BOLA: Marketing and Business Strategy

Marketing: a Business Opening Learning Archive Resource

Contribution to BOLA by Charles Dennis E-Mail

Marketing and Business Strategy

Is Marketing a separate, 'add-on' function to a business?

A survey published in "Marketing Business' November 94 attempts an answer. Chief Executives were asked:

'Do you consider that marketing is a separate department or activity?'

Education	56%
Public Sector	45%
IT Sector	41%
Charities	38%
Fast Moving Consumer Goods (FMCG)	17%

In organisations such as FMCG, where the use of marketing is most advanced, the overwhelming majority consider that marketing is not an 'add-on' but rather, either:

Integrated into the daily working of the organisation
or
An attitude of customer orientation running throughout the organisation

What is Marketing?

There are many definitions, but one of the most popular is that preferred by the Chartered Institute of Marketing:

"The management process responsible for identifying, anticipating and satisfying customers' requirements profitably'

A number of authorities share this view which focuses on:

Customer Satisfaction
and
Profit

'In this context "profitable" is not used in the accounting sense, but as a wider measure to show that both parties feel they gain benefit from the exchange'

[Adcock et al, 1995]

This is page 1 of a 3 page document.
2 = 'The Marketing Concept'
3 = 'The Marketing Mix'

URL http://www.bola.biz/marketing/index.html

BOLA is maintained and developed by C Jarvis