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What Is Marketing Essay

2477 words - 10 pages

What is Marketing

1. Introduction

1.1     Purpose
The purpose of this report is to get all of the management employees of Proton in all of the departments outside marketing to familiarize with what marketing is and also to show its importance in the company.

1.2     Background
Proton is the biggest Malaysian automobile manufacturer. Proton automobiles are available in many countries such as China, Singapore, Australia, Algeria and United Kingdom. Proton has commanded the local automotive market, and will continuously dominate in the pursuit of being ‘Customers’ Number One Choice for Automotive Products and Services’ (

1.3     Scope
Getting to know the definitions of marketing and also the importance of marketing and how does it contributes to the profitability of the company.

1.4     Method
Information has been gathered through research of websites, journals and books as well as own interpretation and ideas on how marketing is seen important in contributing to the profitability of the company.

1.5     Assumptions
It is assumed that other management employees in other departments of Proton, who have no or little idea about marketing, would be able to understand the importance of marketing after the report is read. It is also assumed that the profitability of the company will increase after reading the report.

1.6     Limitations
The limitations are mainly the inflexibility of time and also the amount of research that needs to be done to write a good report.

2. What is marketing?

Marketing is a very general term that has no specific definition to it. However, it is best described as “A social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others” (Kotler, Brown, Adam and Armstrong, 2004, p919).

It is an understanding of how the company works with its consumers and how it generates in the society. Marketing is seen to be the process of ‘bringing in the businesses’. It is not seen to be an alternative, but a necessity (Forsyth, 2004, pg34). Many people consider marketing as a tactic. However it is more than just a tactic. Marketing is analysis. According to Allen Weiss (2002), marketing is the analysis of customers, competitors, and a company by incorporating the understanding of competitive analysis and company capabilities into a general understanding of what the existing segments are.

It is crucial in marketing to have a clear knowledge of the needs, wants and demands of the consumers. To achieve this, market research is carried out. By going through a market research, Proton can find out more information on what consumers think of Proton’s product. Upon getting the information, Proton can make adjustments and improve products to satisfy consumers’ needs, wants and demand.

3. Why...

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