What is Marketing Essay -- Business Marketing Essays

What is Marketing 1. Introduction 1.1  Ã‚  Ã‚  Ã‚  Ã‚  Purpose The purpose of this report is to get all of the management employees of Proton in all of the departments outside marketing to familiarize with what marketing is and also to show its importance in the company. 1.2  Ã‚  Ã‚  Ã‚  Ã‚  Background Proton is the biggest Malaysian automobile manufacturer. Proton automobiles are available in many countries such as China, Singapore, Australia, Algeria and United Kingdom. Proton has commanded the local automotive market, and will continuously dominate in the pursuit of being ‘Customers’ Number One Choice for Automotive Products and Services’ (http://www.proton-edar.com.my/company_info/overview/company_info.php?currentSceneSec=0101¤tScene=0100¤tButton=1). 1.3  Ã‚  Ã‚  Ã‚  Ã‚  Scope Getting to know the definitions of marketing and also the importance of marketing and how does it contributes to the profitability of the company. 1.4  Ã‚  Ã‚  Ã‚  Ã‚  Method Information has been gathered through research of websites, journals and books as well as own interpretation and ideas on how marketing is seen important in contributing to the profitability of the company. 1.5  Ã‚  Ã‚  Ã‚  Ã‚  Assumptions It is assumed that other management employees in other departments of Proton, who have no or little idea about marketing, would be able to understand the importance of marketing after the report is read. It is also assumed that the profitability of the company will increase after reading the report. 1.6  Ã‚  Ã‚  Ã‚  Ã‚  Limitations The limitations are mainly the inflexibility of time and also the amount of research that needs to be done to write a good report. 2. What is marketing? Marketing is a very general term that has no specific definition to it. However, it is best described as â€Å"A social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others† (Kotler, Brown, Adam and Armstrong, 2004, p919). It is an understanding of how the company works with its consumers and how it generates in the society. Marketing is seen to be the process of ‘bringing in the businesses’. It is not seen to be an alternative, but a necessity (Forsyth, 2004, pg34). Many people consider marketing as a tactic. However it is more than just a tactic. Marketing is analysis. According to Allen Weiss (2002), marketing is the analysis of... ... affects the company’s profitability. Overall, marketing is very important because it is able to find what consumer really wants, this help the business to target and position their markets accurately. And, therefore, attain consumer satisfaction which leads the business to their profitability. Works Cited Forsyth, P (2004) ‘Marketing is a must’, IEE Engineering Management, pg. 34-37 Kotler, P., Adam, S., Armstrong, G., Brown, L., Marketing Edition 6, Prentice Hall Australia, Sydney, 2004 Weiss, A (2004) What is Marketing?, 26 November 2002, http://www.marketingprofs.com/2/whatismarketing.asp, accessed on 10th May 2005. Proton, http://www.proton.com/about_proton/index.php, accessed on 10th May 2005 Proton Edna, http://www.proton-edar.com.my/company_info/overview/company_info.php?currentSceneSec=0101¤tScene=0100¤tButton=1, accessed on 11th May 2005. Hein, K. (2004) â€Å"Brand week†. Vol. 45 Issue 21, p24, 4p, 2 charts. Valentine, V. & Gordon, W. (2000), â€Å"The 21st century consumer: A new model of thinking†. International Journal of Market Research, Vol.42, Iss. 2; pg. 185, 24 pgs Mercedes Benz, http://www.mercedes-benz.com/, accessed 11th May 2005