“Marketing is discovering what the prospect wants and demands and delivering it more efficiently and effectively than the competition.” Paul Kulavis
Marketing is everything a company does, from how they answer the phone, how quickly and effectively they respond to email, to how they handle accounts payable, to how they treat their employees and customers. Done right, marketing integrates a great product or service with PR, sales, advertising, new media, personal contact. In other words, marketing is not a discipline or an activity – it is everything a company is – at least if the company wants to be successful.
B.L. Ochman

1. A) Let us look at the two different definitions above. The definition by Kulavis is very direct and is competition driven. It states that the company needs to suit the needs of their consumers better than the competition does. By doing this they will be more successful as an entire company. Looking at Ochman’s definition he says if the company runs well and does everything correctly and to the best of their ability then they will be successful regardless of what the competition does. This is more of an individualistic approach towards marketing. Another difference between the two is doing things efficiently and effectively. Sometimes doing it “right” is way more expensive than doing it differently in a way that is also correct. For example, if we look at the way McDonalds handles taking orders compared to Chick-Fil-A they are done way differently. Chick-Fil-A is always overly gracious and welcoming when going there compared to the moderate and much less cheery McDonalds. Neither company is doing anything wrong with how they handle taking orders, but McDonalds training and screening process is much easier than Chick-Fil-A’s lowering cost and making it more efficient and effective. These definitions are also similar. First and foremost, the