Defining Marketing Essay

1082 words - 5 pages

Defining Marketing Paper

Marketing 421

Defining Marketing Paper
Marketing, in my personal definition is defined as the concept or base principle in which the exchange or transfer of goods or services are completed between the seller and the consumer on a broad scale through various channels of communication. There are other sources that provide different definitions of marketing aside from the previous mentioned. The American Marketing Association (AMA) defines marketing as the following;
“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 ...view middle of the document...

The use of McDonalds marketing of the Ronald McDonald icon allowed for the corporate chain to brand itself as a family and youth oriented business, creating a type of organizational culture within its business environment that not only helped the company to excel in the business of servicing consumers, it also created a type of internal corporate culture throughout its employee’s on a global scale.
A company with a great marketing plan understands it core competencies, stakeholders, and the available channels to communicate its products and services. Marketing is important for an organizations success because it allows for not only increases in profitability but it can aide in developing overall company growth by creating a balance between company growth and profitability. In the Case of McDonalds, where accurate means of marketing was successful in ensuring both the organizational growth of the company by creating a transparent organizational culture, as well as utilizing accurate channels and understanding its core competencies and audience, McDonalds succeeded in what I feel to be most important in any business marketing plan; Seeking new consumers and effectively retaining its current ones, this was done through innovative and well organized marketing methods.
Starbucks is another company whose precise means of marketing benefitted the company in creating both a strong organizational culture, as well as increasing the growth of its business through the sales of its products. In the way that McDonalds succeeded in marketing itself as a family restaurant providing both “quality” food and unique entertainment that set a bar within its industry, Starbucks was effective in the same area. Starbucks used effective marketing to strategically position itself as the world’s number one provider of quality coffee and continued that approach by marketing unique and convenient complimentary items (from food to music sales) that began to place Starbucks as the number one leader in its industry. Starbucks holds a firm marketing approach for all its products, such as the “Starbucks Experience” which is has gained heavy momentum as far as a new way to promote its products, now being collaborated and offered throughout Disney Theme Parks (Starbucks Newsroom, 2012)
Effective marketing does not just revolve around great branding and concepts, effective timing along with the proper channels, collaborations and resources all take part in creating successful marketing. Apple, Inc is a company that has used the...

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