Running head: LITERATURE REVIEW

Literature Review:
Existence of Marketing
P.J. Vierra
The University of Texas at El Paso

RWS 1302
Marco Chavez
April 2, 2017

Abstract
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Marketing for many years has been known as the fuel to a business. It is what brings new

consumers to the door. It is systematic and at the same time an art. Through marketing

facilitation methods have bettered to favor the both the business and consumer to sell its product

or service in seconds.

Introduction
Marketing is the act of attaining customers through a creative form or method of

advertising, selling, or delivering a product to people. The reality of the business world is that if

you can not accomplish marketing your service or product, your business will not succeed.

Without customer interest there will be no customer sales.

This why it is extremely crucial for business students to study marketing. Marketing is

what carries companies forward and yields in customers to increase sales. It also is what is able

to help organizations identify and find their target customer. It is what helps sell to the customer

and what enables organizations to keep customers. Frequently marketing is one of the biggest

challenges any business will face. The need for generations of students to come is increasingly in

demand by organizations with a projection of demand of 12%(2012-2024) Taylor, & Riklan,

(2012). Mastering the world of marketing :The ultimate training resource from the biggest

names in marketing. Hoboken, N.J.: Wiley. These questions will help you understand the

necessity of marketing majors in the business world.

Research Questions

In order to fully understand why marketing is a must in the business world these research

questions have been placed to help understand why :

Why would anyone study marketing?

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Is marketing necessary to study?

What similarities and differences are there in they way marketing is used now vs. a decade

ago?

How have UTEPs marketing strategies evolved over time?

Thesis

The single biggest challenge any business will face is having the ability to know and execute

effective marketing in their product or service.

Why would anyone study marketing?

Studying marketing matters because as long as the idea of economics exists and as long

as businesses within the economy exist, marketing will always be in demand by employers. The

marketing role in an organization or business is such a vital component. Without marketing the

product or service would not be known of and would need consumers. Increasing application of

scientific methods to basic research and in decision making processes within firms. Marketing

Staff of the Ohio, State University. (1965). A statement of marketing philosophy. Journal of

Marketing, 29(1), 43-44. This source claimed that anyone can conclude that it is a scientific

process being made, even though some may dispute whether marketing swings more towards an

art or more towards a science. Decision making is an important factor in order to effectively

reach your target and is a process that is analyzed and is systematic. Marketers must understand

that marketing is to adapt to the aspect of culture in the present time through formative

influence. The claim provided by Ohio State University is true from a logical standpoint. Niches

are a great example that provide truth in this claim. When a one is marketing a product or service
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the runner must understand what adaptations need to be made to appeal to their niche or

community of consumers. This enables one to effectively showcase a product or service.

It must be pointed out that inherently this source is able to show how marketing is

something that can be considered an art or a scientific process. These steps in marketing are

crucial as they are what helps push a business into the right direction. A business wants to avoid

errors as much as possible when going through a trial and error scenario that's why taking

calculated risks and reviewing all options possible is needed. If one does not have knowledge on

how to market or sell their product they cannot be in business they will only spiral down.

Studying marketing allows for the student to not only grow in communication skills but also in

their presentation skills.

This discovery had significant applications in that if a business is able to launch itself into

the direction of profit for itself it can survive. This has application as well in the life cycle of a

business in its marketing sector. Certain businesses especially franchises have a systematic

model to create their business or organization's marketing strategies, however an approach like

this can be beneficial but also limit the creativity and defeat the opportunities to capitalize on

new innovations or ideas. If an entrepreneur can manage to to balance both a systematic model

but thoroughly can prove that their creative idea or innovation that is presented to the marketing

strategy will see a return on the allocation of time or money, then it is plausible to implement this

kind of approach. Many of the marketing strategies anyone can think of already exist and are

being implemented in a unique way and can be taught when you get a bachelors degree for

marketing that perhaps you may not know of. An education in marketing is a critical asset to any

business as it is what will help sell the product or service that is being offered. Without it a

business cannot be steered in a direction that attracts a potential customer.

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Although marketing can be systematic and can be taught, it must be pointed out that

marketing is also a process that is very creative and needs an open mind in which this is not

taught. Furthermore, although research can be applied to a style and on how a strategy is used to

market it does not guarantee an impeccable model. The need for creativity and innovation is

constantly required in the current technology advances the world sees on a day to day basis.

Certain marketing strategies that are taught become outdated and can longer be used in the fast

pace of technology it can be difficult for marketers to apply the methods they use in college.

However, this is not to say that decision making is out of the conversation. Decision making is

also something that is taught in a marketing curriculum that broadens the understanding of how

to target customers. Decision making is typically systematic and taken at a logical approach in

order to maximize what is known that will work for the business or organization.

In this source created by Ohio State, they talk about how marketing has increased in

scientific application and research. In order to understand how the process of creating new

knowledge through research and apply formula based information to a business requires

knowledge in word power as well as understanding how to place pre-existing strategies in

different scenarios of a business. This source is able to open the mind of a reader to show that

marketing is an extremely intricate art that requires maximum understanding in its universe. It

also accomplishes the ability to inform the reader that marketing is a process that needs to

enlarge and satisfy a customer through conception before the customer ever touches or

experiences the product or service. Ohio State provides understanding that a product or service

needs facilitation methods to reach their customer and the middleman of this is marketing.

Is marketing necessary to study?

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Marketing matters because it is an absolute need in todays business world. Many large

corporations have marketing departments, small business incorporate it in their practices, brands

create recognition through marketing. Marketing practice is driven by pressures of competition,

whereas the marketing concept is driven by customer needs. Sheth, & Sisodia, (2007). Raising

marketing's aspirations. Journal of Public Policy & Marketing, 26(1), 141-143. Sheth claims that

marketing can be influenced by two main components which are pressure of competition and by

customer needs. In this claim one can analyze that both extremes are bad. If a company solely

markets its product to help attract the customer the company can lose money. If a company only

markets for competition it runs the risk of becoming marketing that is downright unethical.

The statement from Sheth (2007) broadly shows the need for balance in a companys

marketing practice. Both extremes of marketing for competition and marketing for the customer

needs are bad. An example of this would be a local grocery store competing against Walmart

trying to beat them in prices for avocados and the local store markets them less than Walmart but

in turn the local stores has a negative profit margin. Or when a tech company markets their

product to have outstanding features and the consumer finds it to not be true. This is why having

education in marketing is necessary as it gives an individual deep understanding of not only how

to deal with competitors but how to also maintain ethical standards at high level while preserving

a consistent profit for itself.

This discovery has significant applications in being able to attract consumers in an ethical

light as well as in holding onto the idea of profitability. Marketing is an essential tool in

businesses as this is what helps marketing implementation be used correctly in the scenario

requested by the situation. When a business promotes a product the need to know how to manage
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marketing campaigns even with pressure of competition must be able to counter in a efficient

way.

In this source by Sheth (2007) achieves to compare and contrast both ends of the spectrum of

marketing of what is correct and what is wrong. He shows the malpractices of advertising and

promotion on how some marketing

actions are so poorly thought out that

they leave the company vulnerable to

exploitation by increasingly deal-

savvy consumers, unethical

marketing, and/or when the

marketing does not benefit either

party of the consumer or the business.

In the picture to the left there's a chart

of how this would look like:

What similarities and differences are there in they way marketing is used now vs. a decade

ago?

One of the most important factors that help any business grow is in fact marketing, it is

what helps drive the desire of a consumer to the furthest extent forcing them to purchase all the

units that they may need. When done in the most efficient form marketing can be a powerful

factor that changes the face of any business. Obviously, throughout time marketing has

developed, it has changed in several ways. The easiest way to demonstrate the changes and

growth in marketing within the last decade is the change in technology. For example, the phone
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that was most popularly used in 2007 is not the same as the one used today.

While this is very obvious another notable change is the way consumers are reached, this

would entail again, technology and its developing effects in the modern world. When people had

to go to a brick and mortar facility to purchase a given product, now, anyone can order anything

at anytime on the internet, facilitation methods have become key in todays marketing sphere and

it has completely changed the face of todays market. In a world where marketing is ever-present

it is easy to become ad-blind: not knowing how many advertisements are being shown to any

given person at any given time. Carson, D., & Gilmore, A. (2000). Marketing at the interface:

Not 'what' but 'how'. Journal of Marketing Theory and Practice, 8(2), 1-7.

The more important thing to remember is that everyone at this very moment is being

marketed to in some form or fashion. Since marketing is way past commercials and billboards,

creators must now be very in tune with the creative side of their brain. This would imply that a

new era of marketing will now commence. Take Times Square in Manhattan, New York City,

New York, this place is constantly shifting its marketing platform. If a person were to visit in the

morning and later return in a few minutes they will have a completely new experience previous

to what they already had. Why is this ? The people that are running the square have realized that

people get bored of seeing the same thing over and over again. Thus, the constant change in

platforms. Of course, all this is very research based (for the creators) which allows for them to

reach more people at every time of every day as mentioned in Rodriguez. (2016).Where will you

be during the next marketing revolution 2/14/17 as well.

The best marketing strategy a decade ago was to send out a mass flyer, or a radio sound

bite, the goal was to reach as many people as possible. That makes sense right? Wrong. Any

business owner must realize that their specific product or service can only be sold to a certain
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type of person. Pinson & Jinnett (2013). Marketing :Researching & reaching your target market.

Fullerton, CA: Out of Your Mind... and into the Marketplace. A quick example is insurance;

obviously auto insurance cannot be sold to a child. Therein lies the key, choose the right market

then, and only then, can marketing become effective.

The concepts of todays marketing world would be completely foreign to any person in

marketing a decade ago, as any industry progress and advances forward so must their marketing

strategies as well as their creative ways to reach new customers.

Why dont more people use marketing in their lives?

The idea that marketing would go through a transformation is true. Now in 2017,

marketing has been able to tap into other areas rather than simple commercial marketing. Also

employees are expected to help with the process of marketing their firm's product or service

through noncommercial marketing such as social or even educational. Marketing at this time

period right before the technology boom was thought by Michael G. Harvey that there would

be a huge change in the way marketing worked. Everyone in the firm must be charged with

responsibility for understanding customers and contributing to developing and delivering

value for them. Harvey, Lusch, & Cavarkapa. (1996). A marketing mix for the 21st century.

Journal of Marketing Theory and Practice, 4(4), 1-15. Also marketing would not only be just

confined to just specializing to one particular department. Rather in any company or

organization marketing would be held liable to anyone in the firm to be able to understand

customers and contribute to developing their ideas and lastly be able to provide value to their

customers.

This source helps us realize that marketing in fact is demanded more from individuals.
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It is demanded in a workplace from an employer because an employee should be showing the

value a customer can gain from the service or product they are presenting. Inherently, more

people are using marketing and some use it without knowing that they are. Moreover,

marketing is necessary for employees to understand and realize the impact of it and how it's

necessary to inform consumers.

In the business world management simplifies the position of public relations and dont

realize the overall concept in today's society. The idea that someone with experience in

electronic media or newspaper is wrong. This is not what qualifies someone to do a job in

marketing. the source Merriman, Selling good public relations. 1978, 03/19/2017 the author

claims that the job of public relations is for people have a few years of experience in

newspaper writing or electronic media. However this is entirely wrong as in any job one

should have some sort of experience in the field applied for to make the job work out great. A

job in relation to public relation can be learned. However, someone in public relations must

understand the basic principle of marketing which is to inform and persuade the consumer to

buy.
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Bibliography

Taylor, & Riklan, (2012). Mastering the world of marketing: The ultimate training

resource from the biggest names in marketing. Hoboken, N.J.: Wiley

Increasing application of scientific methods to basic research and in decision making

processes within firms. Marketing Staff of the Ohio, State University. (1965)

Sheth, & Sisodia, (2007). Raising marketing's aspirations. Journal of Public Policy &

Marketing, 26(1)

Pinson, L., & Jinnett, J. (2013). Marketing :Researching & reaching your target market.

Fullerton, CA: Out of Your Mind... and into the Marketplace

Harvey, M. G., Lusch, R. F., & Cavarkapa, B. (1996). A marketing mix for the 21st

century. Journal of Marketing Theory and Practice, 4(4), 1-15.

Carson, D., & Gilmore, A. (2000). Marketing at the interface: Not 'what' but 'how'.

Journal of Marketing Theory and Practice, 8(2), 1-7.

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Frank Allen Merriman.Selling good public relations. 1978, , 03/19/2017.

Rodriguez. (2016).Where will you be during the next marketing revolution 2/14/17

Josefina P. Enriquez. (2000). Public relations and interpersonal communication

strategies for employee adoption of human resources policies , 10/15/17.

Kotler, P. (2005). The Role Played by the Broadening of Marketing Movement in the

History of Marketing Thought. Journal of Public Policy & Marketing, 24(1), 114-116. Retrieved

from http://www.jstor.org/stable/30000565