The definition of the term marketing has evolved over time and different authors have come up with different definitions.Marketing in the earlier days simply meant the sale of goods at the market place. …
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A keen look at the activities mentioned therein will reveal a chronological process and not the mere selling of goods it was deemed to be in the past. Marketers first of all research on what it is that the customers want. This can be through conducting surveys via issuing questionnaires to potential customers. After that, they plan on how their products will be tailor-made to fit the customer’s wants. This is followed by pricing the goods. When pricing, a number of factors ought to be taken into consideration such as; cost of production, competitor’s pricing, target market among other factors. The price has to be just right so as not to dissuade potential customers from purchasing the product. The next step involves advertising. This is basically creating awareness on the product- letting people know that the product exists and reminding those who knew about it already that it is still in the market. When advertising, it is important to come up with an advertisement that properly communicates about the brand and appeals to the target market. Lastly, selling- which is where the customer is finally convinced to purchase the product. An important point to note even from the definition given above is that marketing is customer-based. There is a fallacy that marketing is about advertising and promoting ones business. Such thinking is wrong. This paper seeks to determine whether or not the author agrees with the statement above. It is therefore important to state unequivocally that the above statement can be misguiding and thus the author does not agree with it. With that being said, we need to find out what the actual meaning of marketing is and what it involves. Analysis of the Statement The statement in question states that- marketing is all about the production of signs and their meanings within contemporary societies. In order to properly analyse this statement, we shall look at it in parts, thus we shall dissect it. We need to determine what marketing is. Next we find out the meaning of “production of signs”. After that we explain what contemporary society means. Then we look at the meaning of the statement as a whole. Is marketing all about the production of signs and their meanings within contemporary societies? Marketing has previously been defined in this paper and the author will in the latter parts of this paper be delved into deeper. In my opinion, the “production of signs” refers to invention of slogans, logos, tag-lines amongst other things. The next part reads “and their meanings within contemporary societies”. This seeks to find out whether the logos, slogans etc resonate with their target market. Therefore, the statement in other words states that marketing is only about the invention of the above mentioned “signs” and whether they resonate with their target audience. What is a contemporary society? The term contemporary can be defined as, a person living around the same time. Therefore, a contemporary society is a society living in the present time. In other words a modern society. We are living in an era where access to information is not only a fundamental right but has also become a common way of life. Information nowadays can easily be accessed through various mediums for instance; the internet, social media- Facebook, and twitter etc, libraries, among others. The culture of reading has greatly improved over the years and therefore information cannot be hidden in volumes of books. People can now easily
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