Marketing
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large
The purpose of marketing is to help find and keep customers by creating a competitive advantage. Marketing, one of several functions operating in an organization, is directed by the mission statement of the organization and provides certain tools to reach objectives. The value of marketing must be kept in perspective: it must contribute to the growth of the firm.
The characteristics of a marketing organization include:
1. Maintenance of contact with consumers
2. Objective comparison of existing capabilities with ability to meet present and future consumer needs
3. Maintenance of a consistent message from all marketing elements to all consumer groups
4. Thorough understanding of strengths and weaknesses of competitors
5. Understanding of the capabilities of other nonmarketing functions
6. Attempts at familiarity with the community. The types of marketing include:
1. Macromarketing and rnicromarketing
2. Service marketing and goods marketing
3. For-profit marketing and nonprofit marketing
4. Mass marketing, direct marketing, and Internet marketing
5. Local. regional, national, and international marketing
6. Consumer goods marketing and business-to-business marketing
⠀ American Marketing Association(n.d.). Definitions of Marketing. Retrieved from: https://www.ama.org/the-definition-of-marketing-what-is-marketing/
⠀ Burnett, J. (2008). Core Concepts of Marketing. Retrieved from http://www.freeinfosociety.com/media/pdf/2936.pdf.