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Defining Marketing Mkt 421 University Of Phoenix

692 words - 3 pages

PAGE PAGE 3 Define Marketing
Defining MarketingLaura GabbardUniversity of PhoenixMKT 421 MarketingMike BalliffDecember 10, 2007Defining MarketingTo this researcher marketing is about people and products or services. Marketing involves finding and fulfilling a need for people with those products and services. Once the need is met, marketing has to find ways to keep customers' interest while bringing in more customers. This definition is not far off the mark according to Kotler and Keller, "Marketing deals with identifying and meeting human and social needs…..meeting needs profitably," (2006, p 5).One example of this in the business world is eBay, which saw the need people had for finding items they wanted. From this need, eBay created a hugely successful online auction site, (Kotler & Keller, 2006).According to the American Marketing Association's website, the definition of marketing is, "An organizational function and a set of processes for ...view middle of the document...

No one can argue the success of these organizations. For most of this researchers' life, Pepsi and Coke marketing plans and ploys have existed. Each company has tried to outdo each other with television commercials featuring sports heroes, (Mean Joe Green and the little kid), or taste tests (take the Pepsi challenge). In the NASCAR world of which this researcher is a fan, marketing is everywhere, track names (Lowe's Motor Speedway), race names (The Subway 400), around the track, on the cars, and on the drivers. Not only Pepsi and Coke compete on the track, UPS, FedEx, Budweiser, and Miller are included in the mix. Some organizations' marketing strategies are so successful that they have advertising icons. One cannot mention Budweiser without immediately thinking of a Clydesdale. Similarly, one cannot see a Clydesdale without thinking about Budweiser.Another example of success in marketing is the home improvement store, which did not exist on the huge scale and success that it does now. Home Depot and Lowe's fulfill the customers' need of getting everything in one place. In the 1980's, when this researcher did much home improvement with the family, lumber was purchased at the lumber yard, pipes, sinks and faucets at the plumbing store, and other odds and ends at the hardware store. Nothing was available for purchase under the same roof, necessitating several trips around the country for the "do it yourselfer". Home Depot and Lowe's changed all of that in the last twenty years, with the help of successful marketing.Without marketing it is doubtful that all of the organizations this researcher mentioned would be successful or in existence. Some might have success on a regional scale, or in a limited capacity. Regardless, it is probably safe to say that these organizations would not be as profitable. Peoples' needs and wants are constantly changing; they grow bored easily, so it makes sense to have successful marketing strategies. Without it, an organization will most likely fail, as there is competition on a global scale.ReferenceAmerican Marketing Association. (2004). Marketing definitions. Retrieved December 9, 2007from URL http://www.marketingpower.comKotler, P. & Keller, K. L. (2006). Marketing Management, (12th ed). Prentice-Hall: UpperSaddle River, NJ

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