2

Evolution of
Marketing Concepts
LEARNING OBJECTIVES
After studying this chapter, you wll
learn:
2.1 Approaches to the Study of
Marketing
2.2 Evolution of Marketing Concept
2.3 Modern Marketing
Concept
2.4.1 Features of the Marketing Concept
2.4.2 Importance of the Marketing Concept
2.4 Distinction between Marketing and Selling
Summary
Test Questions

2.1 Approaches to the Study of Marketing

There are different methods for viewing a subject with different
Marketing also could be approached from various angles for perspectives.
an in-depth
understanding of the complexities involved. From time to time different approaches
came into vogue and these are listed below:
1. Product or Commodity Approach. This approach undertakes the study
of marketing on the basis of a commodity. The marketing situation of each
product is studied under the following heads: sources and conditions of supply.
marketing organisations and policies, involvement of different middlemen.
characteristics and the extent of the market of the product, etc. For example.
when one studies the marketing of cotton, one will begin with examining
the sources of supPply, nature and volume of demand, the purpose for which it
 2.2 PRINCIPLES OF MARKETING

IS required, how it is transported, the problem of storage, standardisation,

Packing, branding, etc. This approach is termed as 'descriptive approach' and
that itself is claimed to be its advantage. The commodity serves as a focus
around which organisational, institutional and managerial aspects of marketing
are studied.
since
This approach is criticised for being repetitive and time-consuming
create
the emphasis is on products. The classification of products tends toa broad
another problem. In spite of these defects, it is capable of giving approach.
introductory view of marketing if it is combined with an institutional
For example, the study of Industrial Marketing is based on this approach.
2. Institutional Approach. Under this approach, the description and
analysis of different institutions engaged in marketing are undertaken. It pays
special attention to the problems and operations of each type of marketing
institutions. The institutions normally include producers, wholesalers, agents,
retailers and facilitating institutions engaged in activities such as transportation,
warehousing, etc. These institutions, individually, are the 'cells' of the marketing
body: and in their inter-relationships 'cells' constitute the functional part of
marketing body. The activities performed by each institution form part of the
whole area of marketing. Under this approach marketing process is split up into
three institutional functions: Concentration, Equalisation and Dispersion. This
study emphasises the differences in types of institutions, services performed,
merchandise handled and the cost of operation.
The serious defect of this approach is that it leaves one with an inadequate
understanding of marketing. The approach has failed to bring out effectively the
inter-relations of all the institutions.
3. Functional Approach. The functional approach splits down the field of
marketing into a few functions such as buying, selling, transportation, storage,
standardisation, grading, financing, risk-taking and marketing research, etc.
from
The purpose of such a split-up is to enable one to separate the essential
the non-essential elements. This approach is definitely an improvement over the
former ones in two respects: Conservation of time, and avoidance of much
repetition.
But this approach is also not free from defects. Frst, an undue emphasis
functions are
on functions of marketing does not permit one to know how these
applied to specific business operations. Secondly. the marketing functions are
from the necessary
so numnerous that it is difficult to eliminate the unnecessary
functions. Finally, this approach also is repetitive to some extent.
4. Decision-making or Management Approach. This approach is based
The changes in
on the fact that marketing is purely a management function. 'uncontrollables'.
marketing are mainly due to two factors: 'controllables' and political forces.
The uncontrollable factors include economic, sociological and
which are beyond the contro!
These may tend to cause changes in marketing,
marketing forces which are
ofthe business firm. The controllables mean those adjustment in prices, advertising.
well under the control of the firm. These include
 EVOLUTION OF MARKETING CONCEPTS
2.3
personal selling, etc. Both these factors are of great
decision-maker. The uncontrollables, on the one importance to the marketing
hand, cause marketing
opportunities to exist and, on the other, set limits within which
may apply the controllables in their efforts to decision-makers
opportunities. capitalise various marketing
This approach lays emphasis on the application side of
Therefore, it is incapable of giving an overall idea marketing problems.
about the subject
theoretically.
5. Legal Approach. Though fundamental and practical, this
a very narrow one. It concentrates only on one approach is
aspect, i.e., the effect of transfer
of title in a legal way. Regulatory aspects alone are studied under this
Under the Indian context, however, this approach has got some approach.
There are numerous enactments passed in our country which significance.
large extent, control marketing activities. For example, regulate or, to a
Sale of Goods Act, etc. Common Carriers Act.
6. Economic Approach. In the economic approach, marketing is
in a narrow sense, because the economist is concerned only with considered
the problemns
of value, demand and price. It is true that value and price, and
supply factors are imnportant in market mechanism. But such an demand and
approach alone
is incapable of giving the whole idea of marketing.
7. System Approach. This is an advancemernt of the management approach.
Broadly defined, the system is an organised body of independent parts (or "sub
system") that have separate but identifiable areas of operation. For instance,
business as a whole is a body, but is composed of separate functional areas,
such as, production, engineering, personnel, marketing, etc. These functions
could be split down further into still smaller parts (sub-sub-systemns). Accordingly
marketing has product planning, pricing. promotion, distribution, etc. as sub
sub-systerms. Each of these functions is independent but they are interdependent
also. They are continually interacting to achieve the aim of the system as a
whole.
The total marketing system' as shown in Fig. 2. 1, is composed of sub-systems
and sub-sub-systems. This would help the management to plan the activities
of each small group in detail and implement them eflectively. For evaluation
and control also this division is more apt. The need for introducing this concept
in the marketing functional areas was due to the following reasons:
1. Marketing activities are subjected to external and internal
environments.
2. Marketing process is not a bundle of isolated functions as was thought
in the past. Each function has a profound influence on the other. That
being the case, coordination of these functions could be made only if
systems approach is adopted.
3. Another aspect is that marketing activities are performed in an ever
changing atmosphere. Naturally some of the sub-systems are also to be
changed. If systems approach is followed, such changing could be
 2.4 PRINCIPLES OF MARKETINC

Making & Keeping

Markedng
Costomers at a Profit

Sub-sub-systems Product New Product Distribution Sales Market Market

Function Development Channels Intelligence Adminis
tration

IPackaging Pricing Branding Advertising Sales Publicity

Promotions

Planning Budgeting Controlling

FIGURE 2.1: Systems Approach.

incorporated without changing fundamentally the whole system. This

approach is also referred to as Integrated Appraoch'.

2.2 Evolution of Marketing Concept

i. The Production Concept. According to Phlip Kotler the production concept
holds that "consumers will favour those products that are widely available and
low in cost. Managers of production-oriented organisations concentrate on
achieving high production efficiency and wide distribution coverage." Kotler here
emphasises ontwo Counts-one that production concept is related to uninterrupted
product availability and another the low price at which the product is made
available to the ultimate consumers. This is on the assumption that the consumers
are primarily interested in getting quality product with assured supply and at
a low price.(Under this concept the organisation is required to put all its talents
into perfectíng the art of mass quality production with improved technology in
order to achieve the economy of large scale and also to reduce the cost so that
the consumer could afford.) This is done to achieve two objectives, that is,
lowering the costs to cut prices and expanding the market size. The production
concept may be useful when the demand for the product exceeds its supply and
when the product's cost is too high.
2. The Product Concept. The product concept holds that "consumers will
favour those products that offer the most quality. performance, and features.
Managers in product-oriented organisation focus their energy on making good
products and improving them over time." The consumers do admire well-made
products. Quality and performance of the product make them willing to pay
 EVOLUTION OF MARKETING CONCEPTS
2.5

even more than what actually they are willing to pay in normal conditions. It
alleged that the product concept leads to 'marketing myopia' as it unduly
concentrates on the product rather than the need. This is like looking into a
mirror rather than looking out of the window.
3. The Selling Concept. The selling concept holds that "consumers, if
lelt
alone, will ordinarily not buy enough of the organisation's products. The
organisation must, therefore, undertake an aggressive selling promotion effort."
It implies selling what is made rather than making what can sell. It involves
hard selling. The selling concept may be useful when a firm has over capacity
and the product is insought e.g. encyclopedias.
The product does not sell itself. The consumer has to be educated and
convinced, that it is this and this product only which will satisfy his need.
Effective selling and promotion tools to stimulate buying, therefore, are a pre
condition for selling, Peter Drucker holds that "there will always, one can assume.
be need for some selling. But the aim of marketing is to make selling superfluous.
The aim of marketing is to know and understand the customer so well that the
product or service fits him and sells itself. Ideally, marketing should result in
a customer who is ready to buy. All that should be needed then is to make the
product or service available."
Thus", says Philip Kotler, "selling, to be effective, must be preceded by
several marketing activities such as needs assessment, marketing research.
does a good job of
product development, pricing and distribution. If the market
identifying consumer needs, developing appropriate products, and pricing,
distributing, and promoting them effectively, these products will sell very
easily."
A. The Marketing Concept. Philip Kotler says, "The marketing concept
determining the
holds that the key to achieving organisational goals consists insatisfactions more
needs and wants of target markets and delivering the desired
Indian market was
effectively and efficiently than competitors. "2 Before 1991l,
increased tremendously
largely a seller's market. Since then competition has Indian market has now
choice. The
and the consumer now has considerable
focusses on building
become largely a buyer's market.(The marketíng concept
customers whereas the selling concept
longterm profitable relationships withsections)
Iocusses enly on creating sales from
According to Philip Kotler "the societal
L8. The Societal Marketing Concept. task is to determine the needs,.
marketing concept holds that the organisation's deliver the desired satisfaction
and to
Wants, and interests of target markets
competitors in a wvay that preserves or
more effectively and efficiently than well-being "3
enhances the customers' and the society's

1. Philip Kotler: Op. cit.

2. Ibid.
3. Ibid.
 PRINCIPLES OF MARKETINO
2.6
Society (Human Welfare)

Societal
Marketing
Concept Company
Consumers
(Want Satisfaction) (Profits)

FIGURE 2.2: Pillars of Societal Marketing Concept.

Thinkers has aptly remarked
William H. Hombay in his, Beware the Market'
to "whether the marketing
that people at large have started questioning asof environmnental deterioration.
concept was(is) an appropriate philosophy in an age hunger, and poverty and
resource shortage, explosive population growth, world
neglected social services."
TABLE 2.1: Management Orientations Compared
Sales Oriented Technology Marketing
Manufacturing Oriented
Oriented Oriented
Increase volume Push research Build share and
Typical strategy Lower cost
profitability
Plant P&lLs Budgets Sales forecasts Performance tests Marketing plans
Key systems
Results versus plan R&D plans
Traditional skills Engineering Sales Science and Market analysis
engineering
Normal focus Internal efficiencies Distribution Product perfor Consumers and
market share
channels mance
Short-term sales
results
Typical response Cut costs Cut price Improve product Consumer research,
to competitive Sell harder planning, testing,
pressure refining
Overall mental "What we need to "Where can I sell "The best product "What will the
set do in this company what we make?" wins the day" consumer buy that
is get our costs we can profitably
down and our make?"
quality up."
Source :Adapted from Edward G. Michaels :"Marketing Muscle Business Horizons May-June 1982., p. 72.
The marketing concept side steps the potential conlicts among consumer
wants. profit motive and long run societal welfare. For example, the fast food
hamburger industry offers tasty but unhealthy food. The industry may be hurting
consumer health andcausing environmental problems. Similarlg. the soft drink
industry creates a lot of waste. The detergent industry pollutes rivers and
streams. These concerns led to the concept of societal marketing,)
Thus, societal marketing requires the marketers to build social and ethical
considerations into their marketing practices. It considers customer satisfaction
and long-term public welfare as the key to accomplishing organisational objectives.
The main elements of social marketing are as follows :
 EVOLUTION OF MARKETING CONCEPTS 2.7

(i) Customer Satisfaction. In societal marketing the marketing practices

are directed towards satisfaction of consumer needs and wants.
(iu)
Social-orientation. Marketing is viewed as an instrument of serving
society. Marketing ideas are extended to the social field to attain social goals
such as population control, literacy, control over polio, AIDS and other diseases.
etc.
(iüi) Social Impact. The impact of marketing activities on society are
evaluated and negative impact is treated as a social cost in business decision
making.

2.3 Modern Marketing Concept

Growing competition and ever-changing wants of consumers have led to a new
philosophy of doing business. This philosophy is known as the marketing concept.
Under this philosophy marketing is considered much more than a process of
transferring ownership and physical possession of products from sellers to
buyers. Marketing concept suggests integration of all business actvities to create
d'and supply the products and services which consumers want and at the time.
place and price which they are able and willing to pay for.
CDefinitions
at
"The marketing concept is a consumer orientation backed by integrated marketing aimed
generating customer satisfaction as the key to satisfying organisational goals":
-William Stanton
task of the organisation is to
"Marketing concept is a management orientation that holds that the organisation to delivering
the
determine the needs, wants and values of a target market and to adapt
in a way that preserves
the desired satisfactions more effectively and efficiently than its competitors -Philip Kotler
or enhances the consumers' and society's well-being."
should try to satisfy customers'
"Marketing concept is a managerial philosophy that an organisation organisation to achieve its
allows the
needs through a coordinated set of activities that also -William M. Pride and 0.C. Ferrell
goods."

2.3.1 Features of the Marketing Concept

of the mnodern marketing
These definitions reveal the following features
concept: a way of
Philosophy. Marketing concept is a philosophy, an attitude ormarketing
1.
thinking. It is a philosophy about an organisation's total
Dusiness it affects all activities of business
aCivilies. When the philosophy is adopted According to J.B. Kitterick, the former
planning, decision making and control.
the General Electric Comnpany, "Marketing concept introduces the
President of
2.8
PRINCIPLES OF MARKETIN
of the production cvel.
marketing men at the beginning rather than at the end
phase of business. Thus, marketin
and would integrate marketing into eachestablish for engineers, the designer
through its studies and researches will
wants in a given product, what
and the manufacturing men, what the customer wanted. Marketing would hae
be
price he is willing to pay and when it willscheduling and inventory control as
authority in product planning. production
well as in sales distribution and serving the product."
philosophy. It recognises
Thus. marketing is a fundamental business
marketing functions and methods as only means of
recognising and satisfying
customer wants.
concept holds that satisfaction of
2. Customer Crientation. Marketingjustification of a comparny's existence.
consumer wants is the economic and social
The customer is the fulcrum our
around which all business activities The customer is the most important visitor to
establishment.
must revolve. All planning, policies He is not dependent on us
and operations of the company
we depend on him
should be oriented towards
satisfaction of customer. Customer He is not a disturbance in our work
He is the purpose of it
orientation involves defining the He is not an alien in our business
target market carefully and He is a part of it
understanding the customers
needs from the customers' We do not do him a favour by serving him
perspective. The features of a He does us a favour by making it possible for us.
Customer-oriented firm are as
-Mahatma Gandhi

follows:
of the
1. The firm appreciates and understands the strategic position
customers.
2. The marketing system is designed to serve customer needs.
3. Emphasis is put on product innovation and product planning.
4. products and services are continuously adapted to the changing preferences
of customers.
3. Integrated Marketing. Marketing concept requires that all activities of
business be coordinated to satisfy customers. The idea of 'customer is the king
should permeate each and every part of the enterprise so as to provide a sense
of common purpose.
Marketing concept is a systems approach to marketing. It requires intelligent
coordination of all business activities. To ensure integration, the firm must
support external marketing by internal marketing which involves hiring, training
and motivating able employees who want to serve the customers well. It makes
no sense to promise excellent service to customers before the employees are
able and willing to provide excellent service.
4. Marketing Research. Under the marketing concept all marketing decisions
are to be made on the basis of information relating to the needs and expectations
of consumers. Therefore, market research is necessary to identify and under
EVOLUTION OF MARKETING CONCEPTS
2.9

stand consumers. In order to identify and understand the

marketing research should be conducted. Research will helpwants of customers,
to provide answers
to the following questions:
(a) What business are we
really in?
(b) Who are our
customers?
(c What do they want? When
and Where?
(a) How can we distribute the product to
them?
(e) How can we communicate most
effectively with them?
Thus, marketing starts with the determination of customer wants and ends
with the satisfaction of these wants. Business firms recognise the need to monitor
post-purchase behaviour of its customers by determining whether the product
was satisiactory and what changes customers expect in the firm's marketing
mix. In short, the firm must think of itself not as selling products but as selling
satisfaction.
5. Marketing Planning. The marketing concept calls for a goal-oriented
approach to marketing. The overall objective of the firm should be the earning
of profit through satisfaction of customers rather than maximisation of sales
volume and profîts. On the basis of this goal, the objectives and policies of
marketing and other departments should be defined precisely. Marketing plarning
helps to inject the philosophy of consumer orientation into the total business
system and serves as a guide to the organisation's efforts. Marketing concept
requires market segmentation identify the target market.
6. Systems Approach. Marketing concept is a systems approach to
marketing mix,
marketing. It requires intelligent coordination of the four 'Ps' ofpromotion. Price
namely, product, price. place_(channel of quality, distribution) and
should be made consistent with the product the channel made consistent
with the price and naturechannel. of product and promotion made consistent with
product quality, price and business activities designed to
"Marketing is a total system of interacting
price, promote and distribute want-satisfying products and services to
plan,
present and potential customers." to maximise profit over the
Viewpoint. The aim should be
7. Long-term customers' wants. According to Drucker, the
long run through the satisfaction of
is to create customers. According to Philip Kotler, "The
real purpose of business
concept is a consumer orientation backed by integrated marketing
marketing
generating customer satisfaction as the key to satisfying organisational
task of the
aimed at orientation that holds that the key
goals. It is a management needs, wants and values of a target market
organisation is to determine the satisfactions more
organisation to delivering the desired enhances
and to adapt the its competitors in a way that preserves or
eltectively and efficiently than
well-being."
the consumers' and society's
 PRINCIPLES OF MARKETINC
2.10

MODERN MARKEING CONCEPT

Needs of Customers
Achieve Goals by satisfying

MARKETING RESEARCH
INTEGRATED MARKEING
CUSTOMER ORIENTATION
Know and understand your
All Marketing Activities are All Marketing Activities are customers as best as you
coordinated
focussed on Satisfying the can
Customers

Marketing Concept
FIGURE 2.3: Foundations of Modern

through Customer Satisfaction. Marketing concept suggests

8. Profits key to
profits should be earned by satisfying customers. It holds that the target
that satisfying the needs and wants of
achieving organisational goals is in
markets more efficiently than competitors.
2.3.2 Importance of Marketing Concept
concept offers the following
Implemnentation and use of the marketing
advantages:
1. Marketing concept has philosophical and strategic implications.andIt requires
broader
towards the long-term
the business firm to direct its activities stability and growth
objectives. Long-term perspective helps to ensure the
of the business.
approach to marketing. Focus
2. Marketing concept is a customer-orientedfirm alert to changing needs and
on customers and their needs keeps theenvironmental forces.
tastes of customers, new markets and
more important than
3. The management realises that customer needs are products that
particular products. Focus on planning and development of
merchandising,
better satisfy customer wants leads to more effective
business
Concern with research and innovation reduces the chance of the
firm becoming sick.
4. Marketing concept provides an integrated and coordinated approach to
marketing. All parts of the firm work together to provide increasing level
of customer satisfaction. Coordinated efforts help to improve efficiency of
operations.
5. A customer-oriented company remains on the right track by moniloring
customer satislaction level and setting improvement goals. The ultimate
sign ofa healthy business is that its customer satisfaction index is high
and keeps rising. This helps to ensure the firm's future profits.
6. Marketing concept leads to customer loyalty. Satisfied customers pay less
attention to competing brands and give repeat orders.
EVOLUTION OF MARKETING CONCEPTS 2.11

7. The interest of the company and the society are harmonised. The
management realises that the satisfaction of human wvants and human
welfare would automatically bring profits for business.
Many companies do not adopt the marketing concept. The following factors
put pressure on them to embrace the marketing concept:
" Decline in sales
Slow growth in sales
" Changing wants of customers
" Increasing competition
" Increasing nmarketing costs
Marketing concept, however, does not recognise the wider social dimensions
of marketing. It focuses attention on satisfying consumers. It overlooks the
interests of other social groups such as employees, shareholders, suppliers,
government and gerneral public which also have a stake in business.

2.4 Distinction between Marketing and Selling

Sometimes, marketing and selling are used as synonymous terms. This is not
true. Marketing emphasises selling of satisfaction rather than selling a product
or service. The basic objective is to find what the customers want and to ensure
that they get the maximum possible satisfaction. On the other hand, selling is
concerned merely with the transfer of goods which the seller has already
produced.
The main points of distinction between marketing and selling are given
below:
1. Scope. Selling involves exchange of goods for money between the sellers
and buyers. It is concerned with the distribution of goods already produced.
Marketing is a wider term. It includes not only selling but other activities such
as marketing research, product planning and development and advertising.
etc.
2. Focus. Selling focuses on the needs of the seller, and marketing, on the
needs of the buyer. Selling is mainly concerned with increasing the sales volume
and no attempt is made to find out the needs of customers, Under marketing,
needs of custoners are determined first and then suitable products are developed
to satisfy their needs.
3. Beginning and End. Selling begins after the products are manufactured
and comes to an end with their transfer to the buyer. Marketing begins before
production and continues after the sale. Marketing research and after-sale
Service are important elements of marketing.
4. Orientation. Selling is internally oriented because it seeks to nmaximise
profits through increased volume of sales. On the other hand, marketing is
externally oriented as it seeksto achieve profits through customner satisfaction.
Selling aims at short-term profit maximisation whereas marketing aims at long
term stability and growth.
2.12 PRINCIPLES OF MARKETING

the
5. Demnand Creation. Selling presupposes the existence of demand for
maintenance
firm's product. On the other hand, marketing involves creation and
of consumer demand.

TABLE 2.2: Distinction between Marketing and Selling

Basis of Distinction Marketing Selling
ldentifying and satisfying wants Exchanging goods for money
1. Meaning
2. Objective Long-term ensuring growth and stability Short-term maximising profits through
of the firm through customer increase in sales volume.
satisfaction.
3. Orientation Customer oriented Production oriented

4. Scope Wider in scope, includes selling Lesser scope, part of marketing

5. Beginning and end Begins before production and continues Begins after production and ends with
after sale sale
Internal, on seller's needs to convert
6. Focus External, on customer's needs
product into cash

7. Demand
Involves creation and maintenance of Presupposes existence of demand
demand
8. Growth New and modern concept Old and traditional concept

9. Approach Integrated and systematic approach to Fragmented and ad hoc approach to

marketing selling
Caveat vendor--let the seller beware Caveat emptor-let the buyer beware
10. Principle
and marketing
Prof. Philip Kotler has distinguished between selling concept
concept with the help of the following diagram:
Thus, marketing is a wider term which includes selling.research,Selling is a part
marketing product
of marketing which covers many other activities likepromotion, etc. According to
planning and development, price, distribution. the seller, marketing on the
Theodore Levitt, "Selling focuses on the needs of
seller's need to convert his
needs of the buyer. Selling is preoccupied with the

Focus Means Objectives

Starting Point

Profits through
Target Customer Integrated Customer
Marketing
Market Needs Marketing Satisfaction
Concept

Selling and Profits through

Selling Factory Products Promotion Sales Volume
Concept

FIGURE 2.4: Marketing and Selling Concepts

EVOLUTION OF MARKETING CONCEPTS
2.13

product into cash, marketing with the idea of satisfving the needs of the consumer
by means of the product and the whole cluster of things associated with
creating,
delivering and finally consuming it."
SUMMARY

Approaches to Marketing: Commodity, institutional, functional, decisional, legal, economic and

systems are the main approaches to the study of marketing.
Evolution : Modern marketing concept has evolved through the stages of historical, self-suffciency,
production, marketing, consumer and management-oriented.
Changing Concepts : Production, product, selling, marketing and societal marketing have been
emerging concepts in marketing.
Marketing Concept : Customer-orientation, marketing research, marketing planning, integrated
marketing and systems thinking are the main features of modern marketing concept.
Marketing vs. Seling: Marketing is a much wider term than selling.
TEST QUESTIONS

1. Describe different approaches to the study of marketing.

you adopt in the following cases?
2. Which approach of marketing study wouldmarketing (c) Transportation (d) Restriction
(a) Air-conditioners (b) Reducing the cost of
on trade
What do you mean by consumer-orientation? Is consumer-orientation important in
3.
a sellers' market?
and selling.
4. Distinguish between marketing introduce the marketing concept into its
business
5. Your company has decided to manufacturing quartz watches. Canyou
activities. The company is in the line of the company really consumer
could make
give a write-up as to how you
oriented? examine each
Select a few products from among those you are currently using and state whether
6. the orientation behind such products (to
of them so as to know
production, sales, or marketing-orientation). increase."
adoption of the marketing concept in India seemns to be on the
7. "The
Discuss. of marketing. Is it relevant to
India?
evaluate the modern concept
8. Describe and business organisations irrespective/
concept is applicable to all
9. "Modern marketingnature marketed." Give reasons for your
of the go0ds or services
of their size or the
answer.
following statements
10. Comment on the that is not needed."
selling, it is creating a demand
(a) "Marketing is
efficiently tying together information system, planning.
(b) "Marketing is a way of programmes and public relations to
maximise profits."
community outreach company
seeing what the public perceives as its needs, having the those
(c) "Marketing is offering and then developing
it is capable of
identify what service
services."