Defining Marketing Paper 1

Defining Marketing Paper Tia London-White MKT 421 July 4, 2011 University of Phoenix John Mullins

Marketing can be defined in many ways. Marketing is the process of creating and distributing

Defining Marketing Paper 2 of a visual product that attracts customers to purchase the product for personal or business use. Marketing is the performance of activities that seek to accomplish an organizations objectives by anticipating customer or client needs and directing a flow of need satisfying goods and services from producer to customer or client (McCarthy, 2009). Marketing plays a big part of economic growth and development because marketing research brings on new ideas, goods and, services. When a company gives the customers new and improved products and services, the profits go up allowing them to higher more workers. This form of marketing affects the standard of (McCarthy, 2009). According to the American Marketing Association, AMA, marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large (AMA, 2007). Marketing is important to companies because it allows customers to see the products and services available. It leads to good and fair competition between companies that have national name brand products and gives the customers a sense of trust. Good marketing generates revenue for most companies and increase earnings. Using advertising, a level of marketing, persuades television, newspaper, and on-line sales. Internet writing, has become the latest and best form of marketing. Online marketing has become a multi-billion dollar industry. Perhaps realizing the most important existence of marketing is recognizing that there is continued competition in the market. Without marketing, companies would be able to get away with controlling the market. These companies would govern the prices and create a monopoly over the product. Benefits of incorporating marketing into the sales function: If marketing on a product or service is integrated into sales properly (e g., marketing to a target demographic), consumers will require less persuasion to consume the product or service (McCarthy, 2004). Additionally, the marketing function can decrease operating expenses and may also define a customers needs and wants, which in turn, may decrease costs, overcome discrepancies of quantity and assortment, spatial separation, separations in time, information, values, and ownership

Defining Marketing Paper 3 (McCarthy, 2004). For many years, McDonald's has used advertising. Like the company it has become, McDonald's is a part of the customers values, cultures, and communities. McDonald's has used its commercials to show how a person's day will definitely be made with a trip to the Golden Arches and not just focusing on the products. This "image" or "reputation" advertising has become a trademark of the company and created many memorable television moments and themes, including (McDonald's Canada, 2010) : McDonald's is Your Kind of Place (1967) You Deserve a Break Today (1971) We Do it All for You (1975) Twoallbeefpattiesspecialsaucelettucecheesepicklesonionsonasesameseedbun (1975) You, You're The One (1976) Nobody Can Do It Like McDonald's Can (1979) Renewed: You Deserve a Break Today (1980 & 1981) Nobody Makes Your Day Like McDonald's Can (1981) McDonald's and You (1983) It's a Good Time for the Great Taste of McDonald's (1984) Good Time, Great Taste, That's Why This is My Place (1988) Food, Folks and Fun (1990) McDonald's Today (1991) What You Want is What You Get (1992) Have you Had your Break Today? (1995) My McDonald's (1997) Did Somebody Say McDonald's (1997)

Defining Marketing Paper 4 We Love to See You Smile (2000) There's a little McDonald's in Everyone (2001) - Canada Only i'm lovin' it (2003) Speedee, was McDonald's first advertising mascot. In the 1950's and the beginning of 1960s, McDonald's restaurants, which were drive-in during those times, were red and white with a Golden Arch on both sides of a draped down roof. Other restaurants started recognizing McDonald's by its Golden Archesof which replaced Speedee in 1961. Although the Golden Arches have gone through transformations over the years, it still has remained the main marketing tool in advertising for McDonald's (McDonald's Canada, 2010). At first, local franchisees focused all of their energies on marketing within their own communities, primarily in print advertising (McDonald's Canada, 2010). Television became popular as McDonald's grew around the United States and Canada in the late 1960's (McDonald's Canada, 2010). McDonald's marketing team realized that local advertising was not moving as fast as the company was growing, as a large North America fast food chain with a single brand identity (McDonald's Canada, 2010). McDonald's started a fund in 1967. The purpose of the fund is to take a part of the company's sales and pay them toward national advertising interests (McDonald's Canada, 2010). McDonald's was able to start television advertising by using its resources.

References

Defining Marketing Paper 5 American Marketing Association, AMA, 2011. retrieved from http://www.marketingpower.com/AboutAMA/Pages/DefinitionofMarketing.aspx McDonald's Canada, 2010. retrieved from http://www.mcdonalds.ca/en/aboutus/marketing_themes.aspx Perreault, W., McCarthy, E. (2004). Basic Marketing: a global-managerial approach. Chapter 1: Marketings Value to Consumers, Firms, and Society (15th ed). Perreault, W., McCarthy, E. (2009). Basic Marketing: A Marketing Strategy Planning Approach, (17th ed). Chapter 1: Marketings Value to Consumers, Firms, and Society.