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Word Count: 664
Defining marketing is not an easy task Most people think that marketing is just advertising It is true that advertising is a part of marketing But marketing is much more then just advertising In this paper several different difinitions of marketing will be stated Based on these difinitions we will explain the importance of marketing for organizational success Then we will provide three examples that support this organizational success Defining marketing is basically moving product from the producer to the consumer The American Marketing Association suggests that marketing is the process of planning and executing the pricing promotion and distribution of goods ideas and services to create exchanges that satisfy individual and organizational goals American Marketing Association Another definition summarized by Philip Kotler The societal marketing concept holds that the organizations task is to determine the needs wants and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors in a way that preserves or enhances the consumers and societys well-being Kotler Philip 1994 Organizations want to stay in business and see their company grow Marketing is an important effort in gaining prospect attention building product or service demand and winning customers An organizations marketing effort is the sum of the sales pricing promotional and advertising efforts implemented to promote the flow of goods or services from a business to the consumer Marketing includes having the right merchandise or service selecting the right location enacting effective sales programs and promoting your company and its wares to the buying public People buy and use one product or service over another because they find it somehow to their advantage to do so it may cost less be of better quality etc In todays increasingly competitive business environment - more consumers more products more distribution channels more producers - companies must thoroughly understand the marketing function if they want to be able to challenge their rivals and maintain a solid customer base
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