...Does marketing create or satisfy needs? Take a position, marketing shapes or merely reflects needs and wants of consumer? When we talk about marketing, there are lot things that we should know first. Marketing is activities of creating value that desired by the potential buyers and receiving value from the potential buyers for the value that they have received. When marketers want to create something that has value to the potential buyers, marketers must know first, what do the potential buyers need or want. As a marketer, it does not make any sense if we sell something that does not have value, or if the marketers want people to purchase something that they do not need of even want. Marketers can not force anyone to do something. They can only ask them to buy their product or service. Some people might not care about what they are asking for. So, in the business of selling product or service, we know word “marketing”. Marketing is an art of identifying and meeting the people’s needs and wants. It is all about communication between two parties that profitable for the both sides by exchanging value. Marketing is not that easy to do. As we know, we can not mess with the “free will” of the people around us or people that we see as the potential buyers. It is up to them if they are willing to buy the marketers’ products or service. In this case, the marketers have to do their marketing activities. Their job is to tell people that their product or service is suit with the people’s...
Words: 2146 - Pages: 9
...When we talk about marketing, there are lot things that we should know first. Marketing is activities of creating value that desired by the potential buyers and receiving value from the potential buyers for the value that they have received. When marketers want to create something that has value to the potential buyers, marketers must know first, what do the potential buyers need or want. As a marketer, it does not make any sense if we sell something that does not have value, or if the marketers want people to purchase something that they do not need of even want. Marketers can not force anyone to do something. They can only ask them to buy their product or service. Some people might not care about what they are asking for. So, in the business of selling product or service, we know word “marketing”. Marketing is an art of identifying and meeting the people’s needs and wants. It is all about communication between two parties that profitable for the both sides by exchanging value. Marketing is not that easy to do. As we know, we can not mess with the “free will” of the people around us or people that we see as the potential buyers. It is up to them if they are willing to buy the marketers’ products or service. In this case, the marketers have to do their marketing activities. Their job is to tell people that their product or service is suit with the people’s need or want. Therefore, the marketers have to know what do people need or want. How can the marketers find out about what...
Words: 336 - Pages: 2
...fvdvdfbhnjkljjkhnbvc Does marketing create or satisfy needs? Take a position, marketing shapes or merely reflects needs and wants of conso answer these questions, we must know what market is. Market is the set of all actual and potential buyers of a product or service and marketing is a social and managerial process where by individuals and groups obtains what they need and want through creating and exchanging products and value with others. The traditional view of marketing is that the firm makes something and then sells it. In my words, marketing is how the producers create value to the customer and receive it by needs and wants. We must know that marketing concept is the philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs, better than the competition. Ever since man started to trading goods, marketing was created. Suppose that marketing was never exist, we cannot buying foods, houses, car, etc. Without marketing, this world is nothing. Marketing involves the satisfying customers’ needs and wants. Marketing has a value creation and delivery sequence that consists of three parts. That is choosing the value, providing the value, and communicating the value. From my understanding, marketing does both. It creates and satisfies needs of customers. Marketers must use the marketing development’s term to create needs. They must learn how to change in knowledge, behavior, attitudes, or creativity. Then, it helps customers...
Words: 878 - Pages: 4
...both the internal and external customers by looking at the needs of these individuals. Classic Airlines has the data on the customer’s needs and wants within the company. Therefore, Classic needs to look at this data to make process improvements, and market towards those improvements. The airline also has noted that the moral within the employees has decreased over the years. Classic should look at the needs and wants of the employees in order to create process improvements to increase employee satisfaction. Increasing employee satisfaction can be the first flight Classic Airlines should take in order to create a customer friendly environment for the loyal and new Classic Airlines customers. End State and Company Goals In order to create a reachable goal, the organizational goals must be realistic, and the end state must be within the mission and vision of the company (Marketing Review, 2006). The goal of Classic Airlines is to increase customer loyalty, as well as gain an increase within the market share of customers. Classic Airline’s goal is to become the airline of choice for the existing customers, as well as create a new customer base. Creation of a successful customer loyalty and rewards program is also a goal within many of the organization. Creation of a successful loyalty program will help Classic Airlines to climb the ladder to become the leader within the airline market. Also, creation of a marketing program which emphasizes customer satisfaction that outlines...
Words: 1982 - Pages: 8
...Defining Marketing Companies in today’s market compete with one another to sell their products and in hope of making profits. The tool to get consumers to notice and buy their products is marketing. Generally, consumers think marketing is made of two factors which are advertising and selling. In a nutshell the thought is essentially letting people know what the company has to offer. This concept however is just part of marketing. There are other factors contributing to how the companies market their products. Those factors are the constant analyzing in the numerous changes in competitive environment, to strategize to meet those changes, and to create their business niche. This paper will define marketing by providing definition from two sources. It will explain the importance of marketing to the organizations’ success. Also, it will provide three examples from the business world. Marketing Defined Marketing had been a crucial tool for businesses. It is use to influence and create the urge to in the heart of the consumers. To understand the influence and the need to create this urge lets define marketing on how it impacts the consumers’ choices. According to the text by Kotler and Keller, marketing is an expression of art and science. The statement itself illustrates the boundary between the formulated and creative side. In short it identifies the needs and meeting those needs. Generally, companies want to build a long lasting relationship and trust with...
Words: 878 - Pages: 4
...Marketing and the Marketing Process Marketing deals with customers more than any other business functions. Marketing is managing profitable customer relationships. Marketing has a twofold goal. They are to attract new customers by promising superior value, and keep and grow current customers by delivering satisfaction. The American Marketing Association defines marketing as “The Process of planning and executing the conception, pricing, promotion, and distribution of ideas, good, and services to create exchanges that satisfy individual and organizational objective”. The Marketing process is the method of evaluating openings, choosing the proposed customer, addressing the consumer needs and wants, describing the price, product, place and promotion and addressing the marketing campaign. The marketing process takes major responsibility to control overall marketing strategy. The marketing process has 5 steps that lead to a successful advertising campaign. In the first four steps, companies work to understand consumers, create customer value, and build strong customer relationships. In the final step, companies reap the reward of having superior customer value. Now, we will explore the steps of the marketing process. Step 1 is marketers need to understand the market place and the needs and wants of customers. There are five core customer and market place concepts. Needs, wants, and demands is one. Human needs are states of felt deprivation. Human wants are the form human needs...
Words: 1265 - Pages: 6
...WHAT IS MARKETING? Marketing deals with customers. Marketing is the managing profitable customer relationshis. 2 fold goal of marketing - to attract new customers by promising superior value; -keep and grow current customers by delivering satisfaction Today, marketing must be understoodnot in the old sense of making a sale -"telling and selling"- but in the new sense of satisfying customer needs. If the market understands consumer needs; develops products that provide superior customer value; and prics, distribuites, and promote them effectively, there products will sell easily. Marketing: the process by which companies create value for customers and build strong customers relationships in order to capture value from customer relationships. 5 steps of marketing process: companies work to undersand consumer, create value and build trong relationships---> 1. understend the market place and customer need and wants. 2. design a customer-driven marketing strategy. 3. construct an integrated marketing program that delivers superiors value. 4. build profitable relationships and create custumer delight. capture value from customers in return---> 5. capture value from custumers to create profits and customer equity. 1. Understanding the marketplace and Customer needs. Custumer Needs, Wants and Demands. Needs: states of felt deprovation; 1. physical (food, clothing, warmth, safety); 2. social (belonging and affection); 3. individual (knowledge and selfespression) Wants: the form of human...
Words: 1785 - Pages: 8
...Marketing Debate – Does Marketing Create of Satisfy Needs Marketing has often been defined in terms of satisfying customer needs and wants. Critics, however maintain that marketing does much more than that ad creates needs and wants that not exist before. According to the critics, marketing encourage consumers to spend more money than they should on goods and services they do not need. Does marketer provide or create product or services to satisfy needs. I feel that marketing does both. It creates and also satisfies needs of customers. For establised firms, it's essential to be able to satisfy the needs of customers. As they say, a satisfied customer is a profitable one. To be able to satisfy the customer's needs, the firm thus tries to understand it's customer's needs and then attempt try to deliver it. On the other hand, new firms or marketing these days also attempt to 'create' needs. By doing so, the customer have a reason to buy the product. The basic reason customers purchase anything is they need it. However if customers have a perception that they do not need it, they may not purchase the product. Hence marketing these days have evolved to create needs for customers. Marketing these days does not only mean existing customers, which have needs but also non existing customers, which have no needs. Creating needs by marketing can mean the excellent usage of promotion activities, from words on a poster to colours on it. It can also mean effective sales techniques...
Words: 320 - Pages: 2
...* Marketing : is the process of planning and implementing the four activities (4Ps),which if designed effectively, it will create exchange. * Needs : are states of felt deprivation. * Wants : are needs shaped by culture and personality. * Demands : are wants backed by buying power. * Market offerings : is a combination of products and services offered to market to satisfy consumer's wants and needs. * Marketing myopia : marketers should focusing on meeting customer's wants rather than selling products. * Exchange : is the process of give something to gain something. * Market : is a set of current consumers and potential consumers. * Marketing management : is the art and science of choosing target markets and building profitable relationships with them. * Production concept : is emphasis on increasing production quantity. * Product concept : is emphasis on products characteristics and quality. * Selling concept : is emphasis on promotion. * Marketing concept : is emphasis on satisfying consumer needs and wants. * Societal marketing concept : is developed from marketing concept that emphasis on consumer wants and society wants. * Customer-perceived value : is the customer evaluation of the difference between all the benefits and all the costs of a marketing offer relative to those of competing offers. * Customer satisfaction : is depends on product's perceived performance relative to a buyer's expectations . Discussion...
Words: 767 - Pages: 4
...Defining Marketing Paper W University of Phoenix MKT/421 May 31, 2012 Defining Marketing Paper The “Meriam Webster Dictionary” (n.d.) defines Marketing as: a : the act or process of selling or purchasing in a market; b : the process or technique of promoting, selling, and distributing a product or service; c : an aggregate of functions involved in moving goods from producer to consumer. The “Business Dictionary” (n.d.) defines it as the management process through which goods and services move from concept to the customer. As a practice, it consists in coordination of four elements called 4P's: (1) identification, selection, and development of a product, (2) determination of its price, (3) selection of a distribution channel to reach the customer's place, and (4) development and implementation of a promotional strategy. It also says that as a philosophy, marketing is based on thinking about the business in terms of customer needs and their satisfaction. Marketing differs from selling because (in the words of Harvard Business School's emeritus professor of marketing Theodore C. Levitt) "Selling concerns itself with the tricks and techniques of getting people to exchange their cash for your product. It is not concerned with the values that the exchange is all about. And it does not, as marketing invariably does, view the entire business process as consisting of a tightly integrated effort to discover, create, arouse, and satisfy customer needs ("Business Dictionary...
Words: 1029 - Pages: 5
...mission statement defined in terms of satisfying basic customer needs. Important questions that should be taken into consideration are what is our business, who is the customer, what do customers value and what should our business be? 2) Business portfolio planning involves two steps (1) the company must analyze its current business portfolio and determine which business should receive more, less, or no investment. (2) it must shape the future portfolio by developing strategies for growth and downsizing. First marketing provides a guiding philosophy- the marketing concept that suggests the company strategy should revolve around building profitable relationships with important consumer groups. Second marketing provides inputs to strategic planners by helping to identify attractive market opportunities and assessing the firm’s potential to take advantage of them. Finally within individual business units, marketing designs strategies for reaching the unit’s objectives. 3) True market orientation does not mean becoming marketing driven; it means that the entire company obsesses over creating value for the customer and views itself as a bundle of processes that profitably define, create, communicate, and deliver value to its target customers to create value. 4) Dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors, and who might require separate products or marketing programs. Involves evaluating each market segment’s attractiveness...
Words: 2272 - Pages: 10
...Introduction The purpose of this exercise is to figure out how to structure our marketing mix variables and successfully engage in marketing tactics. First we will state our positioning statement. Secondly, we will show our objectives and tactics for each P of the marketing mix elements. Next, we will talk about how our marketing mix creates a sustainable competitive advantage. Lastly, we will talk about how our marketing tactics achieve desired marketing outcomes. Positioning Statement “We can better serve the needs of baby boomers than our competitors in terms of privacy, relationship building, access to information and simplicity.” Baby boomers have needs. We want to change our positioning statement because in retrospect our initial positioning statement did not really all of the baby boomer needs we identified. We can co-create value by helping fulfill these needs. Table 1 shows a simple table defining the needs. In short they are: Relationship Building, Simplicity, Access to Information, and Privacy/Security. (Table 1: Needs) |Needs |Definition of the need |Gender |Justification that it is a need |Source/Citation | | | |Affected | | | |Relationship |Using technology to |Both |Baby boomers need to connect with friends and family. This |Mashable | |Building...
Words: 1080 - Pages: 5
...Consumer Psychology And Marketing Analysis Emily Anne Levin PSY/322 December 9, 2013 Don Crabtree Consumer Psychology and Marketing Analysis Consumer psychology plays a very important role in defining what types of marketing are needed in order to create brand loyalty from the consumer. Throughout the years, from data that are collected using consumer psychology what has been found is that there is a much broader scope needed in consumer-behavior research in order to create a fine tuned marketing concept to not only have the consumer purchase an item, but to ultimately create brand loyalty, so the marketing does not need to be constantly changed. Where innovation is important in all areas of business need for constant innovation in marketing can be lessened through fine tuning the research of consumer psychology. In the article, “The Seven Sins of Psychology” by Michael Tuan Pham (2013), Pham expresses the need to create a larger scope in the research of consumer psychology. The article “The Consumer Psychology of Brands” (2012), author, Bernd Schmitt follows what Pham states by explaining how to create brand loyalty through marketing based upon the research of the behavior of the consumer. According to "Brittanica.com" (n.d.), consumer psychology is the “branch of social psychology concerned with the market behavior of consumers. Consumer psychologists examine the preferences, customs, and habits of various consumer groups; their research on consumer attitudes is...
Words: 923 - Pages: 4
...an export department with a sales manager and a few assistants (and limited marketing services). As they go after global business more aggressively, they can create an international division with functional specialists (including marketing) and operating units structured geographically, according to product, or as international subsidiaries. Finally, companies that become truly global organizations have top corporate management and staff plan worldwide operations, marketing policies, financial flows, and logistical systems. In these organizations, the global operating units report directly to top management, not to the head of an international division. Evaluating and Controlling the Marketing Process To deal with the many surprises that occur during the implementation of marketing plans, the marketing department has to monitor and control marketing activities continuously. Table 1.1 lists four types of marketing control needed by companies: annualplan control, profitability control, efficiency control, and strategic control. The Fourteenth Edition of Principles of Marketing! Still Creating More Value for You! The goal of every marketer is to create more value for customers. So it makes sense that our goal for the fourteenth edition is to continue creating more value for you—our customer. Our goal is to introduce new marketing students to the fascinating world of modern marketing in an innovative and comprehensive yet practical and enjoyable way. We’ve poured ...
Words: 860 - Pages: 4
...eBook REPORTS EBOOKS BLOGS CONTENT VIDEO VIDEO INFOGRAPHICS INFOGRAPHICS Lean IDEATION EMAIL CONTENT TEAM MARKET NG How to Create Content on a Budget Introduction Content is king. If you’re a modern marketer, you know why— it is the fuel for your lead generation and nurturing programs, driving leads through your funnel to become customers. But getting your content machine up and running is tough, and the idea of regularly creating quality content can make marketers break into a cold sweat. Why? Because many marketers, in both large organizations and small, lack the budget, resources, and time to implement a content strategy that can truly drive leads through all stages of the funnel. Luckily, by learning to leverage the resources you already have and doing more with less, even marketers with limited resources can start to create the content needed to fuel demand. This ebook goes through tried and true strategies for lean content marketing— so you can extend the value of all your thought leadership. Lean Content Marketing 01 A Short Explanation In the interest of saving time, we’ll spare you the long and drawn out explanation of why content is so important. But, for the sake of being thorough, we do want to give you a quick breakdown. Today’s buyer is different. A pitch from the sales team is no longer the first contact a buyer has with your company. Instead, due to the abundance of information on the internet...
Words: 3418 - Pages: 14
