The marketing studies is comprehensive and surrounded with so much criticism. As Hackley (2009) mentioned, “an intriguing feature of marketing studies is that it has developed many new forms of research and exploration but has yet remained, in its most popular guise, a resolutely one-dimensional problem-solving discipline. (Hackely, 2009, p.45)”. Besides, he also pointed out that “an outline of some specific criticisms of managerial Marketing’s concepts might provide a more concrete point of departure for a critical marketing studies (Hackely. 2009, p.6)”. And so as for this topic would focus on the critique point of marketing concept.
When we link to the marketing concept, the philosophy would depict according to which an organization can
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However, the good thing is that organizations always can learn from the previous, and the marketing is like a big container with full of new ideas in. Be more specific to say, there are some stories to share in a successful environment of marketing. The first to be mentioned is the culture marketing, according to the analyse by Jing Liu (2013), Galanz group opened a new market for microwave ovens, and for digging into the market, the group carried out a large-scale of promotion for spreading the knowledge of microwave ovens, for achieving this goal, they compiled the world’s most comprehensive microwave recipes called “The use of microwave ovens and recipes of 900 cases” and “How to choose a microwave”, and more importantly they gave these for free with a number of hundreds of thousands numbers, so that Galanz make itself deeply rooted into the market, and create a dominant market share. Moreover, Jing Liu (2013) also discovered that there are much more types of marketing strategy, such as featured marketing, limited marketing etc. Therefore within such massive container, there should store a number of multi or various way to tackle the problem for an organisation, only grasp a single …show more content…
The marketing discipline could be solved with one-dimensional way by guiding the organization find out what the customer wants through marketing concept, but either the organization could make the use of variety of marketing strategies which just referred above as a prescription for success. Listen more than you talk, conclude by Dan Kaplan, and the point is convincing. An organisation cannot live for providing a single way to fulfil their customers, because the idea or the needs of customer is update in every single day, it is unwise to change the strategy just whatever the customer wants, they have to measure every dimension and hear the voice from all sides. And It is quite a hard question for a contemporary organisation, to consider expand to a multi-dimension way of marketing things but stick as
Recently I watched a T.V. show called The Profit and recognized some similarities from the current Marketing chapter discussed in class. The current episode was about a company called Bentley’s Corner Barkery, which is committed in providing all-natural pet food and treats for their customers. The episode highlighted how Bentley’s Corner Barkery was struggling and not reaching all of their potential customer base because of its marketing structure among other poor managing and financial elements. Before Marcus Lemonis (he is the investor) the company marketing strategy was the quality of product will attract customers. Marcus Lemonis immediately ask for the company’s mission statement and help the owners identify their target customers by segmentation.
This research seeks to reveal the importance of marketing strategies in today’s complex and competitive business world. For this reason, this study will discuss various theories, issues and approaches of the marketing linking them with W.L. Gore & Associates and thereby propose the best options, ideas, strategies and techniques for the improvement of the company. To reach the points, this study will especially collect secondary and qualitative data and information.
A characteristic of the marketing concept is customer orientation. Business activities are mostly engaged to produce a satisfied customer. They are there to Stress on the desires and wishes of a customer this keeps businesses on track with their target market. The best marketing decisions are completed on the foundation of making a massive impact in the market and towards customers. The consumers/people
I found the main goal of the article to explain the concept of marketing. As the author implies, the concept of the marketing mix is a great tool to give an answer to the question “what is marketing”. It is a great introduction of the elements of marketing as a whole, with visual charts that sum the different marketing forces. Marketing is not about doing or not doing, its mainly about doing the right things for your operation with consideration of the resources that are available. This also sheds light over the fact that managing functions of marketing must be oriented to the market and with consideration of the marketing changes make a marketing mix that fits the resources of the firm.
Given the changing market environment, the need for more efficient and cost effective marketing strategies has induced changes to the way marketers conduct their marketing activities and led to the adoption of more integrated approaches (Dewhirst & Davis, 2005). The consequence has been the adoption of a more holistic customer oriented approach to conducting marketing communication activities, a process often known as Integrated Marketing Communications (IMC) (Dewhirst & Davis, 2005).
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.
For example Safaricom has definied their business broadly by not only being in the telecommunication industry but also in the banking industry. They have continued to reinvent themselves according to their customers’ demands. As they introduced mobile money Mpesa, a need arose for consumers to be able to pay for services and products using their mobile phones and Safaricom then introduced Lipa na Mpesa and then the customers needed somewhere they could save and borrow money and introduced M- shwari. The following strategies should be adopted by marketing professionals to adopt and avoid being
It is a well-known fact that marketing is a way to get the business off the ground. Without marketing, then no one will know about the goods and services a brand is selling. “Good marketing makes the company look smart. Great marketing makes the customer feel smart.” (Chernov).
... P.H. (1988). Marketing Management: Analysis, Planning, Implementation and Control. (6th ed.). Prentice-Hall: Englewood Cliffs.
Marketing is not a static construct, but it grows and develops over time to become what is known as marketing today. “The marketing revolution divides neatly into four separate eras’, eras’ which parallel rather closely the classic pattern of development in the marketing revolution.” (Keith, 1960). The first of these 4 eras was until the 1930’s and was production and profit orientated, and are considered to be outdated. During this era “the new product decision was product oriented not marketing orientated.” (Keith, 1960). “The second era was a sales oriented era, whereby marketing was seen as a series of activities designed to produce profit through ascertaining, creating, stimulating, and satisfying the needs/wants of a selected segment of the market.” (Eldridge, 1970, p. 4). The 3rd and 4th eras are a representation of what
First, from the beginning of the classes I was able to design and implement marketing/business strategies in particular areas only. After that, I am able to create long-term and mutually beneficial exchange relationships between an entity and the publics with it interact. Moreover, the strategic marketing analysis & planning process such as internal & external situation assessment, strategy formulation, positioning and marketing mix were taught during lessons in detail that integrated my marketing knowledge. And as a result I also became aware with a range of new issue of marketing management and the marketing tactics in particular that were resulted from
“Marketing is a vital part of any organization’s success in fulfilling its mission and reaching those whom it exists to serve.”
Petty Ross D. Editor's Introduction: The What and Why of Marketing; American Business Journal, Vol. 36, 1999
According to David Jobber (1995), marketing- oriented organization endeavor to create customer value with a specific end goal of attracting and retaining customers. Their main aim is to deliver better esteem to their targeted customers. In doing as such, they actualize the advertising idea by meeting and exceeding customer’s needs better than the competitions.
The main topic for this Extended Essay is to analyze the effectiveness of company’s market strategy. A marketing strategy can be defined as a process that helps a business to optimize the opportunities in order to complete business objectives, which mainly gain profits. It includes all basic and long-term field activities of marketing that deal with the analyzing of initial strategy, evaluation of the strategy, and making of a new strategy if the initial strategy is found to be ineffective or even might cause loss. (Homburg, Kuester and Krohmer 2009) To make sure the effectiveness of marketing strategy, its crucial to establish the right marketing mix which cover all the element needed in marketing a product. (Clark, et al. 2009)