Assignment 2 Example | Topics and Well Written Essays - 1250 words - 2

2 - Assignment Example The in-depth interviews involved a word association exercise with the informants. A diagram that shows the concepts that students relate to marketing was developed, based on the results of in-depth interviews, indicating the most frequently occurring connections. A detailed explanation of what was learnt about how college students view marketing was provided. As indicated earlier, the informants comprised of four college students who are not business majors. The main aim was to find out the perceptions of these students on marketing. The following questions were asked during the in-depth interviews and the informants were allowed to provide their responses in detail: The first informant defined marketing as the act of advertising and promotion of products or services. The second informant claimed that he understood marketing as an effort that is carried out to create brand awareness. The third informant linked marketing to consumer research, whereby she said that all marketing personnel should possess the ability to find out about the needs of consumers so that they can sell appropriate products and services to them. The fourth respondent defined marketing as manipulation of a consumer’s beliefs to enhance selling. According to the four informants, marketing involves various activities. For instance, one informant said that promotion, which is majorly carried out through advertising was the main activity of marketing. Another respondent perceived pricing and retail decision making as a major activity of marketing. Creation of brand awareness by marketing personnel was perceived as one of the main activities of marketing by one of the respondents. On the other hand, one of the informants claimed that the main activity of market research, which enables marketers to create a brand by carrying out quality research on how consumers perceive a product, service or organization. This research involves the identification of clients’ needs, and