assignment 1 what is marketing

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Assignment 1 marketing

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Assignment 1 “what is marketing” By Hugo Andrews (103066814)

Definition 1 The name of my first interviewee was Ben Hobbs. He was a 22-year-old from Knox studying engineering as a full-time student. When asked he said his goal in live was to simply lead a comfortable life. When asked to describe what he believes marketing to be he stated that “marketing is advertising used by businesses, so consumers are aware of their existence”. The reason ben feels this way is that he has previously been influenced by advertising campaigns and stated that “when I buy something, I am influenced by surrounding advertisements”.

Definition The name of my second interviewee was Daniel Gorringe. He is a 26-year-old from Ballarat and is currently a full-time electrician and captain of the senior team of the East Point football club. When asked about his long-term life goals he stated that he intends to “feed the family and win flags”. Daniel was then given the opportunity to define marketing in his own words and described it as “companies using advertising to try and convince you that you need (things) that you don’t”. the reason for this belief is that Daniel has recently had a child and believes his girlfriend spends too much money on things for the baby that are not necessary and cited a $450 bouncy chair that has been used twice as evidence.

Definition 3 My third and final interviewee was Pamela Turner. She is a 76-year-old retiree who has lived her entire life in and around St Kilda and now resides in Elwood. Throughout her life Pamela has worked as an art teacher at RMIT but is now happily retired. When asked about her current goals in life she stated that she simply wants to “watch her grandchildren grow up happy and healthy”. She defined marketing as “the art of persuading people to buy things that they don’t necessarily need”. When asked to back up her statement she explained that when people truly need a good or service they will buy it regardless of any external influence and so marketing is only ever needed when the good or service that the business is trying to sell is not truly needed by the customer.

Part 2 Definition 1: According to the American Marketing Association “Marketing is 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” (American Marketing Association, 2007) ultimately what they are saying is that marketing is everything involved in a customer finding out purchasing and being satisfied with a product. I have used this definition due to the fact that this organisation is a community of experts involved in the study and teaching of marketing. I believe this qualifies as a reputable source as the fact that they are educators of marketing leads me to believe they are qualified to provide a definition for the area of study that they are experts in.

Definition 2: According to Philip Kotler (marketing expert) “Marketing is a social and managerial process by which individuals and organisations obtain what they need and want through creating and exchanging value with others” (Kotler et al 2010). I believe this is a reputable source as Mr Kolter is an author and professor in the field of marketing. Due to his well respected reputation I believe he can be classified as a reputable source.

Part 3 After conducting my interviews and researching the definition of marketing provided by experts in in the field I have reached the conclusion that marketing is “the process of creating a need in the market, providing and raising awareness for a product that fills the created need, and finally delivering value equal to or greater than the expectations created by the process of promoting the product”. I believe this to be a fair and accurate description of the field of marketing as two of the three people that I interviewed stated that marketing attempts to make the customer feel as if they don’t need. This can be seen as Pamela (a 76- year-old retiree) and Daniel (a 26-year-old electrician) stated this. The fact that 2 people in very different circumstances and phases of life gave very similar definitions means that a wide range of people who have very little to do with marketing in the Australian population would agree that the creation of a need is central to the definition of marketing. This prompted me to include the phrase “process of creating a need in the market” in my definition. Furthermore, my first interviewee Ben (a 22-year-old engineering student at Swinbourne) stated that marketing makes customers “aware” of the business’s “existence”. This explanation is also mirrored in the definition given by the American Marketing Association as in their definition they state marketing involves “communicating..”. The combination of these 2 definitions led me to include that marketing involves “raising awareness for a product” in my definition. Finally, both of the definitions provided by the experts I selected included the concept of “value” whether it be “creating and exchanging value” as expressed by Kotler or the concept that products “have value for customers” which can be found in the American Marketing Associations definition. This shared belief of experts in the field that value was crucial to the definition of marketing led to my definition including the phrase “delivering value”. Ultimately I believe my definition accurately depicts what marketing involves as it has been shaped by not only the opinion of experts but also the beliefs of a varied group of wider members of society.

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Course : Marketing (MKT10007)

University : swinburne university of technology, this is a preview.

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