Research in Marketing what is Marketing?

Essay by pretty_oneUniversity, Bachelor's February 2005

download word file, 12 pages 4.0 1 reviews

The research was required to be done using References from the internet only without using books.

Marketing, a Focus on the Customer

What is marketing

The Marketing Mix

Type of organizations that use marketing

Origine of Marketing

Exchange and Utility

four main types of Utility

The Marketing Management Philosophies

. The Production Concept

The Selling Concept

The Marketing Concept

The Societal Marketing Concept

The relationship marketing

Importance of the marketing concept

1. What is marketing

Marketing is a series of dynamic activities that focus on the customer to generate a profitable exchange. Knowledge and skills should be available to succeed in the marketing functional areas associated with distribution, financing, marketing-information management, pricing, product planning, promotion, purchasing, risk management, and selling skills needed to help customers make satisfying buying decisions and to solve marketing problems.

Marketing is a critical, challenging business function that applies economics, psychology, and sociology.

Marketing decisions generally fall into the following four controllable categories called The Marketing Mix (The 4P's of marketing):

. Product

. Price

. Place (distribution)

. Promotion

These four P's are the parameter that the marketing manager can control, subject to the internal and external constraints of the marketing environment. The goal is to make decisions that center the four P's on the customers in the target market in order to create perceived value and generate a positive response.

The Marketing


. Product Decisions:

The term "product" refers to tangible, physical products as well as services, examples Brand name, Fuctionality, Styling, Quality, Safety, Packaging, Repairs and support, warranty, Accessories and Services.

. Price Decisions:

Some examples include: Pricing strategy, Suggested retail price, Volume discounts and wholesale pricing, cash and early payment discounts, seasonal pricing, bundling, price flexibility.

. Distribution (Place) Decisions:

It is about getting the products to the customer. Examples, Distribution...