More Marketing Definitions

Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.

Kotler.

Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably.

The Chartered Institute of Marketing (CIM).

The right product, in the right place, at the right time, at the right price.

Adcock.

Marketing is essentially about marshalling the resources of an organization so that they meet the changing needs of the customer on whom the organization depends -

Palmer.

Marketing is the process whereby society, to supply its consumption needs, evolves distributive systems composed of participants, who, interacting under constraints – technical (economic) and ethical (social) – create the transactions or flows which resolve market separations and result in exchange and consumption.

Bartles.

Marketing is not only much broader than selling, it is not a specialized activity at all It encompasses the entire business. It is the whole business seen from the point of view of the final result, that is, from the customer’s point of view. Concern and responsibility for marketing must therefore permeate all areas of the enterprise.

Drucker.

This customer focused philosophy is known as the ‘marketing concept’. The marketing concept is a philosophy, not a system of marketing or an organizational structure. It is founded on the belief that profitable sales and satisfactory returns on investment can only be achieved by identifying, anticipating and satisfying customer needs and desires.

Barwell.

The achievement of corporate goals through meeting and exceeding customer needs better than the competition.

Jobber.

Implementation of the marketing concept [in the 1990's] requires attention to three basic elements of the marketing concept. These are: Customer orientation; An organization to implement a customer orientation; Long-range customer and societal welfare.

Cohen.

What ever the experts definition you prescribe to or choose to follow you should always remember the following:

1. Your communications should be focused on the needs, wants, desires or problems that you can help to deliver, solve and supply for your key audiences or customers.
2. The very essence of these messages must be worked into every part of your organisation or business clearly demonstrating that you do what it says you will do every time an audience member or customer comes into contact with you.
3. It should never stay stagnant, but evolve with the changes in your market place and the world at large, ensuring that it keeps in-line with your customers or audiences needs, wants, desires and problems of the present, not yesterday.
4. Marketing is not just a profit driven exercise but a way for any individual or group to assemble a group of followers that share the same ideals or vision, whether its from a business or social perspective so don’t let its historical nature drive the perceived outcome, instead focus on principals that work and deliver you a desired result, what ever that is.

Why not share with us which definitions you’ve prescribed too in the past and why they have worked for you or not ?