Defining Marketing
My personal definition of marketing is based on information gathered from several sources. I have determined that marketing is a process of promoting a business’s products or services that includes quality assurance and customer satisfaction. Definitions from two different sources are as
1. "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 and organizational objectives." (Boone and Kurtz 1998).
2. “The new definition of marketing, as released by the American Marketing Association,
“Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders” (Marketing Power. Inc; American Marketing Association, 2008).
3. “Many people think that marketing means “selling” or “advertising.” The belief that these are parts of marketing is true. However, marketing is much more than selling and advertising. Marketing— that provides needed direction for production, helps make sure that the right goods, and services are produced and find their way to consumers” (Philip Kotler, Kevin Lane Keller, 2006,).
Based on the definitions above, the importance of marketing in organizational success is essential. For example, my company has to receive approval from the marketing department for many things from the design of packaging box to the physical appearance of the product inside the packaging box. Although some cosmetic defects of the company’s products do not affect quality or performance, the production line is not permitted to pass cosmetic defects that will cause customer complaints. This is to assure that our current customer base does not receive something that they are not use to seeing....
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