Through the different blogs that I’ve written, we have already met several authors who shared their theories and thoughts of what marketing is all about. After Philip Kotler stated the importance of the three consciousness and axioms which gave the people’s confusion of Marketing belonging to a business and non-business area an understanding, J.B McKitterick’s theory of how the manufacturers shifted and rapidly changed their focus on target markets, how Theodore Levitt made us realize that an erroneous thought of marketing might open an opportunity for failure, we go now to three more authors who will share their different theories and understanding of Marketing.
Have you ever wondered how really powerful Marketing is? Well, that is what Peter F. Drucker is trying to imply with his article. He said that Marketing is very important not only in the business area, but also for the economy. Lack of proper Marketing is the reason why a country is under-developed because it is the least developed. Marketing enables entrepreneurs to have an opportunity to operate a business, and that business would give the people an opportunity to have jobs, which would help lessen poverty, and that would result to a better economy. That was Peter F. Drucker’s point of view. Robert J. Keith, on the other hand, opens the door for us to learn on marketing revolution. He said that consumers now are the ones who are in the center of the business universe and not vice-versa. He also opened the importance of the four eras which were the reason for marketing revolution to occur. Those four eras shifted its orientedness from production, sales, marketing, and marketing control. Each of these four eras has truly contributed in improving our perception on marketing and making it a whole lot better.
The next author opened another theory of how marketing should be done in order for a business to attain levels of success. And he is Neil H. Borden. He opened the concept of Marketing Mix. Its components are the four P’s which is: product, price, placement, and promotion. He implies in his article that Marketing Mix helps in making marketing a lot easier. Through the different authors and their theories on how Marketing works, we can now conclude how broad the field of Marketing is as well as its importance in the business world. Yet, another problem needs to be solved. And that problem is whether the theories of the authors are correct. In order to find it out, let us put those theories in reality as Parcelforce Worldwide tries it out.
Parcelforce Worldwide is one of the most leading and prestigious provider of express deliveries in UK. Though as McKitterick stated, consumers’ taste rapidly changes. That is why Parcelforce Worldwide found out that it needs to change some of its services. They researched, studied, and made use of the Marketing Mix theory. Through the use of primary research, they found out that speed is the one that their customer prefers and not the price so they differentiated their product from their competitors by creating Global Express and Global Priority in it services. From there, they applied a Customer-oriented approach which was also stated important by McKitterick. One of the reasons of their problems was their product was not aligned to customer needs. It can be considered as an erroneous thought of distinguishing your business which was proposed by Levitt. We can now see connections of applying those Marketing Theories to real-life situations. Overall, Borden’s Marketing Mix theory tremendously helped Parcelforce worldwide in improving its products and services in order to meet their customers’ demands. The four P’s helped them in becoming one of the best express deliveries in Europe again.
Marketing indeed has many uses. From the economy to the business world, it is considered as one of the main ingredients a dish needs in order for it to be complete. That is why it is considered by Keith as one of the most important elements businesses need in order to become successful. Theories from all the authors mentioned its importance and Parcelforce worldwide proves it. In my own point of view, it is amazing how the connections of theories from different authors seem to connect with each other. They share one thought: that is to provide its readers a full knowledge of the prudent effect Marketing can cause. Proper management of Marketing can make a change, a big one. Because that change opens the opportunity of improvement not only in the business, it can also make everyone become better entrepreneurs.