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Essay / Research Paper Abstract
This 6 page paper looks at what is meant by marketing, considering several definitions and then looks at how marketing may take place, using examples to illustrate the importance and role of marketing. The bibliography cites 6 sources.
Page Count:
6 pages (~225 words per page)
File: TS14_TEimpmark.doc
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Unformatted sample text from the term paper:
scope and scale of the task, but all definitions have a number of commonalities. To appreciate the meaning and impotence of marketing a starting point can be the examination of
several definitions and then consider the way that marketing in line with these definitions is important to businesses. The UK Chartered Institute for Marketing (2011) provides a
simple and commercial orientated definition of marketing, stating it is "The management process responsible for identifying, anticipating and satisfying customer requirements profitably". This may be seen as a rather board
statement, which can incorporate almost any element of business, fro the way a firm may seek to differentiate itself by considering customer requirements to consideration of quality management. So, while
an all encompassing definition there may be greater benefit looking for a definition that is more specific. Kotler (2003), defines marketing as "the task of creating, promoting, and delivering
goods and services to consumers and businesses". This is a very simple definition, it is also very inclusive of all processes within the development and sales of goods and services,
but it is more specific, focusing on the way goods (or services) are designed and sold looking to the sales process, the first definition by its broadness incorporates these, but
with this approach we are starting to move more towards marketing models, such as the 4 Ps and the 5 Cs which can be implied from this definition. Tim
Cohen (2007) defines marketing in very simplistic terms as "to find out what your customers want and then give it to them", this may be seen as the distilling some
of marketing into a very simple concept, but it is also too simplistic as it does not indicate the way in which this can occur. Cohen also use an alternative
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