MARKETING FLASHBOOK FOR MARKETING EXAMS AND MARKETING JOB INTERVIEWSAl AUTHORS a ~ BOUT THE DARPAN SAXENA Darpan has worked as a Marke- ting and Product development strategist at an edu-corporate in New Delhi. He has also worked at a multinational business process outsourcing company in their Marketing & Artificial Intelligence business. He is an engineer by qualification and is currently pursuing MBA from Indian Institute of Management (IM), Udaipur. Super Heuristics | 2 KAJAL GUPTA Kajal has a rich experience in digital marketing. She is fond of writing on Marketing and various other topics.Kajal has completed her Graduation in Management studies, Marketing being her specialization).She is also pursuing Masters in commerce along with UPSC (civil services) MARKETING FLASHBOOKWHAT IS MARKETING? KOTLER AND KELLER SUGGEST THAT MARKETING IS ABOUT ‘IDENTIFYING’, ANTICIPATING AND ‘SATISFYING’ CUSTOMER NEEDS PROFITABLY. Each of the four words used here has a deep ms ning. © Notice how important itis to do marketing ‘profitably’ Sure, you could sell alot more of whatever you are selling but what if you are burning a hole in your pocket while doing that? © Satisfying’ the customer needs encompasses everything from creating, communicating and delivering offerings that have some value for the customer. © Identifying’ is definitely the bread and butter of a marketer. You as a marketer have to identify whatyour customers are asking for. © The most charismatic part of this definition is the word ‘anticipating’ Are you ahead of the curve and can you understand what the customer wants before she knows she wantsit? [3 MARKETING FLASHBOOK