Essay by rapist815 September 2005

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1. Introduction:

1.1 Purpose.

The purpose of this report is to get all of the management employees of Proton in all of the departments outside marketing to familiarize with what marketing is and also to show its importance in the company.

1.2 Background.

Proton is the biggest Malaysian automobile manufacturer. Proton automobiles are available in many countries such as China, Singapore, Australia, Algeria and United Kingdom. Proton has commanded the local automotive market, and will continuously dominate in the pursuit of being 'Customers' Number One Choice for Automotive Products and Services' (€tScene=0100€tButton=1).

1.3 Scope.

Getting to know the definitions of marketing and also the importance of marketing and how does it contributes to the profitability of the company.

1.4 Method.

Information has been gathered through research of websites, journals and books as well as own interpretation and ideas on how marketing is seen important in contributing to the profitability of the company.

1.5 Assumptions.

It is assumed that other management employees in other departments of Proton, who have no or little idea about marketing, would be able to understand the importance of marketing after the report is read. It is also assumed that the profitability of the company will increase after reading the report.

1.6 Limitations.

The limitations are mainly the inflexibility of time and also the amount of research that needs to be done to write a good report.

2. What is marketing?

Marketing is a very general term that has no specific definition to it. However, it is best described as "A social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others" (Kotler, Brown, Adam and Armstrong, 2004, p919).

It is an understanding of how the company works with its consumers and how it...