An Analysis of Marketing Essay

1865 Words 8 Pages
An Analysis of Marketing

As defined by Kotler and Armstrong (1994) 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”.
Marketing is an extensive topic. Primarily when we consider what is
marketing we think about the advertising, publicity and selling of a
product or service. In actual fact the prime concern of marketing is
customers, and the establishment and growth of relationships between
organisations and consumers. It consists of studying the wants and
needs of the customers and how to make the perfect product which is
priced, promoted and distributed in the right place to make it
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Demands are wants that are backed by buying power. As Kotler
explains “given their wants and resources, people demand products with
the benefits that add up to the most satisfaction”.

Marketing affects everybody in their day to day lives. Throughout our
lives we are all consumers who are subjected to marketing activities,
which then have influence on the decisions we make and how we go about
our daily routines. The way products and services are marketed
impacts upon our experience of them, and the satisfaction gained. In
the Travel and Tourism Industry, the experience tends to be
interactive; therefore attractions need a great amount of marketing by
organisations in order to encourage people to believe that their
attraction is the one they should choose to visit. For example in my
personal opinion, I feel that the Science Museum in London tends to
provide better interactive and attractive marketing than that of the
Victoria and Albert Museum. The difference in marketing activities
could be due to the fact of the market segmentation, and that the
Science Museum is marketed at the family segmentation group, where as
the V&A Museum would tend to be marketed towards the A and B
socio-economic groups, which would consist of middle aged, middle
classed citizens.

Therefore marketing focuses upon finding the relevant customers to
market goods and services…