Definition of marketing

Marketing is learning for an organization to become accustomed to conditions such that it can display better exchange of relations. In this context, it refers to a plan followed by organizations to draw end customers by upholding an organization's value through its products or services. It also involves revival from satisfying discontented customers by bringing them to market products. Marketing would only be complete by making the most from the resources. It allows the companies to have an idea of the restricted resources and generate opportunities from these resources. This would improve promotion of sales and offer a competitive benefit. It works on the standard of utmost customer approval. It is most successful when it is made a much discussed component of a company's strategy. Some of the best examples of marketing can be seen as follows:

Super Bowl Marketing: This is one of the most widely used marketing and advertising platforms. As it shows the patriotism for the Americans, people who can afford to any extent out in millions of dollars to the super bowl marketing. With the theme that this game carries, this is highly conducive to learning. (Marketing Articles - Real Life Examples, 2006)

Profitable Target Marketing From MLB: With the advent of online marketing these days, MLB or major league basketball uses the most adequate business models and strategies in order to ascertain that the right people visit the desired websites. (Marketing Articles - Real Life Examples, 2006)

Outline of the Marketing process

There are basically four different steps to a marketing process. They have been given as follows:

Situation Analysis: Most of the dissatisfaction that is caused amongst the customers is by being unable to analyze the situations. So, situation analysis is about being able to analyze the external environment so that it could be used to formulate strategies in accordance with the customer requirements. Hence, this step of the marketing process narrows the gap between what the customers want and what a certain organization can offer. There are major tools of situation analysis which include PEST: Political, Economical, Social and Technological factors for the environmental scanning. Other than this, one can also use the SWOT: Strengths, Weaknesses, Opportunities and Threats analysis for determining the conditions of the external environment.

Marketing Strategy: The second step of the marketing process is the formulation of marketing strategy. Once the situation analysis is done, one can formulate the plans based on a specific market research which would help in the selection of the market segments to determine the market target. The basic components of formulating this strategy are:

* Segmentation

* Targeting

* Positioning

* Value Proposition

Marketing Mix Decisions: This includes the details of the elements of the marketing mix which are in the form of product, price, place and promotion. (The Marketing Process, 2007)

Implementation and Control: Once the marketing strategies are formed and the product has been recognized, the final step of implementation can be started. Any changes that are effective in the environment can be evaluated as a result of this implementation. This requires close observation of the views on the products in the market. 
Marketing philosophy

There are basically five different forms of marketing philosophy. They have been mentioned as follows:

Production Philosophy: When the companies have a confidence in themselves about the reputation of a product in the market, this philosophy becomes productive. The reason for the same is that it comes with a belief that a product doesn't require any sales team; it would speak for its sales.

Sales Philosophy: In this philosophy, the inventory is generally more than what the demand for the product has been in the market. Under the situation, the company market department feels that there is a need of more number of customers to fulfill the sales desire of the company.

Marketing Department Philosophy: In this philosophy, the marketing department feels that there is a need to find new customers so that there is a balance between the production and the sales. This requires that no excessive inventory is produced and the pricing is adequate as well. (MARKETING PHILOSOPHY, 2009)

Marketing concept philosophy: In this philosophy, the company feels that they require to meet the customers' demands as it has been specified in the mission and vision statement of the company. This is done to fulfill the long term goals of the company.

Societal marketing philosophy: This is an extension of the marketing concept philosophy where the marketer feels that the long-term objectives of the company need to be obeyed but this should also be in context with the well-beings of the society.

Five reasons for the growth in international business

The five reasons for the growth in international business have been mentioned as follows:

Expansion of Technology:

* Development in communication technologies.

* Communication allows control from distant places.

* Transport and communications cost are more favorable for international businesses.

Liberalization of cross-border terrorism:

Lower Governmental obstructions to the flow of goods, services and resources ensure better advantage of international opportunities.

Increase in global competition:

More companies function internationally because:

* Fresh yield rapidly becomes global.

* Organizations can produce in diverse regions.

* Home companies, rivals, suppliers, and buyers become international.

Expand Sales:

An organization's sales are based on two factors: the buyers' interest in their products or services and the buyers' readiness and ability to purchase them. The number of people and the degree of their purchasing power are higher in the international as a whole than for a single nation, so organizations may increase their sales by defining some markets in international terms.

Minimize competitive risk:

Many organizations go international for distrustful reasons. This refers to the fact that they seek to oppose advantages that rivals or potential competitors might achieve from foreign operations which instead could be used against them in the domestic market. (Reasons For Business Growth, 2009)

Two examples of successful international businesses:

Two of the best examples of international business can be seen in the technology sector. The first is the largest search engine provider in the world, Google and the second is the largest desktop and other computer accessories manufacturing companies in the world, Hewlett-Packard. Google has been providing services in the form of search engines and many others to be qualified as a one-stop choice for any web-search. In spite of the tremendous expansion of the company, Google is being managed under a single organizational body that is moving towards continuous improvement worldwide. Not leaving Hewlett-Packard alone, the company being a pioneer in the field of IT provides numerous products and services to the world.

History/background

Google

The world is aware of the fact that if it comes to searching material on the Internet, Google is the first option for trial. The company's USP is such that search engine is defined by the name of Google itself. It was in the year 2005, that the company CEO, Eric Schmidt realized that it was time for the company to start to re-build its strategy such that it could advance its services. Even though the company's revenue for that year was $ 321 million, it was still behind, the nine-year old entrant into the business, eBay. The advantage that Google was enjoying at that moment was that the company was providing numerous services on the Internet. There are services like the Google Answers, Google Image Search, and Google News etc which have been unbeatable from the early days itself. The services are so diverse that whatever be the device (even a mobile phone or a palm top), search options are available at the easiest and cheapest price. This is the advantage that Google carried with itself. (Wall., 2007) 
Hewlett-Packard (HP)

HP is the abbreviated representation of the company, Hewlett-Packard. The Company was formed back in 1939 and has its headquarters at Palo Alto, California. Its president and CEO is Mark Hurd. It is one of the largest IT companies in the world with revenue amounting to $ 113 billion at the end of the four fiscal quarters in July'08. It boasts of serving more than 1 million customers in as many as 170 countries across the globe. This fact gives u a view that it operates in almost all the nations of the world that are making good use of IT. Its USP has become the most acknowledged among the MNCs of the world. It employs approximately1 32,000 experts in all its trades. It spends about $3.6 million in research and development hence justifying its IT streak. The Government of different nations cannot impose their taxes on HP as the company helps in employing a lot of people in the respective countries. The company does this international expansion as low-cost labor is favorable and the hospitability of the host country's Government. (History hp, 2009)

Product/service description

Google is one of the most diverse companies in the world as far as its products and services are concerned.

* Google Search: Any relevant article that a person wants to search on the web is available most readily on Google search.

* Google images: This gives access to search images on the web as well.

* Google Groups: These are common discussion groups which are made on the basis of similar interests.

* Group Catalogue: It is used for searching and browsing mail-order catalogues online.

* Google Directory: This gives access to search the required information based on a certain directory that Google maintains which classifies the matter of concern.

* Google News: This is a one-stop location for having access to the world news online.

* Google Wireless: This provides a free in-home wireless service to the customers.

The services mentioned above show the initiative that Google has taken towards diversity. (New features for Google Services for Websites, 2009)

Hewlett-Packard also manufactures a number of items which have been mentioned as follows:

* Notebooks with variable configurations: As the world is progressing each day, notebooks have become a priority which HP provides as per as the needs of the customers.

* Inkjet printers: These are the most efficient printers which are the best amongst all of their kinds in the market.

* Indigo digital press links: This is required from the purpose of commercial printing and packaging.

* Digital projector lamps: These are user-replaceable in nature which are becoming predominant in organizations and learning institutions.

I am a pre final year student at the Indian Institute of Information Technology and Management, Gwalior, India pursuing a five year integrated course (dual degree) leading to the award of B.Tech (Information Technology) and MBA. I am currently in the 9th Semester. ABV-IIITM Gwalior, a Deemed University, is an apex Institute, established by the ministry of HRD (Human Resource Development), Government of India.

The competitive environment at my Institute coupled with my inherent trait of trying to learn something new from each experience has made me come a long way in these four years. I have not only learnt to work under pressure and intense competition with some of the brightest students in the country but have also worked with an esteemed KPO called CBI Solutions in the meanwhile. This has given me the experience to get exposed to some of the most challenging marketing traits in the business. Moreover, I have been awarded first rank for IT and Entrepreneurship at the end of my 7th Semester.

I have been privileged to work at Polaris Retail Infotech Limited, Gurgaon from May to July'08. This taught me the practical application of relationship marketing as I saw the preparation of customer interfaces through their software Smart Store. This is visible at billing counters at retail stores of the fame of Shopper's Stop. Also, I've been in the editorial board of my college magazine, La Vista for the past 3 years and eventually I hold the responsibility of the Chief Editor.