Download Unit 1 Draft Ross Menia A key component in the field of marketing is

Unit 1 Draft
Ross Menia
A key component in the field of marketing is the ability to communicate value to
customers through the use of oral, written, and visual communication. Strong
relationships with customers are critical to marketers. They research a segment or
demographic, meet their needs, and keep them coming back to buy more. Good
relationships between these individuals or groups make the whole process more efficient
and beneficial for all parties. I find it fascinating that marketers can learn so much about
a segment of customers with relatively little information. They can almost pinpoint how
much interest a group of individuals will show toward a product of service, their buying
habits, and their mannerisms. When they are wrong, they can easily adjust so that they
target the correct group. I would enjoy exploring a target segment and then creating
advertisements for products or services that cater to their specific needs. To be able to
cater to a specific group of people marketers need to be able to clearly express useful
information to them while remaining truthful. The American Marketing Association
website promotes this spread of accurate information from one marketer to another and
from the marketing field as a whole to consumers.
There is a misconception that marketers use advertisements to take advantage of
consumers. They think that advertising has an ulterior motive and is often dishonest.
There’s one thing that you can take away from reading about the AMA website that
opposes this view: The American Marketing association promotes the spread of accurate
information to people throughout the world. Some buzzwords shown throughout the site
include: Development, research, guidance, insight, and advice. These are all words that
describe learning, advancement, and bettering oneself and those around you.
Marketers use a plethora of written and oral communication such as Blogs, press
releases, marketing research, visual presentations, advertisements, and articles on a daily
basis. These tools allow them to reach as many demographics as possible. The main
audience that will see or hear these communications are those that may buy or partake in
the product or service the marketer is promoting. In order to effectively communicate
value to this audience, marketers have to use language that targets them specifically. If
they are trying to sell one product to teenagers and another to the elderly, different tones
and words will be used. They may try to make an impression on the younger group to
create future customers, whereas they may have to persuade the older group to try
something new or different than what they are used to. While all of the marketing tools
are important to use, advertisements are the cornerstone of the marketing process.
Advertising allows marketers to persuade their audience to take action. This action
usually comes in the form of buying a product or service that will better the individual’s
life. Advertisements can come in many different forms. They can be shown through a
website, magazine, newspaper, on television, through the radio, and on billboards. These
mediums through which information can be transferred allow marketers to reach a large
demographic with dynamic tastes.
Marketing Research also plays an important role in product development. A
company can pay market researchers to explore the target market, determined whether or
not they would even buy the product or service, find out how much they are willing to
pay, and how many of the items they will buy. The final research is compiled and
usually put into a presentation so that the company can decide whether or not they want
to move forward with their new product. (Mcneal, 2012)
The America Marketing Association website exemplifies the marketing industry
in the United States today. The website was created to connect a community of
individuals with the same interest of marketing. They have the ability to write and share
their own information rather than simply consuming and absorbing information from a
single source. Marketers from all over the world can share ideas and give their own
opinion to others, which stimulates discussions and allows people to think and talk about
things that they normally wouldn’t. The website was created for an audience of
professionals with an interest in Marketing. Anyone can gain information from the site
but those who are active in the marketing field will get the most out of it. There is a
membership fee to join the AMA, but you can also use the website and get limited
information for free. A membership gives an individual access to podcasts and webcasts,
research reports written my leading marketers, forums and an online community filled
with trusted peers, weekly newsletters, and discounts on AMA conferences and training.
When you first click on the link for the AMA website the main four tabs are displayed:
resource library, events, career management, and community. This tells me that this
community is all about improvement and helping one another. There are plenty of
resources that can be used personally or shared with others. An example of a resource
that AMA members can use is the “Marketing News”. This magazine is a publication
that, according to the AMA website, “…looks at the issues driving marketing, including
strategy, innovation, best practices, branding, technology and globalization. Marketing
News also covers the industry’s basics, the core concepts around which winning
programs are built.” (Kullman, 2012) There is a description about the contributors that
includes where they currently work, where they went to school, and what other articles or
books they have written. This information lets the readers know that the information they
are learning about and sharing with others is correct and relevant to professionals in the
field today. Accurate information is crucial in the marketing field because that
information is spread to consumers, who look to professionals to make decisions that
could affect their family and friends. The website also shows blog posts and news to keep
those interested updated. Staying updated with changes in a business field can mean the
difference between thriving and barely surviving in the work world.
While the term “marketing” may mean different things to different people, the
main purpose is to communicate and spread accurate information. With the
advancements in technology today there is a growing importance to keep your finger on
the figurative pulse of whatever industry you are a part. This idea of connection is
clearly reflected in the AMA website. The marketing industry has grown tremendously
in the last century and will continue to do so well into the future.
Reflective Note: I do think I can use this paper in my professional portfolio. It
talks about the basics of the American Marketing Association, a very important piece to
the marketing puzzle. I also learned some things about the marketing industry that I did
not know before that can help me in the future.
Bibliography
Mcneal, M. (2012, september 17). Show, don’t tell: visual content is a brand’s best
friend.
Retrieved
from
http://www.marketingpower.com/ResourceLibrary/Pages/newsletters/mtl/2012/9/visualcontent-brands-best-friend.aspx
Kullman, M. (2012, January). Marketing news. Retrieved from
http://www.marketingpower.com/AboutAMA/Pages/AMA Publications/Marketing
News/MarketingNews.aspx
Graiko, S. (2010, November 12). Market research for new product development.
Retrieved from
http://www.marketingpower.com/ResourceLibrary/Pages/market_research_new_prod_de
v.aspx