Definitions of marketing
Marketing can be defined as “the process via which a firm creates a value for its chosen customers. Value is created by meeting customer needs. Thus, a firm must define itself not by the products it sell, but by the customer benefit provided.” (Silk, 2006; p. 3).
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Marketing has also been defined by The American Marketing Association 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 association continues to say that marketing goes beyond simply selling to providing satisfaction to both the customer and the seller (Tapp, 2009; p. 8).
According to Amstrong & Kotler, (2006; p. 4) “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”. Marketing in my understanding is therefore, the activities and approaches that an entrepreneur or business organization carries out in order to make potential customers aware of their products, persuade them to buy and continue using them.
A few years ago my facial skin was in very bad condition due to the effects of adolescent acne. I had numerous blemishes on my face and back, which sometimes attracted negative comments from my peers. I tried numerous products in the local stores with various degrees of success but not a one left me satisfied. A few months ago, I saw a TV commercial on a skincare product named Almond. It was a facial cream the advertiser claimed worked to nourish, repair and protect a damaged skin. On my next visit to our local departmental store, I saw numerous posters of the same product on the TV commercial. I went to check out the new products and to my surprise there was a sales lady who noticed my interest. She recommended a deep nourishing Almond gold, a facial cream, then took me step by step on how to care for my skin and what to avoid in order to attain a healthy skin. The blemishes are all gone and I have established a simple skincare routine using the Almond beauty products which have had marvelous results.
Another instance of how marketing has influenced my life is upon finishing my primary education. I had done well in the eight year school program, emerging with excellent results. Since I was in private academy, chances of public secondary school were uncertain and my parents were shopping around for an excellent school outside the city. After church on the Sunday following the announcement of the results, our priest came to congratulate me and enquire where I was enrolling for the secondary education. My parents told him we looking at some options but not sure which was better. He then recommended a mission school 250 miles away from the city and gave us the principal contacts. We visited the school upon the principles invitation for a look. We fell in love with the environment and facilities in the school and made a decision that I was going to do my secondary education there. Attending St. Mary’s School is an experience I cherish as I was able to grow physically, emotionally, mentally and spiritually in a way I would not have if I attended another school.
After investing in an expensive cell phone model that worked according to expectations for a few months, I was quite unsure of which model had the features that suited me and provided service longer. I would stare and evaluate on the models displayed on the shop windows without an idea of which one I wanted. I enquired from my friends and all suggested different models. One day I walked into an exclusive Nokia shop and a young man asked me what features I wanted in a phone. After explaining about my experience with the current one, he suggested a Nokia model with the features I wanted, which he said would give excellent service. I bought it and am very satisfied with it.
Amstrong, G & Kotler, P. (2006). Marketing: An Introduction. Prentice Hall.
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Silk, A. J. (2006). What is marketing? Harvard Business School Publishing Corporation.
Tapp, A. (2009). Principles of Direct and Database Marketing. Financial Times/Prentice Hall.