Its importance lies in the way that, as a functional and strategic imperative, it connects the

firm with the customers’ concept of value., Therefore, a series of business activities have
been focused.

Marketing consists of individual and organisational activities that facilitate and expedite
satisfying exchange relationships in a dynamic environment through the creation,
distribution and pricing of goods, services and ideas

The Core Concepts of Marketing is to satisfy Needs, Wants and Demands. And Exchange,
Transactions and Relationships

• provide an overview of the state and development of core concepts in marketing

1. Delivering customer value （perceived benefits +perceived sacrifice）

2、 This course aims to develop a thorough understanding of the enabling and

encompassing role played by marketing within organisations.

• focus on the core marketing tasks whilst touching on wider applications in the global
economy

• highlight the areas of marketing where general approaches and techniques exist

• develop ways of identifying marketing problems and solutions

• understand the marketing planning process

• derive a marketing strategy from a range of corporate and market information

• articulate the integrative nature of the marketing mix components

• present solutions, in class, to marketing dilemmas

• work in multi-cultural teams on marketing projects

4P/4C