Marketing has a different meaning across different companies

Ever wondered what marketing truly means?

As per the marketing guru Philip Kotler marketing means “Marketing is the set of human activities directed at facilitating and consummating exchanges.” But the meaning of the same term when you see or experience in real life becomes extremely different and unheard of.

Each organisation across continents has made their own definition of this term. This term also changes with change in leadership of the organisation or it may also change with change in business strategy.

I have had experience in working in a global MNC FMCG company, an owner driven company and a public limited company and all these 3 companies have taught me different meanings of the same term marketing.

A truly global MNC FMCG will make you feel that marketing is a science that is cold and calculative where everything is measured. Marketing in this kind of an organisation is the driving force behind the organisation and takes lead in all activities.



In contrast an owner driven organisation the meaning of this term changes dramatically as the owner believes that he knows his customer and he knows what they want and thus only he would know what is marketing. Here basically the marketing team is just extra pair of hands to get the job done.

Similar to the above organisation a small sized limited company would see marketing as a sales support team and any work that any of the other teams don’t want to do, fall under the ambit of marketing.

What we learn during our masters and what we actually see are 2 different things. For me what i gather from my experience and what i have learnt I just feel marketing means understanding the consumer, generating brilliant ideas to create innovative products to fulfill the consumer need, test the product and finally making impactful communication to maximise returns for the company.

The organisation that is the closest to what I think is marketing is definitely the global MNC but at the same time there are so many processes there which may curb your brilliant ideas, but then nothing in this world is perfect so how could an organisation be…….

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