Marketing Defined

Marketing Defined

Three definitions from three different sources and yet they all define marketing. The American Marketing Association defines marketing as" 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." This new definition was approved in 2007 by the AMA as marketing is consistently increasing in its importance. The second definition is from BusinessDictionary.com. Marketing is defined as the management process through which goods and services move from concept to the customer. It includes the coordination of four elements called the 4 P's of marketing:(1) identification, selection and development of a product,(2) determination of its price,(3) selection of a distribution channel to reach the customer's place, and(4) development and implementation of a promotional strategy (N.A., 2013) The third definition is my own personal definition of marketing, that is it's the process of taking a person, place or thing, and bringing it to its full potential in the eyes of your consumers. In the words of Regis McKenna, "Marketing is everything, and everything is marketing."

Sound marketing is critical to the success of every organization (Armstrong & Kotler, 2011). Marketing is the key to developing long lasting consumer relationships, creates product awareness, and most importantly for a company, it increases profits. It is everywhere you look and around everything you do. The success of a business is based on the marketing processes and how those processes appeal to the consumers. There are many different aspects of marketing, involving much more than just pushing a product. The product is important, but so is the consumer and finding out what they want, who your customer base is, what they expect. Also choosing the avenue in which you promote your product, is important as well. How are you going to sell this product?

Southwest Airlines participates in Kidds Kids, which is fundraiser developed by Kidd Kradick, a morning show radio host. This show raises money every year to bring terminally ill and critically ill children and their entire families to Disney World for a week. This fundraiser benefits around 50 families every year. Southwest Airlines donates two of their planes and their staff to fly these families to Disney World and back at no charge. Kidd Kradick begins a weeklong plea on the morning show to request donations and praises Southwest Airlines for their generosity. This in itself is a form of marketing. This popular morning show reaches many people, and these people are Southwest's costumers. There is nothing like a "feel good" story to attract consumers to a company. This is a very strategic marketing move by Southwest Airlines. Kidd Kradick himself markets himself and his