Marketing is showcasing of products. Develop/Prove this theory.

Abstract
Marketing is an important concept in the business world. It is the only way that the business makes the consumer aware of a product offering in the market and the features and problems that the product. In this paper the theory of marketing being a showcase of products will be proved. Through assessing the basic concepts of marketing, the marketing mix and marketing strategies that are used by businesses, it will be clear that marketing is the showcasing of products. The paper will discuss marketing concepts such as the message, branding and positioning and explain how they relate to showcasing of the product. It will also look at the 4 Ps of marketing which are place, price, product and promotion and touch on marketing strategies showing that they are ways that a business uses to showcase their products.
Introduction
The definition of marketing is a clear indication that the process is showcasing a product. To understand how marketing is showcasing a product, it is essential to first understand the meaning of the two terms. Showcasing means the display or exhibit of something according to the Oxford dictionary. On the other hand marketing is defined as the process through which businesses promote or sell services and products or bring them to the targeted market. Marketing includes activities such as advertising and market research all of which are done to advocate a product to a targeted audience. The purpose of this [paper is to justify that marketing is the showcasing of a product with the hope that consumers will be enticed to purchase the same. To develop on the theory, understanding concepts related to marketing are essential.

Basic Concepts of Marketing
Message
The first major concept in marketing is the message. Marketing begins with communication and the communication begins with the development of an intended message. The message in marketing brings the consumer to understand the offering that a company is making be it a product or a service.  The message used in marketing should grab the attention of the intended audience and it can be achieved through making it easy and understandable. The message is woven around the product being offered. It is tailored to make consumers of the purpose or availability of a product in the market (Schmitt, 2010). From the message perspective it is clear that marketing is the showcasing of a product.
 
Branding
It is another concept of marketing that solely focuses on the products and services being offered to a particular market.  Branding is associated with the perception or image that products are associated with. The branding could be in the form of emotions, images, colors, or logos that remind the consumer of a product in the market.  Branding aims at creating a unique impression about products in the minds of the consumers. It is created through an emphasis on the product’s most competitive traits. It is thus achieved through showcasing the qualities that certain products have in the market over others.
Positioning
The above is another marketing concept that is developed through the showcasing of a product. Positioning is how the product is placed in the market. A good example is how high-end products are marketed in a certain market. Such products are showcased to individuals with an income and those that can afford the product. Positioning requires good knowledge of the product and the problem it solves for a target market, which is a way of showcasing products.
Marketing Mix
It is also possible to prove that marketing is showcasing products by analyzing the 4 Ps of the marketing mix. The marketing mix components are focused on the product and how it is available to the consumer. The 4 P’s of marketing thus advocate products being offered to consumers. The first element is the product which is all about understanding what the consumer wants from a product or the needs that the product satisfies. The product element also identifies the features that the product has that will enable it to satisfy the needs of the consumer. The product element ensures that the product being offered meets or exceeds consumer expectations (Conradie et al., 2019).
The second element is the place that still advocates for the product and where it should be found or be available. The element tries to identify where the buyers look or have access to the product. Place is used to refer to distribution channels that are used to deliver product from the producer to the consumer. It determines the quickest way that a consumer can access a product. The third element is price which represents the value of the product. Consumers should get a product whose value is worth the money they pay. The price sensitivity of the consumer determines the price set on the product or service.  The fourth element in the marketing mix is promotion which deals with marketing messages reaching the targeted consumers. Promotion deals with activities such as advertisements, direct and personal selling, and offering free samples among others (Smith, 2016).
From the above marketing mix elements, it is justifiable to state that marketing is the showcasing of a product. All the elements have to have the product being offered to the consumer as the main factor of consideration. The place advocates for the availability of the product to the consumer. The price on the other hand helps describe the value of the product to the consumer. The promotion element is direct to the point as it involves the actual showcasing of a product through advertising and other promotional strategies. Advertising aims at making a product offering known to targeted consumers. Its focus is on advocating the value of the product to the consumer. The marketing mix elements thus prove the theory of marketing being a showcase of products.
 
Marketing Strategies
To create a market for new products, one needs to showcase their offering to potential consumers.  Showing the product to the consumers is a direct way of marketing the product. A good example is personal selling. The sales executives have to showcase the product to the consumer in their marketing efforts. It is thus clear that showcasing products and marketing is the same thing. There are various ways businesses can showcase their products to consumers. Marketing strategies help show that showcasing products and marketing is the same thing. The following are some of the marketing strategies used by businesses (Yang, 2018).
Public Relations
The first step is the creation of good public relations with the targeted group. Public relations deal with the exposure of a product on media outlets thus making it known to consumers. On the media public relations related to a product involves describing the product to the audience, the problem it solves, and also how the consumers can access the product.
Direct Selling
It is the method through which products are marketed and sold directly to consumers through sales agents. Such agents create a face to face relationship with the consumer as they advocate for a certain product. Before a consumer purchases a product through direct selling, they must be sure that the product will serve their needs (Yang, 2018).
Point of Purchase Marketing
This type of marketing involves the showcasing of products to consumers that are already in the store and ready to purchase. The use of package coupons and product displays helps achieve the marketing target. Shelf talkers do the most work in showcasing a product in that they try convincing the consumer on the benefits of the product in relation to others in the market.
Internet Marketing
The growth of technology has affected how people market/ showcase their products to potential consumers. The method combines email and web advertisements. The marketing strategy has to have the product being marketed (showcasing product). Otherwise without the product consumers would never understand advertisements or purchase products (Musonera, 2018).
Social Media and Viral marketing
The type of marketing strategy leverages the number of users on social media platforms thus providing content that might be valuable to the users. As companies market on social media platforms they have to offer the product that they are selling. They have to showcase the product to make sure that the targeted audience is familiar with the product. The marketing strategies indicate that marketing is not possible without the showcasing of products.
Counter-Argument
Critiques of the theory of marketing being a showcase of products might argue that not all businesses that do marketing are product-centric. Unlike those that deal in products, other businesses deal in offering services. They have no products to offer consumers but still carry out marketing.  However such businesses also have to showcase such services to their consumers through similar methods that are used in the advertisement of a product. Most businesses that do not offer products build a brand around themselves one which has to be perceived of value by the consumer (Firend, 2018). However even such companies have to showcase what their services offer the consumer, be it through word of mouth or media advertising.
Conclusion
From the discussion above, it is clear that the elements and components of marketing lead to the conclusion that marketing is the showcasing of products. Marketing concentrates fully o the product and how it will meet the needs of the consumer. In the marketing of a product, consumers have to be shown the products that are being sold to them. They have to be shown how the products function and given details such as pricing and availability of the same. The fact that marketing involves the use of the product in every aspect of the strategy and the element of marketing proofs the logic that marketing is indeed the showcasing of products.
References
Conradie, E., Roberts-Lombard, M., & Klopper, H. (2019). The influence of eleven Ps: An internal marketing and brand awareness perspective in a service environment. Southern African Business Review18(1), 100-121. https://doi.org/10.25159/1998-8125/5647
Firend, A. (2018). Marketing Strategies of Services and Purchasing Incentives in Asia. Journal Of Management And Marketing Review, 104-110. https://doi.org/10.32893/18.jmmr.1
Musonera, E. (2018). Analysis of Marketing Strategies in the Social Media: Facebook Case Analysis. Journal Of Marketing Development And Competitiveness12(1). https://doi.org/10.33423/jmdc.v12i1.1406
Schmitt, B. (2010). Experience Marketing: Concepts, Frameworks and Consumer Insights. Foundations And Trends® In Marketing5(2), 55-112. https://doi.org/10.1561/1700000027
Smith, V. (2016). Developing and maintaining your brand by mastering the four Ps of marketing. Journal Of Aesthetic Nursing5(2), 100-101. https://doi.org/10.12968/joan.2016.5.2.100
Yang, M. (2018). International entrepreneurial marketing strategies of MNCs: Bricolage as practiced by marketing managers. International Business Review27(5), 1045-1056. https://doi.org/10.1016/j.ibusrev.2018.03.004
 

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