Marketing Defined and Your Definition of Marketing
After reading, please click on the link to share your definition of marketing.
Why define marketing? A definition indicates competency and promotes legitimacy. When precisely defined words are communicated they should convey a vivid, precise understanding of the concept, so that everyone can interrupt correctly what is meant by the communicator. With marketing, the term has so many definitions and preconceived notions, that it important for organizations to define to everyone, what they mean by marketing.
Attempts to categorize definitions of “marketing” have been occurring since 1935. Crosier for example reviewed 50 definitions, placing them in to three broad categories, which are definitions that:
- a) conceived of marketing as a process connecting the producer with its market via a marketing channel.
- b) viewed marketing as a concept or philosophy of business.
- c) viewed marketing as an orientation present to some degree in both consumer and producer the phenomenon which makes the process and the concept
The first formal AMA definition of marketing was developed in 1935; it was periodically reviewed and maintained for 50 years. It was modified in 1985 and recently in 2007. Here is the progression of the definitions:
1935 the performance of business activities that direct the flow of goods and services from producers to consumers.
1985 the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.
2004 an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
2007 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.
AMA – 2007 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.
Levitt – 1960 the idea of satisfying the needs of the consumer by means of the product and the whole cluster of things associated with creating, delivering and finally consuming it
Kotler – 2003 the organization's marketing task is to determine the needs, wants and interests of target markets and to achieve the desired results more effectively and efficiently than competitors, in a way that preserves or enhances the consumer's or society's well-being
Drucker -- 1957 There is only one valid definition of business purpose: to create a customer. Marketing is the distinguishing, the unique function of the business.
McKenna -- 1991 building and sustaining customer and infrastructure relationships. It is the integration of customers into the company’s design, development, manufacturing and sales processes. Marketing is everybody’s job.
Gordon-- 2003 remarkable marketing is the art of building things worth noticing right into your product or services.
Of course, as stated there are many more definitions of marketing. Many scholars and organizations split the definition of marketing into a concept and into a function. When people within your organization speak of marketing, is everyone one on the same page? Its something to consider.
Market Directions would like to know your concept of marketing. Please take about three minutes to complete our questionnaire, asking what your definition of marketing is. Thank you and check back to see the results.
Next topic, Marketing’s Role in organizations.