If consumers were asked to give a definition of marketing, they would give varying responses. Many will say that it involves advertising or selling the product (Perreault, Jr., Cannon, & McCarthy, 2011, p. 4). What they do not realize, however, is how involved they are in the marketing process. Marketing is an important part in the success of an organization’s success and entails much more than advertising and selling. The purpose of this paper is to define and explain the importance of marketing while citing examples.
First, lets examine one person’s definition of marketing. My definition of marketing is the process by which a company searches for a need of a ...view middle of the document...
Since, marketing aims at meeting customer wants and needs marketing strategy plays an extremely important role in an organization’s success. Pleasing customers is the number one goal in developing a product or service. When consumers are buying these goods it contributes to the financial success of the organization. If the organization cannot meet its financial goals it eventually goes out of business.
The first example of success through the use of marketing is John Deere. John Deere has been a large part of the farming community because of its leading growth in manufacturing farm equipment. In 2010, John Deere used a unique technique of customizing one of its tractors and offering it in a giveaway. John Deere invited automobile designer Chip Foose, the star of a TV show Overhaulin, to customize one of its classic tractors the John Deere 4020 (Scott, n.d., p. 5). Thousands of people registered to win this particular tractor and many others following the make over process online (Scott, n.d., p. 5). On top of all of that they also put the tractor in a national tour that allowed everyone to view it up close and personal. By doing all of this, John Deere reached millions of people throughout the world by offering something interesting to people other than farmers. John Deere combined a unique mix between its traditional equipment and pop culture (Scott, n.d., p. 6). Finally, this leader in farm equipment generated leads through the giveaway process to new and existing consumers.
Another company that has been successful through its marketing techniques has been Nike. Nike’s mission: “To bring inspiration and innovation to every athlete in the world” (Nike, Inc, 2011). Nike has been researching and improving its products to meet the ongoing needs of consumers. Nike has been marketing to athletes of all kinds from runners to basketball to soccer and so on. Nike’s products have evolved over the years to create better products for athletes. In the new millennium, Nike created a new marketing approach called “Secret Tournament” (Nike, Inc., 2011). This approach created a multi-faceted consumer experience through the use of advertising, Internet, public relations, and retail and consumer events in support of...