Definition of Marketing and Marketing Mix

Definition of Marketing and Marketing Mix Application of the marketing mix is no longer relevant for contemporary approaches to marketing. Marketing mix, as a part of marketing strategy, may affect the performance of one company. However, as to whether it still plays an important role in the contemporary marketing, many scholars and academics have various views, and some of them regard it as controversial, see Grà ¶nroos 1994, McCarthy 1960, Kent 1986 for more detail. Based on the previous analysis, this essay mainly discusses the relevance of the marketing mix used in two certain contemporary approaches- customers marketing, and relationship marketing as the limitation study of this essay. The Definition of Marketing and Marketing Mix In order to have a clear idea on marketing mix, first of all, the concept of marketing should be discussed. As reported by Keith Blois (2000, p.517), the American Marketing Association (1985) makes a conclusion of defining marketing as the process of planning and executing the conception, pricing , promotion, and distribution of ideas, goods and services to create and satisfy individual and organizational objectives and UKs Chartered Institute of Marketing(1996) defines the marketing as the management process of planning, anticipating and satisfying customer requirements profitably. In general, these two definitions focus on the transaction approach in marketing rather than relationship marketing, which the latter one plays a more important role in nowadays marketing approach. As supported by Philip Kotler and Gary Armstrongs (2007, p.5), marketing definition is the process of creating value for customers and build strong customer relationships in order to capture value from customers in return. This is also the reason of choosing customers marketing and relationship marketing as the main contemporary approach to discuss in latter parts of this article. After the figure out the definition of marketing, then it seems necessary to draw a clear picture of what marketing mix refers to, for the reason that many scholars and academic now have different views whether it should be change into 4C, or 4R, or add more Ps. Neil Borden (1975) who may first create the term marketing mix, and made a list of 12 subdivisions as the components within marketing mix, which can be divided into 4 categories, namely, consumer attitudes and habits, trade attitudes and methods competition and government control. as explicated by Baker (2007, p.328). He also discusses many types of classifying the elements of marketing mix, for examples the Albert Freys two dimensions (1961), threefold classification of Lazer and Kelley (1975) and Lazer et al (1973) and a four-way classification of Lipson and Darling (1971), but he prefers the idea of 4Ps-product, price, place and promotion as refer to marketing mix, which firstly proposed by McCarthy (1978). As Baker (2007) points out the 4Ps model simplifies the way to make a clear structure as a whole for marketing managers and guide them to achieve a certain task. Philip Kotler and Gary Armstrong (2007) define the marketing mix as the set of controllable, tactical marketing tool s (p.50), in order to get the feedback of the certain markets, and regard the 4Ps as marketing mix. Moreover, according to David Jobber (2001), The strength of the 4Ps approach is that it represents a memorable and practical framework for marketing decision-making and has proved useful for case study analysis in business schools for many years. Therefore, as 4Ps-product, price, place and promotion, are still widely recognized by worldwide scholars as marketing mix, this article will use 4Ps to discuss its relevance of contemporary marketing approach. The Relevance to Customers Marketing The development of the marketing approach and modern technology facilitate the customers to get more chances to be evolved in commercial activities, business communications and collecting data from the internet. Thus, the customer becomes more sophisticated to serve, as E. Constantinides (2006, p.413) illustrates that many researchers agree that modern consumer is demanding, individualistic, involved, independent, better informed and more critical (Capon and Hulbert 2000; Lewis and Bridger 2000). In this case, the marketers need to focus on the individual needs and wants and make the service personalized rather than carrying out the traditional marketing approach as mass marketing. For example, a famous cosmetic band Biotherm makes its products different according to the local markets. A product called corrective make-up base which have four different colors and SPF25 can only be sold in a China. Although it is more related to global marketing, but to some extent, the product is sold based on the local customers need-the skin of Chinese is more sensitive than European country. Another example is Dell Computer Company, which is more concentrate on customizing their products. The company tries very hard to collect as many choices as possible for every single consumer, in order to meet their personalized needs. However, when look into the marketing techniques used by both companies, they all emphasize on customer or consumers needs as the first principles, and it is obvious that marketing mix-product, price, place and promotion, do not contain the element of customer. And according to E. Constantinides (2006), Robins (1991) pointed that 4Ps model of marketing mix concerns the internal elements too much, instead, the external elements such as Customers, Competitors, Capabilities, Company should be also taken into consideration. And Kotler (1984) advocated that as part of marketing strategy, some external and uncontrollable environmental factors are needed to includ e in the marketing mix, namely, Customers Environmental variables Competitive variables. As discussed above, it indicates that, in customers marketing, the markers should think more about how to satisfy their customers, rather than just focus on the product itself. In other words, markers should do something for the customer instead of to them and be more customer-oriented. Today, consumer is no long the one who just buy the mass products, but the one who personalize the products by themselves and even push forward the one companys creativity. Besides, customers marketing requires more consumer interactivity. As argued by Doyle (1994), and Yudelson (1999) in E. Constantinides (2006), that to get higher value is not as the only purpose to consumer, but they also want to affect on the process of communicating. In this case, the 4Ps marketing mix seems not as relevant to the customers marketing as to other marketing, like transactional marketing. The Relevance to Relationship Marketing Evert Gummesson (2008) defines relationship marketing as an approach to develop long-term loyal customers and thus increasing profitability. And he even develops 30R (relationship) to elaborate the core concept-relationship, network and interaction. Gronroos (1994) argues that the 4Ps model marketing mix is much more clinical approach, restrictive and obsolete, which also makes the buyer a passive part rather then an active part as it should be. Patterson andWard (2000) in E. Constantinides (2006, p.417) illustrate that 4Ps Marketing Mix has a clearly offensive character because the strategies associated to the 4Ps tend to be function-oriented and output oriented. In order to solve the problem caused by 4Ps, he advocates the emphasis should be in managing valued customer relationships, and proposes new Cs, namely, Communication Customization Collaboration and Clairvoyance. From the above statement, it is clearly that the limitation of 4Ps marketing mix in relationship marketing. The 4Ps marketing mix is lack of customer orientation, either in interactive communication or in satisfying the consumers needs. Gronroos (1994) even pointed out that the marketing paradigm will eventually shift to relationship marketing rather than marketing mix management. It seems that the function of 4Ps marketing mix in dealing with customers marketing and relationship marketing is limited. It may due to the following reasons: Firstly, marketing mix is mainly coping with transaction marketing, which is product-oriented, as it is focus on mass markets. As Gronroos (1994) demonstrates that 4Ps model was indeed originally developed for consumer packaged goods marketing where transaction marketing is most appropriate. Secondly, marketing mix is as the dominating marketing function in transaction marketing, but just plays a supportive role in customers marketing and relationship marketing. Finally, compare with customers marketing and relationship marketing, in transaction marketing, customers are more sensitive to the price, as the former one may add additional value to the product, to some extent can fulfill other needs of consumers. So does 4Ps marketing mix really irrelevant to contemporary approach to marketing? Not exactly. As the article just picks up two main marketing methods to discuss, so the conclusion is too earlier to draw. However, when Philip Kotler and Gary Armstrong (2007) mentioned about the marketing mix, they indicated that it is better to consider the buyers or consumers view, so they advocate 4C-customer solution, customer cost, convenience and communication, should be thought firstly, then build 4Ps on the basis of 4C, in that case, it will be more successful. Besides this, as discussed above that the marketing mix also supports the interactive marketing as in customers marketing and relationship marketing, so in conclusion, 4Ps is still relevant to the contemporary marketing, but at the same time, we should give priority to the customers wants and the peoples needs. Bibliography: 1. AMA Board Approves New Marketing Definition, Marketing News, 1 March 1985. 2. Christian Grà ¶nroos. (1994) From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing, Management Decision, Vol.32, No.2, pp.4-20. 3. David Jobber. (2007) Principles and Practice of Marketing, 5th edition. Maidenhead, Berkshire, UK: McGraw-Hill Publishing Company. 4. E. Constantinides. (2006) The Marketing Mix Revisited: Towards the 21st Century Marketing, Journal of Marketing Management, Vol. 22, Issue 3/4, pp.407-438. 5. Evert Gummesson. (2008) Total Relationship Marketing, 3rd edition. Oxford: Butterworth-Heinemann. 6. Keith Blois. (2000) The Oxford Textbook of Marketing, Oxford, UK: Oxford University Press. 7. McCarthy, E.J. (1960) Basic Marketing, Irwin, Homewood, IL. 8. Michael J. Baker. (2007) Marketing Strategy and Management, 4th edition. Basingstoke, Hampshire, UK: Palgrave Macmillan. 9. Nicole E. Coviello, Roderick J. Brodie and Hugh J. Munro. (1997) Understanding Contemporary Marketing: Development of a Classification Scheme, Journal of Marketing Management, Vol. 13, Issue 6, pp.501-522. 10. N.H. Borden. (1964) The concept of the Marketing Mix, Journal of Advertising Research, Vol.4, June, pp.2-7. 11. Philip Kotler. (1984) Marketing Management: Analysis, planning and Control, 5th edition, Prentice-Hall, Englewood Cliffs, New Jersey. 12.Philip Kotler, and Gary Armstrong. (2008) Principles of marketing, 12th edition. Upper Saddle River, N.J. Pearson Prentice Hall. 13. Rick Wise and Niren Sirohi. (2005) Finding the best marketing mix, Journal of Business Strategy, Vol. 26, No.6, pp. 10-11. 14. Robins, F. (1991) Four Ps or Four Cs or Four Ps and Four Cs, MEG Conference. 15. Walte van Waterschoot and Christophe Van den Bulte. (1992) The 4P Classification of the Marketing Mix Revisited, Journal of Marketing Vol. 56, No.4, pp.83-93.

People and culture Essay

In this essay I am going to compare to poems present people and culture. Whether it be using words, imagery or the tone of the poem. The two poems I will be comparing are ‘What were they like’ by Denise Levertov and ‘presents from my aunts in Pakistan’ by Moniza Alvi. Both people consider the prospect of loosing a culture but the will loose them in different ways to each other, through war and the pressures of society also peer pressure. In ‘what were they like’ by Denise Levertov we are first confused about what the poem subject matter may be until we delve into the meaning of the poem and explore the history of the Vietnamese war and the people and culture caught up in the conflict. After reading into the poem we can see that it is about how people after the Vietnamese war believed their culture would be lost forever and that they would need story tellers and educators to continue their cultures story. The poem considers issues that are still relevant today such as the possibility of the loss of the culture and tradition in Afghanistan and Iraq due to the ongoing hostilities. The poem heavily romanticises the war and the Vietnamese people when saying things like ‘life was in rice and bamboo.’ This implies that the Vietnamese are simple folk, their lives are painted in a sympathetic portrait of a gentle, kind and humble race living and working in the paddy fields, which may be perceived as a patronising view of the Vietnamese people. This would not necessarily be how the poem was intended to be presented. ‘Presents from†¦Ã¢â‚¬â„¢ has similarities and differences to ‘What were they like’ is about. In ‘presents from my aunts in Pakistan’ Moniza Alvi is curious of her culture that she was torn away from at an early age. She receives presents from her aunts in Pakistan but is embarrassed of them. This poem is written through the eyes of a 16 year old girl who is curious, confused and embarrassed about a culture that she knows so little about but is such a big part of her as a person. When friends come round she hides her presents to avoid further embarrassment and ridicule. She is considering what culture to embrace and what culture to reject, peer pressure from both her friends and relatives are forcing her into a corner from which she is made to choose from and has nowhere to turn. The way this poem is both different and similar to ‘what were they like’ is that in both cases they are being forced to loose their culture, in ‘Presents from†¦Ã¢â‚¬â„¢ by peer pressure and in ‘What were they like’ by military force, in this way they are also similar because it is not their choice to loose their culture, this is how both poems present people and culture, how people can make their own choices and that people need to stand up for themselves. In this section of my essay on people and culture I will be comparing the structure of both ‘Presents†¦Ã¢â‚¬â„¢ and ‘What were†¦Ã¢â‚¬â„¢ how they are similar and different in shape, rhyme, punctuation, repetition, refrain and stanzas/sections. The structure of both poems are similar as they are original in the way they are presented. The structure has been greatly considered to show the poem is a certain way. In ‘Presents†¦Ã¢â‚¬â„¢ there appears to be no structure or reason to the bizarre way the poem is written at first reading. When we consider that the poet is confused and curious about her other culture she has moved away from, it becomes clear that that are the scattered ideas running through the mind of a troubled young girl. There need be no beginning or end to this poem; it is possible for the poem to start in many places, as this is set out to be as though someone has jotted down ideas and thoughts that have possibly no link between lines. There is no rhythm or flow through the poem, broken up by the lack of sense and constant change of path the poem takes. There is still some structure to the poem, there is punctuation where is should be, maybe even mare so as she pauses to throw more ideas and thoughts onto the page. There are full stops and capital letters where expected at the start and end of ideas. Ideas are split into stanzas which shows the poem is not completely free from structure. There is no repetition or refrain which is only to be expected in a poem such as this, where there is no regular shape or structure. I believe the poet has intended for their to be no structure, as it shows turmoil in the writer’s mind as she throws up the pro’s and con’s of embracing or rejecting her culture of which she knows so little about. It could also be written in this way to celebrate culture and diversity, by displaying her work in a unique and diverse way, I think this is the way Moniza Alvi wanted to display people and culture through the structure of her poem. In ‘What were†¦Ã¢â‚¬â„¢ the structure is also unorthodox in the way it is presented. We may be puzzled the first time we read it and question why the poem is written in such a way. As I have said before, it is not until you read deeper and research into the meaning of the poem that you can fully understand why it is written the way it is. You can then understand that it is written about the Vietnamese people and their battle to keep their culture. It appears to be children asking their teacher, Vietnamese people or American war veterans that fought in the war about the past and the culture or way of life the Vietnamese had. The way the poem is set out even as a question and answer poem is not as you would expect it to be, all the questions and all the answers are grouped together in two block paragraphs divided by a small gap. I thin Denise Levertov wrote the poem in this way because it shows that there are two different speakers to the poem and it draws a clear line between then to avoid confusion. I also think it is written in this way to show that there is a bombardment of questions from the children, as when the war was over people would have wanted to ask a lot of questions about the war, what the felt and how their culture has been affected. This is how I think Denise Levertov intended and used the structure of the poem to present how the people both Vietnamese and the group questioning them felt about the war. In the next section of my essay I will be exploring how the poets used language and poetic devices to display people and culture. Poets use different poetic devices to display their work in different ways depending on which way they would like their work to be perceived. ‘What were†¦Ã¢â‚¬â„¢ is a good example of where metaphors are used affectively to creat a clear image in your mind of what the poet is tring to get accros. A good example of this is ‘Sir, laughter is bitter to the burned mouth’, this could mean a few things, it could mean that they can no longer laugh as nothing is funny after the horrors they have seen, nothing would seem funny after the amount of death and destruction they have seen. Another meaning that is linked to laughter being hard to come by, could be that after seeing charred bodies and charred mouths that can no longer physically laugh. The poem is very ambiguous and could have many meanings that are not clear at first. The poet, Denise Levertov could have intended for this to happen and used it as a devise to make you continue reading to see if it became clear over time the exact meaning of this poem. It may also be ambiguous because the poem was written before the end of the Vietnamese war and ideas they may have been proved wrong or be different to the knowledge we have now, I think it was accidental that the people and culture are displayed in such an ambiguous way, but the way imagery, metaphors and similes have been used is very effective and presents well people and culture in the Vietnamese war. In ‘Presents†¦Ã¢â‚¬â„¢ imagery is also used all of the time to help you imagine the presents that are sent from her aunts in Pakistan. At the same time similes and metaphors are used to describe the items of clothing by comparing the exotic items of clothing to other more familiar objects, such as when it says ‘They sent me a salwar kameez peacock blue, and another glistening like an orange split open.’ This is very useful when trying to imaging other items of clothing that are sent. It is much better way of describing what the thing looks like and a much clearer way of presenting the people and culture in the poem when we can relate to everyday items and not just a name that we cannot pronounce properly. One of the dresses is personified when it says ‘ I tried each satin-silken top was alien in the sitting-room’. This puts a clear image in your mind of how Moniza feels towards her new clothes, it shows that she is confused about her Pakistani culture as if it were alien to her. Personification is not used in ‘What were†¦Ã¢â‚¬â„¢ but is used very effectively in ‘Presents†¦Ã¢â‚¬â„¢

The Tell Tale Heart By Edgar Allan Poe - 1133 Words

Written in 1843, The Tell-Tale Heart by Edgar Allan Poe incorporates nearly all of the gothic elements. While this piece of art may not contain all of the gothic elements, it is the epitome of a gothic short story. In The Tell-Tale Heart, the setting seems to be inside an old house, which strengthens the atmosphere of mystery and suspense. The madness and overall insanity of the narrator illustrates the sense of high, overwrought emotion. The presence of creaking hinges and the darkness represent the metonymies of gloom and horror throughout the story. Sustaining the atmosphere of the gothic, the appropriate vocabulary also maintains the atmosphere of suspense, the overwrought emotion, and the metonymies of gloom and horror. In combination, the elements that are utilized in this short story create a gothic masterpiece and each element individually influences the plot of The Tell-Tale Heart. Early on in the story, Edgar Allan Poe introduced the atmosphere of mystery and suspense. In T he Tell-Tale Heart, the atmosphere of mystery and suspense is enhanced by the unknown and the narrator’s vigilance. â€Å"It is impossible to say how first the idea entered my brain; but once conceived, it haunted me day and night. Object there was none. Passion there was none. I loved the old man.† This quote immediately entices the reader to continue reading because the author is vague about what he has done; creating the perfect atmosphere of mystery and suspense. The vigilance and caution ofShow MoreRelatedThe Tell Tale Heart By Edgar Allan Poe1161 Words   |  5 PagesOut of a vast quantity of these English historians, one stood out to me, his name is Edgar Allan Poe. Poe’s writing had its own unique gothic and horror style. The story, The Tell-Tale Heart is one of his very popular pieces of literature, it not only tells a story, but uses Poe’s unique style of writing to silently incorporate different genres, themes, and symbolism to create a sub- story within the text itself. 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In â€Å"The Tell-Tale Heart: Overview† it is proven that: â€Å"One of the most powerful contributions that Edgar Allan Poe made to the short story genre was his insistence that every element of the work contribute to the story’s overall effect. Poe frequently gave this aesthetic demand realistic

The Significance of Chapter 1 in Great Expectations by...

The Significance of Chapter 1 in Great Expectations by Charles Dickens Great Expectations is a riveting book set in Victorian London and published in 1861. The novel is set in historical context and illustrates ideas of implication such as how the really interesting people could often be found in the lower classes, in the time of social division and where the shift from agriculture to industrial processes was contemporaneous. Nevertheless the plot contains significant relevance to modern day life in the subtle message that we can be happy as we are; we dont need always to aim higher at riches. This great novel is so successful as it applies to historical and contemporary issues alike in themes†¦show more content†¦He himself was enslaved in a blacking house at age 12. It is because of his experiences that he is not apprehensive in literal application of his moral and philosophical views on how the lives of the poor could be made more tolerable. Dickens has written many other articles stating his disapproval of mistreatment of people, the dan ger to their lives and even animal rights, this often comes across in his novels. Charles Dickens was a typical Victorian novelist concerned with issues of character, plot and the Victorian social world. He along with other novelists such as Charlotte Bronte, Emily Bronte, George Eliot and Thomas Hardy revolutionised literature. Although Dickens is often perceived as the most vigorous writer with a style of writing that has irrepressible vengefulness (which can be seen for example by his descriptive language of a young boy humiliating Pip smirked extravagantlyà ¢Ã¢â€š ¬Ã‚ ¦wriggling his elbows and body). This of course is merely opinion however. Chapter 1 is crucial to the whole plot as it introduces the idea of many themes to follow and informs us of basic information such as the characters name. 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