Analysis of Marketing in Business and Social Media Marketing

This report provides an overview of marketing, defining it as the management of exchange relationships, with a focus on consumer satisfaction and brand equity. It explores social media marketing, its advantages, and the platforms used. The report summarizes research on Twitter's impact in marketing courses, marketing intelligence as a strategic tool for competitive advantage, and the influence of environmental dynamism on marketing strategy and organizational performance. Key findings include the importance of adapting marketing intelligence and the significant impact of environmental dynamism. The report includes a comprehensive reference list of sources used in the analysis, providing a solid foundation for understanding the concepts discussed.

BUSINESS
MARKETIN
G

What is marketing?
Marketing can be defined as
the study and management
of exchanged relationship.
The usage of marketing
include creation of a
consumer base and
enhancement of a brand
equity as well as consumer
loyalty by satisfying the
consumers (Jobber & Ellis-
Chadwick, 2012).
It is one of the most crucial
part of business
management.

Social media marketing
“Social media marketing”
is defined as a marketing
technique for attracting
consumers with the help
of social media sites.
Social media marketing
has gained huge
popularity due to its
effectiveness on the basis
of gaining competitive
advantages (Tuten &
Solomon, 2017).

Social media marketing
This marketing technique
enables the organizations
to directly communicate
with the consumers an
thus understand their
specific requirements and
create a better consumer-
company relationship.
This in turn, enhances the
consumer loyalty of the
organizations.

Another advantage of marketing through
social media involves promotion of the
business at a very low cost.
Some of the popular social media platforms
hugely used by various organization include
Facebook, Twitter, Instagram and Snapchat.

“Classroom Community, Pedagogical Effectiveness, and
Learning Outcomes Associated with Twitter Use in
Undergraduate Marketing Courses”
Outcomes related to the incorporation of a
popular social media platform, Tweeter, in the
marketing classroom (Clarke & Nelson, 2012).
Investigation of the degree of effectiveness of
Twitter usage in the marketing course, classroom
community and learning outcome based on
Twitter usage

“Classroom Community, Pedagogical Effectiveness, and
Learning Outcomes Associated with Twitter Use in
Undergraduate Marketing Courses”
As comparative research method, quasi-
experimental design was followed
Result obtained
a) Usage of Twitter in marketing course did not
imposed any important impact on the
learning of the students.
b) The actual learning of the students who had
used twitter for pedagogical purposes, highly
outnumbered the non-twitter group of
students.

“Marketing intelligence as a strategic tool for competitive
edge”
Marketing has become more dependent on
information rather than sales power
Organization to collect effective information
related to the consumers in order to gain
competitive advantages (Igbaekemen, 2014).

“Marketing intelligence as a strategic tool for
competitive edge”
In this research paper, “the degree of
efficiency of the marketing information
system for gaining competitive advantage has
been analyzed”.
Results found:
Adaptation of “suitable marketing
intelligence is highly crucial for organization”
in order to gain competitive advantage in the
global market.

“Impact of Environmental Dynamism on Marketing Strategy
Comprehensiveness and Organizational Performance”
Business organizations needs to introduce
innovative management techniques and
research philosophies to enhance “their
competitive position and performance in the
global market” (Idris & Momani, 2013).
The research paper aimed to assess “the
impact of environmental dynamism on
organizational performance and Marketing
strategy comprehensiveness”.

“Impact of Environmental Dynamism on Marketing
Strategy Comprehensiveness and Organizational
Performance”
Research method for “environmental
dynamism”:
The two dimensions were used and 5
dimensions were used to “measure marketing
strategy comprehensiveness”.
Result found:
The Environmental dynamism does impose “a
high impact on both organizational
performance and marketing strategy
comprehensiveness”.

Reference List
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an
introduction. Pearson Education, 15-23
Chicago, 67-69
Clarke, T. B., & Nelson, C. L. (2012). Classroom community, pedagogical
effectiveness, and learning outcomes associated with Twitter use in
undergraduate marketing courses. Journal for Advancement of Marketing
Education, 20(2).
Idris, W. M. S., & Momani, R. A. (2013). Impact of environmental dynamism
on marketing strategy comprehensiveness and organizational
performance. International Journal of Business and Management, 8(9),
40.
Igbaekemen, G. O. (2014). Marketing intelligence as a strategic tool for
competitive edge. British Journal of Marketing Studies, 2(5), 17-34.
Jobber, D., & Ellis-Chadwick, F. (2012). Principles and practice of
marketing (No. 7th). McGraw-Hill Higher Education, 24-26
Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage.