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The Definition of Marketing Your Name University Schools Number and Name of Course Instructor's Name Date of Submission (e.g., October 12, 2013) The Definition of Marketing Picture this: a group of famished, clothe-less children are distributed pamphlets advertising flats for sale.
Marketing, when broadly defined, means the process of making a product sell by attracting customers. However, this definition would be incomplete. I define marketing as – Any activity that leads to the delivery of a product to the right people, which is done keeping market needs in mind. The aim is to be able to connect with consumers, to make a social impact and in turn, cultivate a long term association between a company and its consumers through the products, ultimately to make profits and run the business. Perreault, Cannon and McCarthy define marketing as – ...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” (2011, p.7). From this definition, it is apparent that the aim of marketing is to assess the needs of the customers and satisfy those needs through goods and services. As per the American Marketing Association's definition of marketing, it 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 and Keller, 2012, p. 4). ...