Marketing Approach, Marketing Rhetoric Reality Businesses' (Drucker, Essay

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marketing approach, marketing rhetoric reality businesses' (Drucker, 1973: 64). Critically evaluate extent marketing rhetoric reality organization.

Marketing in Organizations

The competitive business environment determines companies to increase their efforts in developing successful marketing activities. The statement made by Drucker regarding the fact that marketing is rhetoric rather than reality in many businesses has little application in the current market environment. This is because the theory and practice of marketing have significantly developed since Drucker made this statement.

There are several definitions of marketing. The American Marketing Association defines marketing as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers (Blythe, 2006). Marketing is defined by Philip Kotler as the science and art of exploring, creating, and delivering value in order to satisfy the needs of targeted customer segments (Kotler & Armstrong, 2009). Another definition of marketing refers to marketing as the messages and actions that determine messages and actions (Business Dictionary, 2012). Marketing is also considered the activities developed by companies in order to communicate their value and to sell their products and services (Hunt, 2010). In addition to this, marketing is considered a business strategy that includes research, targeting, communications, and others.

It is obvious that marketing has numerous definitions. There are several different approaches to marketing and they depend on the points-of-view used in developing them. Based on these definitions, marketing does not only seem to be applied by companies and business, but also by individuals. This can be observed in different types of relationships between individuals, where they need to communicate something, to reveal their value, or to persuade others into approaching them.

It is difficult to state that most companies do not approach marketing as a reality. Basically, they cannot not develop marketing activities. Marketing also means placing an ad in a bus station, calling customers to inform them about the company's offers, developing products that sell. The business development process is based on marketing activities. Individuals develop a business where they produce or sell something because they have observed that there is market demand for the product or service in case. This means that some form of marketing research has been performed.

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The product that the company must sell requires certain packaging that is in accordance with customers' needs and preferences. The packaging activity is included in marketing activities. Most products are sold in packages. This means that most companies develop marketing activities. Therefore, the issue is not whether marketing is rhetoric or reality for most businesses, but the level f development of companies' marketing activities.

The marketing activities developed by companies can be simple and basic, they can be advanced, and they can be sophisticated. The level of development of companies' marketing activities is influenced by several factors. The most important factors of influence on these activities are represented by the education and knowledge of manages and employees in these companies, the financial performance of these companies, their size, activity, and objectives.

In order to develop complex marketing activities, or to require specialized companies to develop them, companies' managers must have certain knowledge in this field. If these managers do not have the required knowledge they cannot be able to determine companies' needs. In addition to this, they cannot evaluate the developed marketing strategies. In situations with managers with important knowledge in this field the marketing strategy is complex and refers to numerous activities that are oriented towards different objectives.

The financial performance of companies is another important factor that determines the level of complexity associated with the marketing strategies they develop. In other words, companies with strong financial performance can invest in developing complex marketing strategies. They are able to invest in their research and development process, which allows them to develop innovative products. The process of innovation addressed by such companies helps them benefit from strong positions on the market. They can invest in the design of their products in order to attract customers with this issue also. They can also invest in advertising of their….....

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