Definition of Marketing

Essay by shortness84College, UndergraduateA+, October 2007

download word file, 2 pages 0.0

The term "marketing" has many meanings, each basically representing a specific aspect of marketing. First, marketing could simply mean selling and advertising, but this is a very vague description. Another description includes competing for customers' attention and their possible purchases. A really well-written definition of marketing would be: "The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives." (Ebert & Griffin, 2005) This essentially means making products that customers need or want so that the producer will be able to exchange value with the prospective buyers. An example of successful marketing comes from Pampers produced by Proctor & Gamble.

Pampers diapers were launched in 1961 by a man named Vic Mills, who worked for the company of Procter & Gamble. He wanted to create a better way to diaper his grandchildren. His goal was to make a disposable diaper that was absorbent and prevented leaks.

In 1996, Pampers introduced a new diaper with breathable side-panels. Also within the 1990's, Pampers introduced Ultra Dry Thins diapers, gender-specific diapers, and even developed the first "stretch-panels" to make the diaper more comfortable. After an unsuccessful attempt in 1993, Pampers had finally succeeded in producing training diapers called "Easy-Ups" 10 years later.

The largest diaper (size 6) was introduced through a campaign involving Dr. T. Berry Brazelton. He was a well-known pediatrician and also a child development expert. Dr. T. Berry Brazelton believed that a slower approach to toilet training would be less stressful, allowing children to train at a rate more comfortable for the child. Since parents are the primary target for marketing with Procter & Gamble, the company strives to produce safe and convenient products that benefit both the parents and their young...