University of Phoenix
Facilitator: Robin Reis
November 9, 2009
Marketing. What is marketing? Is marketing a necessary process for an organization? What is the importance of marketing to an organization’s success? The author will discuss and analyze these questions in the following paper.
What is marketing? Several working definitions of marketing are present in today’s business culture. “The American Marketing Association (AMA) defines it as “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 stake holders.” (Carpenter, 2004, p. 84). Yvonne Carter defines marketing as follows. “Marketing is all about establishing your credentials and promoting your business proposition to the market(s) you have identified as giving you the best financial return or lifestyle that you desire. It is about how you will deliver on meeting the demands of your clients and prospective clients, and getting the right message(s) consistently across to your targeted audience.” (Carter, 2004, p. 17). Based on the above definitions one could conclude that marketing it the process an organization uses to satisfy the needs of its target audience (customers) and financially benefit the organization and its stakeholders.
In many organizations marketing is an after thought. Marketing is not seen as something that needs to be planned. But marketing is an important process within an organization. A marketing plan is a roadmap. If an organization doesn’t know where its going how will the organization know when it gets there? A profitable marketing plan has...