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Marketing management
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Marketing is about identifying and meeting human and social needs. One of the shortest good
definitions of marketing is “meeting needs profitably.”When eBay recognized that people were
unable to locate some of the items they desired most, it created an online auction clearinghouse.
When IKEA noticed that people wanted good furnishings at substantially lower prices, it created
knockdown furniture. These two firms demonstrated marketing savvy and turned a private or
social need into a profitable business opportunity.
The American Marketing Association offers the following formal 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.7 Coping with these exchange processes
calls for a considerable amount of work and skill.Marketing management takes place when at least one
party to a potential exchange thinks about the means of achieving desired responses from other parties.
Thus we see marketing management as the art and science of choosing target markets and getting, keeping,
and growing customers through creating, delivering, and communicating superior customer value.
We can distinguish between a social and a managerial definition of marketing. A social definition
shows the role marketing plays in society; for example, one marketer has said that marketing’s
role is to “deliver a higher standard of living.” Here is a social definition that serves our purpose:
Marketing is a societal process by which individuals and groups obtain what they need and want
through creating, offering, and freely exchanging products and services of value with others.
Managers sometimes think of marketing as “the art of selling products,” but many people are
surprised when they hear that selling is not the most important part of marketing! Selling is only
the tip of the marketing iceberg. Peter Drucker, a leading management theorist, puts it this way:
There will always, one can assume, be need for some selling. But the aim of marketing is
to make selling superfluous. The aim of marketing is to know and understand the customer
so well that the product or service fits him and sells itself. Ideally, marketing should
result in a customer who is ready to buy. All that should be needed then is to make the
product or service available.8
When Nintendo designed its Wii game system, when Canon launched its ELPH digital camera
line, and when Toyota introduced its Prius hybrid automobile, these manufacturers
were swamped with orders because they had designed the right product, based on doing careful
marketing ho
Philip Kotler and Kevin Lane Keller. - Personal Name
14th Edition
978-0-13-210292-6
NONE
Marketing management
Accounting
English
Pearson Education, Inc.,
2012
USA
1-812
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