Marketing - Definition

Defining Marketing

“Authentic marketing is not the art of selling what you make but knowing what to make. It is the art of identifying and understanding customer needs and creating solutions that deliver satisfaction to the customers, profits to the producers and benefits for the stakeholders” (Kotler, P., n.d.). Philip Kotler was able to recognize the basis of marketing outside of the advertising of the product. My own perception of marketing falls into the category of advertising. I believe that marketing, simply defined, is promoting a product to the consumer in a way that would make that consumer want to buy the product. Although advertising is a strong part of marketing, the quote by Kotler makes a good point; in order for a product to be sold successfully the product must be of value or desire to the customer.

In the pursuit of the actual definition of marketing, the internet provides a definition through dictionary.com. “1. The act of buying or selling in a market. 2. 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” (Random House, 2006). Basic Marketing: A Global-Managerial Approach defines marketing in chapter one and states,”…marketing is both a set of activities performed by organizations and a social process” (Perreault,W., McCarthy, E., 2005). Perreault and McCarthy then break marketing down even further to micro and macro levels. The Random House and Perreault-McCarthy definitions of advertising are similar explanations, however, stated differently. The Random House Unabridged Dictionary’s definition identifies the “processes” which are mentioned in Basic Marketing: A Global-Managerial Approach. Both sources are not only defining marketing as just advertising, but a series of steps from the producer to the consumer.