Essay on Courage in Marketing

809 Words Apr 18th, 2013 4 Pages
Integration of Faith and Learning 2: Courage and Marketing
Liberty University

BUSI 520 B 28 Strategic Marketing Management
Dr. David Johnson
March 8, 2013

Leadership in general requires courage. Courage is defined in Merriam-Webster Collegiate Dictionary as a mental or moral strength to venture, persevere, and withstand danger, fear, or difficulty. (Merriam-Webster Collegiate Dictionary) Physical courage is courage in the face of physical pain, hardship, death, or threat of death, while moral courage is the ability to act rightly in the face of popular opposition, shame, scandal, or discouragement. To be effective in market management requires courage. It requires elements of the same type of courage
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Marketing will require courage to take risks as well. This can be seen in selecting the pricing objective for a product or service. Kotler and Keller state that whatever the specific pricing objective, businesses that use price as a strategic tool will profit more than those who simply let costs or the market determine their pricing. However, they acknowledge that risks exist also in selecting pricing objectives. They point out that maximum market skimming objective can be fatal if a competitor decides to price lower. (Kotler & Keller p. 390) Not only did Joshua demonstrate courage to take risks, but he also demonstrated courage by responding differently than 10 of the other spies. He did not let the negative report of the majority determine his stance. He demonstrated courage by seeing not only the threats but also the opportunities. He weighed them all and responded, “Do not be afraid…we will swallow them up.” (Numbers 14:9) Joshua exhibited courage in responding differently than the majority. He knew that they had the Lord on their side. Courage must be taken and demonstrated in market management through the task of making a SWOT analysis. A SWOT analysis is “the overall evaluation of a company’s strengths, weaknesses, opportunities, and threat.” (Kotler & Keller. P. 48) It’s easy to make a decision based upon one extreme, but it takes courage to realistically evaluate the possibilities and then make a decision

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