The Various Present Day Marketing Perspectives - Essay Example

The Various Present Day Marketing Perspectives Introduction Marketing has been an area that has attracted huge concerns especially in the global arena. This paper shall look into the various present day marketing perspectives that are relevant to the organisation. A number of them will be highlighted which include others ethics, e-marketing, corporate culture marketing and macro-marketing. These aspects of marketing affect the current global marketing trends and marketing in organisations. It is therefore for the management to embrace them in order to ensure market leadership in the highly competitive market environment. E-marketing E-marketing being a marketing perspective of the current time especially with the advancement of technology has come to be appreciated as a vital tool in the general marketing initiatives of an organisation. As time goes by and technology advances e-marketing also changes and so are the approaches to achieving marketing goals and objectives. Currently there are the mobile technologies like the 3G and PDA’s that have come to shape e-marketing and push the marketing arena to a higher level by incorporating electronic communications technology (Kalyanam 2009). Organisations need to take advantage of this marketing aspect and use the internet to distribute their products, enhancing good customer relations, advertising of products offered and to collect various responses from customers and other stakeholders through comments. An organisation should incorporate in their marketing plan various e-marketing tools in order to expend their marketing horizons. In planning for this the organisation needs to do a thorough audit in regards to SWOT analysis, analyse the SMART e-marketing objectives, e-marketing strategies, develop tactics that entail the e-marketing mix and there after evaluate the e-marketing pan performance to look into various successes and faults (Kalyanam 2009). Fig 1 e-Marketing planning (Kalyanam 2009) Ethics in marketing The field of marketing has been one marred by allegations of failure to uphold ethics in conducting marketing activities like advertising and promotions (Horowitz 2005). One of the major ethical issues relates to pricing strategies that organisations put in place in order to ensure competitive advantage over the rest. This is a practice well done by big companies and more so multinationals against smaller companies venturing into the same market. Some of the strategies employed are price skimming, bid rigging, and price fixing among others. The pricing strategies woo consumers more that others since the baseline of selling and buying is the price tag of a service or a commodity. The other ethical issue relates to advertising and promotion activities. Here companies’ honesty and truthfulness is put to test as advertisements are taken to speak the language of the consumers, in other words, saying what they want to hear rather than what the reality is. There is also the issue of negative advertising where organisations advertise themselves basing this on negative comparison with their competitors (Horowitz 2005). There has been a trend with organisations to incorporate sexually explicit advertising in almost all sectors including food industry, transport sector, hospitality sector and many more. This area has brought controversies in many countries and to many organisations where even law suits and bans have been in the offing. Corporate culture marketing In the corporate world today there is heightened marketing awareness and new marketing strategies are being developed so as to cope with the increasingly changing market environment. For this reason organisations are required to come up with marketing strategies that aim at differentiating them with competitors (DCC 2010). It is for this reason that corporate culture marketing developed to help in approaching the market in a rather unique way especially in an environment that is having a great deal of corporate distrust. The major aim directed by corporate culture marketing is to create good relations with potential future partners so as to have a relatively easy time and chance of venturing into a new market or introduction of a new product. It involves enhancement of corporate public relations, incorporation of internet marketing strategies, professional speaking and community relations among others. It is important to note that in corporate culture marketing unlike in the traditional public relations perspective there is utilisation of a broader blend of activity (DCC 2010). There is also a great deal of integration of marketing communication that entails advertising, podcasts, graphic design and video streaming among others. Macro-marketing Macro-marketing deals with the issues that underlie the processes followed by goods and services in order to reach to the consumer from the producer. The social process is the one given much emphasis under macro-marketing as it seeks to reveal all the people involved in the distribution process and what is to be produced and in what quantities. Macro-marketing has several functions that facilitate the effectiveness of all the economic processes in production and distribution (Shultz 2007). The first one is buying which involves the evaluation of products by consumers. Second is selling which deals with promoting the goods and services produced. Third is transporting which essentially is concerned with the general movement of goods and services from place to place. Fourth is storing which entails keeping hold of goods produced till that time they shall be needed by the consumer (Shultz 2007). Fifth is grading and standardisation where goods are sorted in according to their quantity and quality. Sixth is financing which is a supporting function of the five aforementioned functions. It involves provision of the required money in cash or otherwise. Seventh is risk taking which encompasses taking into account the various market uncertainties that are likely to affect the process of production and distribution. Eighth is market information which deals with the various deliberations in collecting, analysing and distributing collected data in order to conduct all the marketing functions (Stanley 2009). Conclusion Organisations are always faced with unending challenges in dealing with their markets. This essay has dealt with various elements that largely affect an organisation’s marketing outcomes and subsequently its profitability. The elements elaborated above if well put into consideration and proper policies enacted in relation to their implementation, then the organisation stands to gain a great deal from its target market. References DCC 2010, Corporate culture marketing defined, Danskin Creative Communication, . Horowitz, S 2005, Ethics in marketing, Jaico Publishing House. Kalyanam, K et al. 2009, The e-marketing mix: A contribution of the e-tailing wars, Journal of the Academy of Marketing Science, Santa Clara University. Shultz, 2007, Macromarketing, explorations in Marketing and society, southwestern, Cincinnati. Stanley, JS 2009, Macromarketing, controversy and economic development: Just before and now during the global meltdown, viewed 10 July 2010, . Read More