Marketing Article: Conference Workshop on Marketing for Company Growth

This marketing article examines the marketing strategies of a company specializing in ceramic tiles and plumbing fittings. The company aims to understand its customers, both retail and wholesale, and to excel in both B2B and B2C operations. A conference workshop is planned to foster a stronger marketing culture and to develop future marketing goals. The article delves into key marketing concepts, including marketing philosophy, the definition of marketing as a human activity centered on satisfaction, and the understanding of market dynamics, needs, and wants. It emphasizes the importance of recognizing customer needs and how they influence purchasing decisions. The workshop will address questions about market understanding, marketing philosophy, brand identity, and future growth potential, with the goal of enhancing employee and stakeholder engagement to improve marketing effectiveness.

Running head: MARKETING ARTICLE
MARKETING ARTICLE
Name of the Student
Name of the University
Author Note

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All companies operating in the highly competitive corporate world of today need to
consider their marketing functions much importantly. As a company working in the field of
ceramic tiles and plumbing fittings, we take our marketing aspects very seriously. The company
serves customers that include retail customers and wholesale buyers. The marketing aims of the
company are focused towards taking the organization to all the potential customers. Achieving
excellence in product and service delivery concerning both the B2B and B2C areas of our
operations is the priority of the company. With the passing of time, we want to reach out more to
our customers and our stakeholders. In doing so the company knows that the most important
people would be the people that are responsible for its operations. The company acknowledges
the fact that our employees are very important for us in order to serve our customers better. We
would hold a conference workshop to interact better with our staffs concerning out mutual goals,
aims and visions. In doing so we would also evaluate our marketing capabilities and develop our
marketing goals for the future.
The conference workshop would be held next week, on Friday and Saturday. It would be
two days of various discussions, events and interactive sessions. The people attending the
conference workshop would be the directors, senior managers, staffs and other important
stakeholders. Knowledge of some of the key marketing concepts can be helpful in understanding
the purpose of the conference workshop. The company want all the staffs to take essential part in
developing an effective marketing culture within the organization. It is important to understand
some key marketing concepts that are very much related to the marketing functions that are
prevalent or need to be implemented in the organization. An important factor is developing a
strong marketing philosophy. Marketing philosophy is a part of a process that includes
recognizing the marketing concept, crafting and communicating the philosophy and nurturing a
marketing culture. Marketing can be defined as an activity that is directed at satisfying the needs
and wants of people through the establishment of an effective exchange process. Kotter provided
a view of marketing that incorporates the key elements of human activities, satisfaction, needs
and wants and exchange process. As a human activity marketing becomes very important. This is
because it involves people. Without people marketing cannot be possible. It involves people just
like our staffs and our customers. It involves communication, living one’s life and engaging in
the process of marketing as both producers and buyers.
Another major part of marketing is that it is focused on generating satisfaction.
Satisfaction is a concept that is considered to be central to marketing. It is all about giving people
that they want most. As a company that produces ceramic tiles and plumbing fittings, we need to
satisfy our customers by providing them the best solutions for their homes. The customers want
to optimize their plumbing systems as it is connected with their daily lives. They are satisfied
when the flow of water through the system is effective in terms of their daily usage. Similarly,
the customers are happy when they see that their washrooms are fitted with high quality ceramic
tiles. This gives them a sense of aestheticism and satisfaction. These aspects can effectively
guide the marketing philosophy of the company. Marketing philosophy needs to be connected to
the aspects that make up a market. A market can be called a host of different things. It is a place
where the intermixing of the buyers and sellers occur. It is also the space where the exchange of
goods and services occur to determine varied levels of satisfaction. A product is exchanged for
something that is equal in value. Needs and wants are also very important concepts in marketing.
It is important for all our staffs to understand the differences between needs and wants of
the customers. Wants are things that the customer would like to have despite their not being any

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apparent reason why those things might be important. Needs are things that are more essential
for the survival of the customers. However, the concept is more complex. The ceramic tiles that
the customers want from us might not be needed by them as their bathroom might already be
effectively functional. However, the need here is that they want their washrooms to look more
attractive, both to themselves and their visitor. This would improve their prestige. Hence, the
purchase decisions are being made with an extrinsic want that is fuelled by an intrinsic need.
This is why we need to understand our customers better. The conference workshop would be an
opportunity for the company and its staffs to know about the customers and the market. At the
same time the company, the staffs and the stakeholders would get to know each other better.
Some questions that can help in the workshop are given below.
1. What do we know about the market? Who and what comprise the market?
2. What is a marketing philosophy? What can be the marketing philosophy for our company?
3. How do you want the customers to identify us?
4. With strong marketing, what are the possibilities for us in the future? How far can the
company grow?

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References
Introduction to marketing concepts (eBook, 2005) [WorldCat.org] (2020). Available at:
https://www.worldcat.org/title/introduction-to-marketing-concepts/oclc/76788736 (Accessed: 5
April 2020).