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Chapter 1: What is Marketing?

Chapter Summary:

In this first chapter we lay the groundwork for our study of the field of marketing with a look at marketing's key concepts and the important tasks marketers perform.  Coverage includes a close examination of the definition of marketing.  A dissection of the key terms in the definition shows that marketing's primary focus is to identify and satisfy customers in a way that helps build a solid and, hopefully, sustained relationship that encourages customers to continue doing business with the marketer.  We also show how marketing has evolved from a process centered on simply getting as many people as possible to purchase a product to today's highly complex efforts designed to build long-term customer relationships.  Additionally, we'll see marketing is not only important to individual organizations it also carries both positive and negative influences at a broader societal level.  Finally, we look at what it takes to be a successful marketer.

Index of Key Issues Covered:

  • Marketing Defined
  • The Markete's Toolkit
  • Marketing's Role
  • Criticisms of Marketing
  • Ethical and Social Concerns
  • The Successful Marketer

Links to Cited References:

(note: Some links may no longer be active, if this is the case check Accessing Marketing Stories for hints on accessing.)

  1. Edward, C., "Microsoft's Billion-Dollar Fix," BusinessWeek, July 6, 2007. http://www.businessweek.com/technology/content/jul2007/tc2007075_604500.htm
  2. Gupta, S. and T. J. Steenburgh, "Allocating Marketing Resources," Harvard Business School, January 28, 2008. http://www.hbs.edu/research/pdf/08-069.pdf
  3. "Splenda Settles Lawsuit Over Sugar Claim," MSNBC, May 11, 2007. http://www.msnbc.msn.com/id/18618557/
  4. "Wal-Mart Takes Green Approach to Detergent," MSNBC, September 26, 2007.  http://www.msnbc.msn.com/id/20993458/
  5. Google Analytics website http://www.google.com/analytics/
  6. Puzzanghera, J., "Tough Cookies for Web Surfers' Trying to Protect Privacy," Los Angeles Times, April 19, 2008. http://articles.latimes.com/2008/apr/19/business/fi-privacy19
  7. Story, L., "A Push to Limit the Tracking of Web Surfers' Clicks," New York Times, March 20, 2008. http://www.nytimes.com/2008/03/20/business/media/20adco.html
  8. Yahoo Investor Relations website. http://files.shareholder.com/downloads/YHOO/660619262x0x239565/4f32ddd0-82e5-47c2-ac71-75403ebbb404/YahooCodeOfEthics_Ext_1008.pdf
  9. Canadian Marketing Association website. http://www.the-cma.org/public.asp?WCE=C=47|K=225849
  10. Ryssdal, K., "Corporations Find Responsibility Sells," Marketplace - American Public Radio, December 11, 2007. http://marketplace.publicradio.org/display/web/2007/12/11/corporate_responsibility/

 

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