The definition of marketing by Kotler et al. (2009) reflects only a part of the meaning currently possessed by this concept because international corporations manage to create the need when the product is not even launched; this happens due to the increased awareness of the people’s preferences and values (p. 7).
Marketing is often based on the values and beliefs of individuals rather than on their need of food, drinks, or clothes because they all are aimed at advertising and promoting images of successful, healthy, athletic, energetic, intelligent, attractive, and stunning persons. In this respect, the definition by Kotler et al. (2009) outlines only the area in which the interaction takes place and concepts that arise from marketing such as need, want, satisfaction, and other.
Lusch (2007) identifies three stages of marketing development whereas the third stage presupposes that the business collaborates with consumers to create the value together (p. 261). This idea supports my vision of the marketing as the process aimed at creating values and images rather than goods and services. McKitterick
( 1976, p. 19) as cited in Lusch (2007), defines the purpose of marketing as the process of making “the business do what suits the interests of the customer” (p. 263). Though this theory is partially reflected in the definition of marketing by Kotler et al (2009), I do not think that business should be adjusted to customers’ needs and preferences; neither should customers’ needs suit the business strategies and principles applied by companies.
The American Marketing Association defined the marketing in 2004 as “an organizational function and a set of processes” that are necessary for generation and communication of value with regard to its delivery to customers; also the definition includes benefits for stakeholders and the organization that is engaged into the marketing process (Gundlach and Wilkie, 2010, p. 89).
It is possible that changes in the definitions of marketing by American Marketing association happen due to a number of suggestions concerning the definition with regard to the changing landscape. As such, McCarthy’s (1960) modification included an emphasis on the customer’s satisfaction and the best ways to “accomplish the firm’s objectives” (Lusch, 2007, p. 263). In this respect, this suggestion reflected the contemporary situation in the marketing area and customer’s perception of products and firms.
The definition of marketing that [perfectly suits the new changing marketing landscape is the one generated by Howard (1957) explained in Lusch (2007): the author outlines marketing as the department that works directly with sales processes by “stimulating or generating demand” (p. 263).
I think that this definition clearly demonstrates the main functions of marketing while marketing strategies are designed to reach the goals by promoting images and values and, thus, selling goods and services that are claimed to help customers attain those promoted images and values.
The real life example, in this case, is the greatest marketing product in human history – Coca-Cola which does not advertise a refreshing drink but attempts to introduce values that can be reached with the help of this drink. I believe that Coca-Cola’s promotional campaigns are brilliant with their ads aimed at making customers see images of successful and joyful individuals who can reach an agreement, take it easy, and enjoy life without too much stress provided they take Coca-Cola.
Gundlach, G. T., and Wilkie, W. L., 2010. Stakeholder marketing: why “stakeholder” was omitted from the American Marketing Association’s official 2007 definition of marketing and why the future is bright for stakeholder marketing. Journal of Public Policy & Marketing 29 (1), pp. 89–92.
Kotler, P., Adam, S., Denize., S, & Armstrong, G., 2009. Principles of marketing. 4th ed. Frenchs Forest, NSW: Pearson Education Australia.
Lusch, R. F., 2007. Marketing’s evolving identity: defining our future. American Marketing Association 26 (2), pp. 261–268.