Marketing concepts

Question: What is Marketing? Explain. Answer: Marketing is broader concept of describing the communication between the organization and the customers. Marketing is the adaption of institution and commercial activities with an intension of inducing behavioral change of the customers either in permanent basis or in short term basis. It is a process or activity to create, communicate and deliver the value of product or service to the customers. Marketing includes advertising, selling and delivering of products. Employees in marketing department try to get the attention of customers through proper packaging design, celebrity endorsement, slogans and general media channels (Homburg, JoziĆ¡ and Kuehnl 2015). Moreover, marketing is all about acquiring customers and maintaining a strong relationship with them. Concept of Marketing Marketing concept can be stated as the philosophy in which the organizations have to identify the needs of the customers and accordingly meet those requirements for satisfying the customers. It is concept through which organizations communicates, connect with and delivers the value of the products for targeting the audience. It is an ongoing exchange of communication through which the organization informs, educate and build relationship with the customers (Tadajewski and Jones 2012). Every company has their different ideas and philosophy in regards to marketing. Marketing concept includes product, selling, production and advertising of products and service for generating value within the target audience. Evolution of Marketing A gradual and thorough change had been taken place since industrial revolution in the time of latter half of 18th century and first half of 19th century. Marketing concept had been changed through four phases. Till 1930, there was a concept of product philosophy in which organizations used to think that if they have good product then it will create automatic response of customers with promotional activity (Menon et al. 2015). This concept has been replaced by sales oriented philosophy in the year 1930. This concept denotes that making best product is not enough unless it is supported with effective promotional strategy. However, this concept had also been modified with customer-oriented philosophy in the year 1950. This concept has suggested that organization needs to make product by analyzing the needs, demands and value of the customers for bringing customization in the products. In 1980, a new marketing concept has been evolved with an idea of generating customer as well as social welfare for generating competitive advantage (Berthon et al. 2012). Application of Marketing Darrell Lea is a popular beverage company in Australia that sells chocolate, confectionary and liquorices. It is the largest manufacturer of confectioneries in Australia that was established in 1927 (Darrell Lea 2016). The organization has 81 shops and 1838 outlets in Australia. Through the organization solely operates in Australia, its products are sold in out of Australia through distributorship in UK, USA, New Zealand and Canada (Darrell Lea 2016). The organization has effectively used marketing concept for it success over long period. In the product precept, of the organization has a concept that in order to create value to the customers the products of the organization should have unique quality. The chocolate products of this organization offer traditional taste and creamy texture that is unique from their competitors. The chocolate products of this organization temper the customers with its smooth and glossy finish (Homburg, JoziĆ¡ and Kuehnl 2015). Many customers prefer the classical taste of liquorices. In the promotional concept, the organization has taken effective promotional tools to communicate the value of the products to the customers. The organization mainly uses media advertising as they think that it is the best way of reaching to the customers in a short span of time. Among the mass media, the organization uses TV, newspaper and radio advertising for communicating the uniqueness of the products to mas s customers (Koh and Wong 2015). On the other hand, as the organization recently started to offer their products in international market through distributorship, they have started to promote their products through social median channels. The organization has a concept that it is not enough to provide good products to the customers. The organization needs to maintain strong relationship with the customers for maintaining its sustainability. The organization has initiated customer feedback policy regarding their products. The organization has their separate website in which the customers can post their feedback and claim about the product experience (Tadajewski and Jones 2012). This marketing concept has led the organization to modify the products according to the needs of the customers. In the marketing concept, the organization also uses aggressive marketing, in which they maintain a face-to-face relationship with the customers for creating the value of the products. In this process, the organization can also know the changing demand of the customers in regards to food quality. The organization repeatedly conducts market survey for knowing the customized specification of the customers and according change the features of the products (Shih, Chen and Chen 2013). On the other hand, the organization want to have a close interaction with the customers during the sales, as they think that close interaction will be effective in communicating the value so that customers get more interested in their products. In order to fulfill this intension, Darrell Lea has initiated personal selling of the products. In this process, the salespersons of the organization can personally meet the customer and make them convince to buy their products. Apart from that, the organization also use marketing concept in regards to customer welfare and social welfare for creating corporate social responsibility that has enhanced the reputation of the organization. In order to keep the health of the customers good, Darrell Lea offers a section of fact free chocolate and confectionaries. For the sustainability of the environment, the organization makes cartons packaging and does not use plastic packet that can harm the environment (Rundh 2013). Personal Reflection I have come to understand that marketing is all about communicating the value of the products and services to the customers. I have also understood that marketing is not only about increasing the sale of the organization, rather it is a bigger term and includes all from market analysis, advertising, selling and promoting the products for creating competitive advantage. Moreover, marketing is concerned with acquiring customers and maintaining strong relationship with them. Reference List Berthon, P.R., Pitt, L.F., Plangger, K. and Shapiro, D., 2012. Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy.Business horizons,55(3), pp.261-271. Darrell Lea. 2016. Welcome to Darrell Lea Australia - World's best liquorice. [online] Available at: https://www.dlea.com.au/ [Accessed 21 May 2016]. Homburg, C., JoziĆ¡, D. and Kuehnl, C., 2015. Customer experience management: toward implementing an evolving marketing concept.Journal of the Academy of Marketing Science, pp.1-25. Koh, A.C. and Wong, J.K., 2015. The Impact of International Marketing Research on Export Marketing Strategy: An Empirical Investigation. InProceedings of the 1990 Academy of Marketing Science (AMS) Annual Conference(pp. 172-175). Springer International Publishing. Menon, A., Bharadwaj, S.G., Adidam, P.T. and Edison, S.W., 2015. Effective Marketing Strategy-Making: Antecedents and Consequences. InProceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference(pp. 224-224). Springer International Publishing. Rundh, B., 2013. Linking packaging to marketing: how packaging is influencing the marketing strategy.British Food Journal,115(11), pp.1547-1563. Shih, B.Y., Chen, C.Y. and Chen, Z.S., 2013. 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