Marketing Is Called Delivery of Standard of Living

4264 Words Jul 13th, 2009 18 Pages
Standard Marketing

Marketing is one of the terms in academia that does not have one commonly agreed upon definition. Even after a better part of a century the debate continues. In a nutshell it consists of the social and managerial processes by which products (goods or services) and value are exchanged in order to fulfill the needs and wants of individuals or groups. Although many people seem to think that "marketing" and "advertising" are synonymous, they are not. Advertising is simply one of the many processes that together constitute marketing
Marketing, as suggested by the American Marketing Association, is "an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing
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The Brand Image and Personality school came next, mostly identified with the legendary David Ogilvy, who said the brand's personality gave it "a first class ticket through life." The purpose of advertising was to convey the essence of this personality, beyond merely conveying the consumer benefits to the user - and do it in a charming and cultured way ("People don't buy from clowns . . ." "The consumer is not a moron. She is your wife . . .").
Stephen King - Director, J. Walter Thompson, London - acknowledged as the practitioner's guru of Branding, stressed the need for all the elements of a brand's make up - from name, packaging, design elements to the creative expression of the advertising - to hang together. They must be not only mutually consistent, but also reinforcing the strengths of one another, to create a totality greater than the sum of its parts. Though brands have been around a long time the attention to building them happened only after the Sixties. Some enlightened organizations were exceptions and the brand leadership of their famous names still stands, such as Marlboro, Lux, IBM, Gillette, Kodak, Johnson & Johnson and so on.
Soon, however, the only distinguishing feature of brands became their distinctive flavour of advertising, particularly so in consumer products. After all what can you say about a car (mileage, power, styling, looks), detergent (washes whiter, brighter clothes, removes stains) soap (refreshes, fragrant) or toothpaste (sparkling teeth,

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