Marketing Defined
Investopedia: “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” == Official definition from the American Marketing Association, approved 2017. Product, price, place, and promotion are the Four Ps of marketing. The Four Ps collectively make up the essential mix a company needs to market a product or service. Neil Borden popularized the idea of the marketing mix and the concept of the Four Ps in the 1950s.
Wikipedia: “Recent definitions of marketing place more emphasis on the consumer relationship, as opposed to a pure exchange process. For instance, prolific marketing author and educator, Philip Kotler has evolved his definition of marketing. In 1980, he defined marketing as “satisfying needs and wants through an exchange process”, and in 2018 defined it as “the process by which companies engage customers, build strong customer relationships, and create customer value in order to capture value from customers in return”. A related definition, from the sales process engineering perspective, defines marketing as “a set of processes that are interconnected and interdependent with other functions of a business aimed at achieving customer interest and satisfaction”.”
Marvin Amm: “Probably one of the most famous quotes in marketing comes from Harvard Business School Professor Theodore Levitt: “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!” What Professor Levitt wanted to describe with this statement is just as true today as it was when he first said it. In fact it could be argued that it is indeed more true today than ever before. People want “bundles of benefits”. Your marketing mix should not be centred around your product, nor your company not even your customers. It should be centred around your customers’ needs and wants. Every product, no matter what it is, basically provides a service or a solution to a problem a customer is facing.”
Here are some more definitions compiled by Jeff Slater.
- Scott Galloway: “The act of creating value for an organization by delivering a unique message to a target audience and building a relationship with them.” He believes marketing is not just about advertising but about creating a relationship with customers and delivering value to them. Galloway’s focus on the importance of customer relationships in marketing sets him apart from many other marketing experts.
- Simon Sinek: “Marketing is not the art of finding customers, but the science of creating value for them.”
- Steve Jobs: “Marketing is not just about selling what you make, but about making what people want.”
- Jerome McCarthy: “Marketing is getting the right goods or services to the right people at the right place and at the right time at a profit.”
- Chartered Institute of Marketing: “Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably.”
For me, marketing is the art and strategy of creating a profipoly, a profits monopoly, by identifying the most valuable pool of customers for a product, and maximising revenues from them and their network. I echo this insight expressed by Fred Reichheld in his book, “Winning on Purpose”: “There is only one way to grow a business profitably. You make sure your customers are treated so well that they come back for more and bring their friends.” This should be marketing’s definition and purpose. In light of this, marketers need to rethink themselves as Chief Profipoly Officers.