Marketing Environment
MARKET ENVIRONMENT
________________________________________
• Before we start with marketing environment it is important to know what a market is and how can marketing be defined as.
MARKET
• A market is any structure that allows buyers and sellers to exchange any type of goods, services and information.
• The market facilitates trade and enables the distribution and allocation of resources in a society.
• Markets allow any tradable item to be evaluated and priced. A market emerges more or less spontaneously or is constructed deliberately by human interaction in order to enable the exchange of rights of ownership of goods and services. MARKETING
• Marketing can basically be looked upon as the interaction between marketing mix variables and environmental variables.
• It is only with the help of marketing variables, that the market managers tackle the environmental variables.
• Marketing is an ongoing process of planning and executing the marketing mix for products, services or ideas to create exchange between individuals and organizations.
According to Kotler
“Marketing is a social and managerial process by which individuals and groups obtains what they need and want through creating, offering and exchanging products of value with others”.
The American Marketing Association defines marketing as:- “The performance of business activities that direct the flow of goods and services from producers to consumers or users”.
• Marketing tends to be seen as a creative industry, which includes advertising, distribution and selling.
• It is also concerned with anticipating the customers' future needs and wants, which are often discovered through market research.
• Essentially, marketing is the process of creating or directing an organization to be successful in selling a product or service that people not only desire, but are willing to buy.
In the words of Stanton
“ Marketing is a total system of interacting business activities designed to plan
________________________________________
• Before we start with marketing environment it is important to know what a market is and how can marketing be defined as.
MARKET
• A market is any structure that allows buyers and sellers to exchange any type of goods, services and information.
• The market facilitates trade and enables the distribution and allocation of resources in a society.
• Markets allow any tradable item to be evaluated and priced. A market emerges more or less spontaneously or is constructed deliberately by human interaction in order to enable the exchange of rights of ownership of goods and services. MARKETING
• Marketing can basically be looked upon as the interaction between marketing mix variables and environmental variables.
• It is only with the help of marketing variables, that the market managers tackle the environmental variables.
• Marketing is an ongoing process of planning and executing the marketing mix for products, services or ideas to create exchange between individuals and organizations.
According to Kotler
“Marketing is a social and managerial process by which individuals and groups obtains what they need and want through creating, offering and exchanging products of value with others”.
The American Marketing Association defines marketing as:- “The performance of business activities that direct the flow of goods and services from producers to consumers or users”.
• Marketing tends to be seen as a creative industry, which includes advertising, distribution and selling.
• It is also concerned with anticipating the customers' future needs and wants, which are often discovered through market research.
• Essentially, marketing is the process of creating or directing an organization to be successful in selling a product or service that people not only desire, but are willing to buy.
In the words of Stanton
“ Marketing is a total system of interacting business activities designed to plan