Marketing has an imponderable power to make a difference in the world, which has caused the attention of scholars as well as an irresistible torrent of researches among every knowledge scope. (Arndt’s, 1985; cited by Hackley, 2009, p.648). There is an increasing recognition that marketing has variable forms in different situations and periods (Baines et al., 2011). However, even though the exploration of marketing researches has been developed and marketing studies may be equipped to attract different audiences in different guises, the “one-dimensional problem-solving discipline” interpretation is still the most popular guise of marketing studies, which mainly concerns with using technology to solve problems (Hackley, 2009, p.45). This essay …show more content…
As the customer is the subject of relationship marketing, marketing should emphasize on customer needs, while customer value may “one-dimensionally in term of need satisfaction” (Hackley, 2009, p.64). From the “one-dimension” concept, marketing can regard as an integrated process, which utilizes techniques to develop and produce products to meet customer requirement, including market analysis and market targeting (Arndt, 1980, p.390). For example, it is effective to use relationship management software to track and analyze costumers’ preference to attract and satisfy more customers in relationship marketing. However, the “one-dimension problems-solving discipline” just completes the part of selling in transactional marketing, it may also ignore the customer demand of which is not included in the target market. What’s more, relationship marketing not only focuses on the short-term commodity trading, but also long-term service quality and forward-looking strategies. The significance of relationship marketing is far more than the exchange, because the exchange will be of common occurrence once the mutual trust mechanism has been established. Moreover, marketing would not end at the completion of the transaction, but following a series of after-sale service and the stabilization of …show more content…
The “one-dimensional problem-solving discipline” highlights the technological means of resource integration to meet client needs, such as market segmentation and marketing mix. It is crucial to improve organizational competition with the integration ability, as Hackley (2009) mentioned that the organizational goals sometimes are achieved through customer satisfaction. However, it is not enough to access to market technically because of the complexity and differentiation of consumers and market environment. Arndt (1980) also suggested that marketing should be expanded with “products” and “customer” in a broader sense, which could be generalized to the multi-dimensionally dynamic marketing of organizational marketing. For instance, the organization should in view of variable elements of marketing, like product quality, customer psychology, economic policy and financial challenge in the macro-market. On the other hand, organizational marketing can be widely used in the operation and management of various organizations. As Arndt (1980) conceived that organizational marketing in the attempt of acquiring the expected responses from publics, not only consumers. The non-profit organizations like charities also use organizational marketing to corporate social responsibility as commercial
This research seeks to reveal the importance of marketing strategies in today’s complex and competitive business world. For this reason, this study will discuss various theories, issues and approaches of the marketing linking them with W.L. Gore & Associates and thereby propose the best options, ideas, strategies and techniques for the improvement of the company. To reach the points, this study will especially collect secondary and qualitative data and information.
Armstrong, Gary, and Philip Kotler. Marketing: an introduction. 11th ed. Upper Saddle River, NJ: Pearson Prentice Hall, 2013. Print.
There is a belief that firms have a different marketing approach depending on if the firm is trading services or goods. Service firms are assumed to have a more relational approach where they manage the whole buyer-consumer communication process while the goods firms are transactional. The main purpose of this study is to find out how firms relate to their markets and what the relative emphasis of these firms on transactional and relational aspects of marketing are.The study distinguishes the firm type by the most dominant type of product offered and the most dominant of customer
Grönroos, C. (2004). The relationship marketing process: communication, interaction, dialogue, value. Journal of Business & Industrial marketing, Vol 19, Issue: 2, 99-113.
Marketing is a core pillar of an organization and contribute significantly in its prosperity through attaining the laid down targets as well as scope of development. The position of an organization is hugely based on its competitiveness and capacity to capture a significant portion of the market in relation to the prevailing needs of consumers. Interaction of the organization with the consumers and the potential consumer in the market arena is attained through the marketing wing of the organization (Ferrell& Hartline, 2012). The preferences of the consumer and avenues of satisfaction are aligned to the established marketing frameworks. However, the success of organization marketing is highly inclined to the marketing strategies formulated and adapted towards coping with competition and eventually enhancing firm competitiveness.
It discusses broadening the concept of marketing and new approach to marketing, which emphasises on social and relationship marketing. Then, the government/public sector has been introduced and it proceeds with whether traditional marketing principles can be applied to the marketing of organisations in this sector. It concentrates on issues of relevance-how marketing mix fits to it, what are the benefits and constraints. 1.1 The Marketing Concept and the Marketing Mix: Before proceeding further, it is essential to define what marketing is: Kotler (1991) defines marketing as “a social and managerial process by which individuals and groups obtain what they want and need through creating, offering, and exchanging products of value with others.
Marketing is very important to the success of a business. Before people can buy a product or service they have to know about it. However, marketing entails more than just letting people know what your company has to offer. Throughout this paper, I will define marketing, offering my personal definition as well as more formal definitions from other sources. Furthermore, I will explain to the reader the importance of marketing to organizational success giving real world examples in support of this explanation. The field of marketing can include many things. I believe, however, the most important thing which it should include is communication with customers as to the value and benefits of using that particular company's products and services. It should help to establish the business's niche in the industry and distinguish it from other such businesses.
Armstrong G. & Kotler P. (2007) Marketing: An Introduction 8E Upper Saddle River, NJ Pearson Prentice Hall Publishers
Marketing is not a static construct, but it grows and develops over time to become what is known as marketing today. “The marketing revolution divides neatly into four separate eras’, eras’ which parallel rather closely the classic pattern of development in the marketing revolution.” (Keith, 1960). The first of these 4 eras was until the 1930’s and was production and profit orientated, and are considered to be outdated. During this era “the new product decision was product oriented not marketing orientated.” (Keith, 1960). “The second era was a sales oriented era, whereby marketing was seen as a series of activities designed to produce profit through ascertaining, creating, stimulating, and satisfying the needs/wants of a selected segment of the market.” (Eldridge, 1970, p. 4). The 3rd and 4th eras are a representation of what
Building a relationship with the customer has evolved into a system in itself be coordinated through them and cooperation between multiple destinations within the organization in order to one strategic objective, namely, to keep the property profitable customers and ensure their loyalty to the maximum possible period. Therefore, the main task of the CRM also be outside the scope of the marketing department and production, warehouse management and to senior management. But the new thing is in conjunction with the development of information and communication technologies, the emergence of what became known as the management of relations with customers electronically
Buyer-supplier relationship established since human beings started to trade goods and services. The relationship developed naturally over time after buyer and supplier developed trust and friendship which was supported by quality of product and services (Wilson. D.T, 1995). The relational development is accelerated as firms attempt to improve their relationship to achieve company goals. At the same time, the expectations in the performance have increased, and this has making the satisfactory relationship became more difficult.
In this paper I will define marketing in my own words and also research what the definition is using two different sources. While supporting my answers with three examples from the business world, I will show the importance of marketing. Marketing applies to many different areas of an organization and after close review I will make it clear on how it relates.
Petty Ross D. Editor's Introduction: The What and Why of Marketing; American Business Journal, Vol. 36, 1999
For a marketing orientated business, the findings from any research will be put to use primarily to aid the business in satisfying the needs and wants of its customers; this type of business has become more popular since 1970, where prior to this business’ were production orientated (until the 1950’s) where the business was concerned with improving its distribution methods, and product orientated (until the 1960’s) where the business’ main concern was the product rather than the satisfaction of the customer. The idea of a marketing orientated business has been explored by Fahy and Jobber (2012) who concurred that a market orientated business is one that considers its customers and the external environment to be an intricate part of the business; This type of business will explore the different aspects of the external environment, and take from its observations ways in which it can continue to trade in an effective, profitable way. A marketing orientated business will also use its findings to help it take advantage of any opportunities in a market and to lessen any threats that could be...
The main topic for this Extended Essay is to analyze the effectiveness of company’s market strategy. A marketing strategy can be defined as a process that helps a business to optimize the opportunities in order to complete business objectives, which mainly gain profits. It includes all basic and long-term field activities of marketing that deal with the analyzing of initial strategy, evaluation of the strategy, and making of a new strategy if the initial strategy is found to be ineffective or even might cause loss. (Homburg, Kuester and Krohmer 2009) To make sure the effectiveness of marketing strategy, its crucial to establish the right marketing mix which cover all the element needed in marketing a product. (Clark, et al. 2009)