It is agreed by many scholars that the concept of marketing was originally brought up around the time when industrial revolution took place. (Elvy, 1991; Evans & Berman, 1994) However, the definitions of marketing varied from time to time. ) People still get confused by the term “marketing” nowadays thinking it is only about advertising and selling the product, however it is actually a broad term that involves not only advertisement but also many other activities for instance, market research, media planning, product pricing, public relations and sales strategy etc.( udemy dog) Over the past 50 years, it has always been controversial for scholars what marketing really stands for. The most recent and recognized definition of marketing is “Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others.” (Kotler et al., 2009, cited in Jordan) This definition, like other definition made by other people, is controversial because the definition does not fit in every situation. Thus, there are two major arguments about the definition, one is that none of the definition was right and it is still waiting for people to discover, and the other point of view is the perfect definition does not exist due to its constantly changing environment. (marketing concept) Although all the definitions have different focus of different aspects of marketing, they normally refer to getting in touch of the target users with very specific objective which is selling the product and establishing a relationship between customers for further cooperation. ( Heidi Cohen) To make marketing easier for people understand, it is a combination of strategies in a more practical way which contains market research, product design, product selling and many activities happens during the product exchange process. However, different companies or business will focus on different aspects of marketing activities. For example, Apple Company put great effort in product design and market research and gradually attracted many potential customers and establish relationship between them. It gave customers great experience through using iMac iphone or Ipod product. Therefore, people presume the Apple Watch is a worth-buying product even though Apple Company has no reputation in the field of watch before. Some people may not understand why this phenomenon would happen, but that is the beauty of marketing and the Apple Company certainly performed well in marketing. To explain the phenomenon, it can be led to the next part of the essay, which will help people understand more about the marketing concept by adding an important term “customer value”.
Like other economic terms, there is no general definition of customer value. Its interpretations usually refer to relation between product and price, the
based on the study of “Customer Value Marketing” starts with introduction section. We have mentioned the contents of the study in objectives of the report section.
The methodology section deals with the means of preparation of this report and the processes that we have followed.
Then the report describes the theoretical aspects of the study in the literature review. This section mainly consists of brief description about different important topics about customer value marketing.
Finally in the last…
Marketing: the activity for creating and delivering offerings that benefit the organization, its stakeholders, and society
For marketing to occur you need: two or more parties with unsatisfied needs, a desire and ability on their part to be satisfied, a way for parties to communicate, and something to exchange
TO SERVE BOTH BUYERS AND SELLERS, and achieving the marketing objectives EXCHANGE must happen: trade of things of value b/w a buyer and a seller so that each is better…
Case Study: Conroy’s Acura: Customer Lifetime Value and Return on Marketing
Conroy’s Acura was founded in November 1986 by Ross Conroy, a veteran of the car industry who also owned a General Motors dealership to open in Toronto and one of the first in North America. Located in downtown Toronto, Conroy’s Acura sold both new and pre-owned vehicles, and its service department was dedicated to Acura Products. Conroy’s Acura was an independently owned dealership that held a franchise…
Chapter 7 Customer-Driven Marketing Strategy: Creating Value for Target Customers
1) When a company identifies the parts of the market it can serve best and most profitably, it is practicing ________.
A) concentrated marketing
B) mass marketing
C) market targeting
Diff: 2 Page Ref: 191
2) What are the four steps, in order, to designing a customer-driven marketing strategy?
A) market segmentation, differentiation…
Principles of Marketing, 14e (Kotler)
Chapter 1 Marketing: Creating and Capturing Customer Value
1) All of the following are accurate descriptions of modern marketing EXCEPT which one?
A) Marketing is the creation of value for customers.
B) Marketing is managing profitable customer relationships.
C) Selling and advertising are synonymous with marketing.
D) Marketing involves satisfying customers' needs.
E) Marketing is used by for-profit and not-for-profit organizations.
Strategic Planning, Product Positioning and Customer Value Marketing Theories Applications at Qantas Group
A Report By Amit Singh ID: c3099441
FM– Assign 2
Amit Singh ID: c3099441
Qantas was founded in Queensland in 1920 as Queensland and Northern Territory Aerial Services. It is twelfth largest and second oldest airline in the world. Since Qantas was privatised in 1993, it has operated profitably in international and domestic air services and a range of…
Today’s marketing process is built on customer values and profitable relationships with
customers. As the marketing process focuses on customers, it helps create customer
value and in return, it provides optimum value and satisfaction. This is done via the
"customer value delivery system", which consists of the value chains of a company and
its suppliers. In order to deliver superior values, marketers will have to design a
customer driven market strategy, in which the…
MKF1120 Marketing Essay
Marketing Theory and Practice
Tutors: Peter Wagstaff and Kristel Proctor
This essay considers the foundations of marketing through the prism of the
MKF1120 Marketing Essay
A Brief Introduction to Marketing
Marketing as an academic discipline is relatively new concept a little over 100 years old, with
associated theories that now form the core of marketing created by the numerous…
Marketing 2100 Notes
Lecture 1 - Value
1. Define marketing, employing key elements such as value, products, markets, customer relationships, needs, wants and demands.
Marketing is the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.
Needs are states of felt deprivation.
Wants are the form human needs take as shaped by culture and individual personality.
Demands are human wants that are backed by…
Marketing Research Paper
What is Marketing?
Marketing- the activity, set of institutions, and processes for creating, capturing, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
1. helps create value
2. satisfying customer needs and wants
3. entails an exchange
4. requires product, price, and promotion decisions
5. can be performed by both individuals and organizations
6. occurs in many settings