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Defining Marketing Paper

Defining Marketing Paper
Angela D. Nicol
University of Phoenix
MKT 421Marketing

What is marketing and how can it be defined? Depending upon who one talks to or where one decides to look they will get a different answer but will have the basically same definition. Marketing is a key component of any company and having a strong understanding of it can make the difference between being successful and failing. This paper will define what marketing is by comparing and contrasting the author’s personal definition with the definition of two other authors or websites. The paper will provide three examples from different companies that will provide an insight to what can happen when a company has good and bad marketing strategies. The author will also describe the importance of marketing within a company and how it can be used to be successful.
Author’s Personal definition
When thinking of how to define marketing the author believes that it is the steps that a company or organization does in order to spark a potential customer into buying their products. Marketing comes in many forms and is not limited to advertisements, sales, promotions, and sometimes is done as a part of public relations. When a company produces a product, begins to promote the product they produced, correctly price and defines the placement of the product this is all examples of marketing. Marketing can be viewed and defined as basically anything that a company does that ensures the sale of their goods or services that captures a certain market share.
Definition of Marketing source one (AMA)
The American Marketing Association (AMA) defines marketing as “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” (AMA 2007). The AMA believes that marketing is the function that potentially links the customer/consumer to the company/marketer. This is done by...