# Two-Thirds of American Marketers Would Fail a Basic Marketing Test with Mark Ritson

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Podcast: [The Marketing Architects](https://stenobird.com/podcast/the-marketing-architects-6260303)
Published: 2026-06-02T09:00:18+00:00
Episode link: https://www.spreaker.com/episode/two-thirds-of-american-marketers-would-fail-a-basic-marketing-test-with-mark-ritson--72121057
Audio file: https://api.spreaker.com/download/episode/72121057/ep_170_two_thirds_of_marketers_would_fail_a_basic_marketing_test_with_mark_ritson_final.mp3
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Duration seconds: 2376

## Resource

More than 40% of American marketers can't define positioning. And 84% of those same marketers rate themselves as above average. Both can't be right. This week, Elena, Angela, and Rob are joined by Mark Ritson, marketing professor, consultant, and creator of the Mini MBA. Mark walks through his new research with Ipsos on US marketing knowledge, explains why formal training is the single biggest predictor of marketing competence, and shares the one concept every marketer should prioritize. The conversation also covers market orientation, how AI is reshaping marketing careers, and what it takes to stay relevant in the years ahead. Topics covered: • [01:00] Ipsos study reveals the US marketing knowledge gap • [04:00] Why formal education is the top predictor of marketing success • [08:00] Where marketers can find good training today • [13:00] Market orientation as the most important concept to learn • [17:00] How AI will reshape marketing careers and roles • [24:00] Byron Sharp and Mark Ritson's upcoming Cannes Lions session • [27:00] What the rise of AI means for the agency world To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: 2025 Adweek Article: https://www.adweek.com/brand-marketing/two-thirds-of-american-marketers-would-fail-a-basic-marketing-test/ Mark Ritson's LinkedIn: https://www.linkedin.com/in/markritson/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

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