Assignment Title: Weekly Integration Assignment 01
Date: 20 March 2021
1. After reviewing chapter 1 of the Kotler & Keller text, and using specific information
derived from text, provide a brief* comment about each of the following:
a. The benefit to an organization’s marketing team about understanding the
importance of marketing and how the core marketing concepts must be
considered in the new marketing realities. Please be as specific as possible
about the core concepts and the new marketing realities. (consider issues
covered in pages 5 – 10 of the text) Please use appropriate APA citation and
attribution rules for all information sources.
According to Kotler & Keller (2016), marketing is an integral part of any organization.
Arguably, the success of any business depends on marketing. Understanding the needs of
customers and ensuring that the available products and services meet and exceed the
expectations of the customers is highly beneficial to any organization as this will keep the
entity in going concern. Apart from being responsible for this task, the marketing team also
builds and maintains the reputation of any company. Understanding the importance of
marketing helps the marketing team of an organization to effectively engage customers,
thus achieving relationship marketing. This keeps the customers perpetually as the team
constantly understands the needs of the customers. Apple engages their customers by
providing relevant information about their products and constantly creating new contents
which endear their customers to them. Google is another example in this respect, they
engage customers by offering relevant information through free information and
