Define Marketing

WHAT IS MARKETING

2006

At its simplest , marketing is the liaison between a producer of goods or services and a

consumer of goods and services . The American Heritage Dictionary defines this liaison as

commercial functions involved in transferring goods (2000 , and the website MOTI further

clarifies these commercial functions ' as activities such as market research , strategic decision

making , promotion , and distribution (2006 . According to the American Marketing Association

the purpose of these functions is three-fold : create , communicate , and deliver a message of value

to consumers (2004

. If marketing is indeed a liaison consisting of creation and communication

then what concept lies at the core of this definition

At first glance , one might wonder why the field of marketing is a popular destination for many psychology majors . After all , what could Coca-Cola and studies of the human mind possibly have in common ? For hundreds of researchers throughout history , the answer is .more than we could ever realize . Why do we buy most products ? It is certainly not because we need them . What basic need are we fulfilling with that hundred dollar pair of shoes or that pricy picture ? We may not satisfy our need for food or drink , but with every purchase we make we are speaking to the powerful feelings which hold us in their sway : desire love , anger , fear , sadness , and so many more . As human beings , we are differentiated from most animals by one undeniable aspect - emotion Whether we like to admit or not , emotions govern a large part of our existence , including our purchasing habits . And while most marketing executives may not use the more fantastical forms of emotional manipulation such as subliminal messages , any expert will agree that the psychological understanding of individuals and societies is not merely important - but essential - to marketing success . Perhaps the best way to illustrate the core principles of marketing - effective analysis and empathetic communication - is to briefly explore the successful marketing strategies of two diverse organizations : Procter Gamble and MoveOn .org

Procter Gamble has gained a reputation in the marketing world for its unparalleled marketing and research abilities . For years , the conglomerate has relied on top-secret focus groups and test markets to create unique branding identities for its numerous products . These measures have earned Procter Gamble a vote as the best marketer of the 20th century . Procter Gamble moves millions of products each year ranging from toothpaste to laundry detergent to coffee . As one top executive in the company says , We were the biggest shouters (Warner 2001 . However , now the organization faces the challenges of an increasingly technological 21st-century . Could its companies affectively meet the challenges of a more sophisticated consumer culture while maintaining a top spot in the advertising world

The answer to this question seems to be a resounding yes . Procter Gamble recently put its websites under a massive facelift . Why ? The very focus groups the organization had relied on for so long indicated a change was needed . While the organization had been a presence on the web...