An Analysis of Marketing
As defined by Kotler and Armstrong (1994) marketing is “a social
process by which individuals and groups obtain what they need and want
through creating and exchanging products and value with others”.
Marketing is an extensive topic. Primarily when we consider what is
marketing we think about the advertising, publicity and selling of a
product or service. In actual fact the prime concern of marketing is
customers, and the establishment and growth of relationships between
organisations and consumers. It consists of studying the wants and
needs of the customers and how to make the perfect product which is
priced, promoted and distributed in the right place to make it
successful and fulfilling. It is vital for marketers to understand
the wants and needs of consumers to ensure their marketing activities
fulfil these. Initially they have to assert themselves with the fact
that the human being has needs, these include the basic needs such as
food, water, shelter, and clothing, social needs such as belonging and
affection, and then individual needs of knowledge and self
expression. Marketers need to ensure that they always meet these
needs as they are set in our human makeup. A human without these
needs being met will not be satisfied and will not want or demand
other products. Putting this example in place within the tourism
industry, a customer whose hotel does not meet their requirements will
not have their need of shelter sufficiently fulfilled. Humans also
have wants; these are formed by an individual’s culture and
personality. Wants tend to be objects (hamburgers) that will fulfil
one of the basic ...
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...h in order to entice us to use
their product, go on their holiday or make the most of that service
they offer us. We are subjected to it through our day to day
routines, it is everybody’s business because everything we do relates
to marketing, when we use a suntan lotion on holiday, we are targets
of marketing, and because it is likely we bought that certain product
because of the way it was marketed when we were at home. Everything
we buy and do, especially in leisure and tourism is a result of the
influence of marketing. However it is important to remember that
without customers, then there would be no reason for an organisation
to exist and market their goods. Therefore our demand and desires
could be argued to be the cause of existence of marketing.
Reference
Kotler, P. (1994) Marketing Management, p.6.
The airline exists to market and marketing exists because of the airline. Without customers and sales there would be no marketing but there would be no customers and sales without marketing. It is an ever-evolving process and a circular process; one cannot exist without the other.
In a competitive environment where market is changing instantly, organizations are in a fix to design a strategy that could market their products enticing the consumers to buy their products and services. Market is the arena for business gladiators who fight out for maximum share and profitability and this is possible only through effective marketing strategy. Competing in present economy means finding ways to break out of commodity status to meet customers’ needs better than competing firms (Ferrell and Hartline, 2010). The intensity of competition has increased after the introduction of media and internet where the companies present their product in the best way through advertisements, product reviews, blog entries, etc. With the advancement in technological innovations, companies have found various ways of providing services to the consumers in a cheaper and effective way and this has resulted in communication revolution in late 1990’s as the cellular technology was unfold in most of the regions. Singtel Optus Pty Limited (Optus) is one such company that has evolved during this period as a leader in integrated communications and this paper is assumed to make an analysis of the company’s marketing strategy and its financial position in the market industry.
Marketing In this day and age is vital for a company to perform at its possible best. Marketing’s main focus is to give great satisfaction to a customer. There are many aspect of marketing, these aspects give marketer’s the tools to help strive for the best possible success they can achieve. They hope that they can create exposure for their brand, product or service.
In conclusion to this I think that marketers do not have the ability of controlling the consumers need through the process of efficient marketing methods. However, the marketers can successfully market products by taking the process of demographics and psychographics into consideration, while this will profitably market their products to the intended consumers hence increase in the demand or need.
Love should be mysterious, elegant, and seductive. It should feel wild, yet safe. Powerful, but gentle simultaneously. All these traits that make love so compelling can be represented by one single object; a leopard. Cartier has been using the leopard as their icon for over a hundred years. The leopard represents everything Cartier embodies. In 2012, Cartier released a three-minute commercial that captivated an audience they have never reached before. This commercial was used to reach to the online market, specifically on YouTube. They produced a commercial to spread awareness of the company across the globe. Through music and enchanting imagery, Cartier reveals that
It discusses broadening the concept of marketing and new approach to marketing, which emphasises on social and relationship marketing. Then, the government/public sector has been introduced and it proceeds with whether traditional marketing principles can be applied to the marketing of organisations in this sector. It concentrates on issues of relevance-how marketing mix fits to it, what are the benefits and constraints. 1.1 The Marketing Concept and the Marketing Mix: Before proceeding further, it is essential to define what marketing is: Kotler (1991) defines marketing as “a social and managerial process by which individuals and groups obtain what they want and need through creating, offering, and exchanging products of value with others.
The text states that marketing is both an art and a science where constant tension exists between the formulated and creative sides. At its essence, marketing is about "identifying and meeting human and social needs". It encompasses both a set of actions which seek to identify customers' needs as well as a social process of establishing a relationship with the customer to buy their products; this relationship is vital to the long term success for a company and a critical part of the marketing equation (Kotler & Keller, 2006).
Conclusion Companies are better able to market their products to consumers if they have a good Understanding of the consumers and the basic purchase decision process. By understanding the consumer and the type of purchasing behavior associated with different products, marketers are more likely to create a marketing campaign that positively impacts the consumer’s purchasing decision.
b. Marketers can explore what each customer wants and tailor the marketing processes to meet those needs.
Every company wants to understand why people decide to buy its products or others. Firstly, we have to understand why people buy certain kind of product. People buy products because they need them. A need is activated and felt when there is a sufficient discrepancy between a desired or preferred state of being and the actual state. (Engle£¬Blackwell and Miniard. 1995. p407 ) For example, when you feel hungry, what you needs is some food. It is very important for marketer to understand the needs of consumers. All the consumers may have the same needs, but the ways which they satisfy what they need are different. Here is a example, Chinese people would choose rice when they feel hungry, whilst British people may choose bread to satisfy their needs.
Marketing professionals create, manage and/or enhance brands in order to create or bolster demand for the product. A successful marketing plan will help assure that consumers look beyond just the price or function of a product when making a purchasing decision, in part, a well planned marketing effort will create a “feel good” association about the product the consumer is about to purchase (Petty) A key part of a career in marketing is to understand the needs, preferences, and constraints that define the target group of consumers or the market niche corresponding to the brand. This is done by market research. This is accomplished through market research, essentially using survey techniques, statistics, psychology and social understanding to help gather information on what consumers want and/or need, and then designing products, or services, to hopefully meet ...
Too often, a marketing function is misunderstood, because many people do not understand what is meant by ‘Marketing’.
In the business market, the main and principal key to get profit is by the active consume of a product in the marketplace. Nevertheless, firms have taken advantage of that and have created false needs to consumers. According to Leiss, “The only true need, it would appear, are for nourishment, clothing, and housing.” In other words, he states that people can live without television, internet, IPod, and so forth. But the impact of commercials have made people feel the necessity of something else than food and shelter.
Nevertheless, one of the most important constants among all of us, regardless of our differences, is that, above all, we are buyers. We use or consume on a regular basis food, clothing, shelter, transportation, education, equipment, vacations, necessities, luxuries, services, and even ideas. As consumers, we play an essential role in the health of the economy; local, national and international. The purchase decision we make affect the requirement for basic raw materials, for transportation, for production, for banking; they affect the employment of employees and the growth of resources, the successfulness of some industries and the failure of others. In order to be successful in any business and specifically in today’s dynamic and rapidly evolving marketplace, marketers need to know everything they can about consumers; what they are want, what they are think, how they are work, how they are spend their leisure time. They have to find out the personal and group influences that affect consumer decisions and how these decisions are made. In these days of ever-widening media choices, they need to not only identify their target audiences, but they have to know where and how to reach
According to Blythe (2012), marketing is a management process which identifies and fulfils customers’ needs and at the same time, makes profit. By having appropriate marketing concepts, Charles and Keith manages to develop within few years from an unnoticeable small shoe store to an international footwear brand which occupies a significant place in the industry.