Marketing has often been considered as a practice which consists of manipulating, and also deceiving the targeted audience. Apart from this, it is also accused of focusing too much on the consumer products only; giving a competitive edge to large companies; such as Coca-cola, Nike, and the likes (Quelch, 2009). The extent to which such allegations are true is certainly worth pondering. The success of marketing has seen its most successful stance primarily in the United States compared to the rest of the world. Primarily attributable to the intense level of marketing activities; American companies have enjoyed tremendous benefits from their marketing investments. Eventually, this also led to the creation of some of the strongest brands in the world. According to Quelch; the success of marketing in the United States was due to three prime reasons; firstly the size of the U.S market demanded it, secondly entrepreneurs and the investors wanted to reach the widest distribution network and lastly marketing was deemed was acceptable in America. In contrast, marketing as a profession was not deemed to be worth in the effort or time in Europe and therefore, its growth in Europe took considerable amount of time.
The article titled “How Marketing Can Reduce Worldwide Poverty” and it focuses on how marketing can affect the lives of people living in poverty. Although, a mere public announcement may serve its purpose by just providing the necessary information to the audience, but things become more complicated when marketers have to deliver the message for more serious and sensitive issues; such as, drug abuse or even smoking (Lagace, 2002). The article also gives thoughtful insights of the people like McCaffrey and Rangan on the various aspects of marketing elements necessary for the success of the marketing campaign. The article further purports, how marketing can also aid in promoting social business and therefore eradicating poverty throughout the globe. According to them, social marketing can have a wider impact on the community apart from conducting mere promotional and sales activities.
In the third article; titled “HBS Introduces Marketing Analysis Tools for Managers”, a thorough discussion of the prime marketing tools are has been carried out. It discusses about the how marketing tools has evolved over the years and demands an increasing amount of data for drawing a clearer analysis of the marketing techniques. It also focuses on how the marketers can use Customer Relationship management techniques for developing stronger relationships with the clients. Informed marketing analysis also allows the marketers to ensure better success of the marketing campaigns. The tool kits are also easy for students to understand and implement in real life as well. The article further purports that customers are now viewed as assets for the firm and a successful marketing tool can ensure prolonged success of the business itself. Nowadays, businesses also focus on the customer life time value, which allows them to have a wider picture of the outcomes of the marketing tool, allowing the marketers to plan likewise (Gilbert, 2010).
All of these articles focus on different crucial aspects of marketing. The first one discusses on the perspectives of people regarding marketing and how it has changed American society phenomenally. The second article focuses on how marketing can play a crucial role as part of a social business, whereas the third article discusses about various essential tools of marketing necessary for the success of the organization implementing it. Each of these articles has helped us gain useful insights of how marketing has and will change the business promotional activities across the globe.
1. In praise of Marketing. Web. 5 July 2012. http://hbswk.hbs.edu/item/6015.html
2. How Marketing Can Reduce Worldwide Poverty. Web 5 July 2012. http://hbswk.hbs.edu/item/2702.html
3. HBS Introduces Marketing Analysis Tools for Managers. Web. 5 July 2012. http://hbswk.hbs.edu/item/6377.html