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Defining Marketing: A Brief Discussion

Business endeavors around the world must consider marketing within the operations of their firm. Marketing is much more than advertising, promoting, and selling. Marketing must be defined and compared against the numerous available definitions to determine the importance of marketing in organizational success. The business world supports marketing explanations by extending practical examples for examination.

Marketing Defined

            As a child, I loved to watch Chip and Dale Rescue Rangers, Winnie the Pooh, and Where in the World is Carmen Santiago. I recall seeing many commercials staggered throughout the programming, advertising a variety of products and services. Cereals and toy commercials were my favorite as I decided on my new favorite items based on my visual desires induced by the advertisements. Television is considered big business and is a hub for marketers everywhere. Each television network is largely funded by marketers posting advertisements in the form of commercials. The goal of the marketers is precisely what my definition of marketing consists of… increased profits, consumer confidence, and brand recognition. According to David Stewart (2010), the average child “watches over 20,000 commercials in a year”.  The aforementioned statistic is a testament as to the quantity of advertisement exposure a child receives thus increasing brand awareness and increasing profit margins in combination with market share. In other words, marketing is created for organizations to make more money. Armstrong (2009) explains that “financial success often depends on marketing ability”; a direct relation to business profits.

            Nonetheless, marketing is deeper than my definition of a method for increasing profits, consumer confidence, and brand recognition; marketing has unambiguous fine points. Marketing is important to jobs because it effects innovation and standards of living. Perreault (2009) defines marketing as “the performance of activities that seek to accomplish an organization’s objectives by anticipating customer or client needs and directing a flow of need-satisfying goods and services from producer to consumer or client”.  Perrault’s definition seems to offer an explanation of marketing that does not include advertising, but rather a notion of product adaptation and need-based stimulants based on the offering of a good or a service. As stated earlier, marketing is in direct relation to business profits. “Marketing is about identifying and meeting human and social needs” (Armstrong, 2009). Surprisingly, Armstrong’s definition of marketing is about meeting human and social needs and not concerning financial connections. Furthermore and most applicable to traditional thoughts of marketing is being “the process or technique of promoting, selling, and distributing a product or service” (marketing, 2010). The definition of suggesting that marketing is a process or technique can allow an organization to identify what efforts constitute marketing within their operations.

 Importance of Marketing

            Based on these definitions, the importance of marketing in organizational success must be discussed. First, marketing is essential to the financial success of an organization. Proactiv®, an acne treatment product, has been seen by television viewers nationwide. The skin product is not sold in retail stores and depends solely on print advertisements and television marketing infomercial efforts for sales. Without marketing, this organization would not have the exposure necessary for venture success. Marketing is not always handled by a marketing department and includes product packaging, endorsements, and other marketing channels to ensure a successful marketing campaign. I purchased the product based on a combination of my personal need, product endorsement and advertising, and price point. It is safe to assume that customers are the focus of marketing and a successful marketing plan will be based on the customer.

            Marketing is essential to brand recognition and consumer confidence of an organization. When Hyundai vehicles entered the market, the price point on all vehicles was tremendously affordable for the average American citizen.  Hyundai also offered the best warranty in the industry adding to the overall confidence and brand recognition of the start up company. Hyundai has continued to sell vehicles and has now increased their quality and price point as a result of the marketing efforts aforementioned. Brand recognition is why children want to go and play when they see Chuck E Cheese® or why Dallas Cowboys™  fans purchase paraphernalia from a retailer. More importantly is the reputation and confidence a consumer has in a particular product or service. Brand confidence is why many drivers purchase only Shell gasoline or teachers prefer Crayola® over other brands. Years ago, Jack in the Box® fast food chain was in the news for reportedly causing the deaths of many customers because of their meat contamination. In fear, most customers stopped eating at the once growing empire and ate elsewhere. Over the recent years, Jack in the Box® has created a powerful marketing campaign using a recognizable figure, Jack. The marketing concept and implementation caused Jack in the Box® to bounce back as a viable industry contender.

Conclusion

            Marketing takes on multiple definitions based on the mission of an organization and the product or service offered. Marketing is essential to organizational success through financial prosperity, consumer confidence, and brand recognition. We must apply the definition and success rationale to our individual organizations to determine the best marketing strategy and business motives.

 

 

 

References:

Armstrong, G. & Kotler, P. (2009). Marketing: An introduction (9th ed.). Upper Saddle River, NJ: Pearson Education.

 

 marketing. (2010). In Merriam-Webster Online Dictionary.

      Retrieved July 26, 2010, from http://www.merriam-webster.com/dictionary/marketing

 

 Perreault, W. D., Cannon, J. P., & McCarthy, E. J. Jr. (2009). Basic marketing: A marketing strategy planning approach (17th ed.). New York, NY: McGraw Hill.

 

 Stewart, David J. (2010). Television Statistics. Retrieved July 23, 2010, from          http://www.jesus-is-savior.com/Evils in America/Hellivision/television_statistics.htm

                                                                                                                                 

 

 

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