Business Strategies: Marketing
Heather Schmidt
MKT/421
May 30, 2012
Ron Smith

Business Strategies: Marketing
Of all the business aspects one must consider when owning an organization, the most important business consideration involves a company’s marketing strategy. Marketing is the livelihood of any organization, for without it, a company’s existence may go unnoticed by the public, or whatever unique competitive edge an organization may possess ultimately might remain undiscovered. Marketing not only draws consumers to the goods or services offered by a business, but it also offers customers a chance to familiarize themselves with the business’ organizational atmosphere, products, services, and operational processes. It is important for a business to establish this familiarity to secure future business relationships with its customers, thus securing a future income for the business. The following will explain different definitions of marketing as well as elaborate on how marketing affects an organization’s success, including examples of marketing techniques used by businesses worldwide. According to the Merriam-Webster Dictionary (2012), marketing can be defined as “the process or technique of promoting, selling, and distributing a product or service.” A popular example of promotion includes the Coca-Cola Company that is well known for its Coca-Cola Polar Bear Campaign. These polar bears originally made their debut in a print advertisement in France in 1922. Until 1993, the polar bears would appear sporadically in print advertising, until Coca-Cola introduced their “Always Coca-Cola” campaign. The Coca-Cola Company “Always Coca-Cola” campaign was initially prepared to run 27 commercials. One such commercial, known as the “Northern Lights” included a family of polar bears watching the Northern Lights in the sky while enjoying their bottles of