Facebook Pixel Code
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Marketing Is Easy to Define Essay Example

Show related essays

Marketing Is Easy to Define

This is a preview of the 12-page document
Read full text

Marketing Is Easy to Define. Marketing is an effective means to promote products. It is believed that even the greatest product and the most exceptional innovation would not flourish without it being marketed within the perspective of the people who would consume it. Perspective is based on context, which can be attributed to numerous aspects. The concept of marketing must be associated with the market's needs, situation wants and even their problems. These factors can be assessed through analyzing the economic trends in the market, inclusive of other macroenvironment factors such as government regulations and social issues, to name a few (Breur, 2005). In that light, one can note that marketing isn't simply a means to sell a product, but the whole concept of the product as to the features it offers and the end results it presents to the one who consumes it.

In essence, marketing isn't simply about promotion, but it involves the market and the strategies. A marketing plan would not suffice, as it is simply a guide towards the business objectives, as well as proper management and allocation of the entrepreneur's energy and resources. In spite of plan, execution is important, this would not be carried out without market research (Verhoef, 2003).Marketing does not solely rely on strategies and tactics. Without substance, such strategies are useless. This is why research is important. The application of tactics is not sufficient without a sound basis for substantial knowledge. In that light, marketing entails thorough analysis, which is the basis of the strategies the business is ought to apply. The aforementioned method of analysis is about aspects that concern a product, an idea or a service. In most cases, it is directed towards customers. It is not enough to know who the customers are, it is also important to know how they behave, what they do, what they require, what motivates them and how they perceive (Armesh, Rasoulzadah, Kord, Salarzehi and Saljoghi, 2010). Through proper analysis, one can segment and choose a market appropriately. Marketing Is Easy to Define.

This is a preview of the 12-page document
Open full text


Anand, BN, & Khanna, T 2000, "Do firms learn to create value? The case of alliances", Strategic Management Journal, vol. 21, pp. 294-315.

Anderson, W. E., & Mittal, V. (2000). Strengthening the satisfaction-profit chain. Journal of Service Research, 3, 107-120.

Armesh, H, Rasoulzadah, H, Kord, B, Salarzehi, B, Saljoghi, ZS 2010, Customer Relationship Management, American Journal of Scientific Research, vol. 12.

Breur, T 2005, The importance of focus for generating customer value, Journal of Financial Services Marketing, vol. 11, no. 1, pp. 64–71.

Cooil, B., Keiningham, T., Aksoy, L., & Hsu, M. (2007). Customer Satisfaction and Share of Wallet. Journal of Marketing, 71, 67-83.

Coyles, S., & Gokey, T. (2005). Customer Retention Is Not Enough. Journal of Consumer Marketing, 22, 101-105.

Egan, J. (2004). Relationship Marketing: Exploring Relational Strategies in Marketing, Prentice Hall, London.

Giese, JL & Cote, JA 2000, Defining consumer satisfaction, Academy of Marketing Science Review (online), <http://www.amsreview.org/articles/giese01–2000.pdf> [Accessed 10 Aug 2011]

Knox, S, Maklan, S, Payne, A, Peppard, J & Ryals, L 2003, Customer Relationship Management, Butterworth Heinemann.

Kotler, P., & Armstrong, G. (2005). Principles of Marketing New Delhi, India : Prentice Hall Publishers.

McQuitty, S, Finn, A & Wiley, JB 2000, Systematically varying consumer satisfaction and its implications for product choice, Academy of Marketing Science Review (online), <http://www.amsreview.org/articles/mcquity10–2000.pdf> [Accessed 10 Aug 2011]

Mittal, V., & Wagner, K. (2001). Satisfaction, Repurchase Intent, and Repurchase Behavior: Investigating the Moderating Effects of Customer Characteristics. Journal of Marketing Research, 131–142.

Nankervis, A., & Pearson, C. (2002). Work and Organization in the New Economy. Research and Practices in Human Resource Management, 10.

Payne, A and Frow P 2005, “A Strategic Framework for Customer Relationship Management”, Journal of Marketing, vol. 69, p. 167-76.

Robert, W.P, & Daunt, R. P. (2006). Factors Influencing the Effectiveness of Relationship Marketing. Journal of Marketing, 70, 136-153.

Romano, A.C. (2000). Customer relations management in information systems research. Proceedings of the Americas Conference in Information Systems (AMCIS), 13, 811-9.

Verhoef, P 2003, “Understanding the Effects of Customer Relationship Management Efforst on Customer Retention and Customer Share Development”, Journal of Marketing, vol. 67, pp. 30-45

Webster 2002, "Marketing Management in Changing Times,” Marketing Management , vol. 11, pp. 1-17.

Werner, R, Krafft, M & Hoyer, WD 2004, “The Customer Relationhip Management Process: Its Measurement and Impact on Performance”, Journal of Marketing Research, vol. 41, pp. 293 - 305

Yi, Y & La, S 2004, What influences the relationship between customer satisfaction and repurchase intentions?, Journal of Psychology and Marketing, vol. 21, pp. 351–73.

Close ✕
Tracy Smith Editor&Proofreader
Expert in: Marketing, Management, Human Resources
Hire an Editor
Matt Hamilton Writer
Expert in: Marketing, Finance & Accounting, Business
Hire a Writer
preview essay on Marketing Is Easy to Define
  • Pages: 12 (3000 words)
  • Document Type: Outline
  • Subject: Marketing
  • Level: Undergraduate
WE CAN HELP TO FIND AN ESSAYDidn't find an essay?

Please type your essay title, choose your document type, enter your email and we send you essay samples

Contact Us