Marketing Essay

663 words - 3 pages

The place we live in is rapidly changing marketing environment. Not only is the environment changing, but the pace of change grows faster as well. It means that marketing environment becomes more a complex than before. There are two choices we have. We accept to this rapidly changing marketing environment and adopt ourselves to it or ignore about that. If we try to adopt ourselves to it, we should need to concern to definition of marketing according to require of changing marketing environment.
There are many theories which describe the principles of Marketing. The history of this definition shows a constant evolution to meet new times where new marketing techniques are being introduced. ...view middle of the document...

On analysis of the AMA’s most current marketing definition, marketing seems to include; consumer needs and demands, customer value, customer satisfaction and customer relationships.( ) This is thought to benefit the business financially in the short-term and long-term. The definition also includes; economic utility viewpoint, consumer viewpoint, societal viewpoint and managerial viewpoint. Recently, new definition of marketing by the AMA is more concerning on the stakeholder viewpoint. The stakeholder viewpoint focus on not only customer needs and values, but also the values of other stakeholders including employees, the community, and the relevant non-governmental organizations. ( )
It is generally accepted that an organisation that has adopted the marketing concept will place customers at the top of the corporate organisational chart and focus on capturing and satisfying customer needs and wants in order to maximise profits’(Ruekert, 1992). This statement shows my current understanding of the marketing concept. It means that in order to maximise profits, a company must identify consumer needs and wants in order to satisfy them. This will...

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