Fundemental issues in marketing faced by Coke.

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If the circus is coming to town and you paint a sign saying, "Circus is coming to Fairgrounds Sunday," that's Advertising. If you put the sign on the back of an elephant and walk him through town, that's a Promotion. If the elephant walks through the Mayor's flower bed, that's Publicity. If you can get the Mayor to laugh about it, that's Public Relations. And, if you planned the whole thing, that's Marketing- unknown author.

The marketing concept means that an organization aims at all of its efforts, in a coordinated and integrated manner and simultaneously satisfying its customers and achieving its corporate goals.

P Quester, R McGuiggan, E McCarthy, W Perrealt. Basic Marketing 3rd edition, pg 32.

Marketing environment of the any company consists of "the actors and forces outside marketing that affect marketing management's ability to develop and maintain successful transactions with its target customers" (Kotler, et al, 1994).

Some people think of marketing to narrowly as only 'selling and advertising'. On the other hand marketing is defined as creation of delivery of a standard of living. The first definition is a micro-level definition which focuses of activities performed by an individual organization. The second is macro level definition which focuses on the economic welfare of a whole society. In other words marketing exists at both micro and macro level.

Marketing is the process of planning and executing the conception, pricing, promotion, and distribution (4 Ps) of ideas, goods and services to create exchanges (with customers) that satisfy individual and organizational objectives.

Orientation of company

Coke is one of the largest food and Beverages Company in the whole world. Around 94% of the worlds population is aware about coca-cola company. The first batch of coke was made on 8th may 1886. Coke was officially registered in...