Marketing Approach, Marketing Rhetoric Reality Businesses\' (Drucker,

¶ … marketing approach, marketing rhetoric reality businesses' (Drucker, 1973: 64). Critically evaluate extent marketing rhetoric reality organization.

Marketing in Organizations

The competitive business environment determines companies to increase their efforts in developing successful marketing activities. The statement made by Drucker regarding the fact that marketing is rhetoric rather than reality in many businesses has little application in the current market environment. This is because the theory and practice of marketing have significantly developed since Drucker made this statement.

There are several definitions of 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 (Blythe, 2006). Marketing is defined by Philip Kotler as the science and art of exploring, creating, and delivering value in order to satisfy the needs of targeted customer segments (Kotler & Armstrong, 2009). Another definition of marketing refers to marketing as the messages and actions that determine messages and actions (Business Dictionary, 2012). Marketing is also considered the activities developed by companies in order to communicate their value and to sell their products and services (Hunt, 2010). In addition to this, marketing is considered a business strategy that includes research, targeting, communications, and others.

It is obvious that marketing has numerous definitions. There are several different approaches to marketing and they depend on the points-of-view used in developing them. Based on these definitions, marketing does not only seem to be applied by companies and business, but also by individuals. This can be observed in different types of relationships between individuals, where they need to communicate something, to reveal their value, or to persuade others into approaching them.

It is difficult to state that most companies do not approach marketing as a reality. Basically, they cannot not develop marketing activities. Marketing also means placing an ad in a bus station, calling customers to inform them about the company's offers, developing products that sell. The business development process is based on marketing activities. Individuals develop a business where they produce or sell something because they have observed that there is market demand for the product or service in case. This means that some form of marketing research has been performed.

The product that the company must sell requires certain packaging that is in accordance with customers' needs and preferences. The packaging activity is included in marketing activities. Most products are sold in packages. This means that most companies develop marketing activities. Therefore, the issue is not whether marketing is rhetoric or reality for most businesses, but the level f development of companies' marketing activities.

The marketing activities developed by companies can be simple and basic, they can be advanced, and they can be sophisticated. The level of development of companies' marketing activities is influenced by several factors. The most important factors of influence on these activities are represented by the education and knowledge of manages and employees in these companies, the financial performance of these companies, their size, activity, and objectives.

In order to develop complex marketing activities, or to require specialized companies to develop them, companies' managers must have certain knowledge in this field. If these managers do not have the required knowledge they cannot be able to determine companies' needs. In addition to this, they cannot evaluate the developed marketing strategies. In situations with managers with important knowledge in this field the marketing strategy is complex and refers to numerous activities that are oriented towards different objectives.

The financial performance of companies is another important factor that determines the level of complexity associated with the marketing strategies they develop. In other words, companies with strong financial performance can invest in developing complex marketing strategies. They are able to invest in their research and development process, which allows them to develop innovative products. The process of innovation addressed by such companies helps them benefit from strong positions on the market. They can invest in the design of their products in order to attract customers with this issue also. They can also invest in advertising of their products, which is an important factor that determines companies' success on the market.

In the case of companies with smaller financial resources, this situation is also reflected in their marketing strategy. They cannot invest in marketing activities as much as large companies can. This is obviously a factor that disadvantages them. There are situations where smaller companies have the better product, but they cannot invest large amounts of money in their marketing strategy in comparison with large companies are able to better position their products because they can invest in these strategies.

The activity of companies is another factor that influences their interest in developing marketing strategies. There are business fields that address niches and that do not require marketing strategies visible to the large public. In other cases, companies must develop marketing strategies that are differentiated in accordance with the culture of the countries they address. Therefore, it is important to analyze each business field and its requirements.

The size of the company can also influence the marketing strategy. Smaller companies usually develop simple strategies. In certain cases these strategies are limited to focusing on the product's benefits, or the pricing strategy, or on the distribution strategy. This is because such companies cannot invest in several directions of focus. Therefore, they prefer to focus on the issues that have the most important potential in increasing these companies' incomes.

The objectives that companies must reach determine the type of strategy they are interested in developing. Certain companies focus on reaching objectives like maintaining their leadership position on the market, other companies are interested in improving their position, others are interested in expanding their business on international level. These objectives are influenced by environmental factors also. Therefore, it is important to develop flexible marketing strategies that can successfully address these factors.

However, there are numerous companies that do not understand the importance of developing marketing strategies that are in accordance with market conditions. They prefer to reach their objectives with simple strategies that cannot lead to significant improvements of their situation. In such cases, these companies can use the help of firm specialized in providing marketing services. Although these services can seem expensive, the benefits they provide can lead to increased incomes of these companies. It is important that companies identify their marketing needs in order to invest in strategies that can lead to satisfying these needs and to reaching these companies' objectives. The increased competition in most business fields requires that companies focus on improving their marketing strategy. This is intended to help them improve their position on the market and to increase their incomes that can be used in developing their activity. It is important that companies develop marketing strategies in order to improve their performance.