WHAT IS MARKETING?

The term marketing has evolved over time, today marketing is based around
providing continual benefits to the customer following a transactional exchange.
The Chartered Institute of Marketing define marketing as 'The management
process responsible for identifying , anticipating and satisfying customer
requirements profitably'
Marketing Definitions

Philip Kotler defines marketing as 'satisfying needs and wants through an

exchange process'
Customers will only undertake the exchange, if they feel that their needs are being
satisfied, clearly the transactional value can not be more than the amount
customers are prepared to pay to satisfy their need.
P.Tailor of www.learnmarketing.net suggests that 'Marketing is not about
providing products or services it is essentially about providing
changing benefits to the changing needs and demands of the
customer (P.Tailor 7/00)'

Definition of 'Marketing'
The activities of a company associated with buying and selling a product or
service. It includes advertising, selling and delivering products to people.
People who work in marketing departments of companies try to get the
attention of target audiences by using slogans, packaging design, celebrity
endorsements and general media exposure. The four 'Ps' of marketing are
product, place, price and promotion.