Module 1: Introduction to Marketing

The concept of marketing was there before it gained the name.

Marketing - Human activity aimed at satisfying needs and wants through the exchange process.

Four alternative options four exchange
Self-production
Coercion
Supplication
Exchange
Marketing Management is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchange that satisfy individual and the organizational objectives.

Product Concepts is where consumers will respond favourably to good products that are reasonable priced and little marketing effort is required to achieve satisfactory sales and profits.

Selling Concept is where consumer would not normally buy enough of a company's products unless they are approached with a substantial selling and promotion effort.

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Th four pillars of the Marketing Concept are:

Market Focus
Customer Orientation
Coordinated Marketing
Profitability
There are different views of the role marketing in a company:

Marketing as an equal function.
Marketing as a more important function.
Marketing as a major function.
The customers as a controlling function.
The customers as a controlling function and the marketing as an integrative function.