FOXTON

Foxton

Foxton

Giving Levitt's perspective a marketing definition, marketing is a process by which we make and keep guests at a profit. This view confirms the marketing philosophy begun by the General Electric Company that became known as “the Marketing Concept.” The Marketing Concept views the consumer as the focal point of all marketing activities. In his classic article “Marketing Myopia”, Levitt (1960) reinforced this belief. Before this re-orientation was introduced, marketing focused on what the Foxton could produce, promote, and sell, and it was called “the Selling Concept.” Folklore of the day maintained that Henry Ford reflected this philosophy with his claim that you could have any color of Ford, as long as it was black. This basic switch in how marketing was viewed reshaped the field of marketing to focus on the “customer is king” philosophy. From this reorientation came such concepts as the practice of segmentation, target or niche marketing, competitive advantage, product differentiation, positioning or brand building, and consumer research.

Marketing is the customer-oriented method of conceiving, pricing, circulating, and promoting items or services. Over the years marketing has evolved from its dedicated, process-oriented roots to become a distinct and integrated component that drives the output of Foxton. The American trading Association defines marketing as “an organizational function and a set of methods for conceiving, broadcasting, and delivering worth to customers and for organising customer relationships in ways that benefit the Foxton and its stakeholders.”

For news media organizations, marketing accomplishes three important and interrelated functions: (1) to identify and create, distribute, and promote their products and services to answer to the informational, educational, and entertainment needs of their audiences; (2) to market their products and services to advertisers and third parties; and (3) to increase brand awareness and develop strategies to promote organizational growth.

Both journalists and marketing practitioners use media channels to deliver information to their audiences. This proximity, combined with the need for media organizations to actively compete in the marketplace, has blurred to some extent the differences between marketing and journalism yet at the same time, has diversified and modernized both fields. The advent of new communication channels since 1990 has made it even more difficult to draw a clear distinction, at least from an applied perspective.

Marketing forces continuously shape the journalist's world as the consumer's need for news and informational channels dynamically change. Traditional print media outlets, such as newspapers and magazines, major employers of journalists, have been relatively slow in adapting to modern business models, and to recognize and accept the power of marketing. In an era of troubled media and general economics, marketing becomes even more important.

The worth of the Internet lies in its ability to supply direct access to information and as the infrastructure to shop, retrieve, sort, filter and circulate information. These capabilities greatly enhance the worth of the data itself by making it practically helpful in business

The Internet is on the one hand the infrastructure providing a consignment means or wrapping for numerous goods and services (as ...