Defining Marketing

Defining Marketing

Length: 1075 words (3.1 double-spaced pages)

Rating: Excellent

Open Document

Essay Preview

More ↓
What is marketing? Merriam-Webster defines marketing as the act or process of selling or purchasing in a market. (Merriam-Webster, 2007) The American Market Association define marketing as an organizational function and a set of process for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization. (American Marketing Association, 2006) Why is marketing an important factor in order for a business to be successful? Marketing plays a vital role in the success of an organization as well as in economic growth and development. (Perrault & McCarthy, 2004) In my personal opinion, marketing is understanding a customer needs (both current and potential) and creating a product that provides value. Customers form expectations about the value of products and services that are offered. (Armstrong & Kotler, 2005) There are many definitions for marketing, but the main focus point in all is the consumer and the product. Marketing allows organizations to get their products recognized and desired by consumers. (Oppaper, 2006)
In order for businesses to understand the needs of the customer, businesses need to implement a marketing strategy. A marketing strategy identifies customer groups which a particular business can better serve than its target competitors, and tailors products offering prices, distributions, promotional efforts and services toward these market segments. Ideally, the strategy should address unmet customer needs that offer adequate potential profitability; a good strategy helps a business focus on the target market it can serve best. (SBA Marketing Basics, 2007) A company's financial success depends on marketing. A customer who had a bad experience with a particular company can hurt the future sales for the company as well as any potential customer to whom he or she share their experience with.
Businesses must understand that what works for one company may not work for the next company. Businesses also need to review the important strategy of the four P's – product, place, price and promotions. (Oppaper, 2006) Simply stated, marketing is important for a business to understand what is being sold, where is it going to be sold, for how much, and to whom. Just as an organization would do with a in your business plan, you will need to pull the many pieces together to demonstrate how you will reach your target audience.

How to Cite this Page

MLA Citation:
"Defining Marketing." 15 Nov 2018

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Defining Marketing Essay

- Defining Marketing Marketing is more than commercials on the television or billboards that dot the highways, they are more than advertisements in the paper or salesman attempting to sell you their products. Many believe that this is marketing but marketing is so much more complex than the advertising and the selling of goods and services. Marketing is the process of interesting potential customers and clients in your products and/or services. (Ward) Another definition is "Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services, organizations, and events to create and maintain relationships that will satisfy individual...   [tags: Business Marketing]

Free Essays
882 words (2.5 pages)

Defining Marketing Essay

- Marketing is one of those things that surrounds your everyday life and you don't even realize it. A challenge of a good marketing manager is to make a person or customer to not even realize that they are targets of a marketing campaign. To define marketing in my own words; giving products a place to perform or show to enhance a buyer. Marketing is a truly important function of business. It is basically the wheels of motion to get a business to profitability. For example, a merchant has a "widget" that can solve a lot of problems....   [tags: Business Marketing]

Research Papers
885 words (2.5 pages)

Defining Marketing Essay

- What is marketing. Merriam-Webster defines marketing as the act or process of selling or purchasing in a market. (Merriam-Webster, 2007) The American Market Association define marketing as an organizational function and a set of process for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization. (American Marketing Association, 2006) Why is marketing an important factor in order for a business to be successful. Marketing plays a vital role in the success of an organization as well as in economic growth and development....   [tags: Definition Essays]

Free Essays
1075 words (3.1 pages)

Marketing Plan For A Marketing Strategy Essay

- ... It’s how you compete that creates a sustainable advantage. I work a company that provides technological solutions to financial institutions including banks, credit unions, investment firms, etc. I specifically support the Digital Channels division, where in the time that I have been there have witnessed the incredible rate of change being driven by mobile technology. In order for our products to remain competitive and to continue to be a vital provider to customers, we must continuously embrace change....   [tags: Marketing, Brand management, Digital television]

Research Papers
1153 words (3.3 pages)

Marketing Research Essay

- Introduction In almost every business companies look to improve their bottom line, keep existing customers, and make non customers new customers. Several ways to achieve these corporate goals are available. Trial and error is one method. Following the industry and the competition is another avenue is taken. However, there is one way that many companies don’t utilize enough. It is through the process of market research. Take a local hair salon as an example. It is likely they will do plenty of marketing to increase their client base, yet probably do very little in terms of research....   [tags: Marketing ]

Research Papers
839 words (2.4 pages)

Marketing Research Essay

- Businesses want information to make decision about their management as well as specify their strategy to survive in market. Managers need to access, develop, analyse and distribute information to help them making decision. Marketing research is the way to gather information in area that link to consumer to figure out what they want to contribute company opportunity in market as well as organization developing because of uncertainly market need. There is several method of marketing research that company can use for improve their products or services....   [tags: Marketing]

Research Papers
801 words (2.3 pages)

Marketing Plan Essay

- AN IDEA FOR AN ADVERTISING CAMPAIGN AND THEIR EXPLANATION In today's very competitive marketplace a strategy that insures a consistent approach to offering a product or service in a way that will outsell the competition is critical. However, in concert with defining the marketing strategy it must also has a well defined methodology for the day to day process of implementing it. It is of little value to have a strategy if you lack either the resources or the expertise to implement it. In the process of creating a marketing strategy it must consider many factors....   [tags: Marketing]

Research Papers
1285 words (3.7 pages)

Essay about Marketing for Kudler Fine Foods

- Marketing Assignment Kathy Kudler opened the first Kudler Fine Foods (KFF) store in 1998. After shopping for fine food ingredients, store to store, Kathy realized she could combine her love of gourmet cooking in a one-stop shopping experience with her marketing expertise to target other people’s culinary passions. Three store locations now operate in California and Kathy recently contracted with organic growers to provide her customers with locally grown organic produce, and has decided to expand KFF further by adding a catering business....   [tags: Business Marketing]

Free Essays
1980 words (5.7 pages)

Essay on Kudler Marketing

- Kudler Fine Foods is a three-store gourmet grocer in Southern California. Kudler Fine Foods specializes in providing unique and high quality ingredients for the savvy shoppers in search of the finest meats, produce, cheeses and wine (University of Phoenix, 2008). One of the opportunities stated in the Kudler’s strategic plan include offering an expanded catering service. Currently, Kathy Kudler has been providing some catering services through special requests, with very good results both in customer satisfaction and product profit margin....   [tags: Marketing Business Analysis Management]

Research Papers
1523 words (4.4 pages)

Marketing Research Essay

- Safaricom is the leading telecommunications company operating in Kenya. It provides a host of products and services for telephony, GPRS, 3G, EDGE and data and fax. It has been faced with a number of problems with time, one of which is the entry of many other telecommunication companies into the market over the years. The companies include, Telkom Orange, Yu and Zain. So far the main rival is Zain. The problem caused by the entry of other companies is that they bring about unwanted competition (decrease in market share)....   [tags: Business Marketing Research]

Free Essays
756 words (2.2 pages)

(All Business, 2007) A company's brand or signature product identifies that item with the company in the mind of a customer. Over time and with proper advertising, this brand or product is associated exclusively with that particular company. (Kotler & Keller, 2006)
Buy One, Get One (BOGO) half off is an example of marketing technique. Customers identify BOGO with Payless Shoesource. This technique has helped Payless Shoesource to keep current customers as well as gain potential customers. The growing importance of delivering value and satisfaction to the customer is the central theme in marketing management in many organizations. (Webster, 1992) Payless Shoesource has been around since 1956. Customers know that they can get a quality shoe for half the price at Payless Shoesource. We have a unique opportunity to deliver customer relevant on-trend fashion and design, at prices that are accessible to everyone. (Corporate Strategy, 2003)
Marketing as described in marketing management is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals. (Kotler & Keller, 2006) The ongoing competition between cellular companies is another example of marketing. A cellular carrier's biggest downfall is selling a phone and service to a customer only to have the customer return everything because there is no network coverage in their house or their place of business. Their monthly pricing plan could be the best plan currently offered, in contrast, marketing shows that companies not only need to offer outstanding phones plans, but also outstanding coverage area as well. T-Mobile currently offers "Personal Coverage Check" to all customers. T-Mobile representatives check 3 locations (home, work, and one other frequent location) to ensure coverage is available. If the services do not meet the needs of the customer, the representative will let the customer know that T-Mobile service will not be able to meet their needs. (Oppaper, 2006)
Marketing is a process that the ultimate goal is to create exchanges that will satisfy and benefit both the customer and the organization. (Michigan State University, 2007) University of Phoenix (UOP) is another example of a successful marketing technique. UOP is geared towards "working adults." UOP also promotes that you can earn a 4 year degree in just 2 years, which appeals more towards working adults. People are exposed to the advertisement for UOP while watching television or surfing the internet.
In summary, marketing is the function of an organization that identifies their current and potential customers, creates products or services that meet the needs and wants of customers, informs and persuades the customers to purchases these products or services, and reinforces the customer's confidence in the purchase that they made. (Michigan State University, 2007) 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. (Shields) Marketing is paramount for the success of a business.

(2006, March 16). Retrieved June 5, 2007, from Oppaper:
All Business. (2007). Retrieved June 5, 2007, from How to Prepare for Seasonal Marketing:
American Marketing Association. (2006). Retrieved June 6, 2007, from
Armstrong, G., & Kotler, P. (2005). Marketing: An Introduction 7th Edition. New Jersey: Pearson Prentice Hall.
Corporate Strategy. (2003). Retrieved June 7, 2007, from Payless Shoesource:
Kotler, P., & Keller, K. L. (2006). Marketing Management, 12th Edition. New Jersey: Pearson Prentice Hall.
Merriam-Webster. (2007). Retrieved June 6, 2007, from
Michigan State University. (2007). Retrieved June 5, 2007, from
Perrault, W. D., & McCarthy, J. E. (2004). Basic Marketing: A Global-Managerial Approach, 15e. Retrieved June 5, 2007, from University of Phoenix:
SBA Marketing Basics. (2007). Retrieved June 5, 2007, from United States Small Business Administration:
Shields, H. M. (n.d.). Marketing Archaeological Resource Protection. Retrieved June 7, 2007, from
Webster, F. E. (1992). The Changing Role of Marketing in the Corporation. Journal of Marketing, Vol 56, No 4. , 1-17.
Return to