VIII. Read the article and decide on the suitable title for it. Discuss the questions below.
Most people and many managers do not understand the role of marketing in modern business.
Marketing is two things. First, it is a strategy and set of techniques to sell an organization’s products or services. This involves choosing target customers and designing a persuasive marketing mix to get them to buy. The mix may include a range of brands, tempting prices, and convenient sales outlets. This concept of marketing as selling and persuasion is by far the most popular idea among both managers and the public.
The second, and by far more important concept of marketing focuses on improving the reality of what is on offer. It is based on understanding customer’s needs and developing new solutions which are better than those currently available. Doing this is not a marketing department problem, but one which involves the whole organization.
1. Which of the four Ps are mentioned here?
2. Does the author think the four Ps are a complete definition of marketing?
3. Does the author think that marketing is only for marketers?
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