Marketing in modern business
Modern business is based on the marketing planning process and strategic development within the organizational structure. Nowadays practitioners and unskilled businessmen have a chance to study the peculiarities of key principles and elements involved in marketing, through business literature, providing a clear understanding of key features and skills to be developed to make profitable business operations. Marketing education is considered to be an integral part of modern economical and industrial development, as it symbolically and metaphorically clarifies all the required skills and strategies to be used in business running.
The role of curiosity
The role of curiosity in marketing thinking can be analyzed based on marketing education’s influence on the business environment. For example, Hill and McGinnis, 2007, managed to investigate the key principles of marketing aspects. It should be noted that there is a close connection between thinking and curiosity concepts having intersubstitutable characteristics; applying to thinking, people switch to curiosity at the same time.
The central task
It is clear that the central task of marketing education is considered to be the students’ adaptation to the business sphere based on principle pedagogical approaches; it is necessary to underline the fact that modern business is in the process of constant development and change, as a result, marketing forces to rapid rethinking and quick adaptation to new phenomena and approaches. A similar idea was presented in the book ‘Marketing Planning and strategy’ by Subhash, who strived to explain that curiosity role is presented as the practitioners’ ability to adapt and anticipate in business transformations; one should take into account the fact that inclination toward a change appeared to be an essential issue in modern business development. ‘A better understanding of curiosity may help us remain at the forefront of advancement and competitiveness in our ever-changing world’; this statement strives to explain the idea of business cornerstone being based on constant seek for change. (Hill, and McGinnis, 2007). The concepts of thinking and curiosity are considered to be interdependent and function in one direction; besides, the analysis demonstrated the fact that they are also interchangeable and can substitute each other through such forms, as interest, desire, inquisitiveness, and wonder. Additionally, curiosity is the creator of the thinking process in the questioning form, which discloses the depth of its nature. Marketing thinking and creative one are analyzed through various forms of questioning expressed by a willingness to explore, being the key characteristic of curiosity (Subhash, 2004).
Marketing planning
Marketing is presented as the concern and priority of every member of the customer-oriented organization. Business running and its profitable operations are closely dependant on appropriate marketing planning; it is necessary to underline the fact that relationships with customers are built on marketing expertise and strategies development. Marian Burk Wood, 2004, explained the reflection of sophisticated marketing planning process being the background of profitable customer relationships building (Wood, 2004). For example, the company Airbus, marketing aircraft to airlines on the international level, exemplifies such form of marketing planning as business-to-government; this business step allows the company to win multi-million euro orders through government and business customers. This example allows evaluating the significance of correct strategic planning in business; thus, any online company is to build strategies for profits, rather than through attractive and clever advertising campaigns. Mintzberg, 2000, underlined the idea that the modern era of industrial and technological development forces the business sphere to develop a sustainable marketing form, which means customers’ relationships maintenance under the conditions when the objectives of both parties are satisfied without any compromising abilities. One got an opportunity to understand the peculiarities and necessity to develop three-level strategic planning, comprising corporate strategy, business, and marketing ones. Marketing planning is business practice is considered to be the background of companies’ profitable growth and the development of long-term consumer value (Mintzberg, 2000).
The final stage: ‘jazzers’ and ‘readers’
The final stage to discuss is dedicated to comparative analysis of ‘jazzers’ and ‘readers’ models being built on metaphorical evaluation of their principal features and characteristics which can be applied to the business sphere. To dive into the depth of marketing planning through jazz indicators involvement, it is necessary to outline the principle characteristics uniting these two concepts. The idea of creative improvisation proves its stimulation as to the growth and development of strategic planning in a self-reflexive way. Metaphorical expression of jazz model in business sphere identifies common essential elements characterizing strategic marketing, such as flexibility, innovation, and creativity. (Noel, and Macaulay, 2003).
Jennings, 2004, stressed that marketing and jazz are daily experiments; the basic goal is concentrated on the investigation of the key message, team, and medium to reach the final aim of successful influence on customers, or listeners (Jennings, 2004). So, no musician is aware of what happens after the beginning of the play, as well as marketing operations results can not be exactly predicted. Self-mastery is the background of marketing and music interpretation; it is necessary to underline the fact that major world companies develop their business by this model, covering its basic features, flexibility, creativity, and improvisation.
References
- Hill, M. and McGinnis. 2007, ‘The Curiosity in Marketing Thinking’. Journal of Marketing Education. Vol. 29/1. Stage Publications.
- Jennings, K. 2004, What Jazz Taught Marketing.
- Mintzberg, H. 2000, ‘The rise and fall of strategic planning’. Pearson Education.
- Noel, D. and Macaulay, M. 2003, ‘Jazz and Marketing Planning’. Teesside Business School. UK.
- Subhash, J. 2004, ‘Marketing Planning and strategy’. South Western Pub. Pp. 935.
- Wood, M. 2004, ‘Introduction to Marketing Planning’. University of South Australia. Prentice Hall/Financial Times.