Marketing Principles
BTEC HND in Business
Unit 4: Marketing Principles
Assignment One:
The Concepts and Process of Marketing
Section Number | Contents | Page Number | 1.0 | Marketing definitions | 3 | 2.0 | The Orientation of Marketing | 4 | 3.0 | 3.1 The Main Characteristics of Marketing3.2 Benefits and Costs | 56 | 4.0 | The Marketing Concept | 6 | 5.0 | 5.1 Macro Environment5.2 Micro Environment5.3 SWOT Analysis | 9,10,11 | 6.0 | 6.1 Self Evaluation6.3 Time Schedule | 12,13 | 7.0 | Reference List | 14 | 8.0 | Bibliography and Webiology | 14 | 9.0 | AppendicesAppendix One: Macro EnvironmentAppendix One: SWOT analysis of a local martial business | 15,16 |
Content Page
Marketing Definitions
As there is no agreed definition existing for marketing, one needs to look around at the existing data available in libraries and online or turn to other sources to look for the most appropriate definition. Or a new definition could be created if there isn’t a suitable one.
“Marketing is a business activity in which the organization, in order to satisfy the demands of the market, determines the desired products and/or services, familiarizes them with consumers, establishes prices, organizes the sales and influences customers.” (Liu G 2011)
The above definition is explaining the core intention of marketing.
“Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development.” (Kotler P, et al 2009)1
The above definition points out the importance to determine the right products and/or services to introduce to the market.
“Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders”(AMA,
Unit 4: Marketing Principles
Assignment One:
The Concepts and Process of Marketing
Section Number | Contents | Page Number | 1.0 | Marketing definitions | 3 | 2.0 | The Orientation of Marketing | 4 | 3.0 | 3.1 The Main Characteristics of Marketing3.2 Benefits and Costs | 56 | 4.0 | The Marketing Concept | 6 | 5.0 | 5.1 Macro Environment5.2 Micro Environment5.3 SWOT Analysis | 9,10,11 | 6.0 | 6.1 Self Evaluation6.3 Time Schedule | 12,13 | 7.0 | Reference List | 14 | 8.0 | Bibliography and Webiology | 14 | 9.0 | AppendicesAppendix One: Macro EnvironmentAppendix One: SWOT analysis of a local martial business | 15,16 |
Content Page
Marketing Definitions
As there is no agreed definition existing for marketing, one needs to look around at the existing data available in libraries and online or turn to other sources to look for the most appropriate definition. Or a new definition could be created if there isn’t a suitable one.
“Marketing is a business activity in which the organization, in order to satisfy the demands of the market, determines the desired products and/or services, familiarizes them with consumers, establishes prices, organizes the sales and influences customers.” (Liu G 2011)
The above definition is explaining the core intention of marketing.
“Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development.” (Kotler P, et al 2009)1
The above definition points out the importance to determine the right products and/or services to introduce to the market.
“Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders”(AMA,
Bibliography: 2’BTEC Level 4 HNC and Level 5 HND in Business’ (2011); Pearson Custom Publication 3Hall, Dave +et al (1993); ‘Business Studies’ (Fourth Edition); Pearson Education 4Needham, Dave +et al (1999); ‘Business for Higher Awards’ (Second Edition); Heinemann Educational Publisher 5’Edexcel HNC & HND Business (2000); BPP Publishing Limited