Running head: DEFINING MARKETING AND MARKETING MIX
Defining Marketing and Marketing Mix
Defining Marketing and Marketing Mix
An organization ability to market itself to consumers satisfying a need or a desire for specific product or service drives success. One can argue that an organization of any size needs some form of marketing to withstand the elements of time and competition. The forms of marketing can vary from an organizations consumer’s spreading a word of mouth advertisement to an organization ability to spend millions of dollars on advertising on its products or services. An example of an organization spending millions ...view middle of the document...
As a practice, it consists in coordination of four elements called 4P's: (1) identification, selection, and development of a product, (2) determination of its price, (3) selection of a distribution channel to reach the customer's place, and (4) development and implementation of a promotional strategy. Marketing differs from selling because (in the words of Harvard Business School's emeritus professor of marketing Theodore C. Levitt) Selling concerns itself with the tricks and techniques of getting people to exchange their cash for your product. It is not concerned with the values that the exchange is all about. And it does not, as marketing invariably does, view the entire business process as consisting of a tightly integrated effort to discover, create, arouse, and satisfy customer needs” (Business Dictionary, 2010, website).
An organization to understand the importance of marketing is John Deere a global company and the second oldest company in the United States has developed a culture to produce superior products. This culture instilled at its conception 173 years ago when John Deere developed his first plow with innovation and quality (John Deere, 2010, website). Throughout the John Deere history, generations of employees performing their work with care and passion on behalf of customers have made the John Deere brand universally accepted as a mark of value. Therefore, this culture within John Deere delivers products known for high quality and innovation and is driving growth worldwide with superior technology and industry foresight allowing the John Deere brand to be graphically portrayed in many ways such as the name John Deere, the leaping deer logo, the color and style of the equipment, slogans such as "Nothing runs like a Deere". Regardless of the differences among the various regional and market environments in which John Deere operates, The employees share the responsibility to strive to ensure that the John Deere brand clearly, appropriately and consistently represents one company, operating under one set of values, worldwide. Therefore, the John Deere brand recognized and respected worldwide and provides a competitive advantage. All employees are responsible for sustaining the high regard in which John Deere is held in the marketplace. Increased focuses on globalization and technology have fueled a renewed effort for product development. Customers expect the best return on their investment in terms of product and service features, quality, availability, and price. Adapting the John Deere business model to fit local customs, business practices and product requirements helps John Deere to comprehend and meet these global customer expectations. In every case, John Deere aspires to follow their business conduct guidelines, abide by the laws and customs of the countries where they operate, and commit to business practices that support a diverse employee group through the marketing of John Deere.
Apple is another company that uses...