MARKETING:DEFINITIONANDJUSTIFICATION 7
andnonbusiness institutionsis growing.Churches,museums,theUnitedWay,theU.S.Armed
Forces, politicians, andothersarehiringindividualswithmarketingexpertise. Thishasopened
upthousandsofnewjobopportunitiesforthosewitha workingknowledgeofmarketing.
Evenif youarenotgettinga degree~nmarketing,knowingabou::marketingwillpay
offina varietyofcareers.Considerthefollowingindividuals:
- PaulMoore,anengineerspecializinginearthmovingequipment,constantlyworks
withproductdevelopmentandsalespersonnelinordertocreatesuperiorproducts.
- ChristyWood,a CPA,isa toptaxspecialistwhospendsmuchofhertimemain-
tainingcustomerrelationships,andat leastthreedays~monthseekingnewcustomers.
- SteveJacobson,a systemsanalystandexpertprogrammer, understandsthathisskills
mustbeusedtofindtherightcombinationof hardwareandsoftwareforeveryone
ofhiscustomers.
- DorisKelly,a personnelmanager,mustbeskilledatfinding,hiring,andtraining
individualstofacilitateherorganization'smarketingefforts.
- CraigRoberts,anex-Microsoftengineer,hasrecentlystarteda dot-comcompany
andisintheprocessofraisingcapital.
Therearetwofinalfactorsthatjustifythestudyofmarketingfornearlyeverycitizen.
Firstofall, weareallconsumers andact:veparticipantsinthemarketingnetwork.Under-
standingtherudimentsofmarketingwillmakeusbetterconsumers, whichintumwillforce
businessestodotheirjobsbetter.Second,marketinghasanimpactonsocietyasa whole.
Conceptssuchastradedeficit,embargo,devaluationofa foreigncurrency,pricefixing, decep-
tiveadvertising,andproductsafetytakeona whole newmeaningwhenweviewthemina
marketingcontext.This knowledgeshouldmakeyoua moreenlightenedcitizenwhounder-
stands what suchsocialandpoliticalissuesmeantoyouandtooursociety.
Marketingcapsulessummarizetheinformationthroughoutthistext.
Characteristicsofa MarketingOrganization
Asnotedearlier, theapplicationofmarketingina particularorganizationvariestremen-
dously,rangingfromcommon-sensemarketingtomarketingdepartmentswiththousands
ofstaffmembersandmultimillIOn-dollarbudgets.Yetbothmayhavea greatdealincom-
moninrespecttohowtheyviewtheactivitycalledmarketing.Werefertothesecommon
characteristicsastheCsofMarketing.Theyareyourcluesthata businessunderstands
marketing.
MARKETING CAPSULE 1.
1.Thepurposeofmarketingistohelpfindandkeepcus-
tomersbycreatinga competitiveadvantage.
2.Marketing,oneofseveraifunctions operatinginanorgan-
ization,is directedbythemissionstatementoftheorgan-
izationandprovidescertaintoolstoreachobjectives.
3.Thevalueofmarketingmustbekeptinperspective:it must
contributetothegrowthofthefirm.
4.The primaryreasonsforstudyingmarketingare:
a.Itisimportanttoassesstherolemarketingshouldplay
inthe firm.
b.Marketingoffersgrowingcareeropportunities.
c. Marketingenhancesourchancesofbecomingmore
effectiveconsumersandcitizens.
