marketing (detailed definition)
the anticipation, stimulation, facilitation, regulation and satisfaction of consumer and publics demand for products, services, organizations, events, people, places and ideas through an exchange process.
- a time when companies focused on production of a few specific products.
- "if we can make it, it will sell."
- Few producers
- a time when a company emphasizes selling because of increased competition
- more producers
- Sales! Sales! sales! not worried about the customers, just sales.
marketing department era
- a time when all marketing activities are brought under the control of one department to improve short-run policy planning and to try to integrate the firm's activist.
- marketing valued as a secondary function
marketing company era
- a time when, in addition to short-run marketing planning, marketing people develop long-range plans, and the whole company efforts are guided by the marketing concept.
- marketing is viewed a an essential part of the company.
Relationship marketing era
focused on building relationships with customers.
- a consumer oriented, integrated , goal oriented society.
- an organizations aims ALL efforts at satisfying its customers - at a profit.
trying to carry out the marketing concept.
companies focusing on making whatever products are easy to produce and them trying to sell them.
the difference between the benefits a customer sees from a market offering and the costs of obtaining those benefits.
what is good for some firms and consumers may not be good for society as a whole.
- companies must have this!
- it is their obligation to improve its positive effects on society and reduce its negative effects.
a short-sighted narrow-minded view of marketing and it's environment.