Defining Marketing

Defining Marketing

MKT/421

November 14, 2006

In the world of business, marketing plays a significant role within an organization. Depending on the types of services offered and work performed, marketing can attribute to much success for any given business. The purpose of this paper is to define the term marketing, and explain the overall importance marketing plays within an organization.

I believe that marketing consists of the general public's view of a company. The promotional tools that an organization uses are simple marketing techniques. Commercial ads, and brochures and flyers are examples of these types of tools. Public relations are another form of marketing. Marketing is a method that helps gain attention, in order to sell certain products or services.

According to the American Marketing Association, marketing is "an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders".

Market Street

Asian Family Customers Shopping in The Super Marke...

[Fish market, Bergen, Norway] (LOC)

Wikipedia defines marketing as "a social and managerial function that attempts to create, expand and maintain a collection of customers. It attempts to deliver demand satisfying output through profitable exchanges". Although these definitions differ in terminology, the overall goal of business promotion remains intact.

Now that the definition of marketing has been discussed, the second part of this paper will provide reasoning behind the importance of marketing in an organization.

Without marketing, limited companies would continue to have the ability to compete for business in their industry. Marketing provides the link between the consumers and the product and services. For example, if a cola company did not advertise their product to the public, the chances of the cola being successful are quite slim. Pepsi has used celebrities to market their product for over 20 years. 7up was a...