What is marketing and marketing principles?
Process of marketing involves several concepts such as, market and environment analysis, fixing marketing strategy, setting marketing strategy, deciding marketing mix and finally establishing the marketing control. This traditional process and its classical concepts have existing from the time when overall concept of marketing developed. However, over a period of time, there has been gradual departure from these classical marketing concepts where critical literatures are being written in this field to address, not just practical aspects of the marketing process, but also to evaluate marketing as an intellectual tradition, due to this reason marketing concepts cannot be just analysed on the basis of their practicality, but they can also be understood by application of critical intellectual treatments to analyse. Purpose of this essay is to understand the concept of critical marketing, and how it can be used for analysis of important marketing concepts such as segmentation, targeting and positioning, marketing orientation, and marketing strategy. Hence by the end of this essay, reader should be able to critically analyse the marketing concepts beyond its practical aspects, and should be further able to analyse these concepts on ethical, intellectual, practical or ideological grounds.
Before moving further to analyse the concept of critical marketing, it is essential to discuss a formal definition of marketing. According to Kotler et al (2005, p.6) process of marketing cam be defined as a social and managerial process by which individual and groups obtain what they need and want through creating and exchanging products and values with others. On other hand, marketing can be defined 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 (AMA Approved, 2013). According to Chartered Institute of Marketing (CIM) marketing can be defined as the management process which is responsible for identifying, anticipating and satisfying customer requirements profitably. Thus, based on above three definitions, one can understand, that marketing is a critical process for an organisation, especially in a situation where customer acquisition and brand positioning is there (Brown, 1995).