Marketing is an organizational function and a set of processes

for communicating, creating, and delivering value to customers

and for managing customer relationships, in ways that benefit

the organization and its stakeholders.

Needs, Wants and Demands Target markets, positioning and

segmentation(STP) Offerings and Brands Value and Satisfactions Marketing channels Supply chain Competition Marketing environment Marketing Planning

The Production concept

The Product concept

The Selling concept

The Marketing concept

The Holistic marketing concept

Relationship marketing

Integrated marketing

Internal marketing

Social responsibility marketing

Product

Price

Place

Promotion

Demographic Natural economical Technical Political Socio-cultural Legal International

Macro Factors Micro Factors

Internal environment

Competition

Supplies

Customers

Marketing

intermediaries

General public

A marketing information system consists of

people, equipment and procedures to gether,

sort, analyze, evaluate and distribute needed

timely and accurate information to marketing

decision makers.

Marketing research is defined as the systematic design,

collection, analysis and reporting of data and findings

relevant to a specific marketing situation facing the

company.