An Overview of Marketing
Understanding marketing is vital to your success as a business professional. According to Lamb, Hair, and McDaniel (2014), “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large” (p. 3). Companies that fail to embrace marketing as an essential business function commonly fail. Companies that effectively employ marketing strategically and tactically typically prosper.
You practiced with developing your own slogan or motto in your introductory discussion, which is a form of personal marketing. Since you are a product in the career marketplace, it is essential that you properly market your personal brand by communicating a message that personifies your personal brand.
Now you will learn how a company employs marketing. Watch the video or read the transcript provided regarding Geoffrey B. Small®, a popular clothing fashion company.
Using research from Chapter 1 in your textbook, write a minimum of a 2―3 page APA formatted and citation styled informative essay in Standard American English. Please be sure to include an Introduction (where you explain the purpose of your paper), Body (addressing all the checklist items), and Conclusion and an additional title page and reference page in APA format.
For the Informative Essay: Present an unbiased viewpoint based on the facts you have uncovered through viewing the video and your readings. For an example of an informative essay see the PDF in Course Documents.
Checklist: Address the following in your informative essay:
- Describe how Geoffrey B. Small actively implements the marketing concept.
- Compare and contrast the four marketing management philosophies that companies choose to adopt.
- Identify the type of marketing management philosophy employed by the Geoffrey B. Small company.
- Discuss how the Geoffrey B. Small Company can use social media to demonstrate their commitment to the marketing management philosophy they employ.
Lamb, C. W., Hair, J. F., & McDaniel, C. (2014). MKTG7. Mason, OH: Cengage.
Your paper should be in APA format and cite all references used. Submit to the Assignment Dropbox.
Directions for Submitting this Assignment:
Review the grading rubric below before beginning this activity. For additional help with your writing and APA citation, please visit the Kaplan University Writing Center accessed in the home area of this course. Compose your Assignment as a Microsoft Word document and save it as (Example: TAllen-MT219 Assignment-Unit 1.docx). Submit your file by selecting the Unit 1: Assignment Dropbox by the end of Unit 1.
Watch the required unit videos
View the Script
Review the assignment instructions and grading rubric.
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