Principles of Marketing
Introduction
Each organisation is subject to various factors which influence the organisation function, operation and performance. These elements are the ones attributed for having successful or failed organisation.. In the light of this, there are certain approaches and tactics which can be noted to be able to emerge and continue to be competent within the market environment (Goodman & Jackson, 2000). The principles of marketing has been referred to as the vital approach to achieve organisational objectives marketing principles rests on market focus, coordinated marketing and management, customer orientation, and profit generation. In private sectors, the organisation obviously has to try and attain the level of satisfaction of their client as a way of staying ahead of the competition and making a profit.
Principles of Marketing
Conventionally, marketing has been considered by profit organisation in decisively increasing the capabilities of the firm and industries. Marketing can be considered as one of the most essential factors that underpins successful business creation and generation (Hills, 1994). Perhaps due to its complex applications and practice, marketing have been defined in different manners (Sheth, Gardner, and Garrett 1988). The marketing principles were first promulgated in the latter part of1950’s (Elliot, 1990). In the 1970s, most marketing academicians and authorities focused on adapting marketing mind-sets, processes and principles to broader-range of non-profit enterprises such as universities, performing arts organisations and healthcare industries.. In the 1980s and 1990s, nonetheless, an increasing number of scholars and practitioners shifted apart from this institutional focus toward what might be called programme focused.
They recognised that the basic principles of marketing are to influence behaviour no matter what the enterprise or organisation is (Ruskin-Brown, 1999). In each case, marketer mounts different approaches to affect these behaviours. Some programmess, like that of United Airlines or the National High Blood Pressure Education Program, are considered as long-term while others, like many new cereal introductions and some health care interventions, are shorter lived.
This view that marketing constitutes a proven and potentially very powerful technology for bringing about socially desirable behaviours is the engine motivating the development and enhancement what might be called a more strategic marketing (Armstrong & Kotler, 2000) in the last years. At the same time, it has led to the adoption of the technology by a wide range of private, public, and private-non-profit organisations and institutions.
It can be said that the marketing principles to the business operations and approaches which states that the task of the industry to identify the needs, wants and interest of the target market to provide the desired satisfactions more efficiently and to deliver products and services in a quality manner than its rivals in such a manner that preserves or enhances the well-being of both the consumers and the society. In addition, principles of marketing call upon marketers to provide emphasis to three important aspects of their marketing approaches and strategies. These include firm and industries profits, consumer wants and satisfaction and public interest (Armstrong & Kotler, 2000).
Principles of marketing are changing from time to time to cope with the context and needs of the global market. Accordingly, the main objective of the marketing principles is to adhere to the needs of the firm and industries, its target market as well as the entire society where they belong. The principle of marketing also means having social and corporate responsibility which is to be accomplished by the firm and industries. In return, the firm and industries is being benefited on establishing and building good reputation not only with their employees but also the entire stakeholders in the market environment. Hence, it is recommended that each and every firm and industries should be able to apply and practice marketing principles which is strategic and competent. . In doing so, the firm and industries must choose who among the members of the society is in need and how they can sustain their needs. The firm and industries must also remember that applying societal marketing also means having social responsibility which should be done for the firm and industries and the society’s sake.
Different companies constitute distinctive and unique marketing approach. In this generation, each industry not only give emphasis on how they will gain profit or income from their clients but also give emphasis on how they can contribute to the changing needs of their clients and the society as well. The industries from the global market are able to adhere to the needs of their target market and the society. Through the different approaches that they are using as part of their business strategy to apply the concept of principles of marketing.
Reference
Armstrong, G and Kotler, P 2000. Principles of Marketing. London, Prentice Hall.
Elliot, GR 1990, The Marketing Concept – Necessary, but Sufficient? An Environmental View. Graduate School of Australia, University of Melbourne, Australia.
Goodman, G and Jackson, M. 2000. Flying Solo: How to Build a Profitable Enterprise. Black Enterprise, Vol. 30, January 2000
Hills, GE 1994, Marketing and Entrepreneurship: Research Ideas and Opportunities. Quorum Books, Westport, CT.
Ruskin-Brown, I. 1999. Mastering Marketing, Hawksmere.
Sheth JN, Gardner, DM and Garrett, DE 1988, Marketing Theory: Evolution And Evaluation. New York: John Wiley & Sons.
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