an essay about marketing

Essay on Marketing

Students are often asked to write an essay on Marketing in their schools and colleges. And if you’re also looking for the same, we have created 100-word, 250-word, and 500-word essays on the topic.

Let’s take a look…

100 Words Essay on Marketing

The world of marketing.

Marketing is about spreading the word on products and services. It helps companies connect with customers.

Understanding Customers

Effective marketing begins with understanding what customers want and need. Companies study people’s preferences and behaviors.

Creating Products

Using customer insights, businesses develop products that solve problems or bring joy.

Communication is Key

Marketing involves telling people about products through ads, social media, and more. Clear communication is crucial.

Building Brands

Adapting and growing.

Marketing strategies change based on feedback. Companies adapt to stay relevant and successful.

Marketing is like sharing stories that connect what people need with what companies offer. It’s an exciting way to make products part of our lives.

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250 Words Essay on Marketing

Understanding the power of marketing.

Marketing: a concept that shapes the modern world. It’s more than just ads and promotions; it’s the engine driving business success. Let’s explore its significance.

The Essence of Marketing

At its core, marketing is all about connecting products or services with people’s needs and desires. It’s about creating value, not just selling. Effective marketing answers the question, “Why should customers choose us?”

Segmentation and Targeting

Value creation through branding.

Branding isn’t just a logo; it’s the emotions and perceptions associated with a product. Strong brands build trust and loyalty, allowing companies to command premium prices.

The Digital Revolution

The digital age has revolutionized marketing. Social media, search engines, and online ads allow for precision targeting and personalized communication. It’s not about bombarding, but about engaging.

Content is King

Analyzing and adapting.

Marketing isn’t a one-shot deal. It’s a constant process of analyzing results and adapting strategies. Tools like analytics help track what works and what doesn’t, leading to informed decisions.

Ethics in Marketing

With great power comes great responsibility. Marketing should be ethical, transparent, and respectful. Deceptive practices might bring short-term gains, but they erode trust in the long run.

The Bottom Line

In a nutshell, marketing is the bridge that connects what you offer with those who need it. It’s not just about selling but about creating lasting value. Understanding its principles can propel businesses toward success in the modern world.

500 Words Essay on Marketing

Marketing: connecting the dots for successful business.

Marketing is like a magical thread that weaves businesses and customers together, creating a world where products and services find their perfect match. In this modern age, new-age techniques like Virtual and Augmented Reality (VR/AR), Chatbots and Conversational Marketing, Programmatic SEO , Social Commerce, and Neuromarketing have added exciting dimensions to this field. Let’s delve into the basics of marketing and explore how these techniques have transformed the way businesses reach out to us.

Imagine you’ve baked the most delicious cookies in town. You want everyone to know how tasty they are. That’s where marketing comes into play. Marketing involves all the activities that help you promote and sell your products or services. It’s about understanding what people want, creating something they’ll love, and then letting them know it exists.

Meeting New Friends: Customers and Businesses

In the world of marketing, two important players dance together: customers and businesses. Customers are people like you and me who need things. Businesses are the ones that make those things. Marketing helps these two groups find each other.

Traditional vs. Modern Marketing

Traditional marketing used to be all about newspapers, TV ads, and posters. But today, things have changed a lot. Businesses use new-age techniques to grab our attention in creative ways. Virtual and Augmented Reality (VR/AR) let us experience products almost like they’re real. Chatbots talk to us on websites and social media, making shopping feel like chatting with a friend. Social Commerce lets us buy things through platforms like Instagram and Facebook, as if we’re shopping with friends online.

Getting Found: SEO

Think about searching for something online. How often do you go past the first page of search results? That’s why businesses use SEO. It’s like making sure your cookie recipe appears at the top when someone searches for “delicious cookies.” This technique helps businesses get noticed by improving their online visibility.

Understanding Your Brain: Neuromarketing

Ever wondered why some ads just stick in your head? Neuromarketing dives into how our brains respond to ads. Businesses use this technique to create ads that connect with us on a deeper level. It’s like making sure your cookie commercial triggers happy thoughts every time you see it.

Chatting with Businesses: Conversational Marketing

Have you ever had a chat with a robot on a website? That’s Conversational Marketing. Businesses use chatbots to talk to us, answer our questions, and even help us choose the right products. It’s like having a helpful assistant while shopping.

Shopping in Your Pajamas: Social Commerce

Putting it all together.

Marketing is like a puzzle where every piece matters. Businesses create amazing products, use modern techniques like VR/AR, Chatbots, Programmatic SEO, Social Commerce, and Neuromarketing to make us notice them, understand us better, and make shopping a breeze.

In conclusion, marketing is the bridge that connects what we need with what businesses offer. Through traditional and new-age techniques, it has evolved into a captivating journey that is all about understanding, connecting, and engaging with customers. Whether it’s through the immersive experiences of VR/AR, the friendly conversations of chatbots, the smart visibility of SEO, the emotional impact of Neuromarketing, or the convenience of Social Commerce, marketing continues to shape the way we discover, choose, and enjoy the products and services that make our lives better.

If you’re looking for more, here are essays on other interesting topics:

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How To Write A Marketing Essay

Isabella Goode Freelance Writer

Writing a standout marketing essay requires strategic preparation and execution.

As a marketing expert, I’ll share my step-by-step approach to crafting an insightful, actionable paper that earns top marks.

7 Easy Steps To Write A Good Marketing Essay

1. deconstruct the assignment.

Before putting pen to paper (or fingers to keyboard), thoroughly analyze and understand the essay prompt and requirements. What specific question or topic are you expected to address? Is it a case study analysis, campaign proposal, theoretical evaluation, or something else entirely? Carefully read all instructions from your professor so you know exactly what the end product should look like. Clarifying the objectives early is crucial.

2. Select a focused, compelling topic

With the assignment parameters firmly in mind, choose a specific, interesting topic angle to explore in-depth. Overly broad, generic topics like “social media marketing strategies” make it extremely difficult to comprehensively research, structure, and provide unique value in the essay.

For students feeling overwhelmed or struggling to narrow down a fitting topic, services like Domypaper.com can help by saying “ Write paper for me .” Domypaper is an online essay writing service that pairs students with expert academic writers for guidance on any writing assignment, including selecting an appropriate topic that meets the requirements.

Their qualified writing staff provides coaching to develop a compelling thesis and focus that lays the groundwork for an insightful, high-quality marketing essay.

Instead, aim for a more focused perspective, such as “How Wendy’s Edgy, Humorous Voice on Twitter Resonates with Millennials.” A narrowed, compelling topic makes the entire writing process more manageable while allowing you to craft an authoritative, nuanced analysis.

3. Conduct exhaustive research

Credible, extensive research separates excellent marketing essays from mediocre ones. Simply Googling and reviewing a few articles won’t suffice. Utilize academic databases to access peer-reviewed journal articles, in-depth case studies, and other scholarly sources unavailable on the open web.

Review reports and publications from respected marketing analytics firms like Gartner, Forrester, and Nielsen. Analyze statistics, survey data, and expert insights from these industry authorities.

For essays examining specific companies, campaigns, or theories, go straight to the source material when possible. Explore case studies from the brands themselves, read executives’ interviews and presentations, and study entire marketing plans and reports. This level of comprehensive primary research will set your essay apart with an authoritative, nuanced analysis.

For students struggling with marketing essays or seeking assistance to qualify for valuable academic scholarships, consulting one of the top assignment writing services in Australia can provide expert guidance. Skilled academic writers from these services have proficiency in marketing topics and can help craft a compelling, well-researched essay that maximizes your chances of earning top marks or securing a scholarship.

Taking meticulous notes while conducting research is essential. I recommend using a free tool like ZoteroBib to correctly format citations in the required style (APA, MLA, Chicago, etc.) as you go – this minor prep work saves major headaches later when building the bibliography and referring back to sources.

4. Map out a logical structure

With adequate research compiled, it’s time to organize the content into a logical, progressive structure using an outline. While every essay will vary, many effective marketing essays follow a format similar to this:

Introduction – Capture the reader’s attention with a relevant fact, statistic, quote, or anecdote that underscores the importance of your topic. End the opening section with a clear thesis statement.
Background/Overview – Provide foundational context on the core topic, concepts, or businesses being analyzed so readers have a baseline understanding.
In-Depth Analysis/Evaluation – This comprises the heart of the essay. Use specific data, examples, and evidence from your research to analyze or evaluate your chosen subject from multiple angles.
Solutions/Recommendations – For certain essays, this section offers data-driven strategies or proposals for solving stated problems or optimizing areas of opportunity.
Conclusion – Recap the key points, findings, and takeaways in a succinct closing section. Leave readers with an insightful, thought-provoking perspective.

Use detailed section headings and transition sentences to signpost the logical flow of ideas for readers. Each component should directly build upon and support the central thesis in a progressive, cohesive manner.

5. Create the first draft

With your outline constructed, you’re ready to start actually writing the first draft. I recommend beginning with the body paragraphs (sections 2-4), as the outline acts as a comprehensive roadmap to follow.

Let the research guide the narrative – reinforce every key point and assertion with facts, statistics, relevant examples, expert quotes, and other authoritative evidence compiled from credible sources. A solid central analysis backed by quality data forms the backbone of an influential marketing essay.

To produce truly polished, professional writing: Keep paragraphs reasonably short and digestible (3-5 sentences). Utilize clear section headings as signposts. Maintain an academic yet accessible tone. Carefully edit for spelling, grammar, word choice and clarity as you progress through the draft.

6. Inject insightful perspective

Once you have a fairly complete first draft, review the content objectively with a marketer’s critical eye. Does your analysis provide unique, valuable insights that real marketing professionals would genuinely appreciate? Have you raised fascinating implications, opportunities, or questions for future consideration? Or did the essay become too surfaced-level, simply rehashing basic concepts without substantive depth?

If the draft feels lacking in some areas, conduct additional research and update the relevant sections with more nuanced perspectives, data, and key takeaways. Academic marketing essays should provide thoughtful observations that go beyond introductory concepts.

Don’t be afraid to share personal anecdotes, experiences, or viewpoints that enrich the content’s practicality – as long as claims are backed with proper evidence. An essay filled with only dry, unoriginal summaries falls flat. Aim to demonstrate an authentic passion and sophisticated understanding of the subject matter.

7. Polish and peer review

With a solid draft containing original insights and perspectives, take a step back and review the essay’s structural elements:

Does the introduction efficiently set up the topic and grab the reader’s interest?
Do all body sections logically flow and connect from one to the next?
Are there any areas that require reorganizing paragraphs or transitional sentences for smoother continuity?
Does the conclusion concisely summarize key findings and leave a lasting impression?

Finally, have an objective second set of eyes review the marketing essay from start to finish. Enlist a friend, classmate, or writing tutor to provide constructive feedback on areas requiring clarification, additional examples, or opportunities for tighter writing. Fresh eyes can identify gaps the author may have missed.

Carefully incorporating feedback and making any final revisions should yield a polished, insightful, actionable marketing essay that exceeds expectations. Follow these steps, and stellar grades are well within reach.

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What Is a Marketing Essay

The definition of marketing essay describes it as a written piece, exploring product promotion in detail. Such pieces entitle authors to conduct research, study terms, and argumentation. Writing process engages cognitive abilities as well as analytical and critical thinking. While writing, students educate themselves and improve skills in writing and argumentation.

Creating a competent scholarly piece about commerce is always challenging for young authors. College kids should read various data sources and select credible ones. Data must be organized and structured beforehand. Presentation of data, argumentation, as well as reasoning also add many problems for authors. Such papers must be written in compliance with requirements following strict guidelines.

Free Marketing Paper Examples to Download

Website offers countless marketing essay examples of any size and complexity. Browse through a wide selection of topics, opinions, and formats. Each pdf sample is available for free with no registration. All papers were donated by former students. They demonstrate unique approaches to tackling this uneasy task.

Use these text samples as a source of inspiration, guidance, or templates. Extract wording, argumentation techniques, and convincing tactics. Reading sample pieces before writing brings fresh marketing essay ideas. Example articles present perfect language, strong structuring, and smart narration.

Learn new storytelling tricks and perfect personal writing skills by copying selected articles. Look how other students managed to create memorable, well-designed, researched pieces. You may need a human resource management essay; find it in our library. Apply new knowledge in custom papers – boost overall quality and final grades.

Marketing Reflective Essay Examples

A marketing reflective essay challenges authors with critical assessment and taking an analytical look. In reflective pieces, students demonstrate in-depth subject understanding as well as superb writing skills. Such qualities can be achieved either by time-consuming learning or by copying successful papers. Proposed examples demonstrate sublime knowledge of both the article's subject and vocabulary. Here’s how even one reading session of a free marketing essay pdf example can change a student’s style:

Improved wording, incision

Learn new topic-specific vocables for a big improvement in morphological variability as well as readability.

Better paper structuring

Check out modern effective methods or text design for more narrative consistency and coherency.

Thorough informational support

Examine how each statement is backed up by credible information from trustworthy data sources.

Marketing Analysis Paper Examples

Marketing analysis essay takes it further. Similar papers consist mostly of critique and researched material. Students demonstrate extensive academic knowledge and analysis skills. Writing process starts with subject studying and reading competent data sources. A good author must design a clean structure. Create a diverse plan that’ll allow for in-depth coverage. Paper must be kept informative yet captivating. Readers should be entertained and eager to read more.

If you’re short on marketing paper ideas, read proposed paper samples. Articles were donated by students who got the highest scores for these pieces. They present a wide variety of possible topics and analytical approaches. Check out business essays and what made these works great in analysis quality and data presentation. Try indirectly copying smart tricks as well as effectively improving personal writing skills. Make your writing excellent!

Write My Marketing Essay for Me!

To all students out there, here’s a short essay writing marketing online guide. Skim through it, then follow each step to create unique, competent scholarly works.

Conduct in-depth research. Study all available data regarding the article's subject before essay writing in marketing. Thorough subject exploration is important.
Arrange arguments. Carefully select only credible, relevant, and important data. Separate it from unchecked or controversial for better academic value.
Design an outline. Plan narration by creating an article’s structure. Specify which data is mentioned and where. Follow this outline while writing.
Make drafts. Write two-three versions of your article. Each one will be closer to perfection. After you’re satisfied with the achieved results, do the next step.
Edit mistakes out. Proofread an article to eliminate spelling errors, grammar faults, and word repetitions. Check for plagiarism to be sure your article is unique.

If you need more help – contact us directly. Our service will be happy to help you tackle this uneasy marketing essay writing assignment.

Great Marketing Essay Topics Ideas

Want more assistance with finding new marketing topics to write about? The chance of creating an interesting scholarly piece significantly improves if the topic is fascinating. Select such a topic in marketing that you’d be eager to share thoughts. With that said, here’s a list of great paper subjects:

How can consumers protect themselves from viral advertisements?
Direct sell or a hidden call-to-action? Describe pros/cons of each approach.
Explore effective methods of selling a bottle of water to a drowning man.
Online product promotion as a part of modern retail strategies.
Explain how advertisements can be more effective on social media.
Business model of TikTok – analyze it in detail.
How can a company create its image and earn clients’ loyalty?

Hint: Marketing is closely related with communication. So, browse more than one essay on communication in our database.

Topics Related to Marketing

Picking one of marketing related topics instead of purely market-targeted gives additional possibilities. Students get a wider variety of arguments and more abilities to showcase particular knowledge. Subject-related articles develop cognitive skills as well as teach the concept application. We’ve compiled some marketing paper topics that are not entirely about marketing:

How can kids improve revenues of a lemonade stand?
Now people are products big companies buy/sell.
Where to find the best customer for your business? (Consult: essay about business management .)
Explore first forms of advertisement in Ancient Rome.
Small entrepreneur struggles of the 21st century.
How symbols are used in advertising/selling?
Who was Steve Jobs – market genius or a fraud?
Instagram and TikTok as the best platforms for selling stuff.

FAQ About Marketing Essays

Numerous free essays on marketing and related subjects are available to any internet user. The website offers countless options for each student to select the right paper sample. Download them as pdf files or examine free samples online. Use these free papers to improve personal grades and perfect writing abilities.

Short papers on marketing focus on densely packing information. Such articles require immense writing skills and experience to complete. Brief papers often are the hardest ones since all the data must be squeezed into a tiny amount. Multiple examples of short scholarly pieces can be downloaded free from this website.

Successful essays on marketing are started with topic statement sentences. Authors supply readers with essential information necessary for text understanding. The first paragraph only hooks attention without providing any concrete facts or arguments. Look at examples for guidance and inspiration. Samples showcase various takes on the article's introduction – choose yours!

All proposed essays about marketing were already submitted by their authors. The papers you see were donated by students. Copy-paste will result in poor originality percentage and grades. Teachers use plagiarism checkers on each submitted work. If you’re aiming at something better than “F”, you better write unique works.

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Mastering the Craft: Penning an Impactful Marketing Essay

Essay on Marketing: A Comprehensive Guide to Writing

In today's digital age, it's fascinating to realize that we are constantly bombarded by marketing messages. On any given day, whether you're scrolling through social media, watching TV, driving on the highway, or simply walking down the street, you're likely to encounter an astonishing number of advertisements – somewhere between 4,000 and 10,000, to be more precise. These messages are strategically designed to catch your attention, evoke emotions, and ultimately influence your choices as a consumer. It's this very power of marketing that makes it an incredibly captivating subject to explore and understand. If you're a chief content officer or tasked with writing an essay on marketing, get ready to dive into the world of marketing messages and the psychology that influences how people make choices.

Essay on Marketing: Short Description

In this guide, professional essay writer will lead you through the process of creating a powerful marketing essay. Marketing is a dynamic subject, and we've designed this guide to equip you with essential tools. We'll start by defining a marketing essay's purpose and structure, ensuring logical flow. We'll then detail the steps, from choosing a relevant topic to organizing research effectively. Additionally, we'll provide expert tips to help your essay excel academically and make a lasting impact. So, let's embark on this educational journey together as we dive deep into the captivating realm of marketing and equip you with the knowledge and skills to create an essay that shines!

Purpose of the Marketing Essay

So, why exactly are you diving into the world of marketing essays? Well, it's not just an academic exercise; it's an opportunity to unravel the fascinating layers of marketing. Your marketing essay serves as a window into understanding how businesses capture your attention, influence your choices, and create brand loyalty.

But it's not all about business. A marketing essay is your chance to explore the psychology behind consumer behavior, the impact of persuasive techniques, and the ever-evolving trends in this fast-paced industry.

Moreover, it's your ticket to honing essential skills. You'll learn to research meticulously, craft a persuasive essay on marketing, and present your thoughts coherently – talents that are valuable not only in academia but also in the real world.

Essay on Marketing: Steps to Create an Effective One

Crafting a compelling essay on marketing isn't just an academic task; it's your gateway to unraveling the secrets of an industry that shapes our choices daily. From the moment you encounter thousands of advertisements daily to the psychology behind consumer decisions, marketing is a dynamic world worth exploring. In the following sections, experts from our marketing essay writing service will unveil the steps to create a powerful essay on marketing and advertising that meets academic standards and equips you with skills and insights to navigate this captivating realm.

Choose a Marketing Topic

Picking the right marketing subject, like writing an essay about marketing ethics, is the crucial first step in creating an excellent essay. Your choice not only influences your engagement with the subject matter but also determines the relevance and appeal of your essay to your audience.

First, let's understand why your choice of topic matters. In the dynamic field of marketing, topics can range from traditional concepts like branding and consumer behavior to emerging trends like influencer marketing and digital advertising. The key is to select a topic that piques your interest and aligns with your essay's purpose.

Tips for Choosing the Right Topic

Passion and Interest: Start by identifying areas of marketing that genuinely fascinate you. Writing about a topic you're passionate about will not only make the process more enjoyable but also result in a more compelling essay.
Example : If you're an avid social media user, exploring the impact of social media marketing on consumer behavior might be a natural choice.
Relevance: Consider the relevance of your chosen topic to current marketing trends and debates. Timely topics often resonate more with your readers.
Example : In today's digital age, a topic like 'The Role of Artificial Intelligence in Marketing' would be highly relevant.
Scope and Depth: Balance the scope and depth of your topic. Ensure it's neither too broad nor too narrow. You want to have enough material to explore without overwhelming yourself or your readers.
Example : Instead of a broad topic like 'Marketing Strategies,' narrow it down to 'Content Marketing Strategies for Small Businesses.'
Uniqueness: While common topics can be appealing, consider adding a unique twist or perspective to stand out. Find an angle or question that hasn't been extensively explored.
Example : Instead of a generic analysis of Coca-Cola's branding, you might focus on 'Coca-Cola's Sustainability Initiatives and Branding.'
Research Availability: Ensure there is enough research material available on your chosen topic. This will make the research process smoother.
Example : Before committing to a topic, check if there are academic papers, books, or recent articles discussing it.

Research and Gather Information

With your marketing topic selected, the next crucial step in crafting an effective essay is thorough research. This phase is the backbone of your essay, providing you with the knowledge and evidence needed to support your arguments and insights.

Research is the process of exploring existing literature, data, and insights related to your chosen marketing topic. It serves several vital purposes:

Understanding the Topic: Research helps you gain a deep understanding of the subject matter, allowing you to approach it from an informed perspective.
Supporting Your Claims: It provides evidence and data that support the arguments and claims you make in your essay, lending credibility to your work.
Exploring Diverse Perspectives: Research exposes you to various viewpoints, enabling you to present a well-rounded analysis of your topic.

Practical Steps for Effective Research

Use Reliable Sources: Start by identifying reputable sources for your research. Academic journals, books, industry reports, and government publications are excellent places to begin.
Example : If you're researching influencer marketing, look for peer-reviewed articles in marketing journals or reports from marketing research firms.
Dive into Primary and Secondary Sources: Primary sources, such as interviews, surveys, or original data, provide firsthand information. Secondary sources, like books or articles that analyze primary data, offer valuable context.
Example : If your essay on marketing research examines consumer behavior, you might conduct surveys (primary) and also reference academic papers discussing similar surveys (secondary).
Organize Your Notes: As you gather information, organize your notes systematically. This will make it easier to retrieve and cite information when you start writing.
Stay Current: Marketing is ever-evolving. Ensure that your research includes up-to-date information and recent trends, especially if you're working on an essay on digital marketing or technology.
Example : In the rapidly changing landscape of digital advertising, information from just a few years ago may already be outdated.
Critical Evaluation: Don't accept information at face value. Evaluate the credibility and relevance of your sources. Be critical and discerning in your analysis.
Example : If you find a statistic in an article, check the source of that statistic and assess its reliability.
Take Notes and Cite Sources: Keep detailed notes of all the sources you consult, including page numbers, publication dates, and URLs. Properly cite these sources in your essay to avoid plagiarism.
Example : Use citation styles like APA, MLA, or Chicago as required by your academic institution.

Master the Marketing Essay Structure

Now that you've conducted thorough research on your chosen marketing topic, it's time to delve into the art of structuring your paper effectively. A well-structured essay on marketing concept not only enhances readability but also ensures that your ideas flow logically. In this step, we'll break down the essential components of a marketing essay structure, providing you with a roadmap for crafting a compelling piece of writing.

Components of a Marketing Essay Structure

Introduction: Begin your essay with an engaging introduction. Here, you should:
Provide a clear and concise thesis statement that outlines the main argument or purpose of your essay.
Create a hook or attention-grabbing statement to captivate your readers.
Offer a brief overview of the key points you'll discuss in the essay.

Example : If your essay explores the impact of social media marketing, your introduction might begin with a startling statistic about social media usage.

Body Paragraphs: The body of your essay should be divided into multiple paragraphs, each addressing a distinct point or aspect of your topic. Here, you should:
Start each paragraph with a clear topic sentence that relates to your thesis.
Provide evidence, examples, and data to support your arguments.
Ensure that your paragraphs flow logically, with smooth transitions between ideas.

Example : In a paragraph discussing the effectiveness of influencer marketing, you might present case studies and statistics to support your claims.

Conclusion: Conclude your essay by summarizing the key points and reiterating your thesis statement. Here, you should:
Avoid introducing new ideas; instead, recap the main arguments.
Provide a thought-provoking closing statement that leaves a lasting impression on your readers.

Example : In a conclusion about social media marketing's future trends, you might emphasize the need for marketers to adapt to changing consumer behavior.

Write Your Marketing Essay

With your topic selected, research completed, and a solid essay structure in place, it's time to roll up your sleeves and start writing your marketing essay. This is where you bring together all your research and ideas to create a compelling, well-structured piece of writing. Now let’s dive into the specifics of crafting your own paper:

Start with a Strong Thesis Statement: Begin your essay by restating your thesis statement from the introduction. This serves as a reminder of your main argument and helps orient your readers.
Example : If your thesis is about the influence of online reviews on consumer purchasing decisions, remind your readers of this focus.
Use Clear and Concise Language: Avoid jargon, first-person narration, or overly complex language that might confuse your readers. Aim for a unique voice and simplicity in your writing.
Example : Instead of saying 'utilizing novel paradigms for customer engagement,' you can write 'using new methods to engage potential clients.'
Support Your Points with Evidence: Throughout your essay, back up your arguments with evidence from your research. This can include statistics, case studies, expert opinions, or real-life examples.
Example : If you're discussing the effectiveness of email marketing, provide data on open rates, click-through rates, and conversion rates.
Maintain a Logical Flow: Ensure that your ideas flow smoothly from one paragraph to the next. Use transition words and phrases to guide your readers through your essay on online marketing.
Example : Use transitional phrases like 'Furthermore,' 'In addition,' or 'However' to connect ideas.
Balance Perspectives: If your topic involves contrasting viewpoints, acknowledge and address counterarguments. This shows that you've considered various angles and strengthens your essay's credibility.
Example : If discussing the pros and cons of influencer marketing, present arguments from both sides before stating your position.

Steps After Completing Your Writing

Congratulations! You've successfully completed the writing phase of your marketing essay. However, the journey isn't over yet. What comes next is equally crucial, as it involves refining and polishing your work to ensure it shines brightly. In this section, our marketing essay writing service experts will explore the vital steps that follow the completion of your essay, helping you take your work from good to exceptional.

Editing and Proofreading

Now that you have your marketing essay written, it's time to shift your focus to the critical task of editing and proofreading. This step is like giving your essay a fine polish, ensuring that it's free from errors, flows smoothly, and communicates your ideas with clarity. Editing and proofreading serve several essential purposes:

Error Elimination: It's your opportunity to catch and correct grammar, spelling, punctuation, and formatting errors that might have slipped through during the writing process.
Clarity Enhancement: You can refine your sentences for clarity, ensuring that your ideas are expressed precisely and concisely.
Consistency: Check for consistent formatting, style, and citation throughout your essay.
Readability: Ensure that your essay flows logically, with smooth transitions between paragraphs and sections, enhancing overall readability.

Practical Tips for Effective Editing and Proofreading

Take a Break: After completing your essay, give yourself some distance from it. Returning to your work with fresh eyes makes it easier to spot errors and awkward phrasing.
Read Aloud: Reading your essay aloud helps you identify issues with sentence structure and flow. It's an excellent way to detect awkward or unclear sentences.
Focus on One Element at a Time: When proofreading, concentrate on specific elements in each pass. For example, in one round, focus solely on grammar and punctuation, and in the next, concentrate on clarity and coherence.
Use Editing Tools: Utilize grammar and spell-checking tools like Grammarly or Microsoft Word's built-in proofreading tools. However, don't rely solely on these; they can miss nuanced errors.
Print and Review: Sometimes, seeing your essay on paper rather than on a screen can help you spot errors more effectively.
Proofread Backward: When proofreading for spelling and grammar errors, start at the end of your essay and work your way backward. This forces you to focus on individual words rather than the content as a whole.
Don't Rush: Take your time during the editing and proofreading process. Rushing can lead to missed errors.

References and Citations

Properly referencing and citing your sources is not only an academic requirement but also a mark of intellectual honesty and rigor. It showcases your commitment to acknowledging the work of others and adds credibility to your marketing essay. According to our experts, references and citations serve several crucial purposes:

Credit to Sources: They give credit to the original authors and sources of the information and ideas you've used in your essay.
Avoiding Plagiarism: Proper citations demonstrate that you have not plagiarized others' work, a serious academic offense.
Verification: They allow readers to verify the information you've presented and find additional resources on the topic.

Practical Tips for References and Citations

Know Your Citation Style: Familiarize yourself with the specific citation style required by your academic institution or instructor (e.g., APA, MLA, Chicago). Each style has its own guidelines for formatting citations.
Create a Reference List: Compile a list of all the sources you've used in your essay. This list typically appears at the end of your essay and is called the 'References,' 'Works Cited,' or 'Bibliography' page, depending on the citation style.
Follow the Citation Style: Ensure that your in-text citations and reference list adhere to the rules of your chosen citation style. This includes formatting, punctuation, and capitalization.
Use Citation Tools: Consider using citation management tools like Zotero, EndNote, or Citation Machine. These tools can help you format citations correctly and manage your references efficiently.
Understand In-Text Citations: Learn how to properly use in-text citations to indicate where you've used information from a particular source within your essay.
Be Consistent: Ensure that your citation style is consistent throughout your essay. For instance, if you're using APA style, maintain APA style for all citations, including quotations, paraphrases, and references.

What's a Short Essay About Marketing?

A short essay on what is marketing is a concise written piece that explores specific aspects of marketing, often within a limited word count. These essays aim to provide insights into marketing concepts, strategies, or trends while maintaining brevity. Short marketing essays are typically used in academic settings to assess students' understanding of marketing topics or in professional contexts to communicate key marketing ideas succinctly.

What Is Marketing in Just 250 Words?

Marketing is the multifaceted process of promoting and selling products or services. It encompasses a wide range of activities, from understanding consumer needs and preferences to designing effective advertising campaigns. Marketing involves the four essential elements known as the '4 Ps': Product (creating and offering the right product), Price (setting a competitive price), Place (making the product accessible to consumers), and Promotion (communicating the product's value and benefits).

In a world that's constantly evolving, marketing has embraced digital platforms, social media, and data-driven insights. It's not just about selling anymore; it's about building lasting customer relationships, enhancing brand visibility, and adapting to changing consumer behaviors.

In 250 words, it's challenging to cover all aspects of marketing comprehensively, but this brief overview highlights its central role in connecting businesses with their target audiences, driving sales, and shaping consumer choices in today's competitive marketplace.

Why Is Marketing So Crucial?

Marketing is crucial because it is the bridge between businesses and their customers. It not only introduces products and services to the world but also cultivates a deep understanding of consumer needs. In a crowded marketplace, effective marketing sets businesses apart by capturing attention, building trust, and driving sales. It's the cornerstone of brand success and a vital tool for navigating the ever-evolving landscape of consumer behavior and preferences. In essence, marketing isn't just important; it's the lifeblood of businesses seeking growth and sustainability.

From choosing the perfect topic to mastering the intricacies of essay structure, conducting research, and refining your writing, you've acquired the tools and insights needed to craft compelling narratives. Whether you're working on an essay on global marketing or delving into a specific niche, keep in mind that a meticulously crafted composition serves a purpose beyond academics—it's your gateway to exploring the dynamics of persuasion and consumer behavior.

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Essay Samples on Marketing

Marketing career: crafting triumph through creativity and strategy.

The modern world is an intricate web of connections and communications, and at its core lies the vibrant marketing career. In this essay, we embark on a journey through the exciting realm of marketing, exploring its multifaceted nature, the skills it demands, and the opportunities...

A Brief Analysis of Samsung's Marketing Aim and Strategies

Samsung is a world famous brand that has been made popular not because of the products, but also their innovation in technology. It’s the seventh most valuable brand in the world. Myself I believe this is due to the marketing mix of the company which...

Marketing Strategy

Misleading Marketing Schemes in Australia and Their Impact

Marketing is the culprit of generating obesity. Marketing is detrimental to children’s health. Marketing is the culprit. Our country has been slammed with misleading marketing schemes and it is unacceptable. Marketers are using popular methods to wrongly entice young children to buy their products. An...

Advertisement
Consumer Behavior

Combination of Success: the Blend of Marketing and Customer Value

Marketing can be broadly defined as the communication channel linking a product or service to the targeted customers. Creation of value for customers is a critical task for marketers. From a customer's perspective, customer value is what they 'get' (benefits) relative to what they have...

Customer Service

A Few Marketing Plans to Strengthen Malaysia Airlines’ Brand

Amongst a few marketing plans that Malaysia Airlines’ could apply is consumer orientated sales promotion. In applying consumer orientated promotion, Malaysia Airlines’ can offer price-off deals on their plane tickets. Consumers are usually price sensitive, hence with applying price-off deals, consumers’ purchase decisions would be...

Marketing Plan

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Successful Marketing Strategy Starts With Great Advertisement

Advertisements: are best options to reach your customers, clients and patronisers. They can be the strategic procedures that guarantees contact with customers or prospects. Advertisement with various systematic approaches will attract someone’s attention better than single advertisement. You need to be systematic when promoting yourself...

Marketing and Advertising

The Pros and Cons of Digital Marketing Methods

Introduction Today Digital Marketing is a part of everyone’s life, from personal to professional use. People use it to get up-to-date information and the business evolved through this network (Chaffey, 2016). The Internet is the most cost-effective ways to promote businesses (Chaffey, 2016; Lu, 2016)....

Brand Management
Social Media Marketing

Non-profit and For-Profit Organizations

Non-profit and for-profit organizations share similarities and also have their differences. For-profit organisations stray far from non-profit organisations in their motives; for-profits are driven to boost revenue where non-profits hold more selfless motives and won’t suffer financial difficulties or loss. This difference flows into their...

Non-Profit Organization
Organization

Best topics on Marketing

1. Marketing Career: Crafting Triumph through Creativity and Strategy

2. A Brief Analysis of Samsung’s Marketing Aim and Strategies

3. Misleading Marketing Schemes in Australia and Their Impact

4. Combination of Success: the Blend of Marketing and Customer Value

5. A Few Marketing Plans to Strengthen Malaysia Airlines’ Brand

6. Successful Marketing Strategy Starts With Great Advertisement

7. The Pros and Cons of Digital Marketing Methods

8. Non-profit and For-Profit Organizations

Business Success
Business Analysis
Mcdonald's
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Democratic Leadership
Entrepreneurship

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How to Write a Marketing Essay?

Updated December 13, 2023

How to Write a Marketing Essay? – Introduction

In the fast-changing marketing world, expressing your thoughts well in writing is important. To create an impressive marketing essay, you must be creative, think analytically, and understand your topic well. Whether you are a student trying to impress your teachers or a professional wanting to communicate your ideas effectively, this guide will help you powerfully turn your thoughts into how to write a marketing essay.

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Tips on How to Write a Marketing Essay

A marketing essay involves research, critical thinking, and effective communication skills. Here are some tips to help you on how to write a marketing essay:

1. Understand Your Audience and Purpose

Before you start writing, knowing who you are writing for and why is important. Are you writing for a teacher, a friend, or a larger group? If you are a student and need help with a term paper, consider using a platform like Grabmyessay . Consider whether you want to inform, influence, or analyze your essay. Adjusting your writing style and content to match your audience and goal ensures your essay is effective. For example, if you are writing a marketing essay for a teacher, you should use a more formal and academic tone. You could make it more casual and interesting for a wider audience.

2. Thorough Research is Key

Effective marketing essays are built on a foundation of thorough research. Dive into primary and secondary sources to gather relevant information, statistics, and case studies. Primary sources may include interviews with industry professionals, surveys, or firsthand experiences, while secondary sources encompass academic articles, books, and reputable online platforms. Research not only strengthens the credibility of your essay but also demonstrates your in-depth understanding of the topic.

3. Create a Compelling Thesis Statement

Your thesis statement is like the map for your essay. It should briefly express the main argument or point of view you will be addressing. For instance, “In this essay, we will look into how digital marketing affects on consumer behavior, highlighting the transformative role of social media platforms in shaping purchasing decisions.” This thesis statement clearly outlines the scope of the essay, indicating that the focus will be on digital marketing and its influence on consumer behavior, emphasizing social media platforms.

4. Craft a Captivating Introduction

One of the main rules for writing a quality essay is to write a strong introduction. The opening is the gateway to your essay; an interesting start can grab your reader’s attention immediately. Start with something catchy, like a question that makes people think, a quote that fits, or a surprising fact. Introduce the topic clearly and provide context for your thesis statement. Consider an introduction for the digital marketing essay that sets the stage for exploring digital marketing and its influence on consumer behavior.

5. Organize Your Thoughts Logically

A well-organized essay flows seamlessly, guiding the reader through a logical progression of ideas. Structure your essay. Start with an introduction to introduce your topic. Then, in the body paragraphs, discuss different points or ideas related to your topic. Finally, conclude your essay, restating your thesis or main idea. Each paragraph in the body should focus on a specific point or idea and provide details or examples to support it.

In the case of our digital marketing essay, body paragraphs could explore topics such as the evolution of digital marketing, the role of social media influencers, and the integration of data analytics in marketing strategies. Begin each part of your essay with a main idea sentence. Also, smoothly connect your thoughts using words linking one idea to another.

6. Support Your Claims with Evidence

In marketing, clarity and conciseness are important. Avoid jargon or overly complex language that may convey your audience. Clearly express your ideas using straightforward language while maintaining a professional tone. Support your arguments with factual evidence from data, case studies, or examples from real-world scenarios. It lends credibility to your essay and demonstrates that you can use ideas you have learned in real-life situations.

7. Revise and Edit Thoroughly

The future of digital marketing lies in brilliant communication. End your essay with a conclusion summarising your main points and supporting your thesis. The final step in crafting a standout marketing essay is accurate revision and editing. Review your essay to ensure it’s clear, makes sense, and has good grammar. Check that your ideas connect well and that each paragraph fits smoothly into the essay’s overall flow. Take the time to polish your essay, refining sentences for clarity and removing unnecessary or redundant information.

Final Thoughts

Transforming ideas into how to write a marketing essay is a rewarding process requiring creativity, research, and effective communication. By understanding your audience, conducting thorough research, and crafting a compelling thesis, you set the foundation for an impactful essay. Organize your thoughts logically, support your claims with evidence, and engage your readers with clear language. Anticipate counterarguments, create a memorable conclusion, and, most importantly, revise and edit thoroughly.

Marketing Essays

Conagra’s strategic branding transformation, evolving trends in global influencer marketing, the impact of social media on louis vuitton’s growth in the british market., research on the factors influencing the willingness to use digital currency electronic payment in china —case of e-cny, developing an innovative idea for zoony skincare company, influences on consumer behavior in the healthcare sector, analyzing organizational goals and objectives, netflix’s 2020 strategy for battling rivals in the global streaming video market, image and brand management crossroads: a case study, brand reputation and purchase decision, marketing organic consumer products: the use of the availability heuristic and recall ease, final examination equivalent project, topic: strategic marketing in a global context, the influence of streaming services, negative connotations of persuasion, essays on marketing.

Maybe you’re looking for a career in it or simply are interested in the power behind marketing. Either way, it’s an excellent topic for multiple essay topics. Marketing is what business uses to gain the attention of their potential customer. They use it to entice what users are looking to get and how their products or services can fulfill those needs.

It’s a blend of subliminally speaking to a consumer and using messaging in various mediums. This includes print, images and video to get to a psychological point of view. With Digital marketing and globalization it’s only become more complex. New markets are always opening up and new ways of sending out marketing messages.

It’s quite a diverse topic that looks at everything from what advertising looks like to how to capture someone’s attention in a matter of seconds. With technology, it’s also easier to capture marketing data points, helping to shift marketing from a creative field to an innovative and data-driven area. Items such as target audience and segmentation can be easily tracked so marketers can properly drive their efforts to the right consumers who will eventually buy the product or service.

How to write an essay about marketing

There are a lot of different avenues to go with marketing. You can look at how it’s a critical component of sales in general for business or, what consumer behavior looks like and how marketing works with it. There are also different types of marketing to consider as well.

Or you can go towards the psychology of consumerism and how marketing plays a critical role, and ensure that you cite plenty of use cases and data sets related to this topic. Technology also continues to grow in this field, with numerous marketing tools to help marketers in their roles. Looking at such technology, or the future of marketing technology will make for an excellent essay topic.

Topics to consider for essays on marketing:

• The importance of marketing in the modern business world • The different types of marketing • The marketing mix • The marketing research process • Consumer behavior • The future of marketing

So, try looking through the samples on this page. They will help you see different people’s points of view on marketing and create your own masterpiece!

The Art of Consumer-Insights Marketing Essay

To find inspiration for your paper and overcome writer’s block
As a source of information (ensure proper referencing)
As a template for you assignment

Introduction

Insights and theories, consumer experience, the meaning of insight, database marketing and consumer insight, case study: getting into customers’ insights, selected examples.

Bibliography

Are consumer insights so elusive? This is a question that requires a broad answer. Consumer insights became a trend in 1992 when Lisa Fortini-Campbell introduced the term in her book Hitting the Sweet Spot .

And now with computers and the Internet, Information Technology and globalisation, consumer insights may be a thing to reckon with. It has become complicated however and needs to be refocused to meet the needs and wants of consumers.

In this essay, we will distinguish what consumer insight means, both in singular and plural forms. There are variations to their meanings and usage. In simple terms consumer insight refers to consumer focus, consumer needs and wants and satisfaction, all molded into one. The underlying topics of market research are redirected to this point.

Today’s marketers have the world as their marketplace. It is a bigger place to introduce and sell products but also a wider place to analyze and deal with. Before, marketers could only focus with consumer insights of a particular place and community, now they have the ‘global village’ to deal with.

It was in 1992 when marketing could be done through one-to-one approach. But now with the popularity of the Internet and the information revolution, “mass customization” is becoming a trend.

A question that always seems to linger in the marketer’s mind is: What do consumers think and want? This question cannot be addressed to one group of consumers but to the world, the global village.

Global organisations, or businesses, think of more appropriate terms and strategies in this new, exciting (?) or challenging marketplace. There is more than one way to kill a cat, and marketers have to be flexible and creative in communicating to the outside world. This is the “exciting” world of business in the twenty-first century.

Insight can be just another term for market research. But it can also mean many things because of the vast information and knowledge available for organizations and businesses today.

Today’s marketers have to refocus and find new ways of collecting and analyzing marketing intelligence because of the new forces and trends in globalization. Information is the key; there are vast amounts of information about consumers out there that have to be collected and analyzed.

This new wave of information needs broader and creative ‘geniuses’ to arrive at fresh insights for the consumers’ needs and wants to be met. Moreover, a genius is not necessary. What is needed is “insight” and a careful study of the vast information acquired from the literature and from the field collected by sales people.

Globalization has revolutionized many aspects of marketing. Organizations have to adopt and introduce measures and changes in marketing strategies. This includes product orientation, employee management, and other organizational strategies.

Organizations have to refocus and acquire more knowledge since knowledge is a very ‘important asset’. Knowledge is very important in consumer insight. Organizations share knowledge with each other, but there are barriers in this activity. One example is the so-called internal stickiness.

Barriers impede the transfer of knowledge from people to people or department to department within organizations. Experience of organizations proved that it is not easy to transfer knowledge or best practice. This is termed internal stickiness.

Cultural diversity has also become a trend. Adaptation and standardization are also added to product diversification. There is a demand for local products but customers also want global ones, or imported products. Marketers adapt local products to adjust to cultural differences.

Meeting the customer’s needs and wants is a business trend in the age of intense globalization. Marketers aim for customer focus and loyalty. Organizations aim for customer loyalty while keeping cost of production low. This is multi-purpose but difficult to achieve; difficult because meeting the customer’s needs and wants at the same time minimizing cost of production do not ensure quality product or service.

Customer satisfaction is an important strategic part of marketing. Products and services are geared towards customer focus, and customer satisfaction is a goal in a value added supply chain.

In order to address the problem of customer loyalty, firms apply product and service innovations. This is also the main objective of market orientation – customer satisfaction through superior performance of products and services.

Customer relationship marketing (CRM) creates value for the customer. Kotler et al. includes the idea of value in the definition of marketing, which is “the relationship between what is paid and what is received, and can be increased or reduced by marketing activities.”

Marketing involves a lot of issues, including a database of information, data and knowledge. There is the question of the marketing mix that also requires more information about consumers. The marketing concept looks at the depth of selling which is searching for ways to satisfy the needs and wants of the customer.

Organizations have to find out what will satisfy customers, then, create satisfying products. The marketer must continue to apply innovations. This is what they call continual improvement in the company’s product.

There is another trend in marketing and that is, ensuring that the customer longs and wants for a ‘remake’ of the product; in other words, the strategy is to aim for the customer’s coming back to want for more. But customer satisfaction does not necessarily mean loyalty on the part of the customer. Many authors suggest that having continuous communication with the customer is one step to loyalty.

Customers have to be asked to rate the importance of particular attributes and performance levels of the product/s. They have to be asked about their willingness to repurchase and to recommend the products that they had bought. These steps can lead us to the concept of customer loyalty.

Marketing research on experience focuses on what the customer wants. Benefits are in the form of satisfaction and customer experience of the product. Consumer behavior for example has three aspects which are: creation of information, behavioral concept theory, and consumer attitude theory. These concepts provide consumer insight on consumer experience.

In response to the complexities of the time, i.e., the existing pressure of globalization, marketers have reformatted the way they collect and utilize market intelligence. Marketers need more information and are redefining goals to suit to the present trend of intense globalization.

In a study by Morash and Lynch, they found that customer closeness is one of the requirements for customer focus and loyalty. It is important in demand-oriented capabilities and performance. Customer closeness is associated with responsiveness to customers and customization. Supply chains can also be aimed at customization. It is a strategy that combines operational excellence with customer closeness.

Flexibility is another important factor in having customer closeness. Flexibility refers to being able to change and react to customer demands, or requests. A flexible organization reacts to quick changes in the product mix. Flexibility has other ‘flexible’ connotations, such as financial performance.

There are many questions that managers and marketers ought to answer about the customer when looking for customer focus and loyalty. A study should be made on how customers behave, how they react to the product, and how they experience the product. Some questions that need to be answered by the marketer are:

Why do customers want and like this product?
What attracts customers to my product?
How do customers receive the information advertising and commercials?
When is the appropriate time to convince them to buy the products?

An important strategy being applied by global firms in meeting the needs and wants of customers is introducing an approach to supply chain that focuses on the customer. Knowing the customers’ needs have become a foundation for which a company is founded.

A company has to be marketing orientated, and for this, a number of changes have to take place in the organization, for example practices and attitudes. The marketing concept has evolved over the years of business and globalization.

In the study of consumer insights, we refer to behavioural sciences that tell us more about buyer behaviour. But it is more than that. Knowledge, information, technology, these are some of the vast amount of resources needed to know consumer insights and consumer behavior.

A customer can be defined in different ways. An airline company can look at it in a different angle. But for a pharmaceutical company, a customer can be a physician or the patients in the hospital.

Organizations, with their marketers and salespeople, have to manage and integrate their actions to different kinds of customers. Gathering all those information can be laborious and requires a lot of time and resources. But innovations and programs of activities have to be focused along this line of activities.

Organizations can shift focus to analyzing the various information and data, turning it into knowledge and expertise. The company can conduct its own survey, using its own people and resources, in order to know whether customers still want the company’s products, or if they are shifting to the competitors. The information on the customer satisfaction is vital in the improvement of the product or service.

On the other hand, customer focus and loyalty is important to supply chain. The marketer should understand customer experience of the product, and the customer should be able to interpret the customer experience by answering what still needs to be done.

There is no puzzle about what is insight. We all have this, but consumer insight is unique because only marketers have expert knowledge of it.

Consumer insight is referred to as “voice of the consumer”; it can influence or become a basis for better decision making of a company or organization. Product planning and development, customer relations, department communications and management are more made effective when there is fundamental understanding of the consumer.

Historically, there were some organizations that recognized the need for a separate department to handle the vast information for consumer insights and so concerned CEOs formed the account planning unit.

Other organizations established their own directorships – Director of Consumer Knowledge Development, Manager of Consumer and Market Knowledge, etc. Managers were in charge of interpreting and applying information to the different departments in an organization.

The term insight has two meanings: one is plural and the other singular. The plural form, “insights”, refers to ideas or discoveries that can provide opportunities. The marketer can be aided with tools like customer databases and market research.

The singular form, on the other hand, “insight”, refers to one’s talent or capability to think clearly and deeply. It refers to a marketer’s deep knowledge of the consumers, which can help in decision making.

This type of insight is very important; it is a deciding factor in customer loyalty. Every marketer ought to have it. This is not about knowing some pieces of a puzzle but having all the necessary ingredients to produce a complete picture. Everyone involved in marketing, particularly those who personally deal with consumers, should know and see the picture.

Consumer insight cannot be attained from simple research but from combined sources, such as databases, planning data, reports, market intelligence, feedback from people in the field, even consumer complaints, and everything about consumers.

The importance of consumer insight to marketers has been established. The implications for business and organizational growth with a well-defined and well-research customer insight are significant.

But consumer insight will continually change over time because of the demographic changes and the changes in the market forces. Marketers will have to adjust, introduce new innovations, and continue to need customer insight because of the following factors:

Customers will not make themselves available to traditional marketing. Brands will be very important as customers will prefer a select few. That is why, it is important that organizations have a database of consumer insights. Customer interaction in websites can help in having more information about customers and their preferences.
Marketing peers, such as those from the media, will be less cooperative and so there will be resent among the various groups in the media.
Brands will not be easy to build. Consumers will be more bright and wise and so traditional brand builders will find it difficult to succeed.
A new demographic of employees will emerge as most of those over fifty years old will remain employed. Another thing is the employee backlash as everyone becomes a customer, and an alienated customer at that. An example is your wife or employee who complains about your product.

Database marketing refers to the relationship of consumer and organization when both are in the process of communicating, exchanging all possible information for a particular and actual purchase of a product or about certain service issues that a consumer wants clarified.

While the traditional characteristics of the marketing mix focus on consumer and relationship with supplier and product, database marketing is narrower. This is focusing on the organization’s desire to sell more.

Database marketing has a lot of good and positive results for an organisation. Its benefits are what businesses expect of market research.

Database marketing turns interest into profits. It does clear action, also referred as brand advertising. We know how important a brand or name of a product.
Database marketing upholds brands. Brands are like names of countries; they represent a people, they carry a reputation. Remarkable names or brands are those whose reputations cannot be questioned.
Database marketing also delivers what is expected. Consumers to good advertising.
It fosters customer interaction. This kind of communication can be done through the Internet. A company’s website should have customer interaction feature wherein customers can ask question and lodge complaints.

Another focus on this particular strategy of marketing is customer care. Customer care is simply taking care of the customer. This includes everything, or every activity and product that satisfies the customer.

Examples are: a well-polished and beautiful store where storeowner and employees wait and expect the customer’s “orders”, a state-of-the-art website where organization and customer interaction is one of the awaited features and readily available with an administrator providing 24-hour service to customers’ questions and complaints, and everything about good service.

Supplier staff and employees treat well the customers. These are some of the features of customer care.

Database marketing is more focused on the individual consumer but customer care recognizes the role played by people like relatives, friends and neighbours of the customer. In this instance, there is the role of the influencer or the person who influences the customer to buy the product. Another one is the decision maker who has the budget to buy the product.

Database marketing can become a science by itself, as what managers and marketers hope it to be. This is because in this kind of activity, a marketer or a salesman, or anyone who is charged to have direct contact with customers, can conduct experiments and tests and be able to control the results.

Understanding consumers and offering them products they want are one of the most difficult jobs in marketing. But this is the job of marketing research firm AC Nielsen – to understand the behavior of customers who purchase consumer goods in their everyday lives.

AC Nielsen aims to provide clients with knowledge and information on how to meet consumers’ expectations. Nielsen’s clients are big names in consumer retail, such as Wal-Mart, Kraft Foods, Tesco, and more.

These companies are the global ones that invest much on capital and people. Millions of dollars are at stake and they have to target the right customers, the right approach with appropriate insights needed to win their trust and loyalty.

AC Nielsen Homescan & Spectra, a global branch of AC Nielsen, makes use of the latest technology in doing research, such as a software that allows the company to communicate with clients and groups that conduct software development, database management, in order to provide client-centered services.

When a client approaches AC Nielsen, asking for consumer insights and how to increase sales on a particular segment, AC Nielsen studies the target consumers. They know, through previous researches, consumers who buy products in different stores, and they can also forecast consumer attributes through market intelligence and other studies in the market. It is important that they know the client needs.

Their strategy is to work with research staff that compare sales rates to the shoppers in the stores. Through calculations, they could tell which stores were selling more products be determining the kinds of customers the stores served.

The importance of consumer insights is stressed in this case study. A lot of information about customers, the products they want, how and when they want those products were important inputs in knowing how to increase sales of which stores.

When Zara, an international apparel and fashion firm with a chain of approximately 2000 stores worldwide opened a Melbourne branch, it needed a research company to research on consumer insight in new its new market. The research team should answer questions like: How would the new market increase sales? How and when is the time the industry peak its sales? How should customer focus be dealt with?

The company had to refocus and acquire more knowledge about the new segment and demographic. Knowledge is an important asset to the company. The results of the survey-research helped Zara cope with the new market.

Another example is that of a chain of restaurants known as Darden Restaurants. This company owns hundreds of restaurant brands known as Red Lobster and Olive Garden which specialize in seafood menus. Before opening a new branch anywhere in the world, the company would hire a consulting firm to conduct research-survey on external analysis.

The company is aware that restaurant business is complicated business. Industry competitors use all sorts of strategy in the marketing mix – advertising, promotion, product, prices, and places. The industry is also management- and capital intensive and brings along with it high capital requirements. Because of this strategy, Darden Restaurants has become successful in every country it wants to penetrate.

The subject in this essay can be summarized in two terms – customer insight. This is a simple subject that can lead us to many underlying topics of interest for marketers and consumers (although consumers wouldn’t really care). It is the marketer and the organization where he/she belongs who should look at things in many perspectives.

Acquiring more profits is not anymore the main objective. By making it a secondary one and by understanding customers, a business firm can progress. It is also a difficult job to achieve. With globalization, products are multiplied every minute, every second of the day.

There are more products in the global village while customers are becoming fewer, many are hiding in their ‘global village’ homes. The industrial revolution, the consumerism in America, standardization and adaptation, they have all made products cheaper and consumers never wanting for more.

Customer insight is linked to customer satisfaction and loyalty and focus. Global organizations compete to gain more customers. They try to understand customers, interpret consumer experience, and put this in their program of activities in order to maintain customer loyalty.

It is not enough that customers buy the products; it is important that they pass the word, and subsequently come back. A partnership between the business firm and the customer can make the company happy.

This is about the new strategy in the new world – understanding consumers through consumer insights.

ACNielsen. Consumer-Centric Category Management: How to Increase Profits by Managing Categories Based on Consumer Needs. New Jersey and Canada: John Wiley & Sons, Inc., 2006.

Blythe, Jim. Principles & Practice of Marketing. London: Thomson Learning, 2006.

Boone, Louise and David Kurtz. Contemporary Marketing. Mason, OH: Cengage Learning, 2009.

Callingham, Martin. Market Intelligence: How and Why Organizations Use Market Research. United Kingdom; USA: Market Research in Practice, 2004.

Chan, John. Toward a Unified View of Customer Relationship Management. The Journal of American Academy of Business, Cambridge, Staffordshire University Library, 2005.

Darden. Company History. 2011. Web.

Gamble, Paul, Alan Tapp, Anthony Marsella and Merlin Stone. Marketing Revolution: The Radical New Approach to Transforming the Business, the Brand & the Bottom Line. Great Britain and the United States: Kogan Page Limited, 2007.

Jobber, David and George Lancaster. Selling and Sales Management, Sixth Edition. England: Pearson Education Limited, 2003.

Schmitt, Bernd. Experience Marketing: Concepts, Frameworks and Consumer Insights. Foundations and Trends® in Marketing, vol 5, no 2, pp 55-112, 2010.

Stone, Merlin, Alison Bond and Bryan Foss. “How Customer Care and Database Marketing Use Customer Insight.” In Consumer Insight: How to Use Data and Market Research to Get closer to Your Customer, edited by Merlin Stone, Alison Bond and Bryan Foss, 59-68. United Kingdom and USA: Market Research in Practice, 2004.

Stone, Merlin, Alison Bond, Clive Nancarrow and Sharon Rees. “Consumer Insight and Market Research.” In Consumer Insight: How to Use Data and Market Research to Get Closer to Your Customer , edited by Merlin Stone, Alison Bond and Bryan Foss, 111-112. United Kingdom and USA: Market Research in Practice, 2004.

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Venkatraman, N and John C. Henderson. “Four Vectors of Business Model Innovation: Value Capture in a Network Era.” In From Strategy to Execution: Turning Accelerated Global Change into Opportunity , edited by Daniel Pantaleo and Nirmal Pal, 259. Heidelberg: Springer, 2008.

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Essay on Marketing: Top 5 Essays on Marketing | Management

In this essay we will discuss about ‘Marketing’. Find paragraphs, long and short essays on ‘Marketing’ especially written for college students.

Essay on Marketing

Essay Contents:

Essay on the Process of Marketing

1. Essay on the Definitions of Marketing:

The term ‘marketing’ has been defined in various ways by different authors.

ADVERTISEMENTS:

Some of them are given below:

1. “Marketing is a total system of interacting business activities designed to plan, price, promote and distribute want satisfying products and services to the present and potential customers”– W.J. Stanton.

2. “Marketing is the primary management function which organises and directs the aggregate of business activities involved in converting the customers’’ purchasing power into effective demand for a specific product or service and in moving the product or service to the final consumer or user so as to achieve the company’s profit and other objectives”— Leslie Rodger.

3. “Marketing is the creative management function which promotes trade and employment by assessing consumer needs and initiating research and development to meet than. It co-ordinates the resources of production and distribution of goods and services, and determines and directs the nature and scale of the total efforts required to sale maximum production to the ultimate user”- U.K. Institute of Marketing.

4. “Marketing is the process of determining consumer demand for a product or service, motivating its sales, and distributing it into ultimate consumption at a profit”- E.F.L. Brech.

The above definitions refer to the modern concepts of marketing function as against the traditional definition by F.E. Clark who defines the term as :

“marketing consists of those efforts which effect transfers in ownership of goods and care for their physical distribution.”

Thus, we can state that marketing is the process by which the products are made available to the ultimate consumer from their point of origin. It consists of all those activities which are meant to ensure the flow of goods and services from the producer to the consumer. In economic terms, marketing covers those activities which relate to the creation of time, place, and possession utilities. Marketing, therefore, is nothing but performance of business activities that direct the flow of goods and services from producer to the consumer.

2. Essay on the Concepts of Marketing:

Elements of Marketing Concept :

A company adopting the marketing concept has three distinguishing elements around its marketing function:

1. It has consumer-orientation in its business planning and activities.

2. It focuses its attention to corporate objectives, including profit. Corporate objectives are given top preference and departmental goals act as the means to achieve corporate goals.

3. It adopts the systems approach in planning, organising, controlling and coordinating its entire business as one system to achieve the overall corporate objectives. We have integrated corporate strategic plans as well as corporate operating plans.

Then there are departmental or functional plans such as production plan, financial plan, marketing plan, etc., and these are duly co-ordinated and integrated by top management. Thus, we have integrated marketing activities throughout the firm.

Customer-orientation, profitable sales volume and integrated marketing activities are the three pillars of the marketing concept. Under the marketing concept, i.e., customer-oriented marketing activities, it is clear that supply becomes the function of demand. Demand is the central controlling factor, and marketing management essentially becomes demand management.

Benefits of Marketing Concept :

Benefits of new market-oriented business approach are:

(1) Customer needs, wants and desires receive top consideration in all business activities.

(2) Greater attention is given to the product planning and development so that the merchandising can become more effective.

(3) Demand side of the equation of exchange is honoured more and supply is adjusted to changing demand. Hence, more emphasis is given to research and innovation.

(4) Marketing system based on the marketing concept assures integrated view of business operations and indicates interdependence of different departments of a business organisation.

(5) Interests of the enterprise and society can be harmonized as profit through service is emphasized.

(6) Marketing research is now an integral part of marketing process and it is a managerial tool in decision making in the field of marketing.

Selling Concept v/s Marketing Concept

The following are the prominent differences between selling concept and marketing concept:

(1) Selling focuses on seller’s needs, marketing on buyer’s needs.

(2) Selling is preoccupied with seller’s need to convert product into cash; marketing with the idea of satisfying the customer’s needs by means of the product and many things associated with creating, delivering and finally consuming it.

(3) Selling aims at profit through sales volume, i.e., more sales, more profit, marketing aims at profit through serving customer needs or demand.

1. Product enjoys the supreme importance.

2. Emphasis on corporate needs.

3. Company-oriented selling efforts.

4. Goods are already produced. Then management wants to sell them at a profit.

5. Selling aims at short-term objectives.

6. Top priority is given to sales volume rather than profits-increasing sales, rising commission to salesman.

1. Customer enjoys the unique importance.

2. Emphasis is on market needs.

3. Market-oriented selling efforts.

4. Customer demand determines production; we have the problem of adapting supply to demand.

5. Marketing aims at long-term objectives

6. Top priority given to profitable volume of sales and market share at fair prices and reasonable risk.

The need for some selling is taken for granted under the selling concept. Under the marketing concept, the aim of marketing is to render selling unwanted, i.e., a product should sell itself without any promotion effort. Hence, under marketing concept (when a product clicks exactly with buyer’s needs and expectations) all means of promotion are expected to play normal role as modes of marketing communication only.

Traditional Concept of Marketing-

Marketing as a function occupies an important position in the organisation of a business firm.

About marketing, it is the traditional belief and view that:

(i) the efforts for the journey of goods from the producer to the ultimate consumers constitute marketing; and

(ii) the consumers will accept whatever goods the sellers present to them.

In this sense, F.E. Clark stated that marketing consists of those efforts which effect transfers in ownership of goods and care for their physical distribution. According to the traditional concept, marketing consists of the movement of goods from the manufacturers at a time when they are required, to the place where they are used, and for those who use or consume them for various purposes.

Modern Concept of Marketing-

The traditional concept of marketing explained above refers to the physical activities involved in the process of distribution of goods. But, its modern concept is more than a mere physical process. Previously market was considered to be a place where buyers and sellers would meet. But market does not necessarily mean a place.

According to Barwell, marketing consists of identifying, anticipating and satisfying customer needs and desires. To quote E.F.L. Brech, “marketing is the process of determining consumer demand for a product or service, motivating its sales, and distributing it into ultimate consumption at a profit”. According to Stanton, “marketing is the creation and delivery of a standard of living; it is finding out what customers want, then planning and developing a product or service that will satisfy those wants; and then determining the best way to price, promote and distribute that product or service.”

Peter Drucker observes emphatically that the purpose of business is to create a customer – by which he lays stress on two aspects:

(i) identification of consumer needs, and

(ii) organising the business to meet these needs. Marketing today, thus, involves conscious and organised efforts by a business firm to find out what the community needs and how best it can help the community derive the fullest satisfaction from the activities of the business. The modern concept, this way, focuses on the consumers and their satisfaction.

The business firm produces:

a. the types of products which the consumers need,

b. the quantities that the consumers require,

c. the products at prices that the consumers will pay for the satisfaction offered to than,

d. the products at the time when the consumers need them, and

e. distributes in a manner through channels that suit the convenience of the consumers most.

That is why, the approach of modern marketing is consumer-oriented, instead of solely product-oriented.

The consumer-oriented approach of marketing brings out the following in particular:

(1) Marketing is a system of business activities;

(2) Marketing is an important managerial function;

(3) Marketing is the end-result of many other activities;

(4) Marketing is designed to plan, promote, distribute the product car service; and

(5) Marketing is the creation and delivery of a standard of living to the consumers and society.

Changed Concept of Marketing:

The concepts on marketing have undergone significant changes as we witness in the real world. Its approach was solely and exclusively product-oriented in the first-half of this century. Its approach thereafter became sales-oriented in the middle of this century and now it is consumer-oriented at the fag-end of this century.

Although we find that modern marketing is engrossed with the assessment of consumer needs and demands, it is yet to fulfill the consumers’ aspirations for quality and pricing of products and/or services. The twin aspects of quality and price, which are essential elements of a total marketing concept, are vital and necessary for the fullest satisfaction of consumers.

These are not being achieved on account of all normal inflationary factors and paucity of skilled labour force. But it is felt that the factors of high technology, rigid product-quality standards, and the future generation of skilled craftsmen and technicians having cost consciousness will greatly contribute to the attainment of consumer satisfaction with the advent of twenty-first century. This likelihood can be discerned from the government’s initiative and the efforts of professionals in this direction.

3. Essay on the Evolution Process of Marketing:

The evolution process may be charted as follows:

These are discussed below in brief:

(i) Barter System:

It may be regarded as the initial beginning of the concept and approach of marketing in the evolution process. Under this system, the goods are exchanged against goods without any other medium of exchange like money.

This system suffers from certain limitations or drawbacks, as follows:

(a) The method depends on one party to be able to satisfy another party’s wants which poses difficulties in most situations; and

(b) The method necessitates the determination of a rate of exchange which is difficult to arrive at in nest circumstances of the trade.

(ii) Production Orientation:

This approach was based on the assumption that whatever is produced wall be accepted by the customers or consumers. In other words, the producer’ instead of being concerned with the consumer preferences concentrates on the production of goods for the purpose of profit realisation. This approach was the outgrowth of the industrial revolution to produce goods on a mass scale in anticipation of demand.

The drawbacks of this approach are:

(a) The interest of the consumer is virtually ignored to that of the producer;

(b) The marketing becomes either product-oriented or production- oriented;

(d) The marketing process comes to an end as soon as the products reach the consumers.

(iii) Sales Orientation:

This approach, in the evolution of marketing, involves a deliberate orientation towards the promotion of sale. Various socio-economic factors, like shift from agriculture to industry, development of the means of transport and communications, better living standards of people, competition among the producers to reach out to consumers, etc., have given birth to this approach.

In a word, if puts emphasis only on the increase of sales turnover without any consideration of the production of the goods desired by the consumers. The selling activity becomes the dominant factor in the marketing of goods in an environment of competition. The major limitation of the system is that marketing becomes highly sales-oriented without any efforts for the satisfaction of the consumer needs.

(iv) Consumer/Customer Orientation:

This approach refers to the concept of marketing that is related to the needs of the buyers. Under the system, oily such products are brought forward in the market’ which are capable of satisfying the tastes, preferences, and expectations of the consumers, this stage, in the evolution process of marketing, ushered in a major breakthrough in the outlook of the producers towards marketing.

This stage or phenomenon is characterised by the following redeeming features:

(a) The production of goods far exceeds the demand;

(b) The increased awareness of the consumers drives than to shift from one product to another; and

(c) The producers realise the consumer demands and choices and thereby, are forced to adopt consumer-oriented approach to marketing so that they can survive in the market.

At this stage, the marketing management strives to organise the factors of production within the organisation keeping in view the factors of consumption outside.

This approach, thus, aims at consumer satisfaction by means of production of the right kind and quality of products, in the right qualities, at the right price and in the right market, the matching of products and services with the markets and consumers becomes the motto of the consumer-oriented approach to marketing.

(v) Management Orientation:

This approach or concept can be said to be a natural consequence of increasing attention to the consumer satisfaction. Marketing, under this concept, is connived of as a total management system of interacting business activities designed to plan, promote, and distribute want-satisfying products and services to the existing and potential consumers.

In the present highly competitive and changing world, the marketing factor has become very crucial to all business planning and decision-making.

The marketing function has now come to be associated with various aspects like pricing, products, markets, market research and analysis, advertising and sales proration, field sales, distribution, organisation and staffing, and coordination with the manufacturing and other operations.

In all these areas, the management has to develop and adopt procedures for planning, organising, directing, reviewing, controlling, etc. In other words, the management has to harmonise all these variable factors, in the context of the nature and size of business, to gain continued acceptance of its products and services from the different classes of consumers and customers.

4. Essay on the Approaches to the Study of Marketing:

Among the various approaches to the study of marketing, the following approaches provide good guidance and assistance in understanding the marketing problems and solving them logically:

(i) Product Approach:

This approach to marketing is basically product or commodity-oriented. It takes into account the detailed system and sub-systems of the marketing effort and allied problems and constraints concerning a particular product. Here, the product features and characteristics in relation to the markets are carefully analysed to arrive at solutions of the constraints identified.

This approach is concerned with single- product strategies holding share in growth markets, increasing share in growth markets, and increasing share in mature markets. The life-cycle of the product is also subjected to severe examination from the technical and commercial aspects in case of products like television, radio, transistor, etc.

The approach does not take care of the less-profitable products which may have problems of the same type. Too much attention to the product, at times, inhibits the process of understanding the consumer behaviour and interests.

(ii) Institutional Approach:

This approach to marketing is concerned with the formulation of policies and practices around the institution as a whole and involves considerations of the manufacturing and distribution systems. The functions and problems relating these systems are identified, classified and analysed to find out the course of action suitable for a marketing policy and strategy.

For example, the patterns of distribution either through wholesalers or retailers or through opening of branches and sales depots are chosen as the marketing, outlets for footwear class of industries.

In other words, a strategic base is determined and developed by an institution in the marketing dynamics by means of effective co-ordination to reach cut the consumers. Thus, marketing information system through adequate research, planning and programming is essential for an institutional approach to marketing.

(iii) Functional Approach:

This approach to marketing is concerned with the activities of two basic functions – selling and buying – which are responsible for the transfer of ownership of goods from the sellers to the buyers.

The following classified functions cane under this approach:

(a) Functions of Exchange (Transfer of ownership):

(i) Buying and Assembling

(ii) Selling.

(b) Functions of Physical Supply (Physical transfer of products):

(iii) Transportation

(iv) Storage (Warehousing).

(v) Financing

(vi) Pricing

(vii) Risk-taking (Insurance)

(viii) Standardisation

(ix) Advertising and sales promotion.

The study and analysis of the above functions help in understanding the marketing process and provide the bases for formulating marketing policies and practices around these functions. This approach is regarded as an integrated one as it takes into account both the product and institutional approaches. This approach covers all the facets of business planning, decision-making and co-ordination within its fold.

But this functional approach to the study of marketing is not free from criticisms. The practitioners on the subject criticise this approach on the following grounds:-

(a) The marketing functions are difficult to be identified and listed precisely;

(b) The product planning and its design and development are very much linked to the production function than the marketing function;

(d) The managerial activities which are vital and significant to the total marketing system are under-estimated; and

(e) The management underscores the importance of decision-making aspects which are bound to arise in the execution of different marketing functions.

(iv) Social Approach:

This approach to the study of marketing’ emphasises the necessity of the marketing function far the good of society. It is the marketing function that provides goods and services to the people in the society according to their needs and preferences at affordable prices. It is that activity which creates and increases the demand of the new and existing products and thereby raises the quality of living of the masses.

That is why, it is stated that the marketing is the creation and delivery of a standard of living to people. The sociologists view marketing as a powerful force that can promote and shape all good things for the betterment of society.

Social consciousness among the masses is accentuated by the marketing function. According to the social scientists, marketing possesses the potentialities of furthering population control dictum, secular ideas, anti-pollution drive and brotherhood among citizens of all castes, creed, and languages.

The school of opinion who are in favour of this approach states that marketing serves the following social objectives:

(1) With better and more efficient marketing sales increase resulting into larger production and diminishing cost. Increased production of goods and services leads to higher national income.

(2) Improved method of marketing research and marketing mix generates new uses of existing products and also new products of greater utility.

(3) Marketing reduces the imbalance in the markets by channelizing surplus production to the deficit areas.

(4) Continuous marketing activity helps maintain continuity of production and thereby avoids diseconomy in the scale of operations.

(5) The variety of activities involved in marketing function create diverse job opportunities and employment.

(6) In addition to the satisfaction of the physical needs of people, marketing takes into account culturally determined goods for knowledge, pleasure, etc.

(v) Systems Approach:

This approach to the study of marketing considers the marketing function as a sub-system of the society as veil as of the entire organisational entity. As an entity sub-system, marketing co-ordinates the resources of production and distribution of goods and services, determines and directs the nature and scale of the total efforts required for selling, and initiates research and development far consumer satisfaction.

As a sub-system of the society, marketing represents a large number of institutions such as retailers, wholesalers, agents, middlemen, transport agencies, and all those institutions that assist in the continuous flow of goods and services from the producer to the ultimate consumer.

The systems approach to the study of marketing is also called ‘micro- marketing’ denoting that the marketing function is a sub-system of both the organisation as well as the society.

In a systems approach to the marketing function, the following questions are usually asked for an understanding:

(1) What are the strategic parts of the marketing system?

(2) What is the nature of their mutual dependency?

(3) What are the main processes in the marketing system which link the parts together and facilitate their adjustments to each other?

(4) What are the goals sought by the marketing system?

(vi) Managerial Approach:

This approach is also called firm- oriented approach and emphasises the need of managerial decision-making for effectiveness in the marketing efforts. It is believed that this approach helps in increasing the profitability of the firm through betterment of the markets and marketing institutions (like wholesalers, retailers, etc.), the products, and the society.

In this approach, the management is generally faced with two sets of variables such as:-

(1) Controllable variables like product, quality, price, distribution channels, and sales promotion; and

(2) Uncontrollable variables like business environment, competition, and society.

Thus, it becomes the task of the management to study and analyse these variables and strike out a balance between these two sets of variables so that the marketing system grows and delivers the desired results.

In an highly competitive and complex business world, this approach is considered as the best for the firms which are always result-oriented in the -attainment of objectives like profit maximisation, costumers’ maximum satisfaction, market expansion and wealth maximisation.

(vii) Contingency Approach:

More recently, the management experts have come to realise and recognise the contingency nature of organisational management. They view that different problems and opportunities call for different treatments and organisational structures. The environment within which the marketing organisation functions is frequently changing on account of changes in technology, economy, etc.

The contingencies have to be adopted aid so the structure of a marketing organisation might have to be changed with the contingencies. There are many ways to run a marketing function.

For a marketing function to be successful, it must continuously adapt to the business environment, and modify the methods of production and distribution and develop a structure which meets the opportunities and problems at hand. Contingency approach to marketing management refers to this.

In this approach, it is believed that the management of marketing is contingent or dependent upon:

(i) Situation (i.e. environment),

(ii) People involved (in the organisation) and

(iii) The manager of the marketing function.

The contingency approach to the study of marketing may, therefore, be schematically represented as follows:

The social approach to the study of marketing refers- to the creation and delivery of a standard of living to people in society through their satisfaction.

In a systems approach to the study of marketing, the marketing function is viewed as a sub-system of the society as well as of the entire organisation.

The managerial approach to the study of marketing is concerned with the managerial decision-making for the attainment of result-oriented marketing efforts.

The contingency approach to the study of marketing suggests development of a marketing structure suitable to meet the opportunities and problems at hand.

5. Essay on the Process of Marketing :

Marketing has been viewed as an on going or dynamic process involving a set of interacting activities dealing with a market offering by producers to consumers on the basis of reliable marketing anticipation (sales or demand forecasts).

Marketing is a matching process by which a producer provides a marketing mix (product, price, promotion and physical distribution) that meets consumer demand or a target market within the limits of society.

The process is based on corporate goals and corporate capabilities. Marketing process brings together producers and consumers the two main participants in exchange. Each producer or seller has certain goals and capabilities in making and marketing bi-products.

He uses marketing research as a tool to anticipate market demand. Then he provides a marketing mix in order to capitalize marketing opportunity. An exchange takes place when market offering is acceptable to the customer who is prepared to give something for value (money) in return against the product so bought.

The marketing process covers three main activities, viz., concentration, dispersion and equalisation. These activities are performed by marketing middlemen such as merchant middlemen (wholesalers and retailers) or agent middlemen (brokers and commission agents).

Functional Classification of Marketing :

Marketing process includes marketing functions.

A chart describing the classification of marketing functions is given below:

Marketing process covers:

1. Marketing agencies or channels of distribution,

2. Marketing functions,

3. Flow of goods to satisfy market demand and

4. The marketing management which is in charge of planning, directing and controlling the marketing of goods and accomplish the primary marketing objective, viz; satisfaction of market demand.

Marketing research is the starting point in the process of marketing to know customer demand through market analysis and investigation. Resources of men, money, materials and management are employed in the marketing system to perform marketing functions in order to satisfy customer demand (the purpose of marketing).

1. Marketing research enables us to know the market demand.

2. Marketing functions are needed to satisfy the market demand.

3. Channels of distribution use marketing resources to perform marketing functions necessary to satisfy demand.

4. Marketing agencies are the media of marketing management for operating the marketing programme.

5. Marketing management evolves marketing mix or programme and implements the same through the marketing agencies.

Marketing functions needed to serve market demand constitute second part of marketing process. As these functions are performed in the marketing channels, these channels of distribution become the third component of marketing process.

Marketing management has to operate through marketing agencies or institutions for distribution of goods in the market. Hence marketing agencies are also covered by the marketing process.

Finally, marketing management is naturally an integral part of the marketing process as it is directly responsible for taking decisions on various marketing problems, formulate marketing plans and policies and execute marketing campaigns through marketing agencies.

We will describe briefly some of the important marketing functions:

1. Selling:

It is one function of the equation of exchange. Selling creates demand for a product.

Selling function involves:

(a) Product planning and development,

(b) Finding out or locating buyers,

(d) Negotiation of terms of sale, such as price, quantity, quality, etc.

(e) Sale contract leading to transfer of title and possession of goods.

It is the second function of the equation of exchange. It requires planning of purchases, intelligent search for probable sellers, selection of goods to be sold, assembling of goods in right quantity and quality, at the right place and time, and at the right price. In a formal exchange, buyer has to negotiate terms of purchase and enter into a contract of purchase.

3. Standardisation and Grading:

In agricultural marketing standardisation and grading play a very important role. Standardisation makes sale by description possible. It assures quality. It promotes uniformity of products. It widens the market for commodities.

Standardisation means setting standards of quality. Grading means separating or inspecting products according to established standards. Each grade has uniformity in all attributes. Grading enhances, marketing efficiency.

4. Financing:

Finance is the life-blood of commerce. We have monetary exchange. Value of goods is expressed in money and it is denoted by price to be paid by a buyer to a seller. Credit is necessary in marketing. It plays an important role in retail trade particularly in the sale of costly consumer goods.

5. Marketing Information:

Market intelligence means spreading of market information among buyers and sellers. As marketing conditions are dynamic and they affect industry in any way and to any degree, marketers are interested in knowing trends in market demand, supply, prices and related market information.

Equipped with latest market information, risk of loss can be reduced in purchasing, in pricing, in forecasting market demand and in facing competition in the market.

Securing and using market information is a mark of good marketing management. Market information service has assumed a unique importance in our business system as decision making process in the field of marketing can be based on adequate, up to date, reliable and timely market information. Organized markets, banks, government agencies act as clearing houses of vital market information.

Essay on Marketing: Top 5 Essays | Marketing Management
Difference between Selling and Marketing
What is Marketing Management
Essay on Sales Promotion: Top 4 Essays | Functions | Marketing Management

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Uncover the Secret Tips of How to Write an Essay for Marketing

Yes, it is true when one says that marketing is almost everywhere. A famous proverb suggests that words are as good as swords for marketing students, however, many may not know that pupils are also required to be creative in their writing. University essays demand an essay for marketing which covers almost all the aspects.

While some manage to excel the task with extreme proficiency, others may fail to do so. This usually happens when students are not quite aware of marketing essay tips. Hence, this blog comes as a guide for marketing students to understand the concept and tips on how a well-qualified essay for marketing is written.

What is the concept of an essay for marketing?

Table of Contents

To start off, let us first get familiar with the concept of marketing. Marketing has over 200 meanings. Marketing can be defined as an organizational function. It is a set of processes used for producing, clear communication as well as delivering value to buyers. Marketing succeeds in managing customer relationships that prove beneficial to the company and its employees.

Everything from presenting oneself during a job interview to selling your goods/services comprises marketing. The main goal of any company is to increase their profit levels which can be achieved only through the process of marketing for their products. Marketing is one of the greatest means to generate demand among the consumers. A company is not bound to survive in a competitive market if effective marketing strategies are not applied. An essay for marketing is a way of attending to customer needs and wants.

Tips on how to write an essay for marketing

Now that the concept of marketing is all clear, let us now jump to the section where an essay for marketing comes into play. An essay for marketing stands under the category of persuasive writing. Here, the main aim is to promote the goods and services a brand has to offer. No doubt, writing an essay for marketing requires strong critical thinking, excellent communication as well as marketing skills.

Written skills and a keen interest in the subject equally count while drafting a marketing essay. In order to guide the readers, given below are some tips on how to craft a well-written essay for marketing.

Existing frameworks

In marketing essay writing, once a central thesis is decided, one will need to create an essay outline. It is divided into different sections with notes for each one. These outlines serve as a blueprint or a specified plan for your essay. It not only helps put your ideas and arguments to order but it also contributes to the growth of a strong essay.

An effective outline must include information about any existing framework(s) one has selected. It should portray how these frameworks apply to business places in a real economy. Later, you can add relevant case studies examples to help you argue your main point or idea.

Case studies help you argue your main point or idea. When drafting a marketing essay introduction and outline, the utilization of case studies proves to be an effective way of understanding how that chosen topic is relevant to both marketing analysts as well as business owners. This approach will surely capture the attention of the readers. Yes! It is also an easy method to begin an essay for marketing.

Body and conclusion

The case study will be followed by the main body paragraphs enough for supporting your marketing point of view. This section must compile all the relevant information in a convincing manner along with your personal opinions. Get acquainted with necessary marketing terms and expressions.

Make use of some abbreviations and acronyms when required. Only then a suitable conclusion must be provided. One is not given the option of leaving the question in the conclusion answered.

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After completion of your marketing essay conclusion – the next and the last stage of your essay – is revision. It can prove to be a costly mistake if not paid divided attention to the same. There are a number of reasons for revising a finished essay.

For example, there is a possibility that you may have forgotten to write an important problem or skipped a significant idea, etc. Nevertheless, there is a golden chance of discovering a valuable idea for a future piece of writing. Thus, you should keep yourself free at least a day for revision when organizing your marketing essay writing.

In an argumentative essay in relation to marketing, many may think that the editing stage is the same as revision. However, that is just not true. While this step entails the rigorous process of checking grammar and language tone, revision has to do more with details and ideas.

A professional spell-checker or a marketing field expert can be used to identify grammatical errors and certain marketing terminologies. Remember that their feedback is equally valuable for editing the write up. Reading the essay aloud is also a good way of recognizing mistakes.

After being certain that all the marketing essay ideas are properly covered, we suggest you take a look at your essays formatting. If you are able to understand the writing process, you will know your paper’s format.

This step is often acknowledged while at the grading stage in order to check that the drafted essay is written in the necessary format. Keep in consideration that an outstanding essay for marketing is always written in a serious. And a formal tone and that it must answer all topic-related questions with ease.

Conclusion on essay for marketing

In view of the final analysis, we can come to the conclusion noting the concept. And tips on how a well- drafted and structured essay for marketing is written. All the above tips mentioned in the blog must be carefully used. This should come as no surprise that a marketing essay can also be called a persuasive piece of writing.

Marketing is the process of promotion of goods and services provided by an organization. Customer needs and relationships are given utmost importance in this context. Effective marketing plans are very essential for a company to sustain in a market. So if you want to get the best marketing essay writing service . Get the best marketing essay help from us and clear all your doubts with experts.

Frequently Asked Questions (FAQ’s) on essay for marketing

What is the concept of marketing.

Marketing is a creative and organizational function. It is used for the promotion of products offered by a company. The process of marketing is very crucial for maintaining customer relationships and knowing their wants and needs.

What happens when proper marketing strategies are not implemented?

Today, the market is very competitive. There are a million products that can be purchased in the same category. If proper and effective marketing strategies are not implemented, a company is less likely to survive in the market.

What are some tips to write an essay for marketing?

This blog contains certain very useful tips on how an essay on marketing can be well written. Some tips include usage of relevant case studies, in depth revision as well as going through the process of editing and formatting.

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Essay on Marketing

List of essays on Marketing. Marketing is a comprehensive term and it includes all resources and a set of activities necessary to direct and facilitate the flow of goods and services from producer to consumer. Businessman regards marketing as a management function to plan, promote and deliver products to the clients or customers. Human efforts, finance and management constitute the primary resources in marketing.

Audience : This essay is written in easy and simple words for school, college and university students.

List of Essays on Marketing for School, College and University Students

Essay on marketing – (1500 words).

Marketing is a comprehensive term and it includes all resources and a set of activities necessary to direct and facilitate the flow of goods and services from producer to consumer. Businessman regards marketing as a management function to plan, promote and deliver products to the clients or customers. Human efforts, finance and management constitute the primary resources in marketing.

Marketing starts with identification of customer’s wants and then satisfying those wants through products and services. The modern concept of marketing is customer-oriented and focuses on earning profit through customer satisfaction.

Prof. Drucker states that the first function of marketing is to create a customer or market. Customer is the most important person in the whole marketing process. He is the cause and purpose of all marketing activities.

According to Philip Kotler, “Marketing is a human activity directed at satisfying needs and wants through exchange process.” All marketing activities are basically for meeting the needs of customers and also raising social welfare. We have twin activities which are most significant in marketing- (a) Matching the product with demand, i.e., customer needs and desires or target market, (b) The transfer of ownership and possession at every stage in the flow of goods from the primary producer to the ultimate consumer.

According to William Stanton, “Marketing is a total system of business activities designed to plan, price, promote and distribute want-satisfying products to target markets to achieve organisational objectives.”

The American Marketing Association defines marketing as the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organisational objectives.

Paul Mazur defined marketing as the creation and delivery of a standard of living to society. This definition catches the real spirit of the marketing process. It has consumer- orientation. It duly honours the marketing concept which indicates a shift from product to customer-orientation, i.e., fulfillment of customer needs and desires. It emphasises the major function of marketing, viz., satisfaction of customer and social demand for material goods and services.

Example- In the case of oral care products, currently only 47 per cent of the rural population use toothpaste, 23 per cent use tooth powder and the rest neither. Targeting non-users in rural areas and developing awareness about oral hygiene and converting them to tooth powder/toothpaste users.

Features of Marketing :

1. Marketing activities are aimed at satisfying the needs and desires of consumers and therefore, finding out consumer needs and wants is the starting point for all marketing activities. It starts with consumers and ends with consumers by satisfying their needs.

2. Marketing is a continuous activity and the goods are manufactured and distributed to the consumers as per demand.

3. Marketing deals with exchange of goods and services with money as the medium of exchange.

4. Marketing concept has undergone changes over a period of time i.e., the recent one is the societal marketing concept which focuses on three factors- customer demand satisfaction, public interest and profitability.

5. Marketing creates time, place and possession utilities. The consumer is able to obtain the right product at the right time at the right place as and when he requires.

6. Production and marketing are related and production takes place based on the needs and expectations of the consumer.

7. Marketing facilities large-scale production, employment opportunities and social welfare.

8. Marketing is an integral part of business. The survival and growth of business depend upon the effectiveness of marketing operations in an organisation.

9. Marketing is an integrated process and is based on strategies and plans.

10. The long-term objective of marketing is profit maximization through customer satisfaction.

Modern marketing begins with the customer, not with production, sales, technological landmarks and it ends with the customer satisfaction and social well-being. Under market- driven economy, buyer or customer is the king. The marketer should find out what the consumers wish to purchase and how much they are willing to pay. The company should then decide whether the desired product can be produced and sold at the price consumers will pay and at a profit to the company.

Marketing covers the following:

1. Seeking- The purpose of seeking is to discover the customer and customer needs. The marketing opportunity is revealed through an analysis of the environment.

2. Matching- Marketing is a matching process. Customer demand has to be matched with organisational resources and environmental limitations, such as competition, government regulations, general economic conditions, and so on.

3. Programming- The marketing programme, called the marketing mix, covering Product, Price, Promotion and Place (distribution) strategies (4 P’s) will be formulated and implemented to accomplish the twin objectives of customer satisfaction and profitability.

Marketing is an ongoing process of- (1) Discovering and translating consumer needs and desires into products and services (through planning and producing the planned products), (2) Creating demand for these products and services (through promotion and pricing), (3) Serving the consumer demand (through planned physical distribution) with the help of marketing channels, and then, in turn, (4) Expanding the market even in the face of keen competition.

The modern marketer is called upon to set the marketing objectives, develop the marketing plan, organise the marketing function, implement the marketing plan or programme (marketing mix) and control the marketing programme to assure the accomplishment of the set of marketing objectives. The marketing programme covers product planning or merchandising, price, promotion and physical distribution.

Four basic approaches are commonly used to describe the marketing system:

1. Commodity Approach :

Under the commodity approach, we study the flow of certain commodity and its journey from the original producer right up to the final customer. In such a study, we can locate the centre of production, people engaged in buying and selling of the product, mode of transportation, problem of selling and advertising the product, problems of financing it, problems arising out of its storage and so on.

Through such an approach, we can find out the differences in marketing products, services and problems. Thus, we can have a fuller picture of the field of marketing. Marketing of agricultural products such as cotton, wheat, jute represent the commodity approach.

2. Functional Approach :

Under the functional approach, we concentrate our attention on the specialised service or functions or activities performed by marketers. The study of marketing functions (like, buying, selling, storage, risk-bearing, transport, financing, and providing information) represents the functional approach to the marketing system.

3. Institutional Approach :

Under the institutional approach, our main interest centres round the marketing institutions or agencies such as wholesalers, retailers, transport undertakings, banks and insurance companies etc., who participate in discharging their marketing responsibilities during the movement of distribution of goods. We try to find out how these various business institutions and agencies work together to form a total marketing system.

4. The Systems Approach :

A system is a set of interacting or interdependent components or groups co-ordinated to form a unified whole and organised marketing activities to accomplish a set of objectives.

In the model of systems approach we have:

1. Objective,

3. Processor,

4. Outputs, and

5. Feedback.

The system is designed to achieve objectives or goals according to a plan, which provides for the processing of inputs and the discharge of appropriate outputs. The objectives direct the process control monitors the process. Information feedback gives information from internal and external sources and it is the basis for future change in the system.

An open system has its own environment giving the inputs and accepting the outputs. Inputs are processed, producing outputs to meet the objective. The twin objectives of marketing system are customer satisfaction and profitability.

The systems approach provides the best model for marketing activity. It places emphasis on the inputs to the system and the outputs produced. It helps in the determination of marketing and corporate goals, and the development of marketing programmes and the total marketing mix.

Adoption of a systems approach provides a good basis for the logical and orderly analysis of marketing activities. It stresses marketing linkages inside and outside the firm. It emphasises changing environment. It provides a framework for control. It depends on using the right information. Markets can be understood only through study of information.

The output establishes the purpose or objective of a system. The objective is profits through serving the demand of consumers and community. The output of marketing system is sales of goods. Correct inputs must be available to the processor i.e., marketing administration in order to produce desirable outputs.

These inputs in the marketing system are the elements of marketing-mix and the target market determined through marketing research. The marketing system must operate as per plans and policies and within control which may be internal or external. Of course, feedback must be available for introducing corrections in the future plans and marketing operations.

The flow of information required to check performance is called feedback. Feedback ensures the accomplishment of objectives through continuous marketing managerial process of planning-action-control. Marketing environment can be broken down into a number of layers. The inner layers become the subsystems of the outer layer. Output from one layer becomes the input for the next.

Marketing plan is a system and its parts or components are subsystems. There are four components or subsystems of marketing plan or marketing-mix- (1) The product management system to manage products from introduction to market withdrawal, (2) Channel and physical distribution system to manage distribution channels and the flow of goods to the market, (3) Promotion system to coordinate all means of promotion to stimulate demand, and (4) Price system designing prices for a line of products sold to customers under different selling conditions.

Marketing management revolves around these four areas of marketing- mix or plan. Marketing information system provides data for decision-making in all marketing areas or problems. It is also a part of marketing system.

The systems model (plan-inputs-processing-outputs-feedback-environment) placed emphasis on the inputs of resources as per plan, discharge of outputs and marketing information flow. It enables the determination of goals as well as development of strategies and programmes to achieve those goals through feedback control mechanism.

Essay on Marketing – 2 (1000 Words)

Traditionally, marketing has been defined as follows – “Marketing includes all activities that direct the flow of goods and services from the producers to the consumers or users.” This definition is product oriented as it does not consider the needs of the customers. It emphasises sale of goods produced by the producer and thus considers marketing in a narrow sense of ‘telling and selling’.

Modern definitions of marketing are based on the philosophy that “Satisfaction of customers is the basic purpose of business”. According to Philip Kotler, “Marketing is a social 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”.

This implies matching of products with what is demanded in the market. This requires determining the requirements of potential customers and then developing and supplying those products which meet their requirements. If a business produces the products to satisfy the requirements of customers, it is more likely to be successful in achieving its objectives.

Definitions of Marketing :

Traditional Definition:

Marketing is a social process by which products are matched with markets and through which the consumer is able to use or enjoy the product. It makes goods and services more useful to the society by creating place, time and possession utilities. —Cundiff and Still

Modern Definition:

Marketing is a social process by which individual and groups obtain what they need and want through creating, offering and freely exchanging products and services of value with others. —Philip Kotler

The present day marketing is consumer oriented rather than product oriented. Product planning, pricing, promotion and distribution are so organised that the needs of the customers are satisfied fully. In the words of Stanton, “Marketing is a total system of interacting business activities designed to plan, price, promote and distribute wants satisfying products and services to present and potential customers”. Consumer oriented marketing ensures that all business activities revolve around the customer.

The essential elements of marketing are as follows:

(i) Two Parties:

There are at least two parties – buyer or customer on the one hand, and seller or marketer on the other.

(ii) Exchange of Value:

Exchange of goods and services between the seller and the buyer takes place for a valuable consideration. In other words, the parties have something viewed valuable by each other. That means the buyer can offer value and the seller can offer goods which are perceived to be of value by the buyer.

(iii) Freedom:

The parties are free to interact and accept or reject the offer of each other.

(iv) Satisfaction:

Marketing satisfies the needs of both the parties. The consumers gets want satisfying goods and services and the seller gets value in terms of money for his offering.

Marketing as a Process of Managing Profitable Customer Relationships :

According to Philip Kotler, “Marketing is the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.”

Globalisation and rise of information technology (IT) have increased the expectations of customers. They don’t buy products or brands, but ‘a set of benefits or values’. They expect marketers to be concerned with their total satisfaction. The marketers association with the customer continues even after the sale of the product and this is what is called relationship marketing.

Thus, marketing is a process consisting of the following interrelated elements:

(i) Understand the market and customer needs and wants.

(ii) Design the product to satisfy customer needs and wants.

(iii) Develop an integrated marketing program that delivers superior value to the customer.

(iv) Build profitable relationships with, customers and offer ‘customer delight’.

(v) Capture value from customers to create profits and customer equity.

Marketing enables people to satisfy their needs and wants through exchange relationships. Exchange is the act of obtaining a desired product (or benefit) from a company by offering money value in return. Marketing also involves actions taken by the marketer to build and maintain desirable exchange relationships with target customers.

Marketers try to build strong relationships by consistently delivering superior customer value. Besides attracting new customers, they also try to retain the existing customers. These are the two basic goals of modern marketing.

The key to building lasting customer relationships is to create (i) superior customer value, and (ii) satisfaction. A customer buys from the firm that offers the highest customer perceived value, i.e., the customer’s evaluation of the difference between all the benefits and all the costs of a market offering (i.e., product) relative to those of other firms. Many people prefer to buy sweets from Haldiram’s store as compared to other sweet shops because of higher perceived value.

Market and Related Concepts :

Traditionally, the term ‘market’ refers to the place where buyers and sellers meet for exchange of goods and services. It is in this sense that we refer to Chandni Chowk Market, Kamla Nagar Market, Janpath Market and other markets in Delhi. The buyers go to the market to purchase the goods of their choice.

These days the term ‘market’ has acquired a broader meaning. If refers to actual and potential buyers of a product or service, whom the sellers can approach through various means of communication and transport.

For example, a marketer can approach prospective buyers through web advertising and a customer can purchase goods from his residence or office by placing order on telephone or cell phone or using internet and e-mail. Physical meeting between the parties to buy and sell is not necessary.

Customer Needs, Wants and Demands :

Marketing begins with human needs and wants. Needs are feelings of deprivation of some satisfaction. People need food, air, water, clothing and shelter to survive. These needs exist in the very nature of human biology and marketers do not create them. Wants are desires for satisfaction of needs. Human needs are few but wants are many. Human wants are continually shaped and reshaped by families, social institutions and cultural factors.

Demands are wants for specific products and services. They are backed by the ability and willingness to buy. Wants which are supported by purchasing power become demands. Marketers influence wants and demands by making products attractive, affordable and easily available to the target group of consumers. For example, a marketer might promote the idea that a certain brand of pen (e.g., Parker) would satisfy the need for social status.

Essay on Marketing – 3 (700 Words)

Marketing starts with identifying customer needs and wants and ends with satisfying them through a coordinated set of activities that also allows a firm to achieve its own goals. Awareness of this fact gave rise to the marketing concept. The marketing concept embraces all the activities of a firm. It aims at matching the company’s offering with customer needs, to achieve the desired level of customer satisfaction and generate profits for the company.

The marketing concept is based on the beliefs that are as follows:

(a) The company’s planning and operations are customer-oriented,

(b) The goals of the company should be profitable sales volume and not just volume, and

Cundiff and Still, “marketing is the business process by which products are matched with market and through which transfer of ownership affected”.

Tousley, Clark and Clark “marketing consist of those efforts which affect transfer of ownership of goods and services and provide for the physical distribution”.

H.L. Hansen Marketing is the process of discovering and translating consumer needs and wants into products and service specification, creating demand for these products and services and then turns expanding this demand.

According to American Marketing Association, ‘marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals.

Marketing is defined as “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”.

The term developed from the original meaning which referred literally to going to a market to buy or sell goods or services. Seen from a systems point of view, sales process engineering views marketing as “a set of processes that are interconnected and interdependent with other functions, whose methods can be improved using a variety of relatively new approaches.”

The Chartered Institute of Marketing defines marketing as “the management process responsible for identifying, anticipating and satisfying customer requirements profitably”.

Marketing is used to create the customer, to keep the customer and to satisfy the customer. With the customer as the focus of its activities, it can be concluded that marketing management is one of the major components of business management. It is an integrated process through which companies create value for customers and build strong customer relationships in order to capture value from customers in return.

Managerial Definition :

As a managerial definition, marketing is described as “the art of selling products”. But Peter Drucker, a leading management theorist, says that “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”.

Traditional and Modern Concepts of Marketing :

Old or traditional concept of marketing was limited up to profit generation by high volume of sales and production of products at a large scale, how to distribute products from producers to customers in an efficient manner. Marketing activities were concentrated toward selling; later on with rise of competition marketers gave more emphasis to promotion activities to increase their market share and profitability. Salesmanship and product promotion were the main part of marketing policy of a business firm.

Modern concept has shifted from selling to customer satisfaction, modern marketing concept aim at how to understand a customer in a better way it is possible by exploring customer’s want and expectations and marketing behaviour. Products manufactured by firms should match with the demand and expectation of customers.

Under marketing concept a customer should be ready to buy the products on his own initiative, how to create demand in market by customer satisfaction is the main essence of modern concept. Now customer is well aware about his rights, quality and customer services, therefore marketing should be customer oriented, a strong communication network is needed to build high brand equity and goodwill in market.

Marketing is an important functional area of business which generates revenues through the sale of satisfying goods and services to the customers. It involves taking decisions in the areas of product, price, place and promotion keeping in view the requirements of the customers business. In this article, the nature of marketing management, implications of modern marketing concept, objectives of marketing, distinction between marketing and selling and also the tools of marketing mix.

Short Essay on Marketing – 4 (400 Words)

Marketing is the process by which companies determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development.

It is an integrated process through which companies create value for customers and build strong customer relationships in order to capture value from customers in return.

Marketing is used to identify the customer, to keep the customer and to satisfy the customer. With the customer as the focus of its activities, it can be concluded that marketing management is one of the major components of business management. The evolution of marketing was caused due to mature markets and overcapacities in the last 2-3 centuries. Companies then shifted the focus from production to the customer in order to stay profitable.

The term marketing concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions. It proposes that in order to satisfy its organizational objectives, an organization should anticipate the needs and wants of consumers and satisfy these more effectively than competitors.

Marketing is defined by the American Marketing Association AMA as “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.”

The Chartered Institute of Marketing defines marketing as “the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” A different concept is the value-based marketing which states the role of marketing to contribute to increasing shareholder value.

In this context, marketing is defined as “the management process that seeks to maximise returns to shareholders by developing relationships with valued customers and creating a competitive advantage.”

Marketing practice tended to be seen as a creative industry in the past, which included advertising, distribution and selling. However, because the academic study of marketing makes extensive use of social sciences, psychology, sociology, mathematics, economics, anthropology and neuroscience, the profession is now widely recognized as a science, allowing numerous universities to offer Master-of-Science (MSc) programmes.

The overall process starts with marketing research and goes through market segmentation, business planning and execution, ending with pre and post-sales promotional activities. It is also related to many of the creative arts. The marketing literature is also adept at re-inventing itself and its vocabulary according to the times and the culture.

Essay on Marketing – 5 (1000 Words)

Marketing as a term is widely used in the management of a business and in our day- to-day life. In the era of customer and competition driven business world, marketing is not just the domain for the marketing department in a company. It’s a philosophy; it’s a business orientation now. It is imbibed in the corporate vision and mission of the successful companies.

All the successful companies in India like Tata, Reliance, Mahindra, Bharti Airtel, Maruti, Birla, Bajaj, Dabur, Patanjali etc., are thriving by understanding and delivering value to the Indian consumers to serve them in a better way than their competitors.

“Marketing is a process of exchange through which needs and wants are satisfied”, so can be the definition of markets given by Philip Kotler is paraphrased.

A better explanation can be given-

“Market is not merely spatial in nature; the buyers and sellers constitute the market, even though not face-to-face. Marketing involves not merely selling but reaching out customers to sell things they want. Thus product- mix, price-mix, distribution-mix and promotion-mix are the four corner stones of marketing. Even consumption patterns and the dictates of consumers are a part of the marketing strategy and then we have to include the policies relating to taxes and subsidies and/or regulations as they affect the product, price, distribution and promotion mixes.”

Another famous name in marketing Peter Drucker emphasized that marketing issues permeate all areas of the enterprise.

There are four most important aspects of marketing and they are:

1. Choosing the product mix;

2. Choosing the price mix;

3. Planning the distributional network; and

4. Market promotion.

These are also known as four Ps [product, price, place (distribution) and promotion], “Consumer is the king” (meaning consumer dictates and is always right) has given way to “consumer is the queen”, (meaning thereby that decision are taken by the lady of the house), are the sayings that give guidepost for developing marketing. There are firms, institutions, persons and governments involved in marketing. There are historical stages of marketing.

Rudimentary barter system is exchange of “commodities with commodities” (we should not call “goods” with “goods” from the “secondary/manufacturing” sector.) By the time there is trading in “goods”, barter system gets superseded. Rural marketing in India still has a good-sized component of the barter economy. Vegetables, edible oil, pulses, milk-products and food grains are taken and given in barter in rural areas.

Transitional stage and concurrent stage between barter and monetised exchange exists (as in India even in the 21st Century). As specialisation and industrial activities develop, barter gives way to exchange with money. However, rural areas continue to have barter transactions. (Some kabaadies in India who recycle the wastes of the households as non-functional fans, old newspapers to n number of things sometimes offer double trade e.g., give anything @ Rs. 15/- and make the payment adjusted against the junk that will be taken by them.

All types of modern markets with their spatial ramifications develop in the developing economy as in India.

Fully modern marketing system will have to satisfy two conditions:

1. There is no barter there, and

2. Even plastic money (credit/debit cards) is used.

Micro-management of marketing is not concerned with increasing the purchasing power.

Macro-management of marketing should aim at various things like:

1. Laying down rules and regulations for all types of marketing;

2. Selling “social marketing” of such ideas as of family planning and/or or advising persons how to save themselves from aids; or

3. Improving purchasing power or entitlements of all groups.

Marketing of primary, secondary and tertiary sector (services) follow one basic principle—how to optimise profits, if not maximise.

What is Marketing? – Definitions of Marketing:

The Chartered Institute of Marketing defines marketing as ‘The management process responsible for identifying, anticipating and satisfying customer requirements profitably’

Oxford Dictionaries define Marketing ‘as the process of performing market research, selling products and /or services to customers and promoting them via advertising to further enhance sales.’

Kotler Philip, Gary Armstrong, Veronica Wong, and John Saunders are of the view that ‘Marketing as an integrated process through which companies build strong customer relationships and create value for their customers and for themselves.’ It generates the strategy that underlies sales techniques, business communication, and business developments.

Paliwoda, Stanley J and John K. Ryans believe in a different concept called the value-based marketing, which states the role of marketing to contribute to increasing shareholder value.

American Marketing Association’s (AMA) has defined as following:

‘Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.’

Above definition was applicable till Sept., 2007. Now with the ever changing business environment, the definition of Marketing also underwent a lot of change from Oct., 2007.

Now, AMA defines Marketing as:

‘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.’

Marketing is not just an organizational function, but it is an activity and a set of institutions are involved. Now the customers, organisation and its stakeholders have also been rephrased as Customers, Clients, Partners and Society at large. Now Customer Relationship Management (CRM) is as important as Partner Relationship Management (PRM). Societal welfare is as important as the company’s welfare.

Panasonic’s ‘Eco Ideas’, Nokia’s ‘Take Back Campaign’, HP’s ‘Power to Change’ and Toyota’s initiative for Hybrid Green Vehicles are few examples of corporate initiative for the society at large.

Philip Kotler, a well-known authority on marketing has termed marketing as a ‘societal process by which individual and groups obtain what they need and want through creating, offering and freely exchanging products and services of value with others.’ Marketing can also be said as the process of ‘satisfying needs and wants through an exchange process’.

In a simpler way, Kotler has defined Marketing in terms of CCDVTP, which means creating, communicating and delivering value to the target market at a profit.

Thus, Marketing is all about identifying and meeting human and social needs and that too in a profitable way. Ultimately, the objective of any business activity is to make profits.

On the whole, we can say that CCCCC STP PPPP encompasses all the aspects in marketing. Sounds confusing, let me clarify, Marketing is all about 5Cs, STP and 4Ps. 5Cs stands for Customers, Company, Competitors, Collaborators and Context. While STP stands for Segmentation, Targeting and Positioning; whereas 4Ps represent the Marketing Mix i.e. Product, Price, Place and Promotion.

Essay on Business Marketing – 6 (2500 Words)

Marketing plays a critical role in modern business practice, where maximizing shareholder value is an increasingly important goal. The essence of business marketing focuses on how firms attract, retain, grow customers — critical firm assets — by enhancing relationships with them.

Success in delivering customer value leads directly to improving shareholder value and long-run firm prosperity. In Essentials of Managing Marketing, we explore both the strategic aspects of marketing and the tactical implementation decisions marketers make every day. But first, we investigate two quite different but related meanings of marketing.

Marketing as a Philosophy embraces the view that marketing is the guiding force/orientation for the entire corporation. Firms with a marketing philosophy operate with an external orientation. Such firms focus attention, resources outside the corporation — to acquire, retain, grow customers — but take careful account of a range of external environmental forces.

By contrast, internally oriented firms focus on internal issues — products, services, processes. Essentials of Business Marketing embraces the marketing-as-philosophy perspective. The author believes, and has seen in his own career, how powerful and effective a business can be when the entire organization is attuned to the external world. Such agile firms not only sense critical environmental factors, but also adapt to address them.

Marketers must possess the tools/decision-making skills to get the marketing job done. Effective marketers focus on six marketing imperatives. Marketing Imperatives describe the specifics of the marketing job. For executives with marketing/ product-management titles, these imperatives are the must-dos of marketing.

We identify two groups:

1. Strategic Marketing:

Imperative 1-Determine, recommend which markets to address.

Imperative 2- Identify, target market segments.

Imperative 3- Set strategic direction, positioning.

2. Implementing Market Strategy:

Imperative 1- Design the market offer.

Imperative 2- Secure support from other functions.

Imperative 3- Monitor and control execution/ performance.

To broaden this framework, four marketing principles form the basis for marketing decision-making.

These principles act as guidelines for executing the six imperatives:

Principle 1- Selectivity, Concentration

Principle 2- Customer Value

Principle 3- Differential Advantage

Principle 4- Integration

What is Marketing?

Marketing is often confused with advertising and sales. Even many executives are unclear. It seems so intuitive; can’t anybody be a marketer? Marketing is the firm’s fundamental activity. When marketing delivers value to satisfy customer needs, the firm attracts, retains, grows customers, in the face of competitors trying to do the same thing. If costs are in line, profits follow. Profits help the firm survive as an independent entity, secure resources to grow, enhance shareholder value.

Business Marketing’s role includes identifying opportunities; figuring out customer needs; understanding competition; developing appealing products/services; communicating/distributing value to potential customers. When the firm does a good job of completing these tasks, shareholder value increases. Example- Flipkart — successful e-commerce firm — co-founder Sachin Bansal emphasizes that focus on customer satisfaction and owning the entire customer experience has benefited his firm.

The critical weapon in the battle for customers is straightforward in concept, but may be complex/ difficult in execution. The firm must deliver customers greater value than competitors deliver. Customers reward such firms by purchasing their products/services, today and tomorrow. This exchange is the basis of all markets.

The late Peter Drucker, preeminent management theorist, is generally credited with developing the customer orientation and modern marketing perspective. Drucker stated, “If we want to know what a business is, we have to start with its purpose. There is only one valid definition of any business purpose — to create a customer. It is the customer who determines what a business is.

For it is the customer, and he alone, who through being willing to pay for a good or service, converts economic resources into wealth, things into goods…. Because it is [the purpose of a business] to create a customer, [the] business enterprise has two — and only these two — basic functions- marketing and innovation.”‘

Business Marketing and Shareholder Value :

The central focus on shareholder value is deeply rooted in many capitalist countries. The shareholder- value perspective defines managements job as maximizing returns for firm owners — shareholders.

In addition to shareholders, the firm has many other stakeholders — management, labor, public at large. In some capitalist countries, these stakeholders are more favored than shareholders. Indeed, in these countries regulations generally favor managers, and protect them from unwelcome mergers/acquisitions. Regardless, in recent years, developing global capital markets have favored the shareholder-value perspective.

Customers are the sole source of firm revenues; all firm activities are costs of attracting, retaining, growing customers. Unfortunately, managers sometimes forget this fundamental truth. Customers provide revenues/cash flow when they believe firm products/services offer better value than competitive alternatives.

Marketing as a Philosophy- External, Internal Orientations :

The firm enhances shareholder value by attracting, retaining, growing customers. At a philosophical level, each employee has some responsibility; marketing is everybody’s business.

To quote Drucker again, “Marketing is so basic that it cannot be considered a separate function within the business … it is, first, a central dimension of the entire business. It is the whole business … seen from the customers point of view. Concern and responsibility for marketing must, therefore, permeate all areas of the enterprise.”

David Haines, former brand czar at Vodafone, echoed Drucker- “Marketing is too important to be left to the marketers. It’s the obligation of every single individual in the company, whether you’re a phone operator, the CEO, or anyone else in the company.” To put it more crassly- If marketing is unsuccessful, nobody gets a paycheck!

Marketing as a philosophy concerns the firms entire orientation; such firms operate with an external orientation. The externally oriented firm looks outward to the environment; it knows that customers are central to its future. Other firms focusing on internal business drivers have one of several internal orientations-, delivering customer value takes a back seat.

i. External Orientation:

The externally oriented firm knows its current products/services/processes are the reasons for past/ present success. This firm also knows that, as the external environment evolves, its products/services/ processes must also change. The externally oriented does not fear change. This firm goes beyond a customer focus; it works hard to understand competitors markets, other environmental forces. This firm invests in new capabilities/competencies to exploit opportunities for attracting, retaining, growing customers. P&G spends over $400 million annually seeking customer/market insight.

In difficult economic times, when profits are under pressure, many firms cut spending/investment; but the externally oriented firm increases investments — human capital, marketing budgets, mergers, acquisitions. Example- In recent recessions, Amazon, Cisco, Coca-Cola, Intel, Tata Consultancy Services invested heavily; they swept past more internally oriented competitors.

ii. Internal Orientations :

Internally oriented firms place internal business considerations ahead of customer focus.

The orientations are:

1. Operations Orientation:

It overemphasizes improving efficiency, reducing costs. There is nothing inherently wrong with such actions; by contrast, cost reduction should not be a priority when the firm offers new products/services, enters new markets, or otherwise should invest to attract, retain, grow customers.

2. Sales Orientation:

It focuses on short-term sales revenues. The firm is less concerned with profits. Characteristic actions to secure sales- Prices set too low, unsustainable discounts, loose credit terms, excessive product variations. The firm spends little effort on marketing research, planning; targets customers indiscriminately.

3. Finance Orientation:

It focuses too heavily on short-term profits. When a firm manages by the numbers, it tends to avoid expenditures for long- term payoff. The finance-oriented firm mortgages its future by indiscriminately cutting back — advertising, capital investment, R&D, talent.

4. Technology Orientation:

It focuses on R&D, but pays insufficient attention to customer value. First- class products are critical for attracting, retaining, growing customers, but for this firm technology is more important than customers.

The Six Marketing Imperatives :

The job of putting the firms marketing philosophy into practice normally falls to marketing professionals. These people engage in many activities; they must make decisions on how to allocate their time/other resources.

The critical question- Are we doing the right things to attract, retain, grow customers? Put another way- Are we implementing the six marketing imperatives — the firm’s must-dos. Imperatives 1, 2, 3 focus on strategic marketing; imperatives 4, 5, 6 zero in on implementing market strategy.

Imperative 1- Determine, Recommend Which Markets to Address :

The firm must answer critical questions about its business, market portfolios:

i. In which new businesses/markets shall we invest — people, time, dollars?

ii. From which businesses/markets shall we withdraw?

iii. In which current businesses/markets shall we continue to invest?

iv. How much investment shall we make in these various businesses/markets?

Marketing plays two key advisory roles. First, identify opportunities. Marketing is the only function with explicit responsibility to focus attention externally on the market, customers, competitors — outside the firm. Marketing personnel should research the environment to identify potential opportunities, then bring these to top management for go/no-go decisions.

Second, advise on proposed strategic actions. Many parts of the firm develop strategic initiatives. Marketing has the responsibility to insert itself into key decisions — collecting, analyzing relevant data — bearing on market entry/exit. Marketing should fully explore the ramifications of potential firm actions, or disaster may ensue.

Imperative 2- Identify, Target Market Segments :

Marketing must identify market segments — groups of customers with similar needs that value similar benefits with similar priority orders. Once the firm has identified market segments, it must decide which to target for effort. Effective segmentation and targeting are critical for delivering customer value and driving sales, profits.

Imperative 3- Set Strategic Direction, Positioning :

The firm decides how to compete in those market segments it has targeted. For each target segment, marketing must formulate performance objectives, then decide on firm positioning in each segment — target customers, target competitors, value proposition, reasons to believe. Together with Marketing Imperative 2, positioning completes the STP triumvirate — segmentation, targeting, positioning.

Typically, individual market segments are at different developmental stages; hence they require different approaches. Finally, decisions about strategic direction must include questions about branding. The firm must continually assess strategic direction and make necessary course corrections.

Imperative 4- Design the Market Offer :

The market offer is the total benefit package the firm provides customers. Tools for designing offers are the most well-known part of marketing.

The marketing-mix elements — aka 4Ps — comprise the basic building blocks:

i. Product:

Generally, the product embodies major benefits the firm offers to satisfy customer needs — these benefits provide customer value. Product comprises both physical products and intangible services.

ii. Promotion:

Embraces various ways the firm communicates with customers — informing, persuading customers to purchase (or recommend) its products. Core promotional elements include mass communications — advertising, publicity & public relations; digital marketing; personal communications — sales force.

iii. Distribution:

Focuses on how, where customers secure the product (aka place).

The firm establishes its feasible price by the equivalent amount of value it offers customers via product, promotion, distribution.

Imperative 5- Secure Support from Other Functions :

Functional areas must work together to ensure the firm designs and executes the right market offer.

Business marketing requires two very different types of support:

i. Support for design — relates to technical, operational, economic feasibility. This support requires keeping the firm focused on satisfying customer needs and pushing specific functions to encourage evolving their capabilities.

ii. Support for implementation — assumes the firm has agreed upon/fixed the design. Marketers must possess the leadership/interpersonal skills to secure cooperation across multiple functions — internal marketing, getting buy-in.

Imperative 6- Monitor and Control Execution/Performance :

Is the firm achieving desired results? If results are not on track, what changes should the firm make?

Marketing is a key stakeholder in securing answers to three questions; it should act appropriately based on the answers:

i. Are various functions/departments implementing the market offer?

ii. Is market/financial performance reaching planned objectives?

iii. Based on current environmental realities, are objectives, strategies, implementation plans on track? Should the firm make changes?

Four marketing principles serve as guidelines for executing the six imperatives:

Principle 1- Selectivity, Concentration :

Providing advice on market selection — Imperative 1 — and deciding which market segments to target — Imperative 2 — are among marketing’s primary responsibilities.

Underlying these imperatives is the-

i. Selectivity- Carefully choose targets for firm efforts.

ii. Concentration- Concentrate resources against those targets.

This principle is about choosing the firm’s battles. It is dangerous to dissipate limited resources over too many alternatives by trying to do too much. No organization, no matter how large or how successful, has infinite resources.

Some experts re-label this principle Concentration and Concession. Not only must the firm concentrate resources, it should affirmatively decide where it does not want to compete.

Principle 2- Customer Value :

Market success depends on providing value to customers. This principle is central to the marketing job. Customer insight should drive design, implementation of market offers, product/investment decisions, and performance evaluations. The firm develops, produces, delivers products/services, but customers perceive value only in the benefits these products/ services provide.

Customer value is a moving target. As the environment evolves, customers accumulate experience; the needs and benefits they seek evolve also. World-class companies continuously invest in marketing research to probe deeply into customer needs, priorities, expectations, and experiences. They feed these results into the product development process to generate greater value for customers.

Firms that take their eye off the customer ball can get into serious trouble. Shoppers Stop, Aditya Birla Retail, Reliance Retail have closed many unprofitable stores in recent years.

Principle 3- Differential Advantage :

Closely related to the Principle of Customer Value; differential advantage lies at the heart of every successful market strategy —the firm should offer customers something they value, but cannot get elsewhere. Differential advantage is similar to competitive advantage, unique selling proposition, having an edge.

To implement this principle, the firm must develop well-designed market offers, based on the marketing-mix elements, and secure buy-in from other functions.

i. Competition:

Offering customer value is not enough. To avoid competitive parity, the firm must offer greater value than competitors. The firm must create/recreate differential advantage to beat competitors.

ii. Superiority:

Some differential advantages are better than others. Differential advantage based on proprietary intellectual property, unique product design, product availability may be more sustainable than differential advantage based on communications.

A differential advantage based on an organizational process like parts delivery, qualified technicians may be even more sustainable.

iii. Erosion:

Competition will eventually erode even the apparently most sustainable differential advantage. Maintaining differential advantage is marketing’s most fundamental challenge; the search for differential advantage must be continuous.

iv. Cannibalization:

To stay ahead of competition, the firm must be willing to cannibalize its own offers. Many firms will not do so — in part because of strong political constituencies for the status quo; in part because profit margins may be lower. Such unwillingness to act runs the risk of missing opportunities, passing market initiative to a competitor.

v. Differential Advantage and Difference:

A differential advantage is not the same as a difference. Developing a different market offer may not be difficult. Differential advantage must create benefits/values customers recognize, and are willing to pay for.

Principle 4- Integration :

This principle has two dimensions:

i. Customer:

The firm must carefully integrate and coordinate all design and execution elements it offers customers. Poor advertising can ruin an excellent product; delayed promotional materials can doom product launch; improper pricing can cause havoc with sales forecasts.

The firm must carefully integrate/coordinate all internal activities. Different functions/departments must work together; they must avoid squabbles over priorities, turf wars, ambiguous messages by senior managers. Firms with an external orientation are more likely to achieve integration; employees, departments, businesses share a common purpose — serving customers. Sharing responsibility for designing, implementing market offers drives agreement on priorities and close/cooperative working relationships.

Essay on Marketing Topics – 7 (1900 Words)

Marketing refers to a social process by which individuals and groups obtain what they need and want through creating, offering and exchanging products and services of value freely with others. It is the sum-total of all the activities that facilitate flow of goods and services from producers to the ultimate consumers.

In simple words, marketing involves study and management of exchange relationships. It is used as a tool by business to create the customer, to keep the customer and to satisfy the customer.

Marketing is concerned with all the activities of a company which are associated with buying and selling of a good or a service. It involves activities that aim at making people aware of the company’s goods or services and making sure that these are available to be bought and availed respectively.

Marketers are involved in marketing various types of entities like goods, services, experiences, events, persons, places, properties, organisations, information and ideas. Marketing is an ongoing communication exchange with customers in a way that educates, informs and builds a relationship over time.

It is the process by which a firm profitably translates customers’ needs into revenue. It also involves building a brand and convincing people that a particular brand is the best.

It aims at satisfying the needs and wants of the customers and thereby retaining them for the longest possible period of time. Marketing attracts consumers’ scarce resources, attention and disposable income to derive profitable revenues.

It is the process of getting a product or service from a company to its end-customers from product development through to the final sale and post purchase support.

Essay Topic # 1. Definition of Marketing:

Some Important Definitions of Marketing:

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. —American Marketing Association (AMA)

Marketing is the science and art of exploring, creating and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. If defines, measures and quantifies the size of the identified market and the profit potential. It pinpoints which segments the company is capable of serving best, and it designs and promotes the appropriate products and services. —Philip Kotler

Marketing is a management activity that identifies, anticipates and satisfies customer requirements efficiently and profitably. —Mark Gwilliam

Marketing is the management process for identifying, anticipating and satisfying customer requirements profitably. —Chartered Institute of Marketing

Marketing is the business process by which products are matched with the markets and through which transfers of ownership are affected. —F.E.Clark

Marketing is that phase of business activity through which the human wants are satisfied by the exchange of goods and services. — J.F.Pyle

Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. — Philip Kotler

Essay Topic # 2. Nature of Marketing:

(i) Customer Focused – All marketing activities should be customer oriented. They should start with identifying the customer’s needs, followed by developing products, pricing it, promoting it and distributing it as per the customer’s requirements.

(ii) Integrated Process – Being an integrated process, marketing involves coordination of many activities with other business functions like production, personnel, financing, research and development.

(iii) Multi-Disciplinary – Marketing is multi-disciplinary as it has evolved out of commerce and has got its strength from law, psychology, sociology, mathematics and statistics. It is an art as well as a science.

(iv) Interaction with External Environment – It operates within the framework of external environment which comprises of economic, natural, social, legal, political environment etc.

(v) Mutually Beneficial Exchange – It means buyers get want-satisfying goods and sellers get value in exchange of their goods leading to mutual benefit to both the parties.

(vi) Based on System Approach – It is based on system approach as it requires intelligent coordination of four ‘P’s of marketing mix. These are Product, Price, Place and Promotion.

Essay Topic # 3. Importance of Marketing:

(i) It is the beating heart of a business organization – Being the revenue producing department, it is a very important function of management.

(ii) It facilitates creation of place, time and possession utility – As creating these utilities help a marketer to achieve success in the business.

(iii) It helps in improving the standard of living of the people – This is done by offering wide variety of goods and services to the people.

(iv) It generates employment – A large number of people are employed by marketers to carry out various functions of marketing.

(v) It leads to economic development of the nation – It mobilises untapped resources and facilitates full utilisation of production capacity and other assets and hence leads to economic development of the nation.

Essay Topic # 4. Modern Marketing:

The Present Day Marketing is Customer Driven:

Business must find out what the consumers want and then produce goods according to the needs of the consumers. What is offered for sale should be determined by the buyer rather than by the seller. Instead of trying to market (sell) what is easiest for us to make, we must find out much more about what the consumer is willing to buy.

Under consumer-oriented marketing it is highly essential to know what the consumers really want. This is possible only when information is collected from the consumers.

Marketing research and Marketing Information Systems are now-a-days full-fledged functions of marketing. All organisations accept that the marketing activities must start far ahead of production. The company must appreciate and understand the consumers’ strategic position as a determinant of the firm’s survival and growth.

This philosophy of marketing means that the entire marketing is designed to serve consumer needs. The marketing man is introduced at the beginning rather than at the end of the production cycle and marketing is integrated at each phase of the business.

Thus, Marketing, through its studies and research will determine for the engineer, designer and the manufacturing manager, what the consumer wants in a given product, what price he is willing to pay and where and when it will be wanted. The launch of the ‘Nano’, a small car for the common man of India at an affordable price is a glaring example of this statement, i.e., the present day marketing is customer driven.

Marketing Begins before Production and Continues after Sale:

Marketing is an organizational function which includes a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.

By stating definition of marketing itself, it becomes clear that marketing also deals with the creation of a product. It is done by means of proactive marketing, i.e., focussing on customers’ latent needs. For this the process of Marketing Research is applied. These days the companies’ strategies have shifted from “make-and-sell” philosophy to “sense-and-respond” philosophy.

In order to identify the needs of customers various surveys are conducted, pilot studies are done. The respondents are not just prospective customers but also front line executives, since they know a lot about the needs of customers.

At each stage of new product development, marketing has a key role to play.

Marketing after sales – Making a new customer is costlier than retaining an old one. Therefore, it is necessary to keep the customers not only satisfied, but rather delighted. This can be done through customer relationship management, where marketers can offer to provide after sales-services, warranties, guarantees, product resale offers, discounts on next purchase etc.

Marketing Creates Value for Customers and Builds Profitable Customer Relationships and Captures Value from Customers in Return:

“Marketing creates value for customers and builds profitable customer relationships and captures value from customers in return.” This statement very aptly describes the essence of marketing in modern scenario. It is a two way process of creating value for customers by offering high quality products in exchange of a price which acts as value from the customers.

It is a mutual beneficial activity where focus is on building and maintaining long-term profitable customer relationships. Today’s successful companies are strongly customer focussed and heavily committed to marketing. They share passion for understanding and satisfying customers’ wants and make a sincere effort to provide solutions by coming out with innovative products.

For example – Procter & Gamble, one of the world’s largest and most respected marketing company creates value for customers by offering innovative products like Tide, Pantene, Gillette, etc. which are widely accepted by customers and in return Procter & Gamble gets rewarded with brand loyal customers.

Similarly, Philips is another company which is always striving to come out with novel solutions for existing problems and produces high quality innovative products like ‘Air Fryer’, ‘Electric Shaver’, etc. They too are rewarded by customers in return with strong loyalty and quick purchases of their products.

Modern Marketing is an Integrated Process of Identification, Assessment and Satisfaction of Human Wants:

The modern marketing concept enunciates that business is essentially a ‘need-satisfying process’ and that any business must be managed keeping the consumer and his needs as the main focus.

All goals of business including profit must be realised through consumer orientation, integrated management action and generation of consumer satisfaction. Matching products with the market implies determining the requirements of potential customers and designing products that satisfy these requirements.

Thus, modern marketing is the integrated process of identification, assessment and satisfaction of human wants. The focus is on the customer and his wants. It is the process of discovering and translating consumer wants into products and services and then in turn making it possible for more and more people to enjoy more and more of these products and services.

Concern for customers’ needs and wants increases the acceptability of the product. When a firm produces the product which meets the requirements of the customers, the need for promotion is reduced. It ensures continuous patronage of customers.

Unification of business activities leads to economy and efficiency in marketing operations. The systems approach to marketing facilitates a rational analysis of all marketing problems along with their effective solutions.

It helps the management to direct organisational effort towards the long-term and wider goals like stability and growth of the firm. Sustained interaction with customers becomes possible.

It is the management orientation that holds that the key task of the organisation is to determine the needs, wants and values of a target market and to adapt the organisation to deliver the desired satisfaction more effectively and efficiently than its competitors.

Thus, modern marketing is an integrated process of identification, assessment and satisfaction of human wants.

Modern Marketing Concept is Applicable to All Business Organisations Irrespective of their Size, Nature or Functionality:

The adoption and use of modern marketing concepts have various benefits for any company irrespective of their size, nature or functionality.

Some of the benefits are listed below:

(i) Concern for customers’ needs and wants rather than itself product increases the acceptability of the product.

(ii) Marketing concept requires an integrated and coordinated approach to marketing. Hence all the business activities are focussed towards a single organisational goal.

(iii) Marketing concept is a system approach to marketing. It facilitates a rational analysis of all marketing problems along with their effective solution.

(iv) A business firm pursuing Marketing concept can respond effectively to the changes occurring in the marketing environment.

(v) Marketing concept has a strategic and philosophical value. It helps the management to direct organisational efforts towards long term and wider goals.

Essay on International Marketing
Essay on Marketing Environment | Company

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What is Marketing, and What's Its Purpose?

Updated: January 24, 2022

Published: February 25, 2021

Dictionary.com defines marketing as, "the action or business of promoting and selling products or services, including market research and advertising."

If you work in a marketing role like I do, it's probably difficult for you to define marketing even though you see and use it every day -- the term marketing is a bit all-encompassing and variable for a straightforward definition.

This definition feels unhelpful.

The selling part, for instance, overlaps a little too snuggly with a "what is sales" definition, and the word advertising makes me think of Mad Men brainstorming sessions.

But upon digging deeper, I began seeing that actually, marketing does overlap heavily with advertising and sales. Marketing is present in all stages of the business, beginning to end.

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What is marketing?

Marketing refers to any actions a company takes to attract an audience to the company's product or services through high-quality messaging. Marketing aims to deliver standalone value for prospects and consumers through content, with the long-term goal of demonstrating product value, strengthening brand loyalty, and ultimately increasing sales.

At first, I wondered why marketing was a necessary component during product development, or a sales pitch, or retail distribution. But it makes sense when you think about it -- marketers have the firmest finger on the pulse of your consumer persona.

The purpose of marketing is to research and analyze your consumers all the time, conduct focus groups, send out surveys, study online shopping habits, and ask one underlying question: "Where, when, and how does our consumer want to communicate with our business?"

Here, let's explore the purposes of marketing, along with types of marketing, the 4 P's of marketing, and the difference between marketing and advertising.

Whether you're a seasoned marketer looking to refresh your definitions, or a beginner looking to understand what marketing is in the first place, we've got you covered. Let's dive in.

Purpose of Marketing

Marketing is the process of getting people interested in your company's product or service. This happens through market research, analysis, and understanding your ideal customer's interests. Marketing pertains to all aspects of a business, including product development, distribution methods, sales, and advertising.

Modern marketing began in the 1950s when people started to use more than just print media to endorse a product. As TV -- and soon, the internet -- entered households, marketers could conduct entire campaigns across multiple platforms. And as you might expect, over the last 70 years, marketers have become increasingly important to fine-tuning how a business sells a product to consumers to optimize success.

In fact, the fundamental purpose of marketing is to attract consumers to your brand through messaging. Ideally, that messaging will helpful and educational to your target audience so you can convert consumers into leads.

Today, there are literally dozens of places one can carry out a marketing campaign -- where does one do it in the 21st century?

Types of Marketing

Where your marketing campaigns live depends entirely on where your customers spend their time. It's up to you to conduct market research that determines which types of marketing -- and which mix of tools within each type -- is best for building your brand. Here are several types of marketing that are relevant today, some of which have stood the test of time:

Internet marketing: Inspired by an Excedrin product campaign that took place online, the very idea of having a presence on the internet for business reasons is a type of marketing in and of itself.
Search engine optimization: Abbreviated "SEO," this is the process of optimizing content on a website so that it appears in search engine results. It's used by marketers to attract people who perform searches that imply they're interested in learning about a particular industry.
Blog marketing: Blogs are no longer exclusive to the individual writer. Brands now publish blogs to write about their industry and nurture the interest of potential customers who browse the internet for information.
Social media marketing: Businesses can use Facebook, Instagram, Twitter, LinkedIn, and similar social networks to create impressions on their audience over time.
Print marketing: As newspapers and magazines get better at understanding who subscribes to their print material, businesses continue to sponsor articles, photography, and similar content in the publications their customers are reading.
Search engine marketing: This type of marketing is a bit different than SEO, which is described above. Businesses can now pay a search engine to place links on pages of its index that get high exposure to their audience. (It's a concept called "pay-per-click" -- I'll show you an example of this in the next section).
Video marketing: While there were once just commercials, marketers now put money into creating and publishing all kinds of videos that entertain and educate their core customers.

Marketing and Advertising

If marketing is a wheel, advertising is one spoke of that wheel.

Marketing entails product development, market research, product distribution, sales strategy, public relations, and customer support. Marketing is necessary in all stages of a business's selling journey, and it can use numerous platforms, social media channels, and teams within their organization to identify their audience, communicate to it, amplify its voice, and build brand loyalty over time.

On the other hand, advertising is just one component of marketing. It's a strategic effort, usually paid for, to spread awareness of a product or service as a part of the more holistic goals outlined above. Put simply, it's not the only method used by marketers to sell a product.

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Here's an example (keep reading, there's a quiz at the end of it):

Let's say a business is rolling out a brand new product and wants to create a campaign promoting that product to its customer base. This company's channels of choice are Facebook, Instagram, Google, and its company website. It uses all of these spaces to support its various campaigns every quarter and generate leads through those campaigns.

To broadcast its new product launch, it publishes a downloadable product guide to its website, posts a video to Instagram demonstrating its new product, and invests in a series of sponsored search results on Google directing traffic to a new product page on its website.

Now, which of the above decisions were marketing, and which were advertising?

The advertising took place on Instagram and Google . Instagram generally isn't an advertising channel, but when used for branding, you can develop a base of followers that's primed for a gentle product announcement every now and again. Google was definitely used for advertising in this example; the company paid for space on Google -- a program known as pay-per-click (PPC) -- on which to drive traffic to a specific page focused on its product. A classic online ad.

Where did the marketing take place? This was a bit of a trick question, as the marketing was the entire process . By aligning Instagram, Google, and its own website around a customer-focused initiative, the company ran a three-part marketing campaign that identified its audience, created a message for that audience, and delivered it across the industry to maximize its impact.

It’s important to know that this type of marketing campaign requires proper coordination and monitoring of multiple channels. You need to adapt your approach to each specific channel, yet get them to yield the same results -- generate revenue.

This is where a unified marketing software solution can come in handy. It includes the tools necessary to monitor and manage campaigns across multiple channels -- from websites to emails, and online advertisements.

The 4 Ps of Marketing

In the 1960's, E Jerome McCarthy came up with the 4 Ps of marketing: product, price, place, promotion.

Essentially, these 4 Ps explain how marketing interacts with each stage of the business.

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Let's say you come up with an idea for a product you want your business to sell. What's next? You probably won't be successful if you just start selling it.

Instead, you need your marketing team to do market research, interpret marketing analytics data into actionable insights, and answer some critical questions: Who's your target audience? Is there market fit for this product? What messaging will increase product sales, and on which platforms? How should your product developers modify the product to increase likelihood of success? What do focus groups think of the product, and what questions or hesitations do they have?

Marketers use the answers to these questions to help businesses understand the demand for the product and increase product quality by mentioning concerns stemming from focus group or survey participants.

Your marketing team will check out competitors' product prices, or use focus groups and surveys, to estimate how much your ideal customer is willing to pay. Price it too high, and you'll lose out on a solid customer base. Price it too low, and you might lose more money than you gain. Fortunately, marketers can use industry research and consumer analysis to gauge a good price range.

It's critical that your marketing department uses their understanding and analysis of your business's consumers to offer suggestions for how and where to sell your product. Perhaps they believe an ecommerce site works better than a retail location, or vice versa. Or, maybe they can offer insights into which locations would be most viable to sell your product, either nationally and internationally.

This P is likely the one you expected from the get-go: promotion entails any online or print advertisement, event, or discount your marketing team creates to increase awareness and interest in your product, and, ultimately, lead to more sales. During this stage, you'll likely see methods like public relations campaigns, advertisements, or social media promotions.

Hopefully, our definition and the four Ps help you understand marketing's purpose and how to define it. Marketing intersects with all areas of a business, so it's important you understand how to use marketing to increase your business's efficiency and success.

Editor's note: This post was originally published in May 2018 and has been updated for comprehensiveness.

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Essay on marketing mix: meaning, components and observations.

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Essay on Marketing Mix: Meaning, Components and Observations !

Essay 1 # Meaning of Marketing Mix:

Marketing mix might be defined as follows:

Marketing mix is a unique combination of the basic ingredients of marketing viz. product, price, place (channels of distribution) and promotion-designed for the best realisation of the objectives of marketing management.

(1) “Marketing mix refers to the apportionment of effort, combination, designing and integration of the various elements of marketing into a programme, of mix which will best achieve the marketing objectives of an enterprise at a given time”.

—Prof. Neil Borden of the Harvard Business School

(2) “Marketing mix is the term used to describe the combination of four inputs which constitute the core of the company’s marketing system- the product, the price structure, the promotional activities and the distribution system”.

—William J. Stanton

Marketing mix is a mix of the type that is planned to ensure that the ‘product’ does sell even amidst intensely competitive conditions; providing best satisfaction to consumers and providing, in turn, handsome profits to the enterprise- in addition to fulfillment of other objectives of marketing management.

Point of Comment:

An analogy could be drawn between the marketing mix of a manufacturer and the spices-mix of a famous ‘Chat-wala’ located at the corner of a busy street in the walled city of Delhi; who combines spices like-salt, rock salt, pepper, black pepper, spices for seasoning food (i.e. garam masala) etc. in such proportions that the chat becomes so tasty as to lead to a remarkable rapidity of turnover fetching handsome profits to the chat-wala.

The chat masala mix is so to say, the trade secret of the chat-wala- unknown to the competitors. Further, the consumers, being unable to prepare that much tasty type of a chat at their homes, are persuaded to visit that particular chat-wala for the satisfaction of their ‘tongue-needs.’

A manufacturer, in a likewise manner, must design such a marketing-mix, that despite severe business competition-consumers do prefer his product and are led to buy that product for the satisfaction of those needs of theirs- for which that particular product is designed.

Essay 2 # Components of Marketing Mix – The 4p’s Of Marketing Mix:

Though there are a large number of component parts (or factors) which may go into the making of a marketing mix; yet, authorities on marketing management agree on four basic elements of marketing mix-popularized as the 4p’s of marketing viz. the product, the price, the place (i.e. the channels of distribution) and the promotion.

In fact, each of these four elements has many variables or variations of factors, and accordingly within the marketing mix we have four sub-mixes i.e. the product-mix, the price-mix the place-mix and the promotion-mix. In other words, the marketing-mix is a fine blend of product mix, price-mix place-mix and promotion-mix.

Following is a brief account of the four sub-mixes, comprised in the marketing mix:

(1) Product-Mix:

A product is not just, a physical tangible object; it is rather a ‘bundle of services’ associated with the utilisation of that product. A person e.g. does not buy a product simply for possession sake; rather he/she expects a number of services and conveniences-to be obtained from using that product.

Some of the important factors which usually go into the designing of the product mix are decisions about:

1. The product-range

2. Design, shape, colour, size, weight of the product etc.

3. Multiple uses of the product.

4. Standardisation/grading of the product.

5. Brand name of the product.

6. Guarantees and warranties offered by the seller.

7. After sales service provided.

A unique combination of these product factors and others makes for designing the product- mix. The basic idea behind making a product mix is to produce and offer a product that makes it acceptable to the target-consumers; by providing them maximum satisfaction for their needs for the fulfillment of which, the product, in question, is intended.

(2) Price-Mix:

The price-factor is, perhaps, the most-crucial factor of the marketing mix; as the buying decisions of most of the consumers are dependent on the price of the product. For the manufacturers also, the price decision is directly reflected in the profits; which they make from selling the product.

Some of the important factors which usually go into the designing of the price-mix are decisions about:

1. Price-range

2. Profit-margin to be included in the price

3. Discounts to be offered-cash discounts and trade discounts.

4. Credit terms

5. Competitors’ prices for similar type of products.

6. Discriminating pricing aspect.

7. Resale price maintenance policy etc.

A unique combination of these price factors and others makes for designing the price-mix. The basic idea behind making a price-mix is to offer the product at a price which is affordable by the target-consumers; making the product worthwhile for purchase; in view of the utility of the product.

(3) Place-Mix:

In marketing management, the term place is used to refer to channels to distribution i.e. intermediaries which fetch products from the place of the manufacturer to the place of ultimate consumers.

The ‘place’ is an important ingredient of marketing mix; as howsoever useful the product might be and howsoever suitable its price, be; unless and until products are made available to consumers at ‘centres of convenient buying’, the busy consumers of today’s affluent societies will be most unwilling to buy those product-travelling long distances.

The important factors which usually go into the making of the place-mix are decisions about:

1. Wholesalers

2. Selling agents

3. Transportation agencies

4. Warehousing agencies

5. Company’s direct selling outlets

6. Home delivery of products.

A unique combination of these place factors and others makes for designing the place-mix. The basic idea behind making a place-mix is to make the product available at such common centres of consumption; as makes for most convenient buying-on the part of the busy consumers of today.

(4) Promotion-Mix:

Promotion refers to creation, maintenance and increase of the demand of the product-through communication of the existence and utility of the product to target consumers and general public’s.

Promotion is a very significant component part of the marketing mix; as without promotional efforts, people would never be able to appreciate the utility of the product for satisfaction of their needs; and conducting sales-transactions, would not, obviously, be possible for the marketer.

Promotion, in a sense, is a sort of best consumer-education; which educates consumers as to the availability and usefulness of various products.

Some of the factors which go into making of the promotion mix are decisions about:

1. Advertising-through various media like the press, radio, TV, films, outdoor advertising, point of purchase-advertising etc.

2. Personal selling or salesmanship through various types of salesmen

3. Sale promotion methods (i.e. methods other than advertising and salesmanship) like- coupons, reduction sales, distribution of free samples, trading stamps, bonus offers, prize- contests and a host of other devices.

A unique combination of various advertising media, various types of salesmen and attractive sales promotions devices, makes for designing the promotion-mix.

The basic idea behind making a promotion-mix is to so communicate knowledge about the existence and utility of products; that prospects appreciate the significance of the products for the satisfaction of their needs and may become ready to buy the product-so promoted.

Point of comment Synchronization of sub-mixes i.e. product-mix, price-mix place-mix and promotion-mix into a grand-plan of marketing, would result in the development of a marketing mix of type which makes

1. The product acceptable

2. The price affordable

3. The place most convenient and

4. The promotion most influencing.

The criterion for measuring the success of the marketing mix is the volume of sales of product turned over by it.

The concept of marketing mix could, we’ll be illustrated, by means of the following circular diagram:

Note: Letter ‘C’ in the inner circle of the diagram indicates the term ‘Consumer’.

Essay 3 # Observations of Marketing Mix:

Certain observations on the concept of marketing mix:

(1) Target consumer is the focal point of designing marketing-mix. In fact, consumer is the central point around which the whole circle of marketing mix is drawn.

(2) All the four P’s of marketing mix are equally important; while designing the marketing mix. If e.g. the product is good (acceptable); but the price is not affordable the product may not be a good success.

Or if the product is acceptable and its price is also affordable; but the place (i.e. Channels of distribution) is not convenient for buying on the part of consumers-the product may not sell as much as expected.

Again, if the product, price and place-all the three meet the requirements of consumers; but the promotion is not properly communicative and influencing-the product may not sell much.

Therefore, an equal amount of emphasis must be placed on each of the four major elements of marketing mix; as an over-emphasis on any one element of the mix at the cost of other elements would simply mean a failure of the entire design of marketing mix.

(3) The four P’s of marketing mix are interrelated and interdependent; because a change in any one element of marketing mix is likely to necessitate suitable changes in other related elements of it.

For example, if a change (of any type, for that matter) is proposed to be made in the product; it might also be considered fit, by marketing management, to effect a change in the price of the product or a change in the promotional techniques; and so on for changes in other elements of marketing mix.

(4) Marketing mix is not developed in a vacuum:

Besides the 4P’s of marketing mix, which are the controllable elements of it; there are certain external environmental factors which are the uncontrollable elements of marketing mix.

Any design of the marketing mix must, accordingly, be shaped in view of the implications of environmental factors, amidst which the marketing mix is to demonstrate its impact on the marketing operations of the business enterprises.

In fact, the environmental factors provide the basic framework; within which the marketing mix is to be designed . (The outer circle of the marketing mix diagram shows the significance of environmental factors; while designing the marketing mix ).

Marketing Mix: Meaning, Definition and Characteristics of Marketing Mix (with diagram)
Elements of Marketing Mix: Product, Price, Place (Distribution) and Promotion

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