Todays Definition of Marketing. Has It Changed?

With the continued proliferation of the Internet, the meaning of the word "marketing" also seems to proliferate. Cyberspace has opened up a whole arena of new marketing technologies, techniques, and twists. Amidst the online exuberance, it seems each online marketer or salesperson changes the definition of marketing to suit his or her preference.

Many times, ill-conceived notions and perceptions reduce the meaning of the word "marketing" to a shadow of it's true self. Many see marketing as a series of tactics or gimmicks. Some define marketing as pyramid programs and the like. Others treat the words "marketing" and "sales" or "marketing" and "advertising as synonymous. None of these adequately convey the definition of marketing.

Different Marketing Definitions

Along with all of the new terminology, new techniques, and new twists the Internet has brought us, it has also opened opportunities for misguided notions about the definition of marketing. While the above definitions describe different facets or definitions of related terms, they do not convey the much broader process that is truly marketing. By taking a look at some dictionary and trade definitions of marketing we can get a better feel for what marketing is truly about:

American Marketing Association Definition

The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. (Note 1)

American Heritage Dictionary's Definition of Marketing

The commercial functions involved in transferring goods from producer to consumer. (Note 2)

Merriam Webster's Marketing Definition

1 b: the process or technique of promoting, selling, and distributing a product or service. 2: an aggregate of functions involved in moving goods from producer to consumer. (Note 3)

Marketing Definition From MSN Encarta Dictionary

The business activity of presenting products or services to potential customers in such a way as to make them eager to buy. Marketing includes such matters as the pricing and packaging of the product and the creation of demand by advertising and sales campaigns. (Note 4)

Note the phrasing: "The process," "functions involved," "process or technique," "an aggregate," "the business activity." These all get to the heart of the definition of marketing.

As a process, there are certain foundations of marketing that will never become obsolete. We still have products, services, and ideas to sell at some price. We deliver to our customers via some means of distribution. We promote and we advertise. Those are the basics. Those basics still exist and always will.

If The Marketing Definition Hasn't Changed, Then What Has?

What has changed is the business environment. Companies compete with more efficient technologies. Customers have better access to their cost options and they communicate to each other in ways not conceivable in the pre-Internet age.

In some industries, the Internet has lowered the cost of entry so that entrepreneurs -- many times from a home office -- have entered the competition. The changes in competitive environment are numerous. What have also changed are marketing strategies and the marketing programs we have available to implement those strategies.

These have changed, but the basic marketing definition has not. Superior marketing is and always has been analysis, then action. It is strategy development, then logical and thought-out tactical implementation. It is the way to customer satisfaction and increasing profit.

The steps to successful marketing and implementation include:

1) Analyzing your customers and the business environment in order to

2) identify key opportunities to better and more profitably meet customer needs,

3) figuring out how to act on those opportunities, and then

4) implementing your plan.

The process doesn't have to be cumbersome. Five-year plans and novel-length documents are not required. The logic of the action is what is important.

By applying the basic marketing process, rather than a tactic here and a technique there, your chances of success skyrocket.

Notes: 1. http://www.marketingpower.com/live/mg-dictionary.php

2. The American Heritage® Dictionary of the English Language, Fourth Edition. Copyright © 2000 by Houghton Mifflin Company. Published by the Houghton Mifflin Company. All rights reserved.

3. Merriam-Webster Online, http://www.m-w.com/cgi-bin/dictionary

4. http://encarta.msn.com/encnet/features/dictionary/dictionaryhome.aspx

About The Author

Bobette Kyle draws upon 12+ years of Marketing/Executive experience, Marketing MBA, and online marketing research in her writing. Bobette is proprietor of the Web Site Marketing Plan Network http://www.WebSiteMarketingPlan.com and author of the marketing plan and Web promotion book "How Much For Just the Spider? Strategic Website Marketing For Small Budget Business, http://www.howmuchforspider.com/TOC.htm .

Copyright 2002 - 2004 Bobette Kyle. All rights reserved.

In The News:


pen paper and inkwell


cat break through


To Swag or Not to Swag: Tip to Brand Your Tchotchkes on a Shoestring

It's interesting to see how resourceful people become when starting... Read More

The Biggest Needle In The Haystack

Hello everyone! Have you ever been curious about something, and... Read More

Dear Friend: Dont Start Your Non-For-Profit Fundraising Letters As A Stranger

Dear Friend:Don't do it.Don't start your fundraising letters with "Dear... Read More

Marketing And Patience

"Get your positioning and your programs implemented properly, and the... Read More

Networking Basics Turn Yourself Into A Profit Making Giant

I would like to introduce you to one of my... Read More

Marketing: Can I Trust You?

We live in an unprecedented era of communication. Because of... Read More

People Pleasing Postcards

Why are more businesses turning to full-color postcards as a... Read More

Another Commercial? Dont Touch That Dial! Watch & Learn

When commercials come on the television do you get up... Read More

Your Plan For Marketing Success

The most important, yet overlooked aspect of marketing is an... Read More

Take The Test: Does Your Marketing Copy Sell?

Your marketing materials must grab your prospect's attention long enough... Read More

Why Doubling Your Fees Can Increase Business: How Pricing Affects Buyers Decision Making Process

Want to know the simple way to get all the... Read More

Measuring the Return on Your Direct Mail Investment

In direct mail lore, there's a rule stating that you... Read More

Encouraging Contact

The small time promoter has to work hard and on... Read More

The Money Making Secret of The Toll Booth Position

I'm a marketing consultant and at one of my client-companies,... Read More

Sage Advice from a Marketing Expert!

An international hair-cutting chain opened a new store directly across... Read More

Whats Your Marketing Attitude?

Entrepreneurs pay a lot of attention to the mechanics of... Read More

Laws of Marketing ? The 10 Immutable

Most marketers believe that anything is achievable if you are... Read More

Top Web Site Blunders by Coaches, Consultants and Experts

Of all the web sites belonging to coaches, consultants and... Read More

The Real Marketing Genius

I spend a lot of my time reading books and... Read More

Marketing Miracles - Do They Just Happen?

A simple answer to that is: Yes, Marketing Miracles happen!... Read More

For Market Breakthroughs, Put Timing on Your Side

In today' s marketplace, the pressure for immediate bottom-line results... Read More

Its Not All about the Cleavage! Or is It?

Times are a changin'! More women today work outside the... Read More

2 Great, Free Techniques to Get Customers to Come to You, Not the Other Way Around

Here is a powerful tip on how to substantially increase... Read More

Customers: The Key To Successful Marketing

How well do you know your customers?What is the primary... Read More

Marketing Lessons From TV?s The Apprentice

Can we actually learn a marketing lesson from reality TV?... Read More

Hold Onto What Youve Got

You probably spend a great deal of your time looking... Read More

10 Reasons Why Businesses Fail at Marketing.

1) They don't fully understand it.Perception: Marketing is advertising. Reality:... Read More

Your REALTOR® Marketing Plan

The steps to creating an effective marketing plan begin with... Read More

Effective Lead Generation

How to Gain your Prospective Clients' Attention and Generate the... Read More

Build Lifelong Networks With Your Own Barter Group

I don't know if you have ever seriously considered bartering.... Read More

The Magic of Using Booklets for Tradeshow Giveaways

Candy, squeeze balls, pens, and key chains -- these provide... Read More

How Much Is Your Popcorn Worth? Powerful Lessons In Marketing & The Psychology Of Selling - Part 2

NB: You can read part one here: ... Read More

Client or Customer? There Really Is A Difference

Some people use the words "client" and "customer" interchangeably or... Read More