Definitions of Marketing

Numerous definition of marketing have been suggested by any number of learn authorities, companies and writers. In some cases the emphasis has been on the concept of marketin, In others on the activities of marketing. It is clear that the two are inter dependent, yet where the concept is understood the activities are natural consequence. Where the concept is not understood, then  the activities may be misdirected  and ineffective.

  Some companies may  indicate that despite the non existence of the marketing department they have still been successful. This does not mean that the company has not been marketing oriented, for the executives concerned may be fully aware of the concept of marketing and may practise its principles without giving title to the functions involved. It is, however, unfortunately still common for a company to appoint marketing executives and yet not understand the basic requirements of the marketing function. Certainly the activities of marketing seem clear, for they will normally include the promotional activities of the company along with the required ancillary services. The marketing concept is less definite but more fundamental to business success. It is a management philosophy, an attitude of mind, to which the complete involvement of every company executive and employee is necessary, and in which the entire operation of the company is devoted towards the satisfaction of consumer needs. The definition adopted by the institute of .marketing is as follows:

       ' marketing Is the management function which organises and directs all those business activities involved in assessing and converting customer purchasing power into effective demand for a specific product or service, and in moving the product or service to the final consumer or user So as to achieve the profit target or other objective set by the company.'

   There is no doubt from this definition that the institute clearly recognises the management philosophy of marketing and that successful companies are those that adopt this philosophy at all levels. In a modern company no functional executive, or white or blue collar worker, is without some direct or indirect contact with the firm's market. The attitudes of the chief executive will be communicated via the staff to customers.  The floor sweeper in the factory will have an effect on the customers in the new way that he performs his tasks in keeping dust from, say, precision machinery or food vats. Every employee in searching for a new job is conveying impressions of his employers to everyone who sees him and has a need for his particular skill. No individual in today's company should , therefore, lack motivation in marketing understanding.

  In normal circumstances the primary contact which management takes as priority is with the customers. Not only is this concept critical but even the practice of marketing involves other functional activities, for all commercial functions have some sort of customer contact. It is for this reason that marketing direction overlaps into other business functions.