Defining Marketing Essay

686 Words Feb 16th, 2012 3 Pages
Defining Marketing
MKT/421

Marketing is a part of everyone’s daily lives. We see it in the billboards on the side of the road, in TV commercials, at the grocery store, and even within our jobs. I define marketing as a company’s ability to successfully persuade a person to purchase their product or service. According to Perreault, Cannon, and McCarthy (2009) marketing is “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 customer or client.” Finally, according to the American Marketing Association, “marketing is the activity, set of insitutions, and processes for creating, communicating,
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The success of McDonald’s is based upon the core values, ideas, and marketing strategies of Ray Kroc, founder of the company (McDonalds, 2011). Part of Kroc’s vision was to create a restaurant chain that would sell the same core products (a hamburger, French fries, and Coca-Cola) at the same high quality, taste, and method of preparation at every store. Similar to Coca-Cola, one of the products from McDonald’s has it’s own song that a lot of people knew. The Big Mac song is recognized world wide, even to this day (McDonald’s, 2011). Another familiar brand is Nike Shoes. In 1988 Nike created a campaign, Just Do It, to try to recover lost sales to their rival, Reebok. Through the Just Do It campaign, Nike was able to recapture a huge market that promoted quality products through popular sport figures such as Michael Jordan, Bo Jackson, and John McEnroe. This campaign was very successful and branded Nike as a hip and desirable product. Nike’s advertising campaign still continues today in the international market and can often be seen during international sporting events. In conclusion, effective marketing is necessary for companies to promote their products. Successful campaigns bring in profits that investors, shareholders, and employees all reap the benefits from. There are many times that effective marketing has been able to shape and influence American culture.

Reference
American Marketing

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