Everyone talks about marketing, but what is it really? Some people think that marketing is when those pushy salespeople at the mall try to stop and sell you something that you don't want. Others would say that Marketing is all those infomercials that run throughout the day. While those ideas are a glimpse of what marketing is all about, the American Marketing Association adopted this definition in 2004:
" Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders."
Marketing is essentially about meeting the diverse needs of a group of people. The word stakeholder refers to sellers, buyers, investors and even community residents. It is not always an easy task to satisfy such an array of people. However, the consumer, who is the ultimate user of the good or service, should be looked at as the proverbial "King" or "Queen". Thus stems the saying/policy used by many organizations---THE CUSTOMER IS ALWAYS RIGHT. Without customer service many successful organizations would not be in operation today. The first step to satisfy customer needs, is for marketing professionals to identify them.
While customer service is extremely important for marketing success, it is crucial for marketing professionals not to forget about the fact that the seller has needs too--yielding revenue, staying in production, and taking pride in the sale of the top quality goods and services.
Source: Real people, Real choices 5e. Solomon, Marshall, Stuart.
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