An activity, set of institutions and processes for creating, communicating, delivering andexchanging offerings that have value for customers, clients, partners and society at large.
: States of felt deprivation.
: The form taken by human needs as they are shaped by culture and individual personality.
: Human wants that are backed by buying power.
: The difference between the values the customer gains from owning and using aproduct and the costs of obtaining the product.
: The extent to which a products perceived performance matches a buyersexpectations
: the underlying theory of marketing, and explains why we need to work in order to get thethings we want.
The act of obtaining a desired object from someone by offering something inreturn
A trade between two parties that involves at least two things of value, agreed-uponconditions, a time of agreement and place of agreement.
the process of creating, maintaining and enhancing strong, value-ladenrelationships with customers and other stakeholders
PRODUCT PRICE PLACE PROMOTION
Marketing Challenges in the 21
Marketing accountabilityImplementation of stronger market orientationThe new marketing landscapeGrowth of non-profit marketingRapid GlobalisationInformation Technology and electronic marketingThe changing world economyThe call for ethical behaviour and social responsibility