Defining Marketing

Defining/Importance of Marketing

Introduction

When most people think of marketing the first thing that probably pops into their mind is some advertisement on TV or a commercial they listened to on the radio. However, knowing what exactly is marketing and why it is important helps fill in the gap before the advertisement or commercial was aired and the intent behind producing it in the first place. The intent and importance marketing and how it contributes to organizational success are key and understanding both micro and macro marketing concepts. This and some key examples on marketing success stories will provide a clearer picture on the definition and importance of marketing in today's society.

Definitions of Marketing

My personal definition of marketing before reading the chapters in Basic Marketing was quite naпve to say the least. I believed that marketing was a way to get the consumer to buy a product that they did not want or need so that some company could get rich off the consumer. My socialization process and understanding marketing was influenced by growing up in the marketing department era when marketing was ratcheted up a notch and the consumer was inundated with buy, buy, buy. This approach appeared to be solely focused on selling products and incorporating all organizational assets to do so. Upon finishing reading the chapters I realize that marketing is broken down into two distinct categories with individual definitions; micro and macro marketing.

Chapter One states that; "Micro-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." (Perrault & McCarthy 2004) This definition according to Perrault and McCarthy focus the individual organizations efforts to predict the consumers' needs in the future and how best the organization may service those needs.

Macro- marketing was defined by Perrault and McCarthy as more of a social process that coordinates an economies flow of goods and services from producers to consumers in a way that effectively matches supply and demand and accomplishes the objectives of society. In this definition we find big picture thinking of the entire sector or economy as a whole involved in the process and not just an individual organizations. Macro-marketing can be found in governments, coordinated efforts by organizations that address big picture issues such as social and ethical responsibilities to both the consumer and planet. This is not to say that micro-marketing does not address the same issues just on a smaller scale.

Importance of Marketing in Organizational Success

With an increase in market economies and trade agreements around the world today's organizations need to change and adapt in order to remain successful in their sector. Most people see making money as the only benefit of marketing; however NGO and even government organizations rely on marketing to help achieve organizational success. A good marketing campaign is just that a campaign that incorporates all sectors of the organization and how if properly melded together they can achieve organizational success. Marketing is the glue that brings and holds together while focusing an organization on the path towards success. As our example below show the importance to much different type of organizations.

Three (3) examples on how Marketing