A New Definition of Marketing Persuasive Essay by scribbler

A New Definition of Marketing
An assessment of marketing definitions that argues for a new meaning of marketing.
# 152596 | 878 words | 3 sources | APA | 2013 | US
Published on Mar 25, 2013 in Business (Marketing)

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This paper compares Dr. Phillip Kotler's definition of marketing as well as marketing definitions from a metrics standpoint and highlights how the missing component of these marketing definitions is the reliance on the customer experience. The paper goes on to propose and provide an entirely new definition, one that centers on creating trust through exceptional execution of strategies over time. The paper argues that a marketing strategy that delivers an exceptional customer experience, that includes products designed deliberately to surpass expectations, is a very powerful marketing strategy indeed, and one that is used by the Walt Disney company, Apple and Southwest Airlines.

Defining Marketing
Evaluating Kotler's Marketing Concept
Evaluating Marketing Definitions from a Metrics Standpoint

From the Paper:

"The definition of marketing as putting the customer at the center of all strategies as Kotler has done (Cunningham, 2003) has led to the development of the four Ps of product, pricing, promotion and place or distribution as the basic building blocks of marketing strategies. While this framework can scale for academic analysis, it does not take into account the customer experience and the many other aspects of making customers loyal for life. The true nature of marketing as become more focused on the experiences delivered to customers and less on the features and functions of products. The focus of marketing needs to transition away from the 4 Ps to a more interactive definition that takes into account how experiences, underscored and strengthened with authenticity and trust, can lead to customer loyalty. The definition of marketing also needs to take into account how experiences must continually change, becoming increasingly relevant to customers, if they are to find value in products and services for sale. This is much more of an experiential definition, focused more on the interaction customers have with companies and the quality of the experience they have. True marketing is focused on partnering with customers, less on pushing products or services onto them they may or may not need."

Sample of Sources Used:

  • Peggy Cunningham. (2003). The Textbooks of Philip Kotler: Their Role in Defining Marketing Thought and Practice Academy of Marketing Science. Journal, 31(2), 201.
  • Christian Gronroos. (2006) On defining marketing: finding a new roadmap for marketing. Marketing Theory, 6(4), 395-417.
  • Hester, J.. (2009). The Marketing Performance Measurement Toolkit, Journalism and Mass Communication Quarterly, 86(4), 952-953.

Cite this Persuasive Essay:

APA Format

A New Definition of Marketing (2013, March 25) Retrieved March 26, 2023, from https://www.academon.com/persuasive-essay/a-new-definition-of-marketing-152596/

MLA Format

"A New Definition of Marketing" 25 March 2013. Web. 26 March. 2023. <https://www.academon.com/persuasive-essay/a-new-definition-of-marketing-152596/>