Timothy M. Veen
July 2, 2012
Marketing affects nearly every American citizen almost every day of his or her life, as it does the people of many countries around the world. However, few people of the world understand what marketing is, its definition, why it is important, or how it is managed. This paper provides a personal definition of marketing, and addresses the latter points of this paragraph.
My personal definition of marketing would be “the aspect of telling people about your business, product, or service. Then advertising, which is the way you present your business, the design of your web page or hard copy advertisements, and the ...view middle of the document...
They believe marketing is simply converting products into cash or money. However, it is not that easy to convince people and market a product; marketing entails complete customer satisfaction from production to purchase, which it why it is important for business managers to understand the entire concept.
“Marketing should begin with potential customer needs —not with the production process. Marketing should try to anticipate needs. And then marketing, rather than production, should determine what goods and services are to be developed—including decisions about product design and packaging; prices or fees; credit and collection policies; transporting and storing policies; advertising and sales policies; and, after the sale, installation, customer service, warranty, and perhaps even disposal and recycling policies (Perreault, Cannon, & McCarthy, 2011) . Marketing a product using this concept is more likely to obtain customers that the “just getting rid of” theory mentioned earlier.
Another definition of marketing is "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large” (Wikipedia, 1997). Under this definition, a business would create value and build strong relationships with their customers to retain them in future business transactions, and to build its customer base through word of mouth.
Harley-Davidson is a good example of a company that understands marketing. Perhaps more than any other product in recent history, the Harley-Davidson motorcycle is known as a symbol of free-spiritedness, individualism, and power. Although this gives the company certain marketing advantages, it also brings with it the responsibility of upholding the qualities that customers have come to expect. Therefore, Harley-Davidson must continue to live up to its reputation by continuing to build quality motorcycles.
A second example of good marketing is Chevrolet Motor Company. Chevrolets’ marketing strategy which included a humorous and quality commercial posted on social media clicked extensively with consumers. The advertisement was placed on 184 chosen sites and blogs. Its viral marketing strategies were accepted very optimistically by the consumers and the comical...