This week you read many definitions of marketing, the history of marketing paradigms, and current changes for marketing to become a value-creation business activity. Using those readings and your own marketing or leadership experience (if relevant), please analyze and answer the following:

Context

Assume you are the founder or CEO of an organization. You intend to incorporate value-creation marketing in your organization. To do so, you need to consider and make decisions about a few concepts or definitions:

• How do you define how marketing creates “value” for your business or organization? What will “value for your business” mean specifically?
• How will you define “value” that marketing can create for the customers the business serves? What will “value for the customers” mean specifically?
• How will you define “value” that marketing can create for the society or community where the organization operates? What will “value for society” mean specifically?
• As the leader in the organization, what specific definition of marketing would you use to establish the role and responsibility of your marketing efforts? Keep in mind others in the organization may be using old marketing paradigms and need to understand and be able to apply your definition. Is your definition understandable and memorable?
• As a leader in the organization, how would you define or describe the purpose and expected outcomes of your marketing efforts?

Summarize your response to these topics in a “business practice” document. Envision that, as the leader of the company, you will present your vision of marketing to your team leaders and department heads. The purpose is to articulate how marketing will be defined and practiced in the organization and what outcomes will be expected from those efforts. You should support your decisions with appropriate references or rationale so that readers (or employees) will understand this is not just a fleeting opinion or idea but has valid theory behind it. You should explain the decisions in a way that will help the reader fully understand the definitions, expectations, and outcomes and why they are important.

The paper must be fewer than 5 pages in length. Practice proofreading and editing the information so that it comprehensively addresses the topics but presents the information in a concise way that is readily understood by readers.