MKT421 Week 1: Defining Marketing And Organizational Success
Assignment: Defining Marketing Paper
MKT421 Version 12
Marketing
University of Phoenix
March 21, 2013
Defining Marketing
In this paper, the author’s personal definition of marketing as well three definitions from different sources are provided. The author also explains the importance of marketing in organizational success. Lastly the author provides three examples from the business world to support her explanation.
“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”(Perreault, Cannon, McCarthy, page 6, 2011). Marketing is about identifying and meeting human and social needs. One of the shortest good definitions of marketing is “meeting needs profitably” (Kotler , & Keller, page 5, 2012). In 2008 AMA 's definition of marketing was: “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 …show more content…
“Amazon, which already offers digital movies/TV shows for rent and purchase on an individual-transaction basis, has launched a new streaming service making 5000 titles available at no additional cost to members of Amazon Prime, its membership program through which customers pay $79 annually for unlimited free shipping” (Kuzyk 2011. Amazon management have been successful anticipating the cyber-consumers trend by positioning themselves in a strong position for shoppers. They have learned from Blockbuster failure and they are getting clients from Netflix because they are more accessible and affordable. Amazon is providing an excellent customer service with their products making their service easier for customers by offering many services on one
MKT421 Version 12
Marketing
University of Phoenix
March 21, 2013
Defining Marketing
In this paper, the author’s personal definition of marketing as well three definitions from different sources are provided. The author also explains the importance of marketing in organizational success. Lastly the author provides three examples from the business world to support her explanation.
“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”(Perreault, Cannon, McCarthy, page 6, 2011). Marketing is about identifying and meeting human and social needs. One of the shortest good definitions of marketing is “meeting needs profitably” (Kotler , & Keller, page 5, 2012). In 2008 AMA 's definition of marketing was: “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 …show more content…
“Amazon, which already offers digital movies/TV shows for rent and purchase on an individual-transaction basis, has launched a new streaming service making 5000 titles available at no additional cost to members of Amazon Prime, its membership program through which customers pay $79 annually for unlimited free shipping” (Kuzyk 2011. Amazon management have been successful anticipating the cyber-consumers trend by positioning themselves in a strong position for shoppers. They have learned from Blockbuster failure and they are getting clients from Netflix because they are more accessible and affordable. Amazon is providing an excellent customer service with their products making their service easier for customers by offering many services on one