Indeed there are many aspects of marketing which make it difficult to define. As individuals we must clearly identify marketing and its purpose. In the reading we envisage with the composers meaning and definition of marketing and we also explore the marketing concepts and processes. Cooke, Urban and Abhorrence’s central thesis is that definitions of marketing need to change to reflect changes to the environment. Many people come to conclude that marketing is based only as selling and advertising. That is true but what we don’t seem to acknowledge that selling and advertising are only the tip of the marketing iceberg.
Over the past half century companies have sold many of their products through marketing. One of the concepts which are rarely used today is the selling concept. This concept was specifically based on selling and promoting and generating profits through sales volume. However in the 21st century organizations moved to what we call today the “marketing concept. ” This concept is based on customer needs. Meeting the needs, ants and demands of customers can evidently in the end lead to profits through customer satisfaction, therefore allowing them to develop a bond and a relationship.
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The marketing concept plays a part of the culture that guides organizational decision making Mascara in 1972 proposed that for a firm to adopt a market orientation It must exhibit both processes and structures designed to enhance customer satisfaction. As the definition of marketing has changed over the many years we can see how each time period the definition changes In order to refocus towards the aeration of value for customers and organizational stakeholders that enhance long term relationships.
In 1935 the American Marketing Association defined “marketing as the performance of business activities that direct the flow of goods, and services from producers to consumers. ” In 2004 the AMA defined marketing as an “organizational function and a set of processed for creating, communicating ad delivering value to customers and for managing customer relationships In ways that benefit the organization and Its stakeholders. Through the Mama’s perception and Idea of marketing, firms began to change their processes and Ideas to meet the needs and wants of customers.
Of course the most basic concept underlying marketing Is that of human needs. Marketing Is so basic that It cannot be considered a separate function. It Is the whole business seen from the point of view of Its final result, that Is, from the customer’s point of view. Business success Is not determined by the producer but by the customer. Undoubtedly It can be argued that marketing Is n organizational function not an Individual function.
The purpose of marketing Is to create value and customer satisfaction. Cooke, ray burn and Firebombed Introduce a number of defenseless of marketing spanning 1920 – 1989. These Include the economic utility viewpoint, consumer viewpoint, societal viewpoint and the managerial viewpoint. These are put to piece by Cooke, ray burn and Firebombed. As the reader we can agree that theses five viewpoints adopted evidently reveal the true definition of marketing. However as the responder one can feel that the
What Is the Definition of Marketing By molly 7 making Mascara in 1972 proposed that for a firm to adopt a market orientation it see how each time period the definition changes in order to refocus towards the delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. ” Through the Mama’s perception and idea of marketing, firms began to change their processes and ideas to meet the marketing is that of human needs. Marketing is so basic that it cannot be considered a separate function.