Defining Marketing
Defining Marketing
What is marketing? Furthermore, why is marketing such a vital part of the success of an organization? This paper will define this scholarly writer's perception of marketing in addition to discussing other well-established definitions of marketing. This scholarly writer will also explain the importance that marketing has to organizational success.
To this writer the definition of marketing is the ability to sell goods or services to consumers by using effective research, advertisement, promotion, cost, and sales people. By conducting research, organizations can decide where, when, and to whom the product is released. Effective advertisements and promotions expose goods or services to a specific target audience. Additionally, in order to successfully market a product the use of cost effective pricing and knowledgeable sales people equipped with necessary sales tools is important to obtain a loyal customer base and achieve a top position in the field of the marketed product. Additionally, efficient marketing allow organizations to strategize against any competition.
According to Phillip Kotler’s book Marketing Management, Millennium (as cited in University of Phoenix, 2008), “marketing 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.” The text goes on to say that marketing is more than just advertising and selling; it is a combination of many things (University of Phoenix, 2008). The American Marketing Association (AMA) (2008) stated the definition as, “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” The AMA definition could also be defined as marketing identifies with meeting both human and social needs profitably (Kotler and Keller,...
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