MARKETING SYSTEMS AND STRUCTURES

Marketing Systems and Structures



Marketing Systems and Structures

Introduction

Marketing is the customer-oriented method of creating, charge, circulating, and encouraging items or services. Over the years trading has developed from its dedicated, process-oriented roots to become a distinct and integrated constituent that drives the yield of every organization. The American trading Association characterises trading as “an organizational function and a set of processes for creating, broadcasting, and delivering worth to clienteles and for managing clientele connections in ways that advantage the association and its stakeholders.”

For news media organizations, marketing accomplishes three important and interrelated functions: (1) to identify and create, distribute, and promote their products and services to answer to the informational, educational, and entertainment needs of their audiences; (2) to market their products and services to advertisers and third parties; and (3) to increase brand awareness and develop strategies to promote organizational growth.

Both journalists and marketing practitioners use media channels to deliver information to their audiences. This proximity, combined with the need for media organizations to actively compete in the marketplace, has blurred to some extent the differences between marketing and journalism yet at the same time, has diversified and modernized both fields. The advent of new communication channels since 1990 has made it even more difficult to draw a clear distinction, at least from an applied perspective.

Marketing forces continuously shape the journalist's world as the consumer's need for news and informational channels dynamically change. Traditional print media outlets, such as newspapers and magazines, major employers of journalists, have been relatively slow in adapting to modern business models, and to recognize and accept the power of marketing. In an era of troubled media and general economics, marketing becomes even more important.

Journalism deals with information and has a duty to present accurate, factual, and balanced reporting and analysis of news events to its audience. Marketing, on the other hand, and especially the “promotion” component, deals with persuasion, with the need and duty to generate or increase brand awareness and brand recognition, increase product or service recognition and demand, and ultimately increase sales. Journalism at its roots is descriptive, marketing is persuasive. By the end of the twentieth century, information had become a commodity requiring effective packaging to be attractive to its intended audience. Today, content must resonate with audience needs and values. Given the quest for earnings, journalism cannot survive without marketing.

The Marketing Concept

What do we mean by customer focus or customer centrality within an organisation and what are the benefits of such an approach. The marketing concept proposes that companies achieve their profit and other objectives by satisfying (even delighting) customers (Day, 1984,1- 2). The marketing concept places the customer as the central figure and has a long and distinguished lineage, widely acknowledged as the cornerstone of the marketing discipline (Kotler & Levy, 1969,1 ).

To request the notion three conditions should be met.

1) business undertaking should be focused upon supplying clientele satisfaction rather than, for demonstration merchandise convenience. For a large organisations such as the Organisation the ...