Section 2.1 Importance of Marketing
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How did the company in Dubai find the
company in Michigan selling lightbulbs for a
good price? Through the company’s marketing
efforts. Marketing is the dynamic force that helps
drive business around the world.
What makes marketing dynamic? The
word dynamic describes something that is
constantly changing. The needs and wants of
customers are constantly changing. The goal of
marketing is to meet customers’ needs and
wants with products they will buy. Therefore,
marketing must be dynamic to meet those
needs and wants.
Marketing Is Focused
Marketing is focused on the customer. A
customer is an individual or group who buys
products. A customer can be an individual, a
business, a nonprofit organization, or a
governmental agency. Customers may
purchase goods and services for their own
use, which also makes them consumers.
Customers, however, also purchase on behalf
of others. For example, retail businesses
generally sell to consumers. Other types of
businesses, such as manufacturing and
distribution companies, generally sell to
other businesses known as their customers
or clients.
Target the Customer
Marketing professionals must first know
and understand their current and poten-
tial customers in order to meet the unique
needs and wants of those people. In the past,
when there were fewer products and limited
services, most products were advertised to
everyone. Times have changed dramatically,
however, and the choices of products and
services are often overwhelming. How can
marketers find the people who want and
need their particular products?
As the old saying goes, “If you try to sell
to everyone, you end up selling to no one.” If
you think about it, that saying makes sense.
You and your classmates are about the same
age, attend the same school, live in the same
area, and yet have very different interests
and needs. Some enjoy sports, others music.
Some may like to shop, while others prefer
Teens are a very
important target market
for many businesses.
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