Reflection by
Unquestionably, for many decades marketing has been misunderstood and perceived differently. Many people view marketing to be what it is not. Actually, marketing is a broad concept that should be understood by everybody in business organization. The author is so categorical in trying to bring out the concept marketing, and giving it its real meaning. From the article, the author assets that people take marketing to be promotion and advertisement only. In the real sense, marketing entails all the activities and activities that take place in the business. The primary message to the reader is that marketing is a process that has several steps. Marketing according to the author in this article begins with the recognition of the business opportunity or the idea. What transpires after identification is the development of the idea, focused at making it successful. According to the author, marketing is everybody’s business because everyone has a role to place. In order to market a new product several teams and groups are involved, which include finance, marketing, engineering, development and research, and finally all the stakeholders needed in the entire path of product development. Simply, the author asserts that marketing is identifying opportunity and streamlining it towards customers’ satisfaction.
Marketing is a process that entails various steps, and everybody becomes part of it in the long run. The primary audience of the author is business people, potential investors, as well as individuals who are part of developing a product in an organization. Companies in the past believe that marketing should only be dealt with the marketing section; this should not be the case, since the activities of each individual in an organization affect the outcome of the developed product either directly or indirectly. The author sends this message to the primary audience so that they perfect in their roles during product development. If this is understood, each department in the organization will ensure that marketing process is perfected.
Just as the author states, competitive advantage is very crucial in every business. In the 21st century, competition is very high, and in order to remain competitive, it is important to adhere to the real meaning of marketing. A manager in an organization should always monitor the existing and the future market place of the product. Conversably, market trends in the business arena keep on changing; hence, the manager should be alert on these changes. In fact, some of this crucial changes to be observed include legal, political, and regulatory issues. In a competitive market, it is crucial to understand issues such as new technology, new competitive products, and new competitors. Marketing is a tricky process; therefore, every aspect of it should be done in the right manner. Failure to make marketing everybody’s business in an organization will lead to the downfall.
Based on the authors’ message, marketing is everybody’s business. The author as conveyed the message in a systematic process. In this case, the author has successively associated every activity in an organization to marketing. For example, the author has included everyone in the marketing process, for example, the identification of opportunities marks the beginning. Additionally, the author all those who are involved in the path of product development as part of the marketing team. Perhaps, the message that way conveyed by the author is of value to everyone in an organization. Convincingly, the author imparts knowledge to all individual in an organization so that everyone will perform well. In order to achieve organizational objectives, marketing should be made everybody’s business. Hence, everybody in the organization must understand what marketing entails, needs of the market, and work towards satisfying the customer. Marketing should go beyond satisfying the customer, it should include foreseeing the future market trends.
