Definition of Marketing and Marketing Mix

Definition of merchandise and market motleyApplication of the merchandising mix is no longer relevant for contemporary approaches to merchandising. selling mix, as a part of selling strategy, may affect the performance of angiotensin converting enzyme company. However, as to whether it still plays an important role in the contemporary trade, many an(prenominal) an(prenominal) scholars and academics have various views, and some of them regard it as controversial, see Grnroos 1994, McCarthy 1960, Kent 1986 for to a greater extent detail. Based on the previous analysis, this essay mainly discusses the relevance of the selling mix consumptiond in devil certain contemporary approaches- guests merchandise, and descent market as the limitation study of this essay.The Definition of Marketing and Marketing MixIn piece to have a see the light cerebration on marketing mix, kickoff of alone, the concept of marketing should be discussed.As reported by Keith Blois (2000, p.517), the Ameri give the gate Marketing Association (1985) makes a ratiocination of defining marketing as the put to work of mean and executing the conception, price , promotion, and distri besidesion of ideas, goods and services to create and satisfy individual and organizational objectives and UKs undertake Institute of Marketing(1996) defines the marketing as the management process of planning, anticipating and satisfying customer requirements profitably. In general, these two definitions strain on the transaction approach in marketing quite than descent marketing, which the latter one plays a much important role in at a timeadays marketing approach. As support by Philip Kotler and Gary Arm stiffs (2007, p.5), marketing definition is the process of creating jimmy for customers and build strong customer relationships in order to capture value from customers in return. This is as well the reason of choosing customers marketing and relationship marketing as the main contemporary approach to discuss in latter parts of this article. After the manikin out the definition of marketing, thus it seems necessary to draw a clear picture of what marketing mix refers to, for the reason that many scholars and academic now have diametrical views whether it should be change into 4C, or 4R, or bestow more(prenominal) Ps. Neil Borden (1975) who may first create the term marketing mix, and make a list of 12 subdivisions as the components within marketing mix, which can be divided into 4 categories, namely, consumer attitudes and habits, trade attitudes and methods competition and government control. as explicated by Baker (2007, p.328). He also discusses many types of classifying the particles of marketing mix, for examples the Albert Freys two dimensions (1961), threefold classification of Lazer and Kelley (1975) and Lazer et al (1973) and a four- steering classification of Lipson and Darling (1971), besides he prefers the idea of 4Ps-product, price, pl ace and promotion as refer to marketing mix, which firstly proposed by McCarthy (1978). As Baker (2007) points out the 4Ps model simplifies the way to make a clear structure as a total for marketing managers and guide them to achieve a certain task. Philip Kotler and Gary Armstrong (2007) define the marketing mix as the set of controllable, tactical marketing tools (p.50), in order to get the feedback of the certain markets, and regard the 4Ps as marketing mix. Moreover, according to David wholesaler (2001), The strength of the 4Ps approach is that it represents a memorable and practical framework for marketing decision-making and has proved useful for case study analysis in fear schools for many years. Therefore, as 4Ps-product, price, place and promotion, atomic number 18 still widely recognized by worldwide scholars as marketing mix, this article will use 4Ps to discuss its relevance of contemporary marketing approach.The Relevance to Customers MarketingThe victimisation of the marketing approach and recent technology facilitate the customers to get more chances to be evolved in commercial activities, business communications and collecting information from the internet. Thus, the customer becomes more sophisticated to serve, as E. Constantinides (2006, p.413) illustrates that many researchers agree that modern consumer is demanding, individualistic, involved, independent, better informed and more critical (Capon and Hulbert 2000 Lewis and Bridger 2000). In this case, the marketers need to focus on the individual needs and wants and make the service personalized rather than carrying out the traditional marketing approach as mass marketing. For example, a famous cosmetic band Biotherm makes its products different according to the local markets. A product called corrective make-up base which have four different colors and SPF25 can all be exchange in a China. Although it is more related to global marketing, but to some extent, the product is sold bas ed on the local customers need-the skin of Chinese is more medium than European country. Another example is Dell Computer Company, which is more sign up on customizing their products. The company tries very hard to collect as many choices as possible for every single consumer, in order to bet their personalized needs. However, when look into the marketing techniques used by both companies, they all emphasize on customer or consumers needs as the first principles, and it is obvious that marketing mix-product, price, place and promotion, do not contain the element of customer. And according to E. Constantinides (2006), Robins (1991) pointed that 4Ps model of marketing mix concerns the internal elements too much, instead, the international elements such as Customers, Competitors, Capabilities, Company should be also taken into consideration. And Kotler (1984) advocated that as part of marketing strategy, some external and uncontrollable environmental factors are needed to include in the marketing mix, namely, Customers Environmental variables Competitive variables. As discussed above, it indicates that, in customers marketing, the markers should think more about how to satisfy their customers, rather than provided focus on the product itself. In other words, markers should do something for the customer instead of to them and be more customer-oriented. Today, consumer is no long the one who middling buy the mass products, but the one who personalize the products by themselves and plane push forward the one companys creativity. Besides, customers marketing requires more consumer interactivity. As argued by Doyle (1994), and Yudelson (1999) in E. Constantinides (2006), that to get higher value is not as the only purpose to consumer, but they also want to affect on the process of communicating. In this case, the 4Ps marketing mix seems not as relevant to the customers marketing as to other marketing, like transactional marketing.The Relevance to kinship Mark eting turn over Gummesson (2008) defines relationship marketing as an approach to develop long-term trustworthy customers and thus increasing profitability. And he even develops 30R (relationship) to elaborate the core concept-relationship, internet and interaction. Gronroos (1994) argues that the 4Ps model marketing mix is much more clinical approach, suppressive and obsolete, which also makes the buyer a passive part rather then an active part as it should be.Patterson andWard (2000) in E. Constantinides (2006, p.417) illustrate that 4Ps Marketing Mix has a clearly offensive character because the strategies associated to the 4Ps tend to be function-oriented and yield oriented. In order to solve the problem caused by 4Ps, he advocates the dialect should be in managing valued customer relationships, and proposes new Cs, namely, Communication Customization quislingism and Clairvoyance.From the above statement, it is clearly that the limitation of 4Ps marketing mix in relationship marketing. The 4Ps marketing mix is lack of customer orientation, either in interactional communication or in satisfying the consumers needs. Gronroos (1994) even pointed out that the marketing paradigm will eventually shift to relationship marketing rather than marketing mix management. It seems that the function of 4Ps marketing mix in dealing with customers marketing and relationship marketing is limited. It may due to the following reasonsFirstly, marketing mix is mainly coping with transaction marketing, which is product-oriented, as it is focus on mass markets. As Gronroos (1994) demonstrates that 4Ps model was indeed originally developed for consumer package goods marketing where transaction marketing is most appropriate.Secondly, marketing mix is as the dominating marketing function in transaction marketing, but good plays a supportive role in customers marketing and relationship marketing.Finally, comparing with customers marketing and relationship marketing, in trans action marketing, customers are more sensitive to the price, as the former one may add additional value to the product, to some extent can fulfill other needs of consumers.So does 4Ps marketing mix really irrelevant to contemporary approach to marketing?Not exactly. As the article just picks up two main marketing methods to discuss, so the conclusion is too earlier to draw.However, when Philip Kotler and Gary Armstrong (2007) mentioned about the marketing mix, they indicated that it is better to consider the buyers or consumers view, so they advocate 4C-customer solution, customer cost, public convenience and communication, should be thought firstly, then build 4Ps on the basis of 4C, in that case, it will be more successful.Besides this, as discussed above that the marketing mix also supports the interactive marketing as in customers marketing and relationship marketing, so in conclusion, 4Ps is still relevant to the contemporary marketing, but at the same time, we should give pri ority to the customers wants and the peoples needs.Bibliography1. AMA Board Approves New Marketing Definition, Marketing News, 1 March 1985.2. Christian Grnroos. 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