Uncle Tobys Essay

‘Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.’ - Kotler

How is marketing defined? What is its importance in a company’s success? This paper will discuss and explain different definitions of marketing along with a definition of author himself. In addition, this paper will elucidate the importance of marketing by giving three examples where marketing was adapted with few mistakes resulting in disaster.

Marketing is the driver behind the sales of products in either local or international market. Marketing refers to a form of communication between a firm or seller and their customers, with a goal to sell their products to the customers. The key aspect of marketing is communication. Different companies have different marketing strategies. Good marketing strategies lead to successful sales. It is through the marketing strategies employed by a firm that enables it to outdo their competitors. The organizations face huge challenges in the international markets which have to be handled properly to ensure the organization succeeds in its operations. Several lessons can be drawn from a marketing strategy. International organizations use corporate websites and the social media to enable their marketing is progressive and covers huge numbers of targeted customers. An example of an international organization that carries out marketing at the global level is the Apple Company Inc.

“Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchange and satisfy individual and organisational objectives” (AMA,1985)

Marketing is all about creating a really solid decision, which will lead to more money. In this paper I will give some history of my organization, and explain how each element of marketing affects the organization. In addition I will cover the industry in which the organization resides in.

HSC topic: Marketing -> Total system of related activities designed to plan, price, promote and distribute products to potential customers – identifying, satisfying, exchanging & communicating.

McCarthy, E.J. & Perreault, W.D. Basic Marketing: A Global Managerial Approach. (2002). New York: The McGraw-Hill Companies.

Layton discussed and identified specific factors to build a strong framework of marketing system to make it more efficiency and effectiveness. To shape this strategy all factors should link it together starting with technology change, the growth of knowledge and institutional factors all of these components must plat partially at least. The best result for growth and quality of life come if the marketing system comes in the middle of this strategy and interacts with all factors.

Marketing is a social and managerial process by which individuals and organizations obtain what they need and want through creating and exchanging value with others. (Kotler & Armstrong, 2012)

Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and values with others.(Kotler, Armstrong, Saunders, Wong page 5)

Marketing is the total system of interacting activities design to plan, price, promote and distribute products to present and potential customers

Marketing systems consist of two or more individuals that are engaged in a trade which is mutually beneficial for them over a period of time (Layton 2007). According to Layton 2009, when there is a trade then there is a need for specialized roles and marketing structures to handle those trades efficiently. These specialized roles and structures are controlled by marketing systems. Marketing systems can be found from tribal societies to advanced economies and can take different forms like simple barter between small groups to big trading networks linking Asia and Western Europe (Layton 2011).

. It is a topic that has a special appeal to researchers in the area of marketing. At least since the works of Bagozzi (1975), Hunt (1976) and Kotler (1972), definitions of the process of marketing have focused on exchange, which requires the establishment of some form of an exchange relationship between parties (Dwyer et al. 1987; Varadarajan and Cunningham 1995).

The increasing interest in marketing studies has heightened the need for further discussion of the managerial ideology of marketing. Although considerable research has been devoted to criticizing marketing studies, rather less attention has been paid to the social influence beyond the marketing itself. With regard to marketing, the first interpretation popping up in your mind probably would be selling products to customers by variety effective means. That is, refer to marketing concept, focus on existing customers and fit customers wants and needs in order to achieve the ideal profitability, without violating in marketing ethics. One crucial idea that Hackley mentioned in his book, “An intriguing feature of Marketing studies is that it has developed many new forms of research and exploration but has yet remained, in its most popular guise, a resolutely one-dimensional problem-solving discipline” (Hackley, 2009), has become a controversial topic for marketing scholars and commentators. By one-dimensional problem-solving discipline, it supposed consumers can control by marketing managers by using varies techniques which are derived from marketing concepts (i.e. 4Ps). This kind discipline ideally solves marketing problem by just look at a very narrow side of view without further integrated knowledge, experiences, and judgments. The rest of this paper will be organized in the following way: critically examine whether

“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large” (AMA 2007, cited in Baines et al. 2011, p. 6).