Mkt/421 Wk.1 Define Marketing (Business Management)

Define Marketing

MKT/421

Esther Lahargoue

March 10, 2011

Unless you live your life secluded in a tree house you have indeed been exposed to marketing on a daily basis. A few channels that marketing reaches consumers are via radio, internet, billboards and newspapers. The basic concept of marketing is to involve strategies and activities that result in making a product available that satisfies the target market and demand. Profitability of a business is directly affected by the success or failure of the marketing of a product offered.

The American marketing association defines marketing as ‘ 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 (AMA, 2011). The non-profit East County YMCA marketing is cohesive with meeting the community needs of its surrounding areas. A recent SEER study was conducted on behalf of the Y within city limits bordering the three branches. The statistics provided from this secondary marketing research project shared what programs, products and services were of value and in demand for the community. One large consensus from the survey in the Rancho San Diego area was the need for outdoor fitness. When the facility opened its doors in April 2010 fitness management, including myself knew to offer classes of this desired format. Outdoor classes added to the schedule to meet the stated needs of the community were stroller aerobics, kid fit and boot camps. Any additional classes are dependent of the current member’s needs, demands and the fitness trends within the fitness industry.

Dictionary.com defines marketing as ‘the act of buying or selling in a market; the total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling’ (2011). This definition makes me recall a recent purchase I completed...