MARKET PERSPECTIVES

Market perspectives

Market perspectives

Introduction

The essay discusses the marketing perspective on the marketing leadership and the question of marketing as being rhetoric or a reality. These concepts are analyzed on the basis of previous learning and personal experience.

Extent to Which Marketing Is Rhetoric or Reality

Marketing, which is in line with the rhetoric, is conceived as an art of persuasion. According to Peter Drucker, "Despite the emphases on marketing, many businesses are more rhetoric than reality”. The proof is in the 'consumerism', because the concept of consumerism requires the company to do marketing (Moschis,1994, pp. 4). It requires that the business fulfills the needs, realities, and client values that define the business, its goal, and the satisfaction of customer needs (Stogdill1974, pp. 53). Indeed, selling and marketing are opposites synonyms, or even complementary. Many companies have wanted to see their success in marketing, selling and simply impressed and pleased some, self-deception. For it is the recognition and trust that people placed in a provider, in a brand, and a product in terms of benefit and satisfaction it provides. What really determines marketing success in a competitive market is either they provide what they promise and translate the rhetoric into reality (Moschis, 1994, pp. 7).

Despite the emphasis on the marketing approach, marketing is yet rhetoric rather than reality in far too many businesses where consumerism probes this. What consumerism demands of business is that it actually markets (Stogdill1974, pp. 53). It demands that the business starts out with the need, values and the realities. It demands that the business designs the goals in terms of customer satisfaction (Gummesson, 2002, pp. 102). The fact is that various firms approach marketing within the same country where marketing serves as a form of rhetoric and at the same time living reality for firms that practice it and contain the cutting edge thinking from the commentators on the marketing scene worldwide.

The marketing message expressive power springs up largely from rhetorical devices as substitution. The element of a substitution seems to require an account of similarity between them. Something must be replaced, and the contribution must be something new. The metaphor is a figure of speech replacement for excellence and depends on the relationship of similarity and solidarity between the terms of the replacement (McCarthy,1960,pp. 71). Marketing create the concept and the concept refers to the subject of marketing, or to the products, services or brand. The concept invented the object created by powers from the rhetoric, and for that invention relied on the figures of classical rhetoric and resources to build the invention (Stogdill1974, pp. 53). The metaphor encourages its existence as a rhetorical device, in addition to replacement, its relationship to reality and the concept of metaphorical truth (Gummesson, 2002, pp. 100). Marketing makes the customers understand the product use as well as make it desirable for purchase. The fact is that the rhetoric and the theoretical perspectives have become a reality now. Social networks are now to stay and give us the possibility of having an ...