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2Do We Market To The Consumers Or We Market With And Among Consumers?

Do We Market To the Consumers or We Market With and Among Consumers?

Do We Market To the Consumers or We Market With and Among Consumers?


Indeed, marketing is one of the determinants of firm’s growth and success. A firm can be producing and offering quality products and services but due to inappropriate marketing strategies, the business may fail to expand its revenues and profits margins. Profoundly, marketing brings about increased sales and as a result augmenting profits in return. In this regard, for the firm to remain competitive and operational in the industry it has to have sound marketing strategies as well as have a profound understanding of whom they are marketing to and how.

Although marketing can be practiced by a single person, there exists a broad spectrum of activities embedded therein. According to Hennig-Thurau, Hofacker, and Bloching (2013), for the pinball to be useful it has to be understood to be a team sport. The authors of the article assert that marketing has to be done with consumers for it to be productive and useful both in the short and long run. The author explicates and supports this argument by claiming that consumers stands a better position in identifying the potential threats and plays critical roles in responding to the crisis whenever they arise. They give an example of a social media manager who relays substantive answers to crisis whenever they occur and as a result keeps on creating awareness and boosting consumers’ loyalty. Eventually, augmenting sales which are translated to profits. Thus, it is through these reactions that the process of marketing becomes more meaningful and productive to the concerned firm but not to the tweeting company which has created the platform. In this regard, it is rational to assert that the business market with and among the rather than to the consumers.

On the contrary, according to Maw (2016), it is through the existence of a stable company –customers that the marketing becomes more effective and productive especially in the social media. The entire process of marketing primarily lies in the hands of the concerned company as it is the one that initiates and implements the agenda with an ultimate aim of creating awareness and drawing consumers close so that they can recognize their brand and purchase. In this regard, Maw claims that although the platform acts as a catalyst in accelerating the rate at which the marketing is progressing, the company plays critical roles in bringing consumers on board. To sum it up, the author implies that although without the help of the customers, marketing may not be effective, the company tends to play a significant part in the entire process. In this regard, to some extent, the author claims that marketing in done to the consumers but not necessarily with and among the consumers.

According to Horvat and Dobrinic (2015), consumers tend to acknowledge the impact of marketing on their purchasing behavior, especially via email. With the proliferation of mobile devices, marketing has been made easy, cost effective as well as accessible to a large pool of consumers than before. The authors claim that consumers knows what they want and what to expect and therefore, marketing company only needs to launch the product and leave the rest to on the public domain unlike before where the company had to keep on advertising now and then. To conclude, it is evident that things keep on changing particularly in the business world than before. Thus, marketers need to acknowledge that although the concerned company initiates marketing, consumers tends to play a critical role in keeping it on track. What is more, due to the dramatic changes social media is bringing on board; it is evident that the marketing world is marketing with and among consumers rather to consumers. The latter has been propelled by the rise in consumer power, the invention of social commerce among others.

Reference Lists

Hennig-Thurau, T., Hofacker, C.F. and Bloching, B., 2013. Marketing the pinball way: understanding how social media change the generation of value for consumers and companies. Journal of Interactive Marketing27(4), pp.237-241.

Horvat, V. and Dobrinić, D.A.M.I.R., Marketing Via E-Mail. 2015 M-Sphere, p.332.

Maw, Y.A., 2016. Social media and best practice: the consumer brand relationship (Doctoral dissertation, The IIE).