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Fundamentals Of Marketing

Brittany Anthony

Individual Project 1

Prof. Gould

What is marketing? How can there be a label on it when there are so many things it can be? Well that is easy because even though many people think that it is simply buying and selling that is only the surface. I was one of the many people that just picked at the surface but I found out different. Marketing is simply defined as the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return (Armstrong and Kotler, 2006)

The definition written was the appropriate definition, says the authors. After reading on my own I put my own thought to it. I would personally define marketing as a companies ability to grab the customers attention by pointing out all the valuable things a customer looks for. In doing this the company gains the customers curiosity on just how good the product is and if the customer is satisfied the company gets a loyal customer.

Many companies have mastered this method. Two of my personal favorites would be House Of Dereon a clothing line and Wal-Mart. House of Dereon has a motto of “Couture ,
Kick, Soul...Where sidewalk meets catwalk”. They promise quality clothes with a great fashion
flare. The jeans are made of quality cotton and tight stitching basically thick and durable jeans. I have a million pair so I know! The clothing line is owned by International Artist Beyonce and her mother Tina Knowles. They get a lot of marketing attention by having two website’s (Dereon being a more dressed down and in-expensive) Music World Entertainment (company owned by her father Mathew Knowles) attaches a House Of Dereon Label to every e-mail that is sent out. They also promote the clothing line on every website they run. It is sold in hundreds of stores and seen on television. By people wanting to buy Beyonce’s products and seeing that they are quality they develop loyal customers.

Wal-Mart is another...