According to Philip Kotler, Marketing is a social and managerial process by which certain groups or individuals get what they need or want through the exchange of goods or services. Johnson, Schools, & Whittington believe marketing is the implementation of activities that can help a company to the goals it has set itself, and can anticipate the wishes of consumers and develop products or services fit for the market.
The Marketing is the activity performed in the trade. It is exchange or trade that applies when a person wants to buy a product and instead delivers a lot of money imposed. The marketing has been invented to meet the needs of the market in exchange for benefits for companies that use it to develop. This tool definitely is strictly necessary to achieve success in the markets. It is said that marketing is a social and managerial process that involved a group of people, with their concerns and needs. It needs a certain number of elements such as the organization, implementation and control for efficient development of activities.
Inhaltsverzeichnis (Table of Contents)
- Part 1 – Understanding Principles of Marketing
- Task 1 - Definitions and Concept of Marketing
- Task 2 - Marketing Process
- Task 3 - Benefits in Becoming Marketing Oriented
- Task 4 - Marketing Environment of Tesco
- Micro-Environmental Factors
- Macro-Environmental Factors
- Political Factors
- Economic Factors
- Social Factors
- Technological Factors
- Legal Factors
- Environmental Factors
- Task 5 - Buyer Behaviour and Factors Affecting Buyer's Behaviour
- Cultural Factors
- Culture
- Subculture
- Cultural Factors
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This text aims to provide an introduction to the principles of marketing. It focuses on the core concepts of marketing, including definitions, the marketing process, and the benefits of a marketing orientation. The text then explores the marketing environment, specifically using the case of Tesco. Finally, it examines buyer behavior, with a particular emphasis on cultural factors that influence purchase decisions.- Definition and concept of marketing
- The marketing process and its phases
- Benefits of a marketing orientation
- Internal and external factors affecting the marketing environment
- Cultural factors influencing buyer behavior
Zusammenfassung der Kapitel (Chapter Summaries)
This text introduces the concept of marketing and explores its principles. In Task 1, the text defines marketing as a social and managerial process aimed at meeting customer needs through the exchange of goods and services. Task 2 outlines the marketing process, highlighting its two main phases: analysis and decision-making. Task 3 discusses the benefits of a marketing orientation, emphasizing the importance of a customer-centric approach and its potential for sustainable competitive advantage. Task 4 provides a case study of Tesco, analyzing its micro and macro-environmental factors. Finally, Task 5 examines buyer behavior, focusing on the influence of cultural factors, including culture and subculture, on purchase decisions.
Schlüsselwörter (Keywords)
This text explores the key concepts of marketing, including its definition, process, and benefits. It analyzes the marketing environment, particularly through the case of Tesco, examining micro and macro-environmental factors. The text also investigates buyer behavior, highlighting the influence of cultural factors, including culture and subculture, on purchase decisions. The text focuses on key terms such as marketing orientation, customer needs, competitive advantage, and buyer behavior.- Citar trabajo
- John Mutunga (Autor), 2011, Marketing Principles, Múnich, GRIN Verlag, https://www.grin.com/document/269374
