Marketing

In order to answer this question, I believe it serves a great purpose to understand the concept of marketing, It is an organizational function and a set of processes for creating, communicating, anddelivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders (Kotler & Keller, 2012). If we part from this concept, we couldidentify marketing as a function that reflects the needs and wants of consumers but also helps shape those needs and wants by communicating and delivering value. In many cases consumers usually know whatthey need or want, but as society evolves and needs and wants change due technological advances, environmental changes, etc. Consumers can get caught up in a confounding state where it becomesdifficult to tell between needs and wants. This type of confusion can be created by marketing strategies that can be geared to shape consumer needs and wants or actually create the impression that whatconsumers might want becomes a need. I believe several years back marketing basically reflected the needs and wants of consumers, although there were some pioneer companies that created products andservices that were successfully marketed to consumers to the point where they became a need. Marketing is the business function that identifies current unfulfilled needs and wants, defines and measurestheir magnitude, determines which target markets the organization can best serve, and decides on appropriate products, services, and programs to serve these markets. Thus marketing serves as the linkbetween a society’s needs and its pattern of industrial response (Forsyth, 2007). In today's society, I believe marketing has taken an extreme approach where it basically shapes the consumer needs andwants. Consumers are bombarded with all types of marketing today. Marketing of goods, services, experiences, places, and information. This has created our society to lose track of what it needs and...