Marketing concept meaning of literature paper

We use cookies to give you the best experience possible. In this modern age of internet almost every progressive business have web presence, some of people think that website is just a commercial requirement but others think that it is mandatory to run their company activities.

These different theories about internet have been discussed a lot in recent marketing literature. In the past decade marketers have been arguing about the role of internet in marketing.

In the start marketers used internet as communication tool but as time passed they realized the true potential of internet and the idea of Internet marketing evolved.

Don't use plagiarized sources. According to HogeInternet marketing is the transfer of goods or services from seller to buyer that involves one or more electronic methods or media.

marketing concept meaning of literature paper

Internet Marketing began with the use of telegraphs in the nineteenth century. With the advent and mass acceptance of the telephone, radio, television, and then cable, electronic media have become the dominant marketing force. Strauss and Ansary defined Internet marketing in there latest book as the use of information technology in the process of creating, communicating, and delivering value to customers, and for managing customer relationships in ways that benefit the organization and its stake holders.

This explanation tells that e-marketing is not only about selling products or providing services through IT but it is lot more than that. On marketconscious. Generally people do confuse e-marketing with online or internet marketing, where online marketing is just limited to the use of internet technology to attain marketing objectives. Internet Marketing-Literature Review. Accessed December 16, This is just a sample. You can get your custom paper from our expert writers. All you need to do is fill out a short form and submit an order.

See Pricing. What's Your Topic? Hire a Professional Writer Now. The input space is limited by symbols. What's Your Deadline?Succeeding by meeting the needs of customers is one of the most commonly held ideas of the marketing concept.

Organizations that embrace this certain principle eagerly recognize that consumers are the dynamic strength behind their organizations.

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The concept of marketing is a fundamental piece of the marketing arrangements. Achievement is straightforwardly related to what the client needs. Breaking down their needs and settling on such choices that fulfill those needs in a superior manner than contenders. To put it plainly, the concept of marketing is imperative on the grounds that it characterizes how an organization will conduct business and thrive.

This is proficient by figuring out what the business sector needs and after that adjusting your best product or service to match. To attain this objective, everybody in the organization must be devoted to consumer loyalty. It is likewise imperative to note that the organization must also benefit while fulfilling client needs. A business must target purchasers who they can really serve adequately. This is a business after all and the interim profitability is generally as essential as continuing profitability.

Let us look at the example of 2 interminable opponents — Pepsi and Coke — Both of these organizations sell the same products. However, the value proposal displayed by both is diverse. These organizations flourish with the concept of marketing. Where Pepsi concentrates on youths, Coke conveys on a comprehensive methodology. Additionally, the quality suggestion by Coke has been exceptional over ages as contrasted with Pepsi, which demonstrates that coke particularly flourishes with the advertising idea, i.

The concept of marketing additionally demands that the vital choices made by the organization are taken by having the customer in mind and in particular the demands and needs of the customers.

marketing concept meaning of literature paper

An all encompassing methodology is brought to the entire association striving to greatly improve the situation. Applying the concept of marketing additionally means recognizing what the business sector needs and anticipates from the organization as a consequence of which organizations which applies the concept of marketing need to perform more market research.

As we are eventually fulfilling the consumer, the concept of marketing likewise stresses that the association coordinates all its distinctive departments to offer value to the consumer. This implies that all the departments including Operations, Finance, HR or Marketing ought to have an idea of the center aims of the organization and in addition the objective of the organization. This can be achieved by market research and choosing which, the target business sector, will give the best returns.

This study will help the firm to focus on the needs and demands of the target market, consequently helping the firm in choosing their policies. What sort of quality the firm would create and convey? In what capacity would it be advisable for the firm to incorporate its distinctive offices? Eventually, the firm chooses how to apply the concept of marketing to convey a better consumer experience.The purpose of this paper is to organize the semantics jungle of marketing strategy approaches, terms and concepts into a logically coherent framework using the history of marketing thought to inform current marketing research and practice.

The paper takes the form of an intensive literature review tracing the three streams of marketing strategy terms and concepts from their roots in the literatures of early marketing management, managerial economics and corporate management to the present. Along with marketing ideas, strategy concepts from managerial economics and from corporate management were absorbed directly into the corpus of strategic marketing thought.

These three streams of research have converged into the current state of marketing strategy — an eclectic mixture of both complementary and conflicting strategic approaches, terms and concepts. By systematically following the evolutionary development of major contributions to strategic marketing thought and by redefining terms and refining concepts the various approaches to strategy can be integrated into a comprehensive conceptual framework for organizing and choosing among individual marketing strategies.

The framework offers conceptual and practical value. It provides a researcher with a consistent set of terms and concepts to build upon. The framework also provides a strategic toolkit for the marketing manager, based upon organizational and environmental conditions, to choose from among the feasible alternatives the most effective marketing strategy to achieve management's goal s.

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Answers to the most commonly asked questions here. Abstract Purpose — The purpose of this paper is to organize the semantics jungle of marketing strategy approaches, terms and concepts into a logically coherent framework using the history of marketing thought to inform current marketing research and practice.

Findings — Along with marketing ideas, strategy concepts from managerial economics and from corporate management were absorbed directly into the corpus of strategic marketing thought. Please note you do not have access to teaching notes.

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Internet Marketing-Literature Review

Join us on our journey Platform update page Visit emeraldpublishing.As students of marketing, we will always find a great deal of joy in studying about well-known marketing campaigns, famous consumer promotions, and nostalgic advertisements. These things have a sense of glamour, fun, and creativity attached to them.

But there is a specific discipline within marketing which is unique in its own right, and arguably as important. It is known as business-to-businessor B2B marketing. B2B Marketing involves two or more businesses that are in the early stages of a value chain, at the end of which is the mass customer. Invariably, B2B marketing is also stimulated by consumer demand, just like B2C marketing.

So let's get on to understand how unique is B2B marketing. Let me take you through some nuances of B2B marketing that are somewhat unlike B2C marketing. A B2B value chain is usually longer than a B2C value chain. In order to manufacture them, a cotton producer sends cotton to a spinning yarn, which in turn produces threads and gives it to a shirt manufacturing company where the weaving department sews them. The sewed shirts are then loaded into cargos by logistic companies and delivered to retail stores.

Each player in the chain adds some value to the goods before passing it on to the next, and it is therefore known as a value chain. The deal between the cotton manufacturer and the yarn producer, or the yarn producer and the shirt manufacturing company etc.

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A B2B marketing process is much longer as compared to a B2C process. B2B deals are driven by utility, quality standards, after-sales service, and rational decision making. On the other hand, B2C marketing is much more advertising oriented, and the decision making is often emotional rather than logical. In fact, advertisers and brands often trick you into believing that you are taking a very logical and sound decision.

The fact, however, is that you are often shown discounted prices and special deals that make it appear that you are saving a lot of money or getting something extra for the cost of one. Also, there are a lot of parties involved in decision making. As you can see, there may be at least these many or even more parties involved in a B2B buying scenario. How do you really identify who is playing what role in your B2B journey?

Here are the different decision making roles in B2B selling. Do you realize how long a B2B deal can take to get completed? The B2B decision making often takes months. This is also because many B2C purchases may not deserve that kind of logical thinking. Let me take you through the core B2B marketing concepts with some interesting examples that will help you understand how B2B marketing is unique.

Customers from around the world, including you and me, pay exorbitant sums of money to buy a pair of Nike, or a Prada bag, or even an Armani watch. A B2B buyer would never pay such sums of money.Literaturea body of written works. The name has traditionally been applied to those imaginative works of poetry and prose distinguished by the intentions of their authors and the perceived aesthetic excellence of their execution.

Literature may be classified according to a variety of systems, including languagenational origin, historical period, genreand subject matter. For historical treatment of various literatures within geographical regions, see such articles as African literature ; African theatre ; Oceanic literature ; Western literature ; Central Asian arts ; South Asian arts ; and Southeast Asian arts. Some literatures are treated separately by language, by nation, or by special subject e.

Definitions of the word literature tend to be circular. And indeed its central meaning, at least, is clear enough. But already it is necessary to qualify these statements.

marketing concept meaning of literature paper

As an art, literature might be described as the organization of words to give pleasure. Literature also functions more broadly in society as a means of both criticizing and affirming cultural values. Literature is a form of human expression. But not everything expressed in words—even when organized and written down—is counted as literature. Those writings that are primarily informative—technical, scholarly, journalistic—would be excluded from the rank of literature by most, though not all, critics.

Certain forms of writing, however, are universally regarded as belonging to literature as an art. Individual attempts within these forms are said to succeed if they possess something called artistic merit and to fail if they do not. The nature of artistic merit is less easy to define than to recognize.

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The writer need not even pursue it to attain it. On the contrary, a scientific exposition might be of great literary value and a pedestrian poem of none at all. The purest or, at least, the most intense literary form is the lyric poem, and after it comes elegiac, epicdramatic, narrative, and expository verse. Most theories of literary criticism base themselves on an analysis of poetrybecause the aesthetic problems of literature are there presented in their simplest and purest form.The concept of strategy has been borrowed from the military and adapted for use in business.

A review of what noted writers about business strategy have to say suggests that adopting the concept was easy because the adaptation required has been modest. In business, as in the military, strategy bridges the gap between policy and tactics. Together, strategy and tactics bridge the gap between ends and means Figure 1. This paper reviews various definitions of strategy for the purpose of clarifying the concept and placing it in context.

The author's aim is to make the concepts of policy, strategy, tactics, ends, and means more useful to those who concern themselves with these matters. Strategy is a term that comes from the Greek strategia, meaning "generalship. In this sense, strategy refers to the deployment of troops. Once the enemy has been engaged, attention shifts to tactics. Here, the employment of troops is central. Substitute "resources" for troops and the transfer of the concept to the business world begins to take form.

Given the centuries-old military origins of strategy, it seems sensible to begin our examination of strategy with the military view. For that, there is no better source than B.

marketing concept meaning of literature paper

Liddell Hart. Concluding his review of wars, policy, strategy and tactics, Liddell Hart arrives at this short definition of strategy: "the art of distributing and applying military means to fulfil the ends of policy.

That brings us to one of the people considered by many to be the father of strategic planning in the business world: George Steiner. George Steiner, a professor of management and one of the founders of The California Management Reviewis generally considered a key figure in the origins and development of strategic planning.

His book, Strategic Planning [2], is close to being a bible on the subject. Yet, Steiner does not bother to define strategy except in the notes at the end of his book. Steiner also points out in his notes that there is very little agreement as to the meaning of strategy in the business world. Some of the definitions in use to which Steiner pointed include the following: Strategy is that which top management does that is of great importance to the organization.

Strategy refers to basic directional decisions, that is, to purposes and missions. Strategy consists of the important actions necessary to realize these directions. Strategy answers the question: What should the organization be doing? Strategy answers the question: What are the ends we seek and how should we achieve them? Steiner was writing inat roughly the mid-point of the rise of strategic planning. Perhaps the confusion surrounding strategy contributed to the demise of strategic planning in the late s.Home Consumer Insights Market Research.

Conceptual research is defined as a methodology wherein research is conducted by observing and analyzing already present information on a given topic.

It is related to abstract concepts or ideas. Philosophers have long used conceptual research to develop new theories or interpret existing theories in a different light. For example, Copernicus used conceptual research to come up with the concepts about stellar constellations based on his observations of the universe.

The most famous example of a conceptual research is Sir Issac Newton. He observed his surroundings to conceptualize and develop theories about gravitation and motion. Einstein is widely known and appreciated for his work on conceptual research. Although his theories were based on conceptual observations, Einstein also proposed experiments to come up with theories to test the conceptual research.

Nowadays, conceptual research is used to answer business questions and solve real-world problems. Researchers use analytical tools called conceptual frameworks to make conceptual distinctions and organize ideas required for research purposes. Here is a stepwise guide on how to create the conceptual research framework:. Choose the topic for research: Before you start working on collecting any research material, you should have decided on your topic for research.

It is important that the topic is selected beforehand and should be within your field of specialization. Collect relevant literature: Once you have narrowed down a topic, it is time to collect relevant information around it. This is an important step and much of your research is dependant on this particular step as conceptual research is mostly based on information obtained from previous researches. Here collecting relevant literature and information is the key to successfully completed research.

The material that you should preferably use is scientific journalsresearch papers published by well-known scientist and similar material. There is a lot of information available on the internet and public libraries as well. All the information that you find on the internet may not be relevant or true. So before you use the information make sure you verify it.

Definitions of Marketing

Identify specific variables: Identify the specific variables that are related to the research study you want to conduct. These variables can give your research a new scope and can also help you identify how these can be related to your research. For example, consider hypothetically you are wanting to conduct a research about an occurrence of cancer in married women.

Here the two variables that you will be concentrating on are married women and cancer. While collecting relevant literature you understand that the spread of cancer is more aggressive in married women who are beyond 40 years of age.

Here there is a third variable which is age and this is a relevant variable that can affect the end result of your research. Generate the framework: In this step, you start building the required framework using the mix of variables from the scientific articles and other relevant materials. The problem statement in your research becomes the research framework. Your attempt to start answering the question becomes the basis of your research study. The study is carried out to reduce the knowledge gap and make available more relevant and correct information.

The study claims that constant exposure to sunlight can cause the precancerous condition and can eventually lead to cancer and other skin abnormalities. Those affected by these experience symptoms like fatigue, fine or coarse wrinkles, discoloration of the skin, freckles, burning sensation on the more exposed areas. Note that in this study there are two variables associated- cancer and women over 40 years in the African subcontinent.

But one is a dependent variable women over 40 years, in the African subcontinent and the other is independent variable cancer. Cumulative exposure to sun till the age of 18 years can lead to symptoms similar to skin cancer. If this is not taken care of and there are chances that cancer can spread entirely.

Assuming that the other factors are constant during the research period it will be possible to correlate the two variables and thus confirm that, indeed chronic exposure to sunlight causes cancer in women over the age of 40 in African subcontinent. Further, a correlational research can verify this association further.


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