What are the Commonalities? ‣ The activity for creating, communicating, delivering and exchanging offerings that benefit the organization, its stakeholders and society at large. ‣ Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.
CUSTOMER NEEDS AND WANTS ‣ Needs – fundamental sources of dissatisfaction ‣ Wants – specific ways of fulfilling needs ‣ Marketing strives to make customers “want” a particular way to fulfill a given need. ‣ Can marketing create needs? Should marketing try to do so?