Assignment 1 "what is marketing" By Hugo Andrews (103066814) Part 1 Definition 1 The name of my first interviewee was Ben Hobbs. He was a 22-year-old from Knox studying engineering as a full-time student. When asked he said his goal in live was to simply lead a comfortable life. When asked to describe what he believes marketing to be he stated that "marketing is advertising used by businesses, so consumers are aware of their existence". The reason ben feels this way is that he has previously been influenced by advertising campaigns and stated that "when I buy something, I am influenced by surrounding advertisements". Definition2 The name of my second interviewee was Daniel Gorringe. He is a 26-year-old from Ballarat and is currently a full-time electrician and captain of the senior team of the East Point football club. When asked about his long-term life goals he stated that he intends to "feed the family and win flags". Daniel was then given the opportunity to define marketing in his own words and described it as "companies using advertising to try and convince you that you need (things) that you don't". the reason for this belief is that Daniel has recently had a child and believes his girlfriend spends too much money on things for the baby that are not necessary and cited a $450 bouncy chair that has been used twice as evidence. Definition 3 My third and final interviewee was Pamela Turner. She is a 76-year-old retiree who has lived her entire life in and around St Kilda and now resides in Elwood. Throughout her life Pamela has worked as an art teacher at RMIT but is now happily retired. When asked about her current goals in life she stated that she simply wants to "watch her grandchildren grow up happy and healthy". She defined marketing as "the art of persuading people to buy things that they don't necessarily need". When asked to back up her statement she explained that when people truly need a good or service they will buy it regardless of any external influence and so marketing is only ever needed when the good or service that the business is trying to sell is not truly needed by the customer. Part 2 Definition 1: According to the American Marketing Association "Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large" (American Marketing Association, 2007) ultimately what they are saying is that marketing is everything involved in a customer finding out purchasing and being satisfied with a product. I have used this definition due to the fact that this organisation is a community of experts involved in the study and teaching of marketing. I believe this qualifies as a reputable source as the fact that they are educators of marketing leads me to believe they are qualified to provide a definition for the area of study that they are experts in.