Defining Marketing Paper
This paper will describe the definition of marketing according to Ashley James and two other sources. The reader will also learn how marketing in an organization the key component to that organization’s success is. Finally, it will provide examples from the business world to support his explanation.
Marketing is having a product that the consumer wants and is willing to pay a profit for it; this is the definition of marketing to Ashley James. “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 or client.”(Perrault, Cannon, & McCarthy, 2011, p. 6) “Marketing is about identifying and meeting human and social needs. One of the shortest good definitions of marketing is “meeting needs profitably.” (Kotler & Keller, 2012, p.5) The American Marketing Association offers the following formal definition: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Kotler & Keller, 2012, p.5)
Marketing in an Organization
Marketing in an organization is a key component because without it there would be no profits and an organization would not exist. Marketing has different functions that an organization must look at. There is the function of buying. In this function an organization can determine what consumers will buy their product and how much more ingredients they need to make their product. There is the function of selling their product. This function will determine how much of a profit the organization will make off their product. There is the function of transporting their product. In this function the organization figures out how to get their product to the consumers to buy. There is the function...
References: Perreault, W. D. Jr., Cannon, J. P. & McCarthy, E. J. (2011). Basic marketing: A marketing strategy planning approach (18th Ed.). New York, NY: McGraw-Hill Irwin
Kotler, P. & Keller, K. L. (2012). Marketing management (14th Ed.). Upper Saddle River, NJ: Prentice Hall
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