Mkt 421 Week 1 Paper

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Marketing Defined
University of Phoenix
MKT/421 – Marketing

Marketing Defined
Marketing is often thought of as advertising and selling, but marketing encompasses more than just selling a product or service and advertising it to entice customers to make a purchase. Perrault, Cannon, and McCarthy (2009) defined marketing as "the performance of activities that seek to accomplish an organization’s objectives by anticipating customer or client needs and directing a flow of need satisfying goods and services from producer to customer or client" (p. 6). However, Kotler and Keller (2009) stated one of the shortest definitions is "meeting needs profitably" (p. 5). The author's definition of marketing includes all of the activities a business
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Kotler and Keller (2009) explained that, " 'everything matters' in marketing—and that a broad, integrated perspective is often necessary.
Successful Marketing Examples
Netflix founder, Reed Hastings, recognized an unfulfilled need in the movie rental industry and started Netflix to provide customers with the ability to receive movies through the mail and not pay any late fees which were prevalent at the time with companies like Blockbuster (Kotler & Keller, 2009). Netflix has continued to expand its service offerings but providing members with the ability to download movies directly without any additional fees.
Nike, Inc. sought professional athletes to endorse their athletic shoes and in 1985 contracted with Michael Jordan. Michael's success in sports and his endorsement of a personalized Nike brand brought in over $100 million in the first year (Kotler & Keller, 2009). Nike has continued to market successfully with their "Just Do it" campaign and their targeting women athletes.
Curves Fitness Centers realized that women did not want to work out where men could see them, nor where they interested in complicated fitness equipment. Curves identified this need and fulfilled the need by opening smaller, women only, fitness centers in convenient locations. Additionally, Curves offers its

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