This report delves into the multifaceted role of marketing within an organization, exploring its core concepts and how it interrelates with other functional units. The report begins by defining marketing and its fundamental concepts, including needs, wants, and demands, as well as five key marketing concepts: production, product, selling, marketing, and societal marketing. It then provides an overview of the marketing process, including situation analysis using frameworks like 5C, PEST, and SWOT analyses, followed by a discussion of marketing strategy, market segmentation, target market selection, and market positioning. The report also examines marketing mix decisions, encompassing product, price, place, and promotion. Finally, it addresses the implementation and control of marketing strategies, along with the key roles and responsibilities of the marketing function, such as market research and planning.
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