Define Marketing Essay

732 Words Jun 5th, 2012 3 Pages
Defining Marketing
Janae Dawson
MKT 421
March 14, 2012
Robert A. Cordero, MBA

Defining Marketing
According to (Armstrong & Kotler, 2011, p. 4) “Marketing, more than any other business function deals with the customers.” Armstrong and Kotler (2011) go on to elaborate on how marketing is the process a business takes to manage profitable customer relationships. This is known to be true from the consumer point of view. When a business has a marketing campaign they must think as if they are “I” the consumer. Every day I see what I consider to be bad or good marketing. I base these ideas if the marketing the business used attracts me to their business or product. The American Marketing Association unveiled a new definition for
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A business cannot be successful if the strategies used do not reach the consumer. As previously discussed Wal-Mart used a catchy Defining Marketing phrase to entice consumers to buy. Any consumer would want to save money and live better as the phrase goes. This “catches” the interest of the consumer and eventually they will venture into Wal-Mart to see if they can achieve what the phrase says. “The marketing concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors” (Armstrong & Kotler, 2011, p. 10).
Many companies do not use catchy phrases, although I do happen to notice those that do more often than not. Television commercials or radio advertisements that have catchy songs and catchy phone numbers seem silly at first. I always seem to remember those commercials, and if I am ever in a bind where I need that specific product or company, I instantly will remember the phone number. Other great marketing giants such as Costco, Amazon, and Disney offer products or experiences as a part of their marketing organizational success. Costco offering non business owners and business owner’s wholesale items at wholesale prices gives consumers not only a great deal, but also access to buying items in bulk. Amazon’s marketing strategy studies the consumer and uses their input to create a personalized user experience. Disney is well known for their

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