Student Name:

Assignment Title: Weekly Integration Assignment 01

Date:

********************************************************************************************

1. After reviewing chapter 1 of the Kotler & Keller text, and using specific information derived from text,
provide a brief comment about each of the following:

a. The benefit to an organization’s marketing team about understanding the importance of

marketing and how the core marketing concepts must be considered in the new marketing
realities. Please be as specific as possible about the core concepts and the new marketing
realities (consider reviewing pages 5 - 10 of the text).

In order to be successful as an organization one must understand the importance of

identifying and meeting human and social needs which is marketing (Kotler and Keller,
2016, p.5). Some of the basic requirements for people defined as needs are food, water,
clothing and shelter, however wants can become needs when people desire the
satisfaction of recreation, education, and entertainment (Kotler and Keller, 2016, p.5). As
an organization, it is important to distinguish what the buyer needs and wants in order to
develop the right marketing plan for that product. Target markets help identify and
distinguish segments of buyers by identifying demographic, psychographic, and
behavioral differences (Kotler and Keller, 2016, p.5). Buyers have different opinions on
what kind of vehicle they need which is why it is important for an organization to target
the right buyer based on demographics and behavioral segments. Building a brand helps
an organization create an offering from a known source (Kotler and Keller, 2016, p.5).
Companies that can build a reputable brand can also carry different kinds of associations
in people’s minds that can make up its image (Kotler and Keller, 2016, p.5). Technology
can help increase the pace of change of an organization due to the amount of traffic it
brings, an example of this would be the influence of platforms such as Facebook,
Instagram, and YouTube. As buyers navigate through social media platforms, they’re
provided with the new idea that “sharing information is power” (Kotler and Keller, 2016,
p.7). As technology emerges in marketing this globalization is attainable. New
transportation, shipping, and communication technologies have made it easier for the rest
of the world to travel, buy and sell from anywhere (Kotler and Keller, 2016, p.8).

b. The benefit to an organization’s marketing team about understanding the importance of

methodically implementing the marketing management tasks. Please be as specific as possible
about describing the set of tasks that make up successful marketing management (consider
tasks covered in pages 14 - 15 of the text).

The new marketing realities include three major market forces, two key market outcomes
and four fundamental pillars of holistic marketing, all of which make up a successful
marketing management (Kotler and Keller, 2016, p.14). Developing and implementing
marketing strategies, capturing marketing insights, connecting with customers, building
strong brands, creating value, delivering value, communicating value, and managing the
marketing organization for long term success are the tasks that make up successful
marketing management (Kotler and Keller, 2016, p.14). The first task is to identify and
plan for the organization’s potential long-run opportunities (Kotler and Keller, 2016,
p.14). In order to continue to grow and adapt, the organization must also continually
assess the environment and forecast demand (Kotler and Keller, 2016, p.14). Working
closely with the customers and building the connections also help best create value for
the firm’s chosen target markets (Kotler and Keller, 2016, p.14). The value that’s created
by the firm’s tangible offering to the market is the heart of the marketing program, by
Student Name:
Assignment Title: Weekly Integration Assignment 01
Date:
delivering and communicating that value to its target market, it embodies the marketing
program by making accessible and maximizes the individual and collective contribution
of all communication activities (Kotler and Keller, 2016, p.15). The marketing strategy
should encompass the future vision of the organization by managing for long term
success. In doing so, the marketing strategy should take into account changing global
opportunities and challenges as well as social responsibility and ethics (Kotler and Keller,
2016, p.15). During the current pandemic, opportunities for social responsibility and
ethics have been at the forefront given the imbalance seen from local and global
governing bodies. Due to these recent changes, this has given organizations the
opportunity to establish strategies from the three major market forces.

2. After reading the companion article (Marketing: The Unappreciated Workhorse), provide an
explanation regarding the ways (plural) in which marketing can be more effectively understood by all
executives of an organization. Please use specific illustrations and information to support your
explanation.

Marketing has four positive roles it plays in society: it helps give birth to and gain acceptance of
new products, it is a powerful force for improving existing products, it creates and sustains jobs,
and it improves the bottom line for most companies (Kotler 2009, p.9). In many ways marketing
has enriched people’s lives by introducing new products that allow the buyer to be more efficient
at daily tasks (Kotler 2009, p.9). Marketing has also driven competition and in many ways helps
improve current renditions of today’s products. An example of driving the competition can be
seen in the shift towards electric vehicles, Tesla being one of the pioneers in this market created
an initiative for other car manufacturers to differentiate from their engine powered vehicles on
their existing models. Marketing not only creates jobs in-house but in turn helps create service
jobs for other companies that sell the products they’re advertising. The last real role is that
marketing improves the bottom line which addresses the need for their role because if they didn’t,
there would be no need for marketers (Kotler 2009, p.10).
Student Name:
Assignment Title: Weekly Integration Assignment 01
Date:
References

Kotler, P. (2009). Marketing: the unappreciated workhorse. Market leader, 8-10.

Kotler, P., & Keller. K. L. (2016). A Framework for Marketing Management. (6 th ed.) Prentice-Hall.