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INTRODUCTION

What image comes to mind when you hear the word “marketing”? Some people think of advertisements or brochures, while others think of public relations (for instance, arranging for clients to appear on TV talk shows).The truth is, all of these and many more things make up the field of marketing. We can defines marketing as planning and executing the strategy involved in moving a good or service from producer to consumer.
With this definition in mind, it’s apparent that marketing and many other business activities are related in some ways. In simplified terms, marketers and others help move goods and services through the creation and production process; at that point, marketers help move the goods and services to consumers.But the connection goes even further:Marketing can have a significant impact on all areas of the business and vice versa.
Marketing is the process of creating consumer value in the form of goods, services, or ideas that can improve the consumer’s life.Marketing is the organizational function charged with defining customer targets and the best way to satisfy needs and wants competitively and profitably.Since consumers and business buyers face an abundance of suppliers seeking to satisfy their everydayneed, companies and nonprofit organizations cannot survive today by simply doing a good job.They must do an excellent job if they are to remain in the increasingly competitive global marketplace.This is what we say that survival of the fittest. Many studies have demonstrated that the key to profitable performance is to know and satisfy target customers with competitively superior offers.This process takes place today in an increasingly global, technical, and competitive environment.

1.DEFINITION OF MARKETING
Marketing is a most developing and chainging area of management.Different authors and experts have given different definitions of marketing.There is not a single definition of marketing which is universally acceptable to all.For the sake of simplicity different definitions are divided into two major groups:Product-oriented definition and Customer-oriented definition.Here are some definitions:
The Chartered Institute of Marketing(CIM),defines marketing as the management process which identifies, anticipates, and supplies customer requirements efficiently and profitably.
The American Marketing Association (AMA),defines marketing as the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchange and satisfy individual and organisational objectives.
Kotler, Armstrong, Saunders and Wong (2001),define marketing as a social and managerial process by which individuals and groups obtain what they need and want though creating and exchanging products and value with each other.
There many other definition, but from these three we can see consistency in the scope of marketing. Marketing is:
 a management process;
 it is about the exchange of goods and services;
 it anticipates and meets consumers needs;
 it creates profits.
Marketing as a management process

Definitions of marketing describe it as a business function rather like accounting, or human resource management.To do marketing is therefore to manage a complex business process.

Marketing as an exchange process

Marketing is about exchanges.Normally this is expressed as the exchange of goods or services for payment.But more recent applications of marketing techniques have complicated this definition.For example “political marketing” might be seen as the exchange of a preferred set of policies in return for a vote and ongoing support

Marketing and the satisfaction of consumer needs
Central to idea of marketing is that individuals have needs and wants that can be met through the purchase of goods and services.These needs are most obviously physical (food, drink, shelter), but may also be social (interaction with others and group belonging), and psychological (self-expression, self-identity).
Now obviously in modern western society most people have enough to eat and drink and have reasonably safe and secure accommodation, so the focus of much modern marketing is actually on meeting the “higher order” social and psychological needs.Any particular need may also be met by a number of different products or services so although absent from the definitions, “providing choice” becomes a central aspect of modern marketing.
Psychological and social needs can be met through a wide variety of different services and products, so marketing also ensures competition.For example the ‘need’ to be respected by others could be met by an expensive luxury car, a designer suit, an adventure holiday, or a higher degree.Each organisation attempts to produce goods or services that are more effective at meeting needs.Organistions also attempt to find new ways to meet new needs.

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