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Defining Marketing Paper

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Defining Marketing
Martha Apuan
University of Phoenix
Marketing
MKT/421
David Rubenstein
June 17, 2013

Defining Marketing
Marketing is essential for the success of a company. With the changing times and the advance in technology more products are being introduced to the consumer, however, before the consumer can purchase a new item he or she has to know it is worth buying. In this paper I will define marketing, providing my own definition as well as two other definitions from credible sources. I will also explain the importance of marketing in organizational success based on the definitions and provide three examples from the business world to support the explanation. Jay Levinson said, “If you don't believe in your product, or if you're not consistent in the way you promote it, the odds of succeeding go way down. The primary function of the marketing plan is to ensure that you have the resources to do what it takes to make your product work” (Entrepreneur, 2000-2013).
Marketing Defined
According to the textbook Basic Marketing, “marketing is the performance of activities that seek to accomplish an organization’s objectives by anticipating customer or client needs and directing a flow of need satisfying goods and services from producer to customer or client” (William D. Perreault, 2011, p. 6). The American Marketing Association provides this definition, “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” (American Marketing Association, 2013, p. 1). My definition is that marketing is essential to an organization because it makes the consumer aware of the products or services it provides. Marketing also researches the consumer’s wants and needs to determine that the products or services will appeal to...

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