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Defining Marketing

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Define Marketing

Marketing is all around us even if we do not realize it. The Sunday paper is full of coupons. The television informs us of the reasons to buy Tide or to purchase a Ford truck because it is "Built Ford Tough." Kohl's will give us a ten dollar gift card for every $50.00 we spend. Billboards line the highways and social medias get the word out with "tweets" and "likes." Simply put, if businesses want us to buy from them, they need to adhere to our needs.

Personal Definition of Marketing

Marketing is not simply asking us to buy their products or services it is telling us why we should. It is introducing consumers to new products, updated products, and new services. Marketing is also about keeping customers satisfied so they will return or encourage others to seek specific brands.

Marketing From Other Sources

Marketing is more than selling and advertising. It is identifying and satisfying (or exceeding) the continuously changing needs of the consumer. Marketing can be summarized in many ways for a business from designing a plan to price options to targeting markets campaigns to earning loyalty.

Marketing Definition 1

Perrault, Cannon, and McCarthy (2009) define marketing as "the performance of activities 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). Kotler and Keller (2009) kept the definition simple with marketing is "meeting needs profitably" (p.5).

Marketing Definition 2

The American Association of Marketing has changed its definition of marketing over the years. More recently it went from "Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders." to "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" (American Marketing Association). It goes to show that as consumers change their ideas of what they want and need, so must marketers change their ways of reaching those target markets.

Importance of Marketing in Organizational Success

Marketing is crucial in business if a business wants to survive or expand. Sales cannot grow on their own. The whole idea is not to sell products but to get consumers to want to buy the products or service from a particular company. Marketing is about the four p's. The product which is a need satisfying offering, the price people will pay, the placing of the product, and promoting the product or the improvement to a product to persuade consumers that this is the one they want. Marketing is the department that leads the way for an organization in recognition, sales, and customer service.

Organizational Support From Business World

Company 1

Harley-Davidson is an



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