Running head: DEFINING MARKETING PAPER
Defining Marketing Paper
University of Phoenix
Marketing is an important part of the business organization; it is more than just promoting and selling a product. Marketing is gratifying the changing needs of the customer. This can be best summed up by the very successful businessman Bill Gates when he quoted, "Your most unhappy customers are your greatest source of learning ". The purpose of this paper is to define marketing from at least two different sources; based on these definitions I will explain the importance of marketing in organizational success. Also, I will offer three examples from the business world of the importance of marketing to the organizational success. Companies today compete with more efficient technologies. Customers have better access to their cost options and they communicate to each other in ways not imaginable in the pre-internet era. The changes in competitive environment are numerous. What have also changed are marketing strategies and the marketing programs have available to implement those strategies.
Marketing strategies and marketing programs have changed, but the basic marketing definition has not. Excellent marketing is and always has been analysis, then action. It is strategy development, then logical and thought-out tactical implementation. It is the way to customer satisfaction and increasing profit.
An analysis of the key terms in the definition will show that marketing’s main focal point is to identify and satisfy customers in a way that helps build a solid and, hopefully, sustained relationship that encourages customers to continue doing business with the marketer.
According to the American Marketing Association marketing is defined as: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients,...
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