Marketing Defined

Paper Summary:

This paper defines the basics of marketing with the use of resources such as: Barron's "Dictionary of Business Terms; Principles of Marketing "; and "Principles Part 1: About Marketing". The paper also illustrates the importance of marketing in organizational successes by utilizing examples of marketing strategies and tactics from three fast food companies: Taco Bell, Jack-in-the-Box, and Wendy's.

Outline:
Define Marketing
Personal Definition
Marketing
Marketing in Business
Importance of Marketing in Organizational Success
Customer Retention
Maintaining Satisfying Relationships
The Food Industry
Jack In The Box
Wendy's
Value for Both
The Market Strategy
Conclusion

From the Paper:

"In this case, Taco Bell and its marketing campaign that employed a Chihuahua as a spokesperson for its Mexican style food. Awards were received for being one of the most innovative and fun ways and the chief marketing officer had this to say when accepting the Effie Award in 1999: "Taco Bell has a firm commitment that will not only boost revenues but engage the public in a positive and fun way . . . Our advertising goes hand in hand with our promotions and gets viewers and customers involved."

Sample of Sources Used:

• EFFIE Award. (2000). Brief of effectiveness: Jack in the Box: We won't make it til you order it [electronic version]. American Marketing Association. Retrieved April 1, 2006, from: http://www.effie.org/award_winners/images/162_2000.pdf
• Friedman, J.P. (Ed). (1987). Barron's business guides: Dictionary of business terms. Hauppauge, New York: Barron's.
• Kinnear, T.C., & Bernhardt, K.L. (1990). Principles of marketing (3rd ed.). Glenview, Illinois: Scott, Foresman/Little, Brown.
• Mikkelson, D.P. (n.d.). For whom the taco bell tolls.Retrieved April 1, 2006, from:http://www.snopes.com/radiotv/tv/tacobell.asp
• Porterfield, E., & Berliant, A. (June 16, 1995). The News Tribune.Retrieved April 1, 2006, from: http://www.marlerclark.com/news/jackbox2.htm

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