Marketing Has Grown to Be, Term Paper

Excerpt from Term Paper :

Constant reformation of the demand in the market leads to constant reformation of the marketing plans and design which in turn leads to constant revision of the organizational setup and structure.

As can be evidently seen from the definition of "Marketing" given above, the main aim of marketing is to bridge the customers and the producers so that the demands of the customers are met and the producers have the optimum opportunities to gain profits and thrive in competition. This is one of the main reasons why a very lucid trend of customer-focused organizational frameworks are coming more into view, the company owners have realized that the growing competition and choices available to the customers have made their demands more complex and strenuous and to keep up with the changing market demands, the market planning and the organizational structures need to be more and more flexible, efficient, observant and swift (Hicks et. al, 2000).

The Mars Institute Organizational Structure has been divided into four main sections, each dealing with a completely different and layered aspect of the company's daily dealings and executions. These sections are:

Research Division

Marketing and Resource Development Division

Education and Public Outreach Division

Operations Division.

The main responsibility of the Marketing and Resource Development Division is to first design and then implement that design efficiently to increase the revenue and profits of the Institution. Plus, in this particular Institution, the Managing Director has the task to raise funds to add to the income or capital being out into the Marketing Planning as well as the Institute overall (http://www.marsinstitute.info/about/organization.html).

According to Williamson, the marketers in the U.S. can work hard to make marketing strategies, but the problem with them lies when smart and observant marketing strategies are the requirement. According to him, they concentrate on the overall consumers instead of those that are most profitable which is a mistake because no organizational structure anywhere in the world can be designed to bear such a load in such a competitive global setup (Williamson, David. Nov. 12, 1999. "Few U.S. companies marketing themselves properly").

Robert F. Lauterborn, professor at the School of Journalism and Mass Communication, shares the same sentiment about the U.S. Marketers and companies, he says "There are an awful lot of companies out there still operating on 1960s marketing theories," he further goes on to say, "To make money, what they really need to do is to segment their customers - figure out which customers are most profitable for them. They then need to reallocate their marketing and marketing communications resources to concentrate on those people who can maximize profit"

Conclusion:

The main aim of the paper was to give a clear and lucid definition of marketing and its importance and contribution in the organizational structure of a company. Hence the paper mainly compares and contrasts the awareness, authority, and execution of the marketing planning within the organizational framework.

Bibliography www.preemptinc.com/definitions.html www.eyefortransport.com/glossary/mn.shtml www.garyeverhart.com/glossary_of_advertising_terms.htm

http://www.marsinstitute.info/about/organization.html

George John, John Martin. May, 1984. Journal of Marketing Research, Vol. 21, No. 2, pp. 170-183 doi: 10.2307/3151699

Hicks, R. Evan. Puckhaber, Nicole A. Braun, Eric. Buer, Peter J. October 2000. Marketing Organizational Trends: Early Observations on Structural Change in the Marketing Function

Williamson, David. Nov. 12, 1999. "Few U.S. companies marketing themselves properly."

Sources Used in Document:

Bibliography www.preemptinc.com/definitions.html www.eyefortransport.com/glossary/mn.shtml www.garyeverhart.com/glossary_of_advertising_terms.htm

http://www.marsinstitute.info/about/organization.html

George John, John Martin. May, 1984. Journal of Marketing Research, Vol. 21, No. 2, pp. 170-183 doi: 10.2307/3151699

Hicks, R. Evan. Puckhaber, Nicole A. Braun, Eric. Buer, Peter J. October 2000. Marketing Organizational Trends: Early Observations on Structural Change in the Marketing Function

Williamson, David. Nov. 12, 1999. "Few U.S. companies marketing themselves properly."

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