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Explain what is marketing. Why do you think it is important for an organization to engage in marketing? Explain also what the different marketing philosophies are.

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Introduction

Assignment No. 1 Explain what is marketing. Why do you think it is important for an organization to engage in marketing? Explain also what the different marketing philosophies are. Illustrate your answer by using the organization that you work for as an example - which marketing philosophy does it follow? Why? Do you think this is the right marketing philosophy? If not, which of the other marketing philosophies do you think it should pursue? Definition of Marketing What is marketing? Most people have the same answer that marketing is either 'selling' or marketing is 'advertising.' In fact, marketing is much more than either selling or advertising. Both advertising and selling are part of a larger "promotion mix" which also includes sales promotion, publicity, and public relations.1 The promotion mix, is one of four components of the overall "marketing mix" which consists of the product and service that is sold, how the product or service is priced, how the product is distributed, and the promotion mix. According to the American Marketing Association, the definition of marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges to will satisfy individual and organizational objectives.2 For other definitions, marketing is the craft of linking the producers (or potential producers) ...read more.

Middle

Firms pumped large sums of money and other resources into advertising, geared up larger sales forces, and retrained sales people to emphasize more aggressive selling techniques. This slide underscores everything we have talked about with respect to the selling concept. The characterization of the sales manager beating his fist on the desk portrayed on this slide (at right) strongly suggests that the customer's want and needs are secondary, if thought of at all. The only thing of concern is to 'make that sale' and customers must be convinced to buy -- heavy promotion is required to stimulate demand.14 The Marketing Concept The marketing concept links the company's success with the consumer's continuing satisfaction. Its "outside-in" approach starts with a well defined target market and an analysis of their needs and wants. Then it builds the company's offering around meeting those needs better than the competition.15 The marketing concept begins with the customer. The core part of the marketing concept states that we should first find out what the customer wants and needs. We then begin to develop marketing program aimed at filling those wants and needs. Proper implementation of the marketing concept requires sound research into what customers want and need. ...read more.

Conclusion

This is more environmental friendly and showed that our organization conducts her operation in a socially responsible manner. This act benefits both the client (to spend less on just upgrading the system) and the society (create less waste materials) and also make us operate with profit. I think that the societal marketing concept that the organization heading towards is the best marketing philosophy and is good for the company, the customer and the society as a whole. The customer can save more money for upgrading the systems and our company can maintain good relationship with clients as they trust us to help them to save rather than asking to buy something that may not be necessary. With less waste materials, the society can benefit. With following the societal marketing concept, the organization is still operate profitably by satisfying customer wants and needs. Just slight changes were made for the proposed items; all parties can be benefit from the marketing philosophy of the organization. 1 http://courses.unt.edu/kt3650_1/sld001.htm 2 http://www.marketingpower.com 3 http://www.bambooweb.com/articles/m/a/Marketing.html 4 http://www.bambooweb.com/articles/m/a/Marketing.html 5 http://www.bambooweb.com/articles/m/a/Marketing.html 6 http://www.nbr-co.net/MarketingMain.htm 7 http://www.attra.org/attra-pub/directmkt.html#import 8 http://www.msu.edu/course/prr/473/oldstuff/Marketing.htm#adv 9 http://www.msu.edu/course/prr/473/oldstuff/Marketing.htm#adv 10 http://www.msu.edu/course/prr/473/oldstuff/Marketing.htm#adv 11 http://www.tolearn.net/marketing/mphilo.htm 12 http://courses.unt.edu/kt3650_1/sld004.htm 13 http://www.tolearn.net/marketing/mphilo.htm 14 http://courses.unt.edu/kt3650_1/sld004.htm 15 http://www.tolearn.net/marketing/mphilo.htm 16 http://courses.unt.edu/kt3650_1/sld004.htm 17 http://www.tolearn.net/marketing/mphilo.htm 18 http://courses.unt.edu/kt3650_1/sld004.htm 19 http://courses.unt.edu/kt3650_1/sld004.htm 1 ...read more.

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