Defining Marketing

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Defining Marketing
Alice Holmes
MKT 421
March 28, 2013
Instructor: Anil Agarwal

The world is a marketplace and sales are driven by effective marketing techniques! When appropriately marketing products and services, there is no limit to the number of potential consumers it will reach. This paper will define marketing, explain the importance of marketing in organizational success, and provide examples from the business world to support the need of marketing for organizational success. Marketing Defined

Personally, marketing is the concept of showcasing a product to make it more appealing to the consumer using such techniques as catchy tunes, repetition, and memorization. These techniques have proven adequate in such ads as the “Free Credit Report.com” ads that incorporate the techniques aforementioned. Other ads that have done superb in marketing its product is three auto insurance companies; Allstate, Progressive, and Geico.

According to the text, 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 to client (Perreault, et al, 2011, p. 6). As indicated in this text, marketing is designed with profit in mind for the organization. However, as discussed later in this paper, profit should not be a company’s only concern.

Marketing is about identifying and meeting human and social needs (Kotler & Keller, 2011, p. 5). Kotler identifies the need not only to be concerned with individual consumer needs, but to identify also with the social needs of the community at large that will be discussed later. Importance of Marketing in Organization Success

The importance of marketing in organizational success is colossal. To create a successful organization, there must be a demand for product and services provided. With the auto insurance example, there is definitely a need for this...
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