Marketing in Brief: Jacobsons Direct Marketing Services LLC Section 1) INTRODUCTION

1.1)

Purpose / Scope

The purpose of preparing report about marketing in brief is to provide marketing information for readers without previous background or knowledge on concepts and philosophies of marketing. The report on marketing in brief is for induction training purpose and not using for commercial purposes. Report is for creating awareness on marketing.

1.2)

Intended Audience

The intended audience for marketing in brief report is attendees or trainees seeking knowledge and information in the marketing field.

1.3)

Organization

The organization presented in marketing in brief report is Jacobsons Direct Marketing Services LLC. JDMS based in Dubai and they are offering and selling marketing products and services. Their marketing product is direct marketing and marketing services are design & production, web site design, telephone marketing, client database creation, mailing and prospection lists, mailroom, CD design and development, response management & fulfillment, etc. (Jacobsons Direct Marketing Services LLC, 2009).

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Marketing in Brief: Jacobsons Direct Marketing Services LLC Section 2) DESCRIPTION

2.1)

Definitions of marketing

The definitions of marketing are different from one organization to another or from one author to another. It is due to differences in practice, understanding and perception of views. All the definitions are providing similar meaning but in different expressions.

Marketing is representing business activities with total system and the design of it is for promoting, planning, pricing and distributing products or services that customer wants to satisfy and fulfill their needs. The ideas generation will be targeting and attracting potential market so that marketing will be able to achieve objectives of the organization.

The organization will be adopting customer focus by means of marketing so that they will be remembering needs of customers all the time and this does not means that they will be able to make immediate sale. It is important that there should effective marketing system and activities that will attract customers.

One of the organization functions is marketing. It consists of set of processes that will be creating, delivering and communicating values in order to manage relationship with customers that will definitely benefit stakeholders and organization. They will be conducting marketing function with strategies and tactics for indentifying, creating, maintaining and satisfying customers creating relations.

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Marketing in Brief: Jacobsons Direct Marketing Services LLC

There are many misconceptions on definition of marketing and it is not just about selling, advertising or retail stores. Therefore, marketing is not about something that employee will be selling product or services to customers that is not their needs or wants.

American Marketing Association is defining marketing as one of the organizational function. It includes set of processes for delivering value that customer wants by means of creating and communicating it with them. Marketing will be managing relationships with customers by adopting the ways and means that will provide benefits and advantages for business.

Marketing function is an ongoing and continuous process in the business and based on research foundation about competition, customer, products and analysis of internal and external working environments and conditions. The key components in marketing elements are 4Ps and they are product, price, promotion and place (Boidell, H., 2007).

Marketing includes management process that is for identifying, anticipating and satisfying customer needs and requirements creating and generating sales with profit. The Chartered Institute of Marketing is defining marketing as to launch and to provide in the market for customers with right product, right place, right time and right price combining marketing mix elements.

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Marketing in Brief: Jacobsons Direct Marketing Services LLC

Marketing activities created and carried on by human, which for identifying and satisfying customer or human wants and needs by conducting process of exchange. It is social process with managerial skills and techniques where people in the team or individuals will be obtaining customers by creating products, offering to customers and exchanging with values agreed by both the parties (King Alfred's College, 2000).

Marketing is analysis process of materials, programs, company and customers. There will be media and public relations, public affairs or advertising (NC State University, 2008). The below diagram shows marketing activities that organization will do (Nova Mind, 2009):

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Marketing in Brief: Jacobsons Direct Marketing Services LLC

2.2) Marketing oriented organization characteristics

The organizational characteristics in market orientation are customer focus, competitive functional intelligence, coordination, crossand

performance consequences. Customer focus is analyzing requirements of customers value. In competitive

intelligence is about understanding competition importance and customer as well. There should be removal of walls among business functions. There will be superior showing of organizational performance due to market orientation. When business is becoming market-oriented organization the below shows direction and

characteristics (Kansas State College, 2003). The below diagram shows major characteristics of good business:

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Marketing in Brief: Jacobsons Direct Marketing Services LLC

The marketing oriented organization features are staying close to their clients and trying to be ahead of their competitors. They are aiming at to attract more potential customers. The decision-making based on consideration of customers first so that they will be sharing common value quality products superiority. The policies of such organization are easy and they will be having few layers of organizational structure. There will be consideration of stakeholders expectation before making any decision (Ask Questions, Get Free Answers Blurtit, 2009).

2.3)

Philosophies/ concepts of marketing

There is evolution in major philosophies of business function where there is emergence of marketing concept in 1950. The evolvement of marketing concept took place from selling concept in organization. There are emerging marketing concepts such as societal marketing concept and relationship marketing (University of North Texas, 2007) and diagram shown is below:

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Marketing in Brief: Jacobsons Direct Marketing Services LLC

The marketing concept is about objective of achieving customer satisfaction and business success on long-term basis and business planning and directing in operations will be marketing-oriented. The business will be designing and delivering consistently marketing activities and tasks. These activities and tasks will be to achieve business organizational objectives. The below diagram shows marketing concept in business process, activities and tasks (Blotnicky, K. A., 2001):

2.4)

Cost/ benefit analysis

The below table shows marketing media list and their cost:

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Marketing in Brief: Jacobsons Direct Marketing Services LLC

Jacobsons Direct Marketing Services LLC No. Media List Cost 1. TV $1,870 2. Radio $1,469 3. Newspaper $1,419 4. Newsletter $1,210 5. Brochure $863 6. Direct mail $795 7. Tourist guide $622 8. Magazines $562 9. Yellow Pages $463 10. Signs / Billboards $448 11. Tourism $432 12. Website $398 13. Chamber of Commerce $207 14. Posters $163 15. Tours $115 16. Country guide listing $78 17. Email $0 The table shows marketing means listing and distribution in scatter plot for along with analysis of cost effectiveness as per benefits. Some of the marketing lists shows effective and others highly effective. The effectiveness determination is as per cost of type of marketing and there should be high number of customers from that particular marketing.

Section 3) CONCLUSION

Marketing is essential in any organization and most of the businesses are contacting marketing companies to obtain effective marketing plan and campaigns. It is depending whether particular business is having resources and capabilities.

An individual should have in-depth or basic knowledge on marketing before starting their career in this field. Therefore, it is depending upon the position level that they will be working. Without any knowledge or induction on marketing, an employee will

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Marketing in Brief: Jacobsons Direct Marketing Services LLC

be facing challenges and difficulties in managing and carrying on marketing tasks and activities.

There are many organizations and authors are defining marketing differently but when analyzing the meaning is the same. Depending on organization and business size, the practice of marketing is differing. There are more benefits for marketingoriented organization and their way of business function and working is different. There are various philosophies and concepts evolving and emerging that marketing is developing and improving. The cost/benefit analysis is to determine whether there is effectiveness of benefits return as per costs incurred in marketing activities. There is no point for investing in marketing media when there is less return and low number of gaining potential customers.

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Marketing in Brief: Jacobsons Direct Marketing Services LLC Section 4) BIBLIOGRAPHY

Ask Questions, Get Free Answers - Blurtit. 2009. What Is The Main Characteristics Of A Marketing Oriented Organisation? [WWW] <URL: http://www.blurtit.com/q581930.html> [Accessed 1 October 2009.]

Blotnicky, K. A. 2001. Chapter 1: The Field of Marketing. [WWW] <URL: http://www.busi.mun.ca/tclift/1201/9fms_pp01.ppt> [Accessed 1 October 2009.]

Boidell, H. 2007. Marketing Planning Workshop. [WWW] <URL: http://honolulu.hawaii.edu/intranet/marketing/marketing-workshop.ppt> [Accessed 1 October 2009.]

Jacobsons Direct Marketing Services LLC. 2009. Jacobsons Direct Marketing Services LLC Profile. [WWW] <URL: http://www.jacobsonsdirect.com/> [Accessed 1 October 2009.]

JELD-WEN Door Solutions. 2009. A Reliable And Responsible, Market Oriented Company. [WWW] <URL: http://www.jeld-wen.biz/vision_2012_figure.jpg> [Accessed 1 October 2009.]

Kansas State College. 2003. Marketing Management. [WWW] <URL: http://info.cba.ksu.edu/andrus/mktg690/powerpoints/MMexam1Lecture1.ppt> [Accessed 1 October 2009.]

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Marketing in Brief: Jacobsons Direct Marketing Services LLC

King Alfred's College. 2000. Definitions of Marketing. [WWW] <URL: http://www.marketingteacher.com/powerpoint/a.Introduction%20to %20marketing%20planning%201.ppt> [Accessed 1 October 2009.]

NC State University. 2008. What is Marketing. [WWW] <URL: http://www.cals.ncsu.edu/agcomm/Toolkit/WhatisMarketingPPT.ppt> [Accessed 1 October 2009.]

Nova Mind. 2009. Develop your Marketing Plans using Mind Mapping Software. [WWW] <URL: http://www.novamind.com/planning/marketing-plans.php> [Accessed 1 October 2009.]

University of North Texas. 2007. Overview of the Alternative Business Philosophies. [WWW] <URL: http://courses.unt.edu/kt3650_1/sld004.htm> [Accessed 1 October 2009.]

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Marketing in Brief: Jacobsons Direct Marketing Services LLC

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