Essay by su2daveUniversity, Bachelor'sA+, May 2006

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The term marketing has many definitions and these definitions are constantly changing. However, the most constant idea is that marketing is a process in an attempt to satisfy and benefit both the consumer and the organization. This essay will include the author's personal definition of marketing and definitions from two other sources. Based upon these definitions, this essay will explain the importance of marketing in organizational success using internet marketing by Nike, Adidas, and Reebok.

The three definitions of marketing are defined by the author of this essay, MSN Encarta Dictionary and 3) the American Marketing Association. The definitions are as follows: 1) the ability to plan the sale of goods and services, 2) the business activity of presenting products or services to potential customers in such a way as to make them eager to buy. Marketing includes such matters as the pricing and packaging of the product and the creation of demand by advertising and sales campaigns, and 3) The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.

The athletic shoe industry engages in Internet marketing and electronic commerce. Nike, Adidas, and Reebok, are three of the top companies in the athletic shoe industry. Endless opportunities arise from the interaction and growth of the WWW to communicate and nurture commerce with developing and maintaining relationships with customers, suppliers, and other stakeholders (Ferrell, Hartline, Lucas, & Luck, 1998).

Nike was started in 1964 by Philip Knight and has grown to become the leader in athletic footwear and apparel. Nike started its web site in early 1999. The web site can be seen from all over the world, but only in the US can items be bought.

Customer service is a top priority for...