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Essay / Research Paper Abstract
This 4-page paper provides a definition of marketing, marketing's importance to an organization, and how Subway Restaurants, Burger King and McDonald's uses marketing. Bibliography lists 3 sources.
Page Count:
4 pages (~225 words per page)
File: AS43_MTmktgdefi.doc
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Unformatted sample text from the term paper:
of marketing (theyre considered promotion), but there is more to marketing then print or television ads and Internet banners. According to the
American Marketing Association, marketing can be defined 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" (2007). Meanwhile, Merriam-Websters online dictionary defines marketing as "an aggregate of functions involved in
moving goods from producer to consumer" (2010). Another aspect of marketing that ties into the above definitions is the marketing mix, also
known as the 4 Ps of marketing. The marketing mix, with its product, price, placement/distribution and promotion, takes into account the entire marketing plan, from determining the product to sending
the right message about it to the target audience. Marketing is important to an organization because it ensures that the right product or service is produced, based on demand, is
available to the right audience segment at the right price, and is promoted in such a way that the target market understands. Lets
use Burger King and McDonalds as an example of how this works. On the surface, it might seem as though there isnt much different about these two companies - theyre
both fast-food places, and they are both known for various types of "specialty" burgers (i.e., McDonalds Big Mac and Burger Kings Whopper). But there are slight differences in the product.
Burger King burgers are flame-broiled, while McDonalds are fried. McDonalds (supposedly) are better-tasting, though Burger Kings, because theyre broiled, are better for the consumer.
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