Учебная работа по дисциплине Логистика

Реферат Marketing reflections on learning outcomes



Текст реферата Marketing reflections on learning outcomes

MRK 106 FQ VALERI OPARYCHEV
CASE STUDY
SUBJECT: MY INTERPRETATION OF THE COURSE LEARNING OUTCOMES
The purpose of this case study is to present a brief overview of the
marketing study outcomes and personal interpretation of the key points
of marketing theory covered in this course. The interpretation will be
aimed at emphasizing the practical importance of marketing today.
MARKETING: EVOLUTION AND PURPOSE
The idea of marketing must have existed for many centuries. Yet, at
the beginning it probably was not so sophisticated theory as it is
today. Because of the globalization and rapid development of
information technologies people, or market participants, have been
urged to systematize their market experience into a wellorganized
theory. In our course of study the marketing has been defined by the
term that sounds more specific: «an approach to business focusing on
satisfying customer needs and wants». To serve its key purpose, the
marketing strives to find an answer to such questions as why customers
do not or, conversely, do readily buy products offered by the sellers,
who the ideal buyers are, and what should be done to have the buyers
buy what the sellers offer. In fact, the terms «buyers» and «sellers»
are not absolutely accurate as applied to marketing. To be more
accurate, the marketing approach implies that the business activities
are centered on customer, because the concept of business here means
both profit and nonprofit organizations. So, the words «buy» and
«products», or «services», can be identified as the key terms
reflecting the idea of marketing. It should also be noted that the
words «buy» and «services» represent a wide range of services,
nonprofit activities, and behavior.
STRATEGIC IMPORTANCE OF MARKETING CONCEPT
The key points of marketing concept are customer satisfaction,
profit, and properly organized efforts to make profit through customer
satisfaction. At the same time, strategically, it is important to
understand that a business can be profitable, or successful, only if
it finds a way to satisfy customers better than its competitors. This
means, that today's business can attract customers only through
successful competition. Because of the highly competitive environment,
today it is not enough just to satisfy. The important thing is to be
better. In other words, if a business is unable to compete, it fails
to implement the key marketing ideas simply because such business will
fail to satisfy customers. Moreover, under the competitive environment
it becomes important not only to meet, but also to exceed the
customers' needs. In an organization, the role of marketing concept is
more profound: here the marketing concept implies that everyone's job
is to serve the customers directly, or to serve those who serve the
customers. For example, to contribute to profit through saving costs
or, in other words, to serve the internal customers. This idea is
especially important to emphasize in terms of the roles we may play
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