Marketing Is Becoming Increasingly Irrelevant to the Needs of Business Today”. to What Extent Do You Agree or Disagree with This Statement
“Marketing is becoming increasingly irrelevant to the needs of business today”. To what extent do you agree or disagree with this statement?
PARSE CLASS 15
Writer: WU Jiahui Date: 06/09/2013 (Joseph)
“Marketing is becoming increasingly irrelevant to the needs of business today”. To what extent do you agree or disagree this statement?
Whether the marketing function is being marginalized in contemporary firm has been the source of much debate. Marketing is the activity, conducted by organizations and individuals, that operates through a set of institutions and processes for creating, communicating, delivering and exchanging market offerings that have value for customers, clients, marketers and society at large ( AMA, 2007). This definition does not only focus on satisfying the needs of the customer, instead it tries to explain the interactions between consumers and suppliers. Although marketing would seem to be less relevant to the needs of business, some researchers believe that its status could be improved through appropriate approaches.
This essay will argue that in spite of being confronted with certain decline within the needs of transaction, marketing still could make a great contribution to business after reform. In order to demonstrate this, this essay will firstly describe the situation that marketing faces in contemporary firms and then several reasons why marketing is becoming increasingly unimportant to the firms will be addressed after that. In addition, it will also make response to the crisis that marketing has been beset with.
The emergence of marketing crisis in current companies makes sense to some extent. According to Elizabeth and Pauline (2009, cited McGovern et al. 2004), in a study of 30 large American companies, there are more than 30 percent of respondents demonstrating that less than 10 percent of their time is allocated to
PARSE CLASS 15
Writer: WU Jiahui Date: 06/09/2013 (Joseph)
“Marketing is becoming increasingly irrelevant to the needs of business today”. To what extent do you agree or disagree this statement?
Whether the marketing function is being marginalized in contemporary firm has been the source of much debate. Marketing is the activity, conducted by organizations and individuals, that operates through a set of institutions and processes for creating, communicating, delivering and exchanging market offerings that have value for customers, clients, marketers and society at large ( AMA, 2007). This definition does not only focus on satisfying the needs of the customer, instead it tries to explain the interactions between consumers and suppliers. Although marketing would seem to be less relevant to the needs of business, some researchers believe that its status could be improved through appropriate approaches.
This essay will argue that in spite of being confronted with certain decline within the needs of transaction, marketing still could make a great contribution to business after reform. In order to demonstrate this, this essay will firstly describe the situation that marketing faces in contemporary firms and then several reasons why marketing is becoming increasingly unimportant to the firms will be addressed after that. In addition, it will also make response to the crisis that marketing has been beset with.
The emergence of marketing crisis in current companies makes sense to some extent. According to Elizabeth and Pauline (2009, cited McGovern et al. 2004), in a study of 30 large American companies, there are more than 30 percent of respondents demonstrating that less than 10 percent of their time is allocated to
References: Elizabeth, P. and Pauline, M., 2009. Contemporary Issues in Marketing and Consumer Behaviour (pp.1-8). Oxford: Butterworth Heinemann Sheth, J. N. and Sisodia, R. S., 2005. Does Marketing Need Reform?. Journal of Marketing, October 2005. pp.10-12 Webster, F. E., 2005. Back to the Future: Integrating Marketing as Tactics, Strategy and Organizational Culture. Journal of Marketing, October 2005. pp.4-6 Vargo, S. L. and Lusch, R. F., 2004. Evolving to New Dominant Logic for Marketing. Journal of Marketing. Vol.68(January 2004). pp.1-17