Essay Sample on Marketing: The Key to an Organization's Success

Introduction

The performance of any organization is highly interlinked with the performance of its workers and a strong management team that oversees the daily production of the organization. In this case, the quality of products is maintained and produced to quench the thirst of the dynamic market. However, for the utmost success of every organization, marketing is an essential tool that guarantees the success of a brand and a company in general. In this case, the role of marketing plays a vital role in creating awareness and driving sales of a company. Additionally, it is essential to consider marketing as the backbone and a bridge between the company's products and potential customers. Through this, the modern business world has played a critical consideration in adopting marketing skills that are competent and valuable to expand its market share. However, behind the successfully advanced concepts of marketing, lies a far much longer history of the idea, and how it has evolved over the years. Whereas many organizations in the global world take advantage of modern marketing principles, the evolution of marketing has taken different concepts since ancient times. Thus the essay will critically elucidate how marketing has evolved, considering various factors that have come into play to ensure that modern businesses take advantage of the ancient concepts that have been refined over the years.

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Where We Have Been

The age of technology has played a vital role in ensuring a diverse community of audiences or clients is reached at a faster rate. Through this, every marketing department heavily utilizes this concept to increase their advantage. However, despite the benefits offered by the use of technology, marketing has evolved from a humble background, targeting only a fraction of customers during the ancient days. Rubio and Jimenez-Parra (2017, p.42) assert that marketing has evolved from a competent and humble experience that was geared towards locating events that could attract a considerable number of customers. During the ancient period, the gladiators in Rome became a symbolic icon that was adored by many people around them. With much influence and power to command crowds during the wrestling, and the fights, it became apparent that an opportunity to project marketing was protruding. Through this, gladiators in Rome were given fee products to wear, a showcasing concept that would convey the awareness of the product beyond the manufactures. Even though this concept was efficient and essential in driving sales, the entire practice was an inbound practice, with limited effects. On the contrary, sellers had developed a broader understanding of effective communication, as the persuasion of customers to buy the products in several areas was conducted through the mouth to mouth communication in many ancient markets such as China and India.

The early marketing strategies involved the perfection of products, and services, that would attract many customers, since the limitation of marketing techniques was increasingly higher in practice. As a result, the scope of coverage and divergence to the new market was not effectively conducted, leading to many businesses to depend on their local markets (Shams, 2018, P 155). Despite the unique marketing strategies being geared towards persuading customers, the focus was also initiated at increasing the scope of distribution, using cheaper means that could convey information to the potential market, a practice that has transitioned to the modern world of marketing.

Where We Are Now

Indeed, marketing has widely evolved over the centuries, considering the transition from simple to complex yet compelling ideas employed in marketing. The integration of different marketing strategies has played a vital role in seeing the growth of marketing in the modern world. According to Ngan (2017), the evolution of marketing has transitioned from the simplest us of incorporating marketing ideologies to complex concepts that are used to reach a diverse community. In this case, the marketing concepts have diversified to incorporate out of border focus, which is aimed at achieving a multicultural society for more exceptional achievements. The use of different media has been widely used to convey the information to a broader market, which includes the use of Television, radio, newspapers, magazine, and billboards to increase awareness.

During the production stage, the marketing department works hand in hand to conduct extensive research from the early stages of product production to help increases the possibilities of the essential marketing plan. During this stage, marketing stages are used to determine the adequate means and the community to be targeted for maximum benefits. Never the less, this process incorporates a broader use of technology to help understand the suitable methods to increase the possibilities of reaching a diverse market.

As Payne, Frow, and Eggert, (2017, p 469), concludes, the modern marketing concepts in the hospitality industry have widely borrowed several ideas from the ancient marketing strategies such as endorsements to drive brands. In this case, the use of support has been widely used to increase productivity in the marketing sector, as companies are venturing to incorporate celebrities.

During product development, a product undergoes a series of the lifecycle, with introduction being the primary stage. Even though the targeted market may be small, with undetermined sales, marketing in this stage plays a vital role in guaranteeing growth. On the contrary, the cost may be skewed towards strategy, consumer testing, and branding, a concept that has been widely used since the industrial revolution.

The Triple Bottom Line (TBL) reporting is a considerable comprehensive approach that is aimed at achieving sustainability through integrating reporting environments, financial issues, and the social behaviors of the consumers. The effectiveness of the TBL is geared towards increasing the performance of the hotels, which is a suitable concept in marketing to help understand the performance behavior of the customers (Hendlin, Veffer, Lewis, and Ling, 2017, P.46).

The growth of a product heavily depends on the impact on the introductory level, a step that incorporates more emphasis and support from marketing. In the current marketing strategic level, the growth of a product is highly influenced by how consumers receive the brand, and test. As a result, the marketing concepts are geared towards increasing customer satisfaction, as opposed to the early stages that were geared towards raising awareness of the products.

Where We Are Heading

As the increase in technology pushes the production to advance, so does the need for increasing awareness arises (Hansen and Juslin, 2018). Most of the organizations have widely depended on old methods of marketing as part of their strategic plan. However, with the advancement in technology, the concepts are gradually changing, with the focus being geared towards different ideas. For instance, marketing is recognizing the power of social media and its influence on products sale. Despite the increased awareness in the hospitality industry, marketing cost is one of the significant challenges that has affected the industry, with more emphasis geared towards reaching outside the market to help increase the flow of customers. Never the less, political factors have also changed the effectiveness of marketing, leading to the adoption of inexpensive concepts to help increase diversity.

As a result, future marketing concepts are geared towards the exploitation of the vast use of technology on increasing awareness through a less expensive idea. For instance, the use of crowdsourcing is one of the common concepts that has been used in the hospitality industry to increase sales. The ideology utilizes the power of social media through crowdsourcing to help drive sales. On the contrary, the use of this method is less expensive and effective, since the use of social media is increasingly growing at an alarming rate.

The Impact of Technology, Sustainability and Triple Bottom Line Reporting on The Evolution of Marketing

Technology has played a significant role in marketing, as it has broadened the scope of coverage, within a limited time frame, not to mention the concept of cost-efficiency (Kuazaqui, and Lisboa, 2019). As a result, technology plays a critical role in gaining a competitive advantage, as every information regarding marketing is shared online, to help increase production in the sector. On the contrary, technology has been used as a stepping stone on increasing diversity, and scope of coverage. The use of the internet today has revolutionized marketing, as many organizations, despite the scale of operation, depend heavily on the use of the internet to push their marketing strategies (Katrandjiev 2016, p.73).

The concept of sustainability plays a vital part in giving the consumers a chance to feel like they are essential in the entire practice. With the evolution of marketing, adopting sustainability increases the opportunity of developing a positive relationship between the consumers and the company, hence drawing customers closer to the organization's affairs.

The Triple bottom line theory is an accounting framework composed of three sectors, ecological, social, and financial, which is used by organizations to evaluate their performance. As a result, the use of TBL has played a significant role in the evaluation of marketing, as the obtained data from the clients is used to improve the marketing strategies adopted by an organization.

Conclusion

The concept of management has widely evolved, marking different essential changes in the entire marketing approach. However, despite the tremendous evolution of marketing, several principles are still in use since its early establishment. Never the less, several factors have widely affected the development of marketing to increase diversity and effectiveness. More so, the use of technology in marketing has profoundly played a considerable role in diversifying marketing in a multicultural community and reducing the cost of marketing.

References

Hansen, E., and Juslin, H., 2018. Marketing Structures. Strategic Marketing in the Global Forest Industries. https://open.oregonstate.education/strategicmarketing/chapter/chapter-5-marketing-structures/

Hendlin, Y.H., Veffer, J.R., Lewis, M.J., and Ling, P.M., 2017. Beyond the brotherhood: Skoal Bandits' role in the evolution of marketing moist smokeless tobacco pouches. Tobacco induced diseases, 15(1), p.46. doi.10.1186/s12971-017-0150-y

Katrandjiev, H., 2016. Ecological marketing, green marketing, sustainable marketing: synonyms or an evolution of ideas. Economic Alternatives, 1(7), pp.71-82. https://www.unwe.bg/uploads/Alternatives/Katrandjiev_br1_2016-7.pdf

Kuazaqui, E., and Lisboa, T.C., 2019. Marketing: The Evolution of Digital Marketing. Archives of Business Research, 7(9), pp.89-96. doi.10.14738/abr.79.7027 Ngan, H., 2017. Evolution of marketing in Vietnam-A qualitative review of changes in marketing approaches and influences since Doi Moi (Doctoral dissertation, Vietnamese-German University). http://hdl.handle.net/123456789/90

Payne, A., Frow, P., and Eggert, A., 2017. The customer value proposition: evolution, development, and application in marketing. Journal of the Academy of Marketing Science, 45(4), pp.467-489.doi.10.1007/s11747-017-0523-z

Rubio, S., and Jimenez-Parra, B., 2017. Reverse logistics: concept, evolution and marketing challenges. In Optimization and Decision Support Systems for Supply Chains (pp. 41-61). Springer, Cham. doi.10.1007/978-3-319-42421-7_4

Shams, S.R., 2018. The evolution of marketing as an innovative knowledge stream: the evolving role of...