Test 2- What is Marketing?
Exam 2: Outlook on What is Marketing?
What is Marketing by Alvin J. Silk is a useful tool in regards to anyone looking for an introduction into the field of marketing. Any future BUS 360 student should seriously consider reading the book. Students should use What is Marketing because it introduces subject matter in a style similar to most textbooks, yet more concise and accommodating. Its basic marketing concepts act as a foundation for understanding the field, and much of the information provided can be used as an outline for potential marketing strategists.
When referencing the fact that What is Marketing reads more like a textbook, you’d probably be more inclined to disassociate yourself from it. However, the textbook style for this book only means that the information is presented without much filler. Silk does a decent job in breaking down key concepts like Market Selection, Product Positioning, Product Promotion, and Customer Management (just to name a few). Instead of lengthy descriptions of sub-related material, almost every key concept is separated by a bold heading, and is usually illustrated in two pages or less. This style allows for a refreshing alternative to the norm when it comes to conceptual reading.
Because marketing is, in itself, a highly abstract field in the world of business, it helps to at least “get your feet wet” in many of its concentrations. The book, as I mentioned earlier, acts as a useful foundation for doing so. When you look at what the practice of marketing is ultimately trying to do, you have to consider the key players in the process: Customers, the Market, Products, the Selling Process, etc. What is Marketing forces you to see just how important they all are. For example, under the section for “Developing Marketing Strategies”, Silk points out that company’s have to be aware of the advertising options available, and tie them to the feedback they’re trying to receive. Media, Direct and Web advertising produce different levels of response from customers and a business may need to consider that in developing advertising schemes. It may also be appropriate to mention that What is Marketing also looks at the how a business needs to approach its sales teams. In the section titled “Personal Selling and Sales Management” you realize that if your business relies on sales reps spreading the word about a product or your company, you might want to know what kind of previous experience they have, and what kind of training they may need…it’s the whole I idea that your sales people represent your “first impression” to the customer. It also talks about maximizing your sales people’s potential by setting goals and providing extra support (something that isn’t always found in your typical 9-5 line of work).
What I liked most about What is Marketing, however, is that for anyone considering a management position within a marketing department of a company, the book would allow you to produce a very rough outline of how you might want to approach your task. For instance, when looking at how you would begin to understand the natural consumer process of selecting products, you could look to pages 134-135 for the Hierachy of effects. Similarly, when looking at the process of product positioning, you have to consider the competition within the market. From pages 91-93, Silk talks about the importance of recognizing if competing products are horizontally differentiated (based on consumers different tastes), or if products are vertically differentiated (based on customers’ differences in their willingness to pay for quality. These are just a couple examples of ways that What is Marketing might help to develop useful outlines for marketing groups, managers, and businesses trying to optimize their strategies. Future BUS 360 students would definitely benefit from reading a textbook that surprisingly, doesn’t read like a normal textbook. The fundamental concepts within the book are just enough for someone trying to gain knowledge into the field, while balancing a full school schedule at the same time. And as I just made mention of, for someone looking to capitalize on an opportunity to develop marketing strategies, this book would at least give them some very helpful ideas in constructing a plan of attack.
