A Reflection by,
Marketing is taken for granted in the global arena. Many organizations and individuals deem that the marketing department is the only sector to deal with marketing. In the competitive world, the author tries to share some knowledge on the real meaning of marketing. Therefore, marketing is not the role of the marketing department, but it should be made, and it is the objective of all stakeholders in an organization. From the authors’ perspective, marketing is well demonstrated using a new product. The primary message from the author to the reader is that marketing goes beyond product promotion and advertisement (Gresham, 2010). Everyone should be involved in the marketing process. Hence, marketing is a process that all departments in an organization must be involved.
According to Gresham, marketing is a complex process that drives an organization towards achieving its objective. The primary audience of this author includes all people who are involved in business, especially those who are part of production of new product. Additionally, the employees in various organizations dealing with consumer products are also part of the primary audience. This message is been sent to them so that they will comprehend the real meaning of marketing. Everybody is expected to perform his/her duties putting in mind that everything they do will affect the outcome of the organization. Perhaps, the author wants to make sure that marketing becomes everybody’s business (Gresham, 2010).
Gresham provides various evidence in trying to convince the intended audience on the, marketing process. The author uses new product in the market to demonstrate how each stage of production is part of the marketing process. Marketing in this case begins with the identification of new opportunities and available markets. Therefore, marketing begin from the stage of identification and development of an idea. The new product will pass many departments before it reaches the consumer. The functional teams and groups in the organization become part of marketing; this is because they work together to ensure that the product succeed in the market. Some of these departments include marketing, research and development, finance, and the entire path of product creation. In this article, the author shows that marketing is everybody’s business.
Apart from elaborating on the real meaning of marketing, Gresham believes that achieving competitive advantage in the market is very essential. Competition in the 21st century is one of the threats to various companies. Hence, the product development needs to be managed and monitored to understand the future and present trends of the market. In addition, changes take place daily; these changes include regulatory, political and legal. Each of these changes needs to be managed and monitored to make certain that the item for consumption remains viable in the competitive market place (Gresham, 2010). As an organization, marketing is part of realizing the challenges such as new competitors, new technologies, and competitive programs and products in the marketplace. It is always important to be part of the market place so as to gather information pertaining the market trends. Everybody in the organization should know that they are the core determinants of organizations success.
Marketing is everybody’s business, and should be taken and understood as it is. George Gresham has conveyed the message in a procedural manner, whereby he begins to explain why marketing is everybody’s business by using the a new product; where ideas mark the beginning of marketing (Gresham, 2010). Additionally, the author concludes the marketing process by involving the managers and monitoring of the future marketplace. Gresham message to the audience is of value. Since it imparts knowledge to everybody in an organization, who may be thinking that marketing only belongs to the marketing department. Conclusively, marketing entails knowing what the market wants and delivery it in the right place, time, and condition. Truly marketing is everybody’s business.
References
Gresham, G. (2010). Marketing is Everybody’s Business. Jacksonville Business Journal
