Marketing has defined as “a social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others” (Kotler, P. & Armstrong, G., 2001, p. 6). “Marketing is the anticipating, management, and satisfaction of demand through the exchange process. It involves goods, services, organization, people, place, and ideas.” (Evans, R. & Berman 2007, p. 7).
It might never arise to manager that they could be accountants or CFOs without sufficient training, but nowadays, in many organizations the marketing functions are carry out by people with little to no formal training in the discipline. Many have misperception that “Marketing Is Art” as if there is no “science” behind the discipline then one’s opinion is just as good as anyone else’s. Although this is not meant to diminish “on the job training” or an individual’s experience and innate skills, the latter certainly does not substitute for formal training. The body of knowledge that is relevant to marketing decision is large and complex. Thus, the “Marketing Is Art” misperception can have dangerous effect for organizations where this is the prevailing belief. (Michael, J. & Peter, J. 1999, p. 96)
Another belief has closely related is many have discounted marketing because it is the “art” side of business. Indeed, it is true that a good marketing will relies to a great degree on creativity and right-brain thinking. It can infrequently be reduced to formulas, statistics, and decision rules. However, many do not realize that good marketing represents creativity that is firmly rooted in data. Marketing is best understood as the meeting place for data and intuition, analysis and creativity, left and right-brain thinking. (Michael, J. & Peter, J. 1999, p. 96)
Marketing may be view from both business and consumers perspective. As a goods and services provider make marketing related decision such as choosing their customer are, what goods and services to offer, where to sell all this goods and services, what is the promotion technique, what is the market price, how to be ethical and socially responsible and whether to sell the product globally in addition to domestic market (Brown 1996, p. 250). Decision making are vary to everyone and it cannot be determine or base on science. However, we might use technology, scientific tools and research in order to help us making the right decision. As in consumers’ perspective, the marketing process affects whom we patronize, choices in the marketplace, where we shop, the availability of sales personnel, the prices we pay and many other factors. Marketing practice are in play when we are born, when we grow and when we conduct our daily lives and when we retire. Is our life can determine by using scientific method and analyst? Think again.
The marketing concept requires an organization or individual to be consumer-oriented, market driven, value-base, integrated effort, and goal-oriented (Evans, R. & Berman 2007, p. 10). Consumer-oriented is examines what consumer needs and what plan to satisfy them. Market driven approach require awareness of the marketplace especially strategies of competing firms. Value-base means offering goods and services to consumers with superior value relative to their cost and the offerings of competitors. Integrated approach focusing all the activities relate to goods and services which include finance, production, engineering, inventory control, research and development, and marketing. Goal-oriented philosophy for a firm, institution and person is to achieve both short and long term goals. Marketing helps attain goals by orienting a firm toward pleasing consumers and offering desired goods and services. Through the marketing concepts, it is clear that a firm need to analyze, maximize and satisfy consumer demand. Internal strategy directed by a firm and its marketers, line of business decide by top management, overall business...
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