Marketing is one of the most important business processes which helps to connect a business and the end consumer. A business, part of it, or its connection with others, can be represented by some suitable system that may culminate in a physical replica, chart, flow diagram, series of equations, simulation model, or just a concept. Following Perreault et al (2008) marketing can be explained as a process focused on a product or service delivered to the end consumers. It is the matching process between the needs and wants of customers and market proposition. While stressing coordination, it also recognizes conflict and competition among units, the necessity for subsystem concessions, an the fact that resources must be used to maintain the system itself as well as to attain goals. For instance, Toyota’s marketing managers have the major responsibility of recognizing the relationships among the elements of the systems.
Bearden et al (2004) marketing is the process of moving people closer to making a decision to purchase. The must comprehend their potential combinations, and coordinate and integrate business factors so that goals are achieved effectively. To a large extent the adoption of a systems perspective depends on the individual manager and his perception of the factors of variability in the system, the interaction of inputs, and the predictions of outputs resulting from the inputs. Marketing activities of McDonald’s vividly portray that the role of marketing is to fulfill the needs: fats and cheap food at the shortest period of time. Following Kotler and Keller (2005) underline that “marketing is both an “art” and a “science – there is a constant tension between the formulated side of marketing and the creative side” (p. 3). Guinness (beer marketer) creates innovative and unique campaign aimed to attract attention of potential consumers. Creativity is reflected in approach to marketing while science shapes the campaign.
I suppose that marketing is a process aimed to analyze wants and needs of consumers and propose them products and service which fulfill these needs. Large systems are comprised of several management systems. Marketing is responsible for designing and directing a total system of marketing action to achieve predetermined objectives. Coordinancy is applied directly to implementation of the marketing mix where advertising, personal selling, product development, physical distribution, channels, pricing, sales promotion, and other marketing factors are integrated to achieve the desired impact on the market place (Kotler and Keller 2005). Marketing operations are differentiable, a marketing system may be recognized. When marketing activities are distinguishable and unique, and cannot be managed effectively within existing operating systems, they are perceived as separate systems.
Then a system external to existing systems is required to control and service these activities. A major requisite of effective marketing systems is the existence of complex intelligence networks, including multiple forecast and feedback loops. Forecast loops may be viewed as providing information about the future derived through predictive processes (Bearden et al 2004). The actual system is depicted by the combination and integration of marketing inputs into a product and service mix, a distribution mix, and a communications mix that form a cohesive whole — a marketing mix. This mix is designed to meet the requirements of specific marketing segments or to develop a customer-prospect mix. Favorable purchasing reaction helps to achieve company goals. Marketing must constantly adjust to meet changes in the marketplace. Communications and feedback help link the system together (Kotler and Keller 2005). It indicates that corporate welfare and consumer satisfaction are brought together through a network of actors and actions. The assessment of opportunity, planning and programming, and the organization and control of marketing, must be undertaken to develop and manage the micro system.
References
Bearden, W. O., Ingram, Th. N., LaForge, L.W. (2004). Marketing, Prentice Hall.
Kotler, Ph, Keller, K. (2005). Marketing Management. Prentice Hall.
Perreault, W.D., Cannon, J.P., McCarthy, E.J. (2003). Marketing: Principles and Perspectives. McGraw-Hill/Irwin; 4 edition.