Defining Marketing Essay

Defining Marketing
Lena Pete
MKT/421 Marketing
Monday, December 17, 2012
Professor Niesce Upshaw

Defining Marketing
Marketing is everything and is an essential part of people’s daily lives. It is seen the moment you turn on your television, as you drive down the highway and view billboards, its apart of advertisement with every product we sale. When I think about marketing, I think marketing is the must have of business. It has creative control to brand a product where the consumers will remember the brand. According to our text, “marketing is the performance of activities that seek to accomplish an organization’s objectives by anticipating customer or client needs a directing flow of need-satisfying goods and services from producer to customer or client.” (Perreault, Cannon, & McCarthy, 2011) The Merriam Webster dictionary defines marketing as; “the act or process of selling or purchasing in a market or the process or technique of promoting, selling, and distributing a product or service.” (Merriam-Webster Online Dictionary, 2012)
The heart of your business success lies within its marketing. Marketing is necessary for every organization to be successful; it is the thinking part of a business. Companies today compete with more efficient technologies but as marketing strategies and marketing programs change, the basic definition has not. For a business to succeed, the product or service it provides must be known in the community and have communication with its customers. The customer wants and needs are important. Without marketing, potential customers are never aware of your business offerings and your business may not be given the opportunity to progress or succeed. If companies wants success and earn more profit, marketing is essential. Three examples from the business world whose brands are familiar to many across the world are Samsung, Volkswagen, and Apple.
Samsung Group is a South Korean multinational corporation with international affiliated enterprises specializing in multitude of products from televisions, cars and, insurance. Samsung electronics is the most prevalent of these as the world’s largest tech company. Samsung have shaped a strong brand based in innovation and quality unparalleled to none. One of the latest brand elements in innovations is there 3D commercial introducing the new heights in television with the world’s first 3D LED television. Samsung has successfully taken on Japanese technology giants when it comes to marketing and looking to break Apple’s smart phone and tablet PC dominance.
As one of the largest carmakers in Europe, the Volkswagen Group is a leading automobile manufacturer that has risen under radar as a top brand to look out for. “The Volkswagen Group consists of two divisions: the Automotive Division and the Financial Services Division. The Automotive Division is centered on the development of vehicles and engines, the production and sale of passenger cars, commercial vehicles, and buses.” (Brand Directory, 2012) Volkswagen is mostly known for their VW automobiles but they have several brands that you have seen and heard about but may not have realized it was a part of Volkswagen such as Audi, Bentley, Lamborghini and Porsche just to name a few. Volkswagen’s advertisements have adopted the tagline “Das Auto” meaning “The Car” in German. The concept behind the branding tool is to have consumers to think Volkswagen when they think of car. In addition, they offer countless amenities such as leather heated seats,

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