Marketing: Definition, Concepts, Process, and Interrelationships

Marketing

 Introduction
 Definition of marketing
 Concept of marketing
 Comprehensive model of marketing process
 Role and responsibilities of marketing
 The changing marketing landscape
 Marketing mix
 Marketing – B2B vs B2C
 Interrelationship of marketing with other functional units
 Conclusion
 References
Table of content

Marketing refers to activities of an organisation that undertakes to promote the buying or
selling of a product or service. It can be the study and administration of exchange
relationships. It is a business activity of creating relationships with and fulfilling consumers
by a value exchange.
Introduction

Definition of marketing
Marketing is a science and art of exploring, creating and delivering value to fulfil the desires
of a target market at a profit. Marketing find out unfulfilled needs and demands of
customers and work to satisfied them in form of offering products and services as per their
requirement.

It work in order to fulfilling needs and demands of customers in term of identifying needs
and demands of them. So that the organization can offer products as per the their necessities.
Different concepts of marketing are mentioned as under:
Production concept- Customer prefer goods and services that are available in wide quantity
and inexpensive.
Concept of marketing

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Product concept- Customers like products that provide the most quality, execution and
innovative features.
Selling concept-According to this concept, customer will purchase goods only if the firm
aggressively publicity and sells these commodities.