Marketing Reflective Report: Insights from Semester 1 Learning

This reflective report details a first-year university student's journey of understanding the multifaceted concept of marketing. Initially possessing a basic grasp, the student delves into the significance of understanding customer needs, wants, and demands, highlighting the importance of market offerings—goods, services, and experiences—and their impact on personal experiences. The report examines the importance of marketing to an organization, including the demographic environment and buyer behavior, while also considering the ethical implications of marketing practices. The student reflects on how their views have changed, providing insights into how they will apply their newfound knowledge to future endeavors, including career opportunities and strategic marketing design. The report emphasizes the ability to analyze marketing campaigns critically and make informed purchasing decisions, ultimately demonstrating a deeper comprehension of marketing's influence on consumer behavior.

Marketing
Assessment 1

Reflective report
Here I am, a first-year university student prepared to dedicate my time to this global
concept called marketing, yet realising that I only had a minute understanding of the true
meaning of the word. Before my first marketing class, I wanted to be ready. After researching
several definitions, I was prepared to have complete understanding. Marketing is defined as
the promotion of a particular product, brand or service that is aimed to keep and satisfy the
customer on a national or international scale.
In what ways has your view of marketing changed/not changed as a result of what you
have learned since the beginning of the semester?
Understand customer needs wants and demands.
I always understood that marketing involved the customer desired needs, wants and
demands, but I never investigated further into the concept to truly understand the depth of it.
This is a fundamental characteristic of marketing, without needs met, who is going to
purchase the product? As the lecturer was discussing the importance of understanding target
markets, and the following needs of the consumer, he began discussing an example that never
crossed my mind. Watches, Swiss watches, such as Tag Heuer and Omega. He followed the
discussion by asking the class why Swatch watches have taken over the world and the watch
industry. This really made me think as an individual who owns several of their products, why
they were so appealing to me, and many others. Was it the affordability? Was I following a
common trend? No. In fact, it is because of the never-ending designs they offer their
consumers. Learning during the semester has allowed me to understand that marketing
practice within organisation need to be changed as per changes in needs. We are in an era of
wanting all the products on the market, no matter how many we already own. Swatch
understands the changes in the market trends. My experience and knowledge changed
regarding the marketplace and customer needs, dramatically after one discussion in class. I
was able to comprehend to my initial thought that was only surface deep. By having an
appropriate learning in regard to marketing concept the factors that need to be referred during
promotion are also being understood in desired manner.
Market Offerings: Goods, Services and experiences
Every element of marketing that has been taught so is relatable in my personal life.
There was one topic in particular that raised a few questions; that being market offerings,
goods, services and experiences. Every day I experience purchasing a good, receiving a
service and experiencing the journey that comes along with it, but never have I stopped to
think about each of these aspects and analyse just how important they are to the marketing

world. I have also noticed that before attending a program I was not aware of various facts
and practices related to the marketing. Initially I thought that marketing is only a way to
promote sales and earn better profit. But I was wrong through marketing businesses can
understand market needs, promote brand name, create awareness, etc. A good is a tangible
product or process that has physical dimensions, they can be used or consumed and
purchased by an individual. Also, at the initial level I struggled to understand the difference
between a service and an experience, as there have been many situations where the service
itself has been an experience. A relatable example was when I purchased my first car, an
Audi, a luxury, high-end brand. The service that I received was impeccable, they offered me
a Nespresso coffee, a sparkling water, and asked if I needed anything else that would make
this purchase as easy and enjoyable as possible. This was a service Audi offered all
customers, but as a first-time car owner it was also an experience, and one that I would
remember forever. I tried to understand a clear difference between the two. Such kind of
personal experiences has also made me understand the significance of marketing. It is
because marketing of Audi and other products done by companies was impressive and
attracted me to have purchase of their product. A service is reactive, where customer
experience is proactive. A service is what customers expect, experiences are what they
discover unexpectedly. In regards to my experience in purchasing a car, the service is a
response to my request to test drive the car and the experience is what I felt driving a car, it
was my emotional response. My understanding on market offerings and its importance has
become clear, it has changed my way of thinking as I now can relate my personal experiences
in life to this specific of marketing.
Why is/isn’t marketing important to an organisation?
The importance of understanding the demographic environment.
Marketing is very important to a business, it guarantees a more successful outcome
than if marketing was not implemented. It allows consumers to be aware of what is available
and therefore will be inclined to purchase the product or service. It was in the second class
that I realised marketing is a very broad concept and what is more important than just
marketing, is understanding the demographics of the ideal consumer. A demographic
environment includes the characteristics of a population, such as ethnicity, gender, age and
financial status. This is crucial for business owners as it allows them to identify their target
audience and develop marketing strategies that is best suited for the particular product or
service. I have noticed that using marketing companies can easily attract more customers and
develop better brand image. It was only after the lecturer explore the concept to the class, that

I grasped this notion. It was after this that I could relate this topic to a personal experience. I
have also witnessed that Strategic decision can also be framed effectively with a proper
understanding about marketing needs. Also, determination of goals can also be accomplished
with a desired focus on marketing.
Do you feel that marketers are manipulating you in how they market products? Why?
Understanding buyer behaviour
I have immersed myself in this subject as I intended to have a clear and through
understanding of the topic. Every topic I have seized, can be applied to many areas of my life.
Learning about buyer behaviour, in particular understanding the internal and external
influences, changed my opinion on products I feel the need to purchase. I now analyse
marketing campaigns and take a step back to think, do I need this product, or do I want it? Is
the company trying to manipulate my thought process into convincing me am I purchasing
this item? Marketing is a broad topic, and I have noticed it is relatable in other areas of study,
what I have learnt will assist me in other fields of my commerce degree. It is apparent that
what I have covered in marketing, will be applied to different aspects of my life, it will
benefit me in the future and will allow for more self-awareness when purchasing products. I
can say that marketers effectively focus on manipulating buyers because they cover only
positive points of the product. They also consider emotional values in order to attract
customers towards products.
There is no doubt that what I have grasped in this course has captivated my attention.
From struggling to understand the truth depths of what marketing entails, to forming my own
opinion of this global concept. I have uncovered the truths about marketing, and related these
concepts to my personal life. As my studies progress, my knowledge will only further
therefore be resulting in an even deeper understanding of the concept.
In what ways do you think you will be able to apply what you have learned in this
subject?
In addition to this, I can have effective application of standards in desired
manner in future to promote products and services. It will assist me to have better career
opportunities. Along with this, by having an appropriate reference of key tools the issues can
be overcome. I can easily design marketing strategies in my future job which will assist to
have sustainable opportunities. I further examined marketing as a whole, and therefore will
be touching base on the following; my changing views of marketing, the importance of this
concept to organisations, manipulation versus marketing, and the application of this concept
to my personal life.