A Discussion of the Marketing Concept and the Implementation of those Essay

A Discussion of the Marketing Concept and the Implementation of those Concepts - Essay Example Music in the Macro-Environment 8 3.1 Evolving forms of Listening 8 4. Final Thoughts 11 4.1 Bagozzi’s Ideas on Transactional Exchange 11 4.2 Conclusion 13 References 14 Marketing and the macro-environment: A discussion of the marketing concept and the implementation of those concepts. 1. Introduction The development of a macro-environment has meant that the field of marketing has had to expand its methods and beliefs as the meanings of consumerism have shifted to a global field of engagement. While a global state of business means that there are more opportunities, it also means that the competition is increased through innovation and local brands that may have an advantage over an international company originating out of foreign lands. Through using concepts and ideas that directly engage the issues that arise when entering into a new market, marketing becomes defined by those issues and the ways they lend towards engaging the consumer in a variety of environments. Marketing involves a series of elements that introduce the consumer to needs in relationship to social expectations. In addition, marketing is involved in the selling of not only tangible ideas, but intangible concepts such as political ideologies, universities, communities, and performers. Exchange becomes defined by the various environments that are involved in marketing. The actors within an exchange are involved in a wider variety of interests within the environments where the macro-environment is concerned. In addition the relationships between the actors is far more complex as barriers between people, in relationship to law, and in relationship to differences in traditions must be navigated in order to appropriately navigate the stream from sales to customer. As the macro-environment influences changes in marketing, it is essential to discuss Bragozzi’s interpretation of exchange. Exchange is defined by Bragozzi using generalities that have relevance, but require some expansion a s popular culture has increased; the consumerist attitude has enveloped society, and as the macro-environment has required a more extensive explanation of exchange. 2. Key Developments and Marketing Responses 2.1 Marketing Marketing is the creation of activities that facilitate the exchange in a consumer context. The idea of exchange is developed through the equality that is created through assigning value and giving one thing of a specific value in exchange for something that represents the same value. The most common example is the exchange of money for goods and services, the goods and services being assigned a specific value that is reflected in a monetary figure. Actual value and social value are often two different ideas. As discussed by Bragozzi, often one part of the exchange or both parts will have negative impact, thus creating an inequality in the exchange. Marketing is the creation of what might be termed as an environment around a product. The environment around a produ ct has its own identity, a culture and belief system through which the product is presented to the consumer. Marketing invites the consumer, through exchange, to become a part of that culture through ownership. 2.2 Key Concepts in Marketing One of the key ideas that are central to marketing is that designing for a product or of a product is central to creating the need that promotes purchase. Creativity is the cornerstone of design, where visuals and text must be in concern with one another in order to have impact. In addition, the culture that is created around the product is a core of how the design must convey the message. Design is developed through a series of elements that come together to convey the most powerful message possible. Within that message is an attempt to convince the