You will prepare and submit a term paper on Marketing as a Business Discipline. Your paper should be a minimum of 1500 words in length. The purpose of this paper is to analyze and describe the marketing in terms of its past, present, and future.

Throughout the history of marketing, there has always been a lot of change. This occurs due to the fact that the needs of customer change a lot over time. The customer is the target for which marketing efforts are developed. Only 33% of the fortune 500 companies that existed in 1957 are still operating today (Multimediamarketing, 2010). Marketing became more widespread as the popularity of the television expanded through America and the rest of the world. The three of commonly used channels throughout the 20th century were the television, radio, and the press. “Today’s marketing requires constant research into customers, competition, communication, distribution, channels, product development, etc. “(Multimediamarketing, 2010).

Marketing can be defined as the societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging the products and services of value to others (Kotler, 2003). Kotler’s definition is a bit extensive, but it covers a lot of the element associated with marketing. There are others definitions of marketing. In simple terms marketing can be defined as the art that helps companies sell products. The America Marketing Association (AMA) defines marketing differently. According to the AMA marketing can be defined as the activity, set of institutions, and process for creating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large (Lotti & Lehmann, 2007). I like this definition because it mentions the different stakeholders’ groups that are affected by the implementation of marketing.

There are different orientations companies can use to implement its marketing. Five of those orientations are the production concept, product concept, selling the concept, marketing concept, and the societal marketing concept.&nbsp.&nbsp.