The Importance Of Marketing And The Product Fitbit Alta Essay

1451 Words Apr 8th, 2016 6 Pages
From smart-watches to fitness trackers, it is increasingly common to see people wearing sport related technology on their wrists. Fitbit is one of the outstanding brands in the fitness category and is experiencing 250% year-over-year growth (Forbes, 2015). Fitbit is committed to helping people live healthier and more active lives. Fitbit Alta has incorporate the power of new technologies to make people more aware of their diets, daily activities and encourage customers to do more exercise, it is a wireless tracker to track health and sleep. The company’s goal is to provide an exclusive product, rich features at a highly competitive price (Fitbit, 2016). This essay is going to explain the importance of marketing; the concept of customer value; and the link between customer value and marketing using the product Fitbit Alta.

Marketing is everything involved in creating, communicating, and delivering value to customers, clients and society (American Marketing Association, 2009). It is defined as a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others (Kotler et al., 2009, p.7). Without marketing, Fitbit may have the best products but none of the potential customers would know about the product. The term “Marketing Mix” is first used by Neil Borden to describe a list of ingredients that combine to capture and promote a product or a brand’s unique selling…

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