Marketing Basics essays

?1.1 EXPLAIN THE VARIOUS ELEMENTS OF THE MARKETING PROCESS
K. Lopper et al (2006) describe Marketing as a means of customer satisfaction. However Pride and Ferrell(2012) define marketing as a creating, distributing, promoting, pricing, process through which goods and services or ideals are exchanged to satisfy customer needs. Meanwhile American Marketing Association Board of Directors (October 2007) define Marketing as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. While Doyle, P., (2000), p29.
Marketing is the management process that seeks to maximize returns to shareholders by developing relationships with valued customers and creating a competitive advantage. Meanwhile is seen as Marketing is when a company produce/render a particular goods or service which he knows that people need or want and plan how the member of the public will be aware of that particular goods/service by making of advert, posters, sales promotion etc.
Process is referred to "As a set of controllable tools that the firm blends to produce the response it wants in the target market, so it consists of everything the firm can do to influence the demand for its product" Philip Kotler (1997
Author Philip Kotler (1997), says “Marketing is not the art of selling what you make but knowing what to make. It is the art of identifying and understanding customer needs and creating solutions that deliver satisfaction to the customers, profits to the producers and benefits for the stakeholders. Market innovation is gained by creating customer satisfaction through product innovation, product quality and customer service. It these are absent, no amount of advertising, sales promotion or salesmanship can compensate.”
zeepedia.com (2013) MARKETING PROCESS: Analyzing marketing opportunities, Contents of Marketing Plan sa…

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