Marketing Essay

4547 words - 19 pages

Marketing is defined by the 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." [1]
It can also be defined as "the process by which companies create value for customers and build strong customer relationships, in order to capture value from customers in return".
This replaces the previous definition, which still appears in the AMA's dictionary: "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 ...view middle of the document...

Seen from a systems point of view, sales process engineering marketing is "a set of processes that are interconnected and interdependent with other functions,[5] whose methods can be improved using a variety of relatively new approaches."
Contents [hide]
1 Further definitions
2 Evolution of marketing
2.1 Earlier approaches
2.2 Contemporary approaches
3 Customer orientation
3.1 Organizational orientation
3.1.1 Herd behavior
3.1.2 Further orientations
4 Marketing research
4.1 Marketing environment
4.2 Market segmentation
4.3 Types of Market Research
5 Marketing planning
5.1 Marketing strategy
6 Marketing specializations
7 Buying behaviour
7.1 B2C buying behaviour
7.2 B2B buying behaviour
8 Use of technologies
9 Services marketing
10 See also
11 References
12 Bibliography
12.1 Works cited
12.2 Further reading
[edit]Further definitions

The Chartered Institute of Marketing defines marketing as "the management process responsible for identifying, anticipating and satisfying customer requirements profitably."[6] A different concept is the value-based marketing which states the role of marketing to contribute to increasing shareholder value.[7] In this context, marketing is defined as "the management process that seeks to maximize returns to shareholders by developing relationships with valued customers and creating a competitive advantage."[7]
Marketing practice tended to be seen as a creative industry in the past, which included advertising, distribution and selling,Merchandise support. 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.
Browne (2010) reveals that supermarkets spend millions of dollars intensively researching and studying consumer behaviour. Their aim is to make sure that shoppers leave their stores spending much more than they originally planned. ‘Choice’ examined the theory of trolleyology finding that many shoppers instinctively look to the right when they’re in the supermarket.
Supermarkets move products around to confuse shoppers, the entry point is another marketing tactic. Consumer psychologist Dr. Paul Harrison (cited in Browne, 2010) states that supermarkets are constantly using different methodologies of selling. One method is performing regular overhauls changing the locations of products all around to break habitual shopping, and break your budget. Harrison also contends that people who are shopping in a...

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