Chapter1:Marketing Basix

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.


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.


What is Marketed?

• Goods
  Services
• Events and Experiences
• Persons
• Places and Properties
• Organizations
• Information
• Ideas

Demand States

• Latent
• Irregular
• Un wholesome
• Non-existant
• Negative