The paper "Why Marketing Is All about Selling Products" is a perfect example of marketing coursework. Throughout the good economic periods and bad ones, marketing has remained the essential role of all businesses (Goldstein & Lee, 2005, p. 213). Recognizing and satisfying the customers’ needs with products which provide value and whose attributes are noticeably communicated is the major idea of all business. Chekitan & Schultz (2005, p. 1) argues that currently, marketers are faced with the certain challenges of prevailing over conflicted messaging, saturated markets, and ever-changing consumer behavior so as to realize their goals of improving long-term brand loyalty and improving product purchases.
Some of the scholars have argued that marketing is all about selling, however, based on short analysis, this is not true. In fact, the board of directors of American Marketing Association define marketing as an activity, a range of institutions, and the processes for developing, articulating, delivering, and providing provisions which hold value for the consumers, clients and the general society (AMA, 2007). Marketing is also defined by Kotler as “ the art and science of recognizing, creating, and providing value so as to meet the target market needs at a return (Kotler & Keller, 2011).
Based on the two definitions, this essay disagrees with the statement “ Marketing is all about selling products” . The essay will focus on the cosmetics market in Australia. In the ever-changing business, some businesses have failed in the competition by failing to win customers due to poor marketing strategies. In the 21st century, customer behaviors have changed considerably prompting markets to rethink their strategies (Chekitan & Schultz, 2005, p. 2). Some of the businesses that have failed are those that their manager still believes that marketing is all about selling products.
However, this is not true because marketing is a process which involves recognizing customer need, developing products, communicating about the product and delivering to meeting the needs (AMA, 2007). In this process, delivering is what can be equated to selling. In a nutshell, selling is converting goods into money while marketing is changing consumer needs and wants into products and exchanging them for money. The Cosmetics industry in Australia manufactures and sells products comprising of perfumes, deodorants, creams, hair-care products and lotions.
The IBISWorld report of 2013 claims that this sector is fairly small, representing below 3% of basic chemical products processing based on its revenue (IBISWorld, 2013). This means this industry is unable to satisfy the market; as such consumers depend on imports to satisfy their needs. According to IBISWorld (2013), women beauty needs top the list of factors which increases the demand for cosmetics as the Australia disposable income increased in the 2013/2104 period. The industry growth points to healthy cosmetics products. The general perceptions of the society concerning the significance of personal grooming and skincare are of major importance in impacting the demand level for different industrial products.
There is an increasing trend favoring holistic strategy to beauty and health, with customers seeking beauty from both inside and outside. Furthermore, the trends are projected to carry on in 2013-14, with the levels of health consciousness continuing to increase to the benefit of sector competitors operating in the product segments and niche market (IBISWorld, 2013). The increase of green-consumerism is bearing deep propositions for the cosmetics manufacturing industry to do more on research and development.
For instance, at the production level, the formulations and processes of products have been changed in line with the rising demand for the products which are free from additives such as sulfates, parabens, genetically modified organisms, fragrances, artificial preservatives and phthalates (IBISWorld, 2013). Consumers’ need to decrease the carbon footprints has influenced manufacturing and formulation processes. Several cosmetic operators are looking forward to enhancing the manufacturing procedures to raise environmental sustainability in conformity to consumer trends. These situations have also impacted the forms of packaging being used.
The companies which continue to sell unhealthy cosmetics will not be able to compete since they will not be meeting customer needs.
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