What is Marketing?
Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating, offering, and exchanging products of value with others.
– Kotler 1991
Marketing in the Organizational Context
Marketing can be seen as having two main components when viewed in the organizational context:
• Analysis – of the market situation, competitors, products and customers.
• Activity – using the information gained in the analysis to activate tasks and ensure that the products have the desired impact on the overall market.
Marketing is an activity that best functions when it is seen as part of everyone’s job and not the sole remit of the marketing department.
• Marketing is not the same as Sales
• Marketing involves all aspects of the organization that can impact on the product from concept to obsolescence.