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The American Marketing
Association's definition of marketing is: the process of planning and executing the conception, pricing,
promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and
organizational objectives.
Marketing activities are numerous and varied because they basically include everything needed to get a product off the drawing board and into the hands of the customer. One look at our Marketing Mall Directory shows that the broad field of marketing includes activities such as designing the product so it will be desirable to customers, using tools such as marketing research and pricing, and promoting the product so people will know about it, using tools such as public relations, advertising, marketing communications, and exchange with the customer (through sales and distribution).
How Does Marketing Fit into the Company? Another way to describe marketing activities is to consider the big picture of how they fit in with the other business functions. Through marketing efforts, decisions are made and strategies are implemented concerning: · What products (goods, services or ideas) are to be offered · To whom (the target market) · How (how to inform potential customers of the offering, how to make the transaction, etc)
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"We now accept the fact that learning is a lifelong process of keeping abreast of change. And the most pressing task is to teach people how to learn." -- Dr. Peter Drucker, Austrian-born American management consultant, educator
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