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success. Provide at least three examples from the business world to support your explanation.
People have been trying to sell things for years, and customers have learned something
from their techniques – advertisements, price markdowns, special contests, enticing displays of
merchandise. But despite marketing’s high visibility, the term marketing is difficult to define.
Marketing has changed over the years the American Marketing Association (AMA)
defined marketing 20 years ago as planning and executing the conception, pricing, promotion,
and distribution of ideas, goods, and services to create exchanges that satisfy individual and
organizational objectives (Rachman, Mescon, Bovee, & Thill, 1990). The AMA’s definition of
marketing today 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 (Kotler & Keller, 2009). I researched many definitions of
marketing, and surveyed friends and family to compile a personal definition. My personal
definition of marketing is pricing, distributing, and promoting products and services to change
Marketing can be defined as the process by which organizations target and relate to customers,
and create strategies to use in sales and business development. Organizational success depends
heavily upon effective marketing. At second glance however, marketing involves much more.
“Marketing is everywhere. Formally or informally, people and organizations engage in a
vast number of activities that we could call marketing. Good marketing has become an
increasingly vital ingredient for business success. And marketing profoundly affects our day-to-
day lives. It is embedded in everything we do—from the clothes we wear, to the Web sites we
Marketing is not just about selling a product. “In fact, the aim of marketing is to identify
customers’ needs and meet those needs so well that the product almost “sells itself.” This is true
whether the product is a physical good, a service, or even an idea. If the whole marketing job has
been done well, customers don’t need much persuading. They should be ready to buy. And after
they buy, they’ll be satisfied and ready to buy the same way the next time (William D. Perreault,
2009).”
purchase, marketing plays a critical role in organizational success. “Financial success often
depends on marketing ability. Finance, operations, accounting, and other business functions will
not really matter if there isn’t sufficient demand for products and services so the company can
aerospace company such as Sikorsky Aircraft is always fighting to make sales and win contracts.
Its success is due in part to successful marketing. For example, Sikorsky has established a proven
military and commercial track record by upholding high performance and safety ratings.
Additionally, Sikorsky has one of its aircraft in a staple market placement; the medium lift
workhorse of the American army. Because of these factors, military and commercial customers
on a global scale consider Sikorsky first when in the market for rotary aircraft. This is an
Many companies find organizational success due to aggressive brand marketing. Brand
marketing increases the perceived value of a brand name to consumers. A familiar clothing
company called the GAP finds value in marketing their name brand in a way that identifies with
casual, yet fashionable clothing. The GAP brand name is easy to remember, highly recognizable,
and generally represents quality clothing. Because of effective brand marketing, The GAP and its
Microsoft markets their new Windows & operating system as more stable and user
friendly than ever before. This invites consumers reluctant to buy a windows based pc to make
the plunge. This strategy also re-invites those who lost trust in Microsoft after the less than
and delivering customer value, but as the late David Packard of Hewlett-Packard observed,
“Marketing is far too important to leave to the marketing department.” Companies now know
that every employee has an impact on the customer and must see the customer as the source of
There are many facets of marketing that do not immediately meet the eye. Today’s high
performance organizations are realizing that marketing is not about just selling a product. Rather,
marketing focuses more on consumer wants and needs, and designing a fine tuned product that
Prentice-Hall.
Rachman, D., Mescon, M., Bovee, C., & Thill, J. (1990) Business today (6th ed.). New York,