Marketing –Journals
Marketing is the study and management of exchange relationships. It is the
business process of identifying, anticipating and satisfying customers' needs and wants. Because
marketing is used to attract customers, it is one of the primary components of
business management and commerce. Marketers can direct product to other
businesses (B2B marketing) or directly to consumers (B2C marketing).
Regardless of who is being marketed to, several factors, including the perspective the marketers will use. These market orientations determine how marketers will approach the planning stage of marketing. This leads into the
marketing mix, which outlines the specifics of the product and how it will be sold. This can in turn be affected by the
environment surrounding the product , the results of
marketing research and market research, and the characteristics of the product's target market.
Once these factors are determined, marketers must then decide what methods will be used to market the product. This decision is based on the factors analyzed in the planning stage as well as where the product is in the product life cycle. That’s what happened when IBM integrated its sales and
marketing groups to create a new function called Channel Enablement. Before the groups were integrated, IBM senior executives Anil Menon and Dan Pelino told us, Sales and
Marketing operated independent of one another. Salespeople worried only about fulfilling product demand, not creating it. Marketers failed to link
advertising dollars spent to actual sales made, so Sales obviously couldn’t see the value of
marketing efforts. And, because the groups were poorly coordinated, Marketing’s new product announcements often came at a time when Sales was not prepared to capitalize on them.
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