Alivio, Rojennette Ann C.

BA101TTh 1:30-3:00

BSA-2
June 23, 2016
1. What is Marketing?
Marketing is the management process through which goods and
services move from concept to the customer. Marketing is a widely used term to
describe the communication between a company and the consumer audience that
aims to increase the value of the company or its merchandise or, at its simplest,
raises the profile of the company and its products in the public mind. The purpose
of marketing is to induce behavioral change in the receptive audience.
The American Marketing Association most recently defined Marketing as "the
activity, set of institutions, and processes for creating, communicating, delivering,
and exchanging offerings that have value for customers, clients, partners, and
society at large.It is also the all-embracing function that links the business with
customer needs and wants in order to get the right product to the right place at the
right time, The achievement of corporate goals through meeting and exceeding
customer needs better than the competition, The management process that
identifies, anticipates and supplies customer requirements efficiently and
profitably, Marketing may be defined as a set of human activities directed at
facilitating and consummating exchanges. Marketing is about meeting the needs
and wants of customers; Marketing is a business-wide function it is not
something that operates alone from other business activities; Marketing is about
understanding customers and finding ways to provide products or services which
customers demand "Marketing is the management process responsible for
identifying,

anticipating

and

satisfying

customer

requirements

profitably." This also means the ideas, the brand, how you communicate, the
design, print process, measuring effectiveness, market research and the

Alivio, Rojennette Ann C.

BA101TTh 1:30-3:00

BSA-2
June 23, 2016
psychology of consumer behaviour all count as part of the bigger picture of
marketing.
Marketing is a diverse profession with opportunities to be involved in all kinds of
businesses. Marketing are activities of a company associated with buying and selling a
product or service. It includes advertising, selling and delivering products to people.
People who work in marketing departments of companies try to get the attention of
target audiences by using slogans, packaging design, celebrity endorsements and
general media exposure.
2. Importance of marketing
Marketing is important because the heart of your business success lies in its
marketing. Most aspects of your business depend on successful marketing. The overall
marketing umbrella covers advertising, public relations, promotions and sales.
Marketing is a process by which a product or service is introduced and promoted to
potential customers. Without marketing, your business may offer the best products or
services in your industry, but none of your potential customers would know about it.
Without marketing, sales may crash and companies may have to close. Marketing is a
very important aspect in business since it contributes greatly to the success of the
organization. Production and distribution depend largely on marketing. Many people
think that sales and marketing are basically the same. These two concepts are different
in many aspects. Marketing covers advertising, promotions, public relations, and sales.
It is the process of introducing and promoting the product or service into the market and

Alivio, Rojennette Ann C.

BA101TTh 1:30-3:00

BSA-2
June 23, 2016
encourages sales from the buying public. Sales refer to the act of buying or the actual
transaction of customers purchasing the product or service.
3. The marketing process
Five-step model of the marketing process
1. Understand the marketplace and customer needs and wants
2. Design a customer-driven marketing strategy
3. Construct an integrated marketing program that delivers superior value
4. Build profitable relationships and create customer delight.
5. To