Defining Marketing Mkt421

Defining Marketing

Elizabeth Grant

MKT/421

May 14, 2012

Denise Levith, MBA

Defining Marketing

In the textbook, Marketing, Kerin, Hartley, and Rudelius (2011), sum up the general mission and function of marketing with these words, “Marketing, more than any other discipline, is a field that embraces the changes and facilitates the development of new products, services, and ideas to respond to the new environment and improve our marketplace.” (page v). Therefore, the way that businesses market their products and services changes with the times, and marketing plans evolve according what each generation demands in the way of their needs and wants. Marketing is not limited to business. From the individual, to small groups, and larger organizations, up to huge corporations, marketing has a place wherever there are people promoting even the most miniscule level of commerce.

Personal Definition of Marketing

One might describe marketing as any commerce-related activity between as few as two people or as many as thousands of people, resulting in the development and profitable distribution of a product or service that meets the needs and wants of the customer. Successful marketing uses observation, product planning, and development, and advertising, to understand accurately and meet the needs and wants of the target audience as well as accomplishing the sales goals of the organization.

Two Additional Definitions of Marketing

According to MarketingPower, Inc.  (2012), "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.”

Taking the definition of marketing a step farther to describe the importance of maintaining effective customer interaction, Kerin, Hartley, and Rudelius (2011) describe “relationship marketing, linking the organization to its individual customers, employees, suppliers, and other...