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Essay / Research Paper Abstract
This 5 page paper defines marketing and then goes on to look at corporations as case studies. Three firms are discussed: Toys R Us, Amazon.com and Johnson & Johnson. Bibliography lists 5 sources.
Page Count:
5 pages (~225 words per page)
File: RT13_SA548mkt.rtf
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Unformatted sample text from the term paper:
proper focus, and marketing prowess, the business is not likely to succeed. In exploring marketing and why it is important for organizational success, it is important to define the concept.
What is marketing exactly? Phillip Kotler (2005) defines marketing as follows: "Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a
target market at a profit" (p.1). Smith & Taylor (2004) use a simple, dictionary definition of marketing as a springboard for discussion: "The business of moving goods from the producer
to the consumer" (p.5). In essence, marketing is about selling goods to customers, but it also implies seducing the customer or winning them over. For profit organizations do have
the goal of making a profit and while some will do so at all costs, ethics are a part and parcel of corporate life. During the 1970s, there was an
attack on advertising and some suggested that subliminal techniques were being used to brainwash the people. Of course, even today, people complain that the commercials are just too enticing for
children. When something is advertised over and over again, or cleverly marketed as part of a joint promotion, children become obsessed with the product. That is the goal of the
corporation marketing the product, but again, ethics should take precedence. Of course, there are always differences of opinion there. In essence, the executives are responsible to the stockholders and must
do all they can to make a profit. Some call it corporate greed, but by law, this is how a corporation is set up. No matter what the consequences of
advertising, and putting aside the heated controversies, marketing is necessary for organizational success. One example comes from the organization Toys R Us. Toys R Us, a Paramus, New Jersey-based enterprise
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