though now its ratings success is proven, if nothing else, we will be cursed with the rush and glut of '1st to be second' inferior me-toos that will already be in can. However...

'.. – an example of broadcasting that not only entertains,'

Without a doubt, as does Dragon's Den. Or any spectacle that is the TV of the Coliseum. Only at least there the protagonists are seen on their actual merits, even if the fight is rigged, without key aspects being consigned to the cutting floor if they do not fit the 'narrative'.

'... but also educates...'

Sorry, can't agree. It shows 'something' as real that is not. That is not education.

'... and promotes the world of business to the wider UK population.' Again, sorry, no way. It presents a notion of business to sofa surfers who also think that X Factor is how you get rich and famous in music. Which serves but a minute sliver of society who make bazillions out of the lie. Mainly in media.

'Not only that, but it does so very, very well – it’s hugely popular across all demographics.' Latter, yes, self-evidently, though I suspect for all the wrong reasons. The former? Well, as you'll gather, I fear I must take another view.

Isn't marketing really sales applied one-to-many rather than one-to-one?

Joel, i understand you're argument concerning 'The apprentice' being sales orientated. But, i think the show had to be engrossing, and with so many aspects to business today, no matter what angle you look at it, the key drive is to generate SALES. It is easy for any viewer (all demographics) to join in and analyse results with sales 'success/failure'....highest vs lowest sales... a clear differentiator between two teams, whereas Marketing as you probably are aware requires more of a subjective viewpoint, and this may of led to the show being criticised by 'so-called' industry experts. But it also has to be cut to a 0ne hour slot, so maybe most of their planning, analysis and research aren't showed because that’s not what the viewer wants to see.

On another note, I believe the show itself is a great marketing success. I dont think we should look to deep as to the focus of the show, but more on the positive promotion of business as a whole (as you also mentioned).

In my opinion, it's hard not to disagree with you Joel.

Sugar's style and requirement for an apprentice to "flog" Amstrads new skin care range or sell property makes the Apprentice’s job extremely sales orientated. Therefor, it’s possibly right that most of the tasks are sales related in my opinion.

Is this not the ultimate acid test in business? In other words, don’t we have to show some degree of acumen in terms of selling our business, an idea, ourselves even? And isn’t success ultimately measured by £, $, units sold, etc?

What I find extremely embarrassing about the show is that it gives sales people like me a bad name. The high levels of aggression, poor tactics, lack of team work, etc. shown by the participants are just a few lessons of how not to do business. Michael Sophocles' pursuing a guy down the street in order to sell a drive in a Ferrari was a case in point last week. All of this may be due to the pressure contestants are under but it is a poor excuse.

Most of the “talent” (ahem) left in the show are from sales backgrounds whilst the marketers such as Jennifer, were shown the door. How do their fellow industry colleagues feel they were represented by them?

Joel
 
It is hardly surprising that The Apprentice seems to portray ‘the ultimate triumph of sales over marketing’. After all, Alan Sugar’s own company, Amstrad, was hardly renowned for its carefully considered brand values and highly creative marcomms strategy. Certainly, there is more televisual appeal in a clutch of ego-driven sales people battling it out rather than marketers poring over reams of demographic statistics and consumer attitude surveys before deciding whether puce or avocado is this month’s must-have colour.
 
Let us not be too despairing of the BBC, however. They have one programme, at least, in their roster, which lays bare some marketing truths in a viewer-friendly format. ‘Mary Queen of Shops’, in which Mary Portas attempts to rescue ailing boutiques with a dose of realistic retail therapy, educates and entertains in equal measure. She may focus on the fine art of shop layout and merchandising or simply how to tailor the offer to the profile of a local clientele. In any event, marketing remains at the heart of her recovery strategies. 
 
Nor should we forget the redoubtable Dragons, whose den remains a killing ground for those who have not thought through the marketing of their products.
 
So, while we may complain that The Apprentice treats our profession in a cavalier and superficial way, these programmes demonstrate that there is still hope for an enlivening look at business practice on mainstream television.

I read your letter this morning and am in total agreement with your comments about the lack of marketing in The Apprentice. Although feel that the outcome is a little more positive for marketing than you suggest. While Sir Alan puts a clear emphasis on the measurement of success in any task being sales, I believe this deliberately leads the contestants to focus on purely sales to their peril. For many of them, this is all they know and they are all wishing to prove their sales effectiveness to Sir Alan. I’ve spent
weeks shouting at the stupidity of the contestants on the programme and their total lack of research and planning before attacking sales. In most cases there was a real oversight to understanding customers, needs and motivations….Thinking that brides would make a decision to buy a cake on taste alone, the eco-friendly greetings cards which was a shot in the foot before they started, lack of location fact-find in Morocco etc. the list is endless.

As a Marketor with sales experience, it was really rustrating to watch. I hope that serious business professionals can see that while Sir Alan has had massive success with his sales-led approach to business, we do not see how much time and effort is put in to marketing within his own businesses, nor do we hear about his resulting business failings.

My view on The Apprentice is that it clearly shows how NOT to do things and that with attention to research, planning and other core marketing and business development skills, the teams would have far greater sales success for much less effort! Mind you, it would not make such amusing viewing or
cause as many discussions and divided opinion in the offices and bars across the country!

Sir

Your editorial on The Apprentice ticked many boxes for me and I completely agree with your standpoint – but would go further.

Yes, it’s worth asking the BBC to consider redressing the balance, but there are deeper issues and greater balances to be redressed.

Consider the recent episode in which one of the team leaders agonised for four hours (FOUR HOURS!!) over the placing of an apostrophe in an advertisement.

Yes, there’s a danger that, in showing bias towards the bravado of brass-necked sales folk, The Apprentice airbrushes marketing out of the picture. But is it not more sinister that some candidates are apparently forgiven an appalling grasp of the English language simply because they sell well on the big day?

I think THAT’S a bad thing for marketing, for business generally but also for everyday, basic standards in particular.

Ray Mason
Head of Client Services
thisisChemistry

What about the balant HR issues too, how can he fire someone without having employed them! What about written and verbal warnings. Clearly "you, you not passed this stage of the interview process, please leave" is not as snappy.