Marketing and Organizational Success

Marketing and Organizational Success The primary focus of any organization is the customers. Organizations, whether for-profit or nonprofit, establish a goal of providing quality products and services to customers. Their primary goal is to reach sustainment. Organizational success is dependent upon the customers’ willingness to purchase or use the services and products that the company is supplying. Companies must strategize ways to compete with other similar companies offering the same or cheaper product. The major concept involved with developing this plan is marketing. Marketing can be defined in many ways. My definition, though rather elementary, relates marketing to the promotion of products and services to consumers. However, the concept of marketing is not that cut and dry. According to Sheila Webber, “Marketing is the management process responsible for identifying, anticipating, and satisfying consumers’ requirements profitably” (2001). The definition seems to communicate that marketing is all about satisfying the client. The American Marketing Association defines marketing as “ the activity, set of institutions, and processes for creating communicating, delivery and exchanging offerings that have value for customers, clients, partners and society at large” (2007). This definition seemed more feasible as it encompasses every party involved with the manufacturing and presentation of the organization’s products and services. Whichever definition is chosen, marketing deals with the satisfying the needs and wants of the customer as well as turning a profit for the company. Marketing is a very important aspect in business because it contributes greatly to organizational success. When done properly, marketing brings awareness of the product to the consumer. Getting the product or service recognized is the primary goal of marketing. An organization should not just sit around and hope that people will find out about the business without

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