Marketing Introduction Essay

594 words - 3 pages

1 Defining Marketing for the 21st Century

What is Marketing?

Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.

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What is Marketing Management?

Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall


What is Marketed?
• Goods ...view middle of the document...

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Needs. Wants. Demands.
Needs - states of felt deprivation including physical needs for food, social needs for belonging and individual needs for self-expression. i.e. I am thirsty. Wants - form that a human need takes as shaped by culture and individual personality. i.e. I want a Coca-Cola. Demands - human wants backed by buying power. i.e. I have money to buy a Coca-Cola.



Target Markets, Positioning & Segmentation

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Offerings and Brands

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Value and Satisfaction

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Marketing Channels
Communication Distribution Service

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Broad Marketing Environment
Demographic Economic





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