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The Social Perspective of Marketing (II)
ben.atuma@yahoo.com
Marketing is not just the selling of goods and services. It is not exclusive to
business enterprises. Earlier descriptions based on these notions might have been
adequate descriptions of marketing during the formative stage of the field of
study or the practice. Today, there is a paradigm shift—a shift in thinking and
conceptualization of marketing.
A number of authors capture this idea succinctly. Pride and his colleagues, for
example, see marketing as consisting “of individual and organizational activities
aimed at facilitating and expediting exchange within a set of dynamic
environmental forces.” In the same vein, Kotler and Armstrong define
marketing as a social and managerial process by which individuals and groups
satisfy their needs and wants through creating, offering and exchanging products
of value with others. These are conceptualizations that should provoke your
interest.
In line with the direction of this discourse, the commodity of the exchange (or
more correctly the product) can be a good, service, an idea, a person, cause,
doctrine, or place. That is, marketing can take place anytime an individual or
organization strives to exchange something of value with another individual or
organization. It should be underscored that this exchange can occur “deliberately
or otherwise,” and the value or consideration for the commodity can be
economic or non-economic. The following illustration will shed more light.
In addition to earlier illustrations in the first part of this article, you also
participate in a form of marketing when you vote, donate to charities, prepare
your resume, and when you attend conferences and give talks. Similarly,
organizations also are involved in marketing. When the Federal Ministry of
Health warns that “Smoking is Dangerous to your Health….” It is marketing or
propagating a cause. States and governments too, use marketing to attract
investors and tourists.
In the foregoing, the exchange in which marketing is meant is in the offer of
something of value. And what is of value is in the minds of the beholders—the
prospect and the marketer. A marketer is someone who initiates an exchange
process. The other party is called a prospect. Now that marketing could be
seen to place daily in our lives, because we must interact with people irrespective
of the career we decide to pursue. What can you do to make lasting positive
impressions? What can you do to make your self more marketable?
One way is to accentuate your strengths; to raise your profile and achieve
visibility. It sounds simple, isn’t? Perhaps, yes, but requires some sustained
effort. The process of marketing your self is akin to the process of growing a
garden. Having a viable seed and fertile ground are not just enough! You must
nurture the seedling until it becomes a successful plant. To market yourself
successfully, you must work on your values, belief systems and goals.
I hope that this article will generate debate. As always, I look forward to your
letters, comments, and feedback. Read part 1
Welcome comments ben.atuma@yahoo.com
ben.atuma@yahoo.com
Marketing is not just the selling of goods and services. It is not exclusive to
business enterprises. Earlier descriptions based on these notions might have been
adequate descriptions of marketing during the formative stage of the field of
study or the practice. Today, there is a paradigm shift—a shift in thinking and
conceptualization of marketing.
A number of authors capture this idea succinctly. Pride and his colleagues, for
example, see marketing as consisting “of individual and organizational activities
aimed at facilitating and expediting exchange within a set of dynamic
environmental forces.” In the same vein, Kotler and Armstrong define
marketing as a social and managerial process by which individuals and groups
satisfy their needs and wants through creating, offering and exchanging products
of value with others. These are conceptualizations that should provoke your
interest.
In line with the direction of this discourse, the commodity of the exchange (or
more correctly the product) can be a good, service, an idea, a person, cause,
doctrine, or place. That is, marketing can take place anytime an individual or
organization strives to exchange something of value with another individual or
organization. It should be underscored that this exchange can occur “deliberately
or otherwise,” and the value or consideration for the commodity can be
economic or non-economic. The following illustration will shed more light.
In addition to earlier illustrations in the first part of this article, you also
participate in a form of marketing when you vote, donate to charities, prepare
your resume, and when you attend conferences and give talks. Similarly,
organizations also are involved in marketing. When the Federal Ministry of
Health warns that “Smoking is Dangerous to your Health….” It is marketing or
propagating a cause. States and governments too, use marketing to attract
investors and tourists.
In the foregoing, the exchange in which marketing is meant is in the offer of
something of value. And what is of value is in the minds of the beholders—the
prospect and the marketer. A marketer is someone who initiates an exchange
process. The other party is called a prospect. Now that marketing could be
seen to place daily in our lives, because we must interact with people irrespective
of the career we decide to pursue. What can you do to make lasting positive
impressions? What can you do to make your self more marketable?
One way is to accentuate your strengths; to raise your profile and achieve
visibility. It sounds simple, isn’t? Perhaps, yes, but requires some sustained
effort. The process of marketing your self is akin to the process of growing a
garden. Having a viable seed and fertile ground are not just enough! You must
nurture the seedling until it becomes a successful plant. To market yourself
successfully, you must work on your values, belief systems and goals.
I hope that this article will generate debate. As always, I look forward to your
letters, comments, and feedback. Read part 1
Welcome comments ben.atuma@yahoo.com
| Scholar Oasis by Ben Atuma |