Venus De Paula
January 22, 2012
Text books define marketing in various ways. Personally, I describe marketing as the promotion of products and services, creating for both, a sense of desirability, accessibility and value to the general public.
“Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others” (Kotler, 2010).
* “The management process responsible for identifying, anticipating and satisfying customer requirements profitably” (Jantsch, ...view middle of the document...
Marketing campaigns and a solid well structure marketing plan are essential to businesses success to satisfy customers and acquire new customers, and continue to provide goods and services in order to retain their business.
An important and very useful part of a solid marketing plan is called direct marketing. One of the most used trends of today is internet marketing also referred to as online marketing, which consist of promotion and marketing of a product or a service on the Internet.
Also used is online advertisement, a form of promoting on the Internet and the World Wide Web, and is used to attract customers with marketing messages about products and services.
“Another benefit is the efficiency of the advertiser's investment. Online advertising allows for the customization of advertisements, including content and posted websites. For example, Ad Words, Yahoo! Search Marketing and Google Ad Sense enable ads to be shown on relevant web pages or alongside search results. Although the overall return is not quantifiable as many Internet users either use ad blocking software or simply do not respond to online adverts as they regard them as an invasive platform” (Thimmesch, 2010).
At times companies fail to conduct a proper and well structured marketing research and the results can be devastating to the company. An example of such failure is the efforts made by Coca-Cola Company when it developed the product first, and then put it out on the open market for the consumers to try it.