Taking a Look at the Field of Marketing

As I reflect back over these last five weeks I now have a clearer view of marketing and how it affects not just the consumers of the world and the companies with their marketing managers, but how it affects me. Yes, I am a consumer who clips coupons, budgets my finances, and looks for sale items and this marketing class has taught me that marketing is more than selling or advertising. Marketing managers have a difficult job, as marketing involves identifying, meeting and satisfying the needs of customers or clients with goods and or services. Coming up with different strategies and marketing mixes is challenging because we live in a changing world with people who needs and financial situations are different. Yet still marketing engulfs every part of our daily lives. From what type of breakfast we eat, to where we shop, and even in our work environment. As I examine marketing, I will blend aspect to my career path as I make myself marketable for the future and aid my employer in the growth and survival in the economy.

Ever since companies began manufacturing their products in large quantities, they have needed to convince consumers to buy the product. Before WWI, most consumers were happy to purchase a manufactured product because it was cheaper and convenient. However, as more companies began offering more and more goods, businesses needed to stand out from the crowd in order to make a sale. Over time, Marketing has changed and evolved to become an integrated function of many companies today.

In the USA, deep advertising trends established in the cultural and economic environment of 1950. Traditional media such as radio, newspapers and magazines remained vital ads conductors during the first years of the decade, but television quickly became the cornerstone of national programs many advertisers "media. But starting from the 1950s, businesses began to see that the old ways of selling were wearing thin with customers. As competition grew tougher in most industries, organizations looked to the side of the buyer of the transaction ways to improve. What I found was an emerging philosophy suggesting that the key to marketing success is the understanding of customer needs. This most famous concept of commercial strategy proposed marketing

Marketing is a social and managerial process by which individuals and organizations obtain what they need and want through creating and exchanging value with others. (Kotler & Armstrong, 2012)

Marketing today is virtually present in all aspects of life and it addresses virtually anybody, from young children to senior consumers, and selling anything from toys and diapers to medicine. And in ensuring an increase in the demand for the advertised product, often times marketers use deception in their campaigns.

In today’s world marketing can be define in many ways. It has been changed in way of its market but definition rarely states the same. Marketing can also be defined as the process of creating value for customers in order to building

Perreault, W. D., Jr., Cannon, J. P., & McCarthy, E. J. (2011). Basic marketing: A marketing

Kotler defines marketing as “a social and managerial process by which individuals and groups obtain what they want and need through creating, offering, and exchanging products of value with others.” his view on marketing looks at marketing being more of an exchange process. [Kotler, 1991]

As Jobber(2012) was claiming, the marketing concept is "Achieving corporate goals by meeting and exceeding customer needs, better than the competition". Marketing is the process of telling a true story in an unforgettable manner. As a consequence, it became an essential tool in the competitive business environment. The main objective is to maximize the company 's profit by showing up with stunning adverts. Bearing in mind the development of technology, "It is well known that markets grow by the reduction of unit prices: this is how the computer became a household necessity", this could not be possible without a good marketing strategy (Kapferer 2012, p.205).

Marketing is the process of planning and undertaking the idea of pricing, promotion, and distribution of goods and services to create and retain relationships that will satisfy individual and organisational objectives. It also deals with customers, understanding, communicating, and delivering consumer value and satisfaction. Also, individuals obtain what they need and want by creating and exchanging products with others. Exchange process involves work. Sellers must search for buyers, identify their needs, design good products, set prices to the product, promote and deliver them. However, individuals make decisions on how to spend their obtainable resources like money before purchasing any products. This is known as

In this paper, I am going to attempt to examine the components of marketing – see how I can compare and contrast these components or diverse approaches and try to analyze their significance in understanding the marketing process. According to the American Marketing Association, 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 large. (Tanner J., & Raymond M.A., 2010, 5). You will realize that this definition symbolizes a chain process that embodies the production of an offering and the satisfaction of a customer’s need, which is the ultimate aim of the manufacturer. This also represents what Tanner & Raymond referred to as the 4 Ps (product, promotion, place and price).

Companies face countless challenges to preserve market share and to differentiate themselves in a highly competitive market place. Consumers are demanding greater product variety and enhancement as their requirements and desires change. Therefore marketing is central to a company’s continuing achievement. By definition marketing is the “process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organisational goals” (Kotler et al, 2013). It important to introduce products or services to the market by building brands and trust, nurturing innovation, developing relationships, creating good customer service and communicating benefits, thus differentiating the company from its competitors (Gilligan & Wilson 2009, p 3).

The birth of ‘Marketing’ happened centuries ago where vendors in ancient times tried to seduce the oncoming customer by chanting in loud noises and catering to the customer needs by negotiation of price or assumption of what they might need aside from what they were actually looking for. Over the years, this process has been refined, given a

“Marketing is 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” (AMA, 1985).

Marketing is a relatively young field compared to the other ones in it’s division. It wasn’t really studied into until the early 1900’s, and what is typically categorized under marketing today would be classified as economics, advertising, or hadn’t even been looked into yet. All the way back in 1450 the printer was used to advertise companies and products, followed by the first ever magazine in 1741 which opened up a whole new outlet for companies to advertise. Posters had to be banned in London because so many people were using them to try to sell stuff they were everywhere, then in 1867 along came the billboard, and the first ever recorded billboard rental. Then in about 1920 is when marketing was born. Know This says “Led by marketing scholars from several major universities, the development of marketing was in large part