‘




 

Marketing is the management process that identifies, anticipates and satisfies customer
requirements profitably¶

‘ ‘C( 
 
 

 

„C (he right product, in the right place, at the right time, and at the right price¶
²


„C Marketing is the human activity directed at satisfying human needs and wants through an
exchange process¶
 

„C Marketing is a social and managerial process by which individuals and groups obtain
what they want and need through creating, offering and exchanging products of value
with others¶
 


„C
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ho are our existing / potential customers?

hat are their current / future needs?

How can we satisfy these needs?

‡C Can we offer a product/ service that the customer would value?

‡C Can we communicate with our customers?

‡C Can we deliver a competitive product of service?

hy should customers buy from us?

‘ C( 

 




„C Choosing and targeting appropriate customers
„C ositioning your offering
„C Vnteracting with those customers
„C Controlling the marketing effort
„C Continuity of performance



 More Over for successful marketing requires the following things.

„C rofitable
„C Offensive (rather than defensive)
„C Vntegrated
„C gtrategic (is future orientated)
„C ~ffective (gets resultsP






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„C ²nalysis/²udit - where are we now?
„C Objectives - where do we want to be?
„C gtrategies - which way is best?
„C (actics - how do we get there?
„C (Vmplementation - Getting there!)
„C Control - ~nsuring arrival








 





 



 

„C gystematic futuristic thinking by management
„C etter co-ordination of a company¶s efforts
„C øevelopment of performance standards for control
„C gharpening of objectives and policies
„C etter prepare for sudden developments