Marketing Theories and Practice

Marketing and its application is a fundamental process in any organization that seeks to either open a market for a new or existing product. Marketing is a complex process, which entail numerous stages and entities. As a student in marketing, I desired that I fully understand the marketing theory and process, its application, benefits of marketing, challenges, and more importantly the criticism attributed to marketing. One equal measure my expectations after the two modules includes relating aspects such as customer targets, competitor targets, strategic focus and controlling the market plan to the whole marketing process. This essay represents my reflection on marketing theory and practice modules.

As a point of departure, my perception that marketing creates positive perception only was the primary aspect discredited by this study. Initially I believed that when marketing process on a product is done the clients would always perceive it positively. In this case, I imply that, when the product branding has been superiorly done, high level of target and universal advertising done, and proper channels of product positioning and distribution is done, then the end user should without any question perceive the product in question positively( BUTJE, 2005). My perception has changed particularly after learning on the challenges that are attributed to the marketing process. When considering the aspect of non-disclosure of full product information during advertising and marketing process, is a primary cause of negative perception of the product by the consumers. One of the fundamental aspects a consumer considers before making a preference of a product over another is the complete information of the product (Product marketing, 2007). T...

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...nge to the green products.

List of references

(2001). Product marketing and cosmetic & fragrance retailing. New York, N.Y., Charleson Pub. Co.].

(2007). Product marketing. New York, N.Y., International Thomson Retail Press.

BOSTRÖM, M., & KLINTMAN, M. (2008). Eco-standards, product labelling and green consumerism. Houndmills, Basingstoke, Hampshire, Palgrave Macmillan.

BURTON, A., BOSNER, P., & ATTNER, R. F. (2005). Marketing product strategy. Dallas, Tex, The District.

BUTJE, M. (2005). Product marketing for technology companies. Amsterdam, Elsevier Butterworth-Heinemann

FRIENDS OF THE EARTH. (2000). Green consumerism. London, Friends of the Earth.

HENDON, D. W. (2009). Classic failures in product marketing: marketing principles violations and how to avoid them. New York, Quorum Books.

MIDGLEY, D. (2007). Innovation and new product marketing. London, Croom Helm.