tailieunhanh - Marketing and the 7Ps

Marketing is the management process responsible for indentifying, anticipating and satisfying customer requirements protitably - CIM definition. | The Chartered Institute of Marketing Marketing and the 7Ps A brief summary of marketing and how it works marketingresources The Chartered Institute of Marketing Marketing and the 7Ps A brief summary of marketing and how it works The Chartered Institute of Marketing ONE What is marketing Marketing is the management process responsible for identifying anticipating and satisfying customer requirements profitably. CIM definition The Chartered Institute of Marketing offers the following definition for marketing Marketing is the management process responsible for identifying anticipating and satisfying customer requirements profitably. It s a bit of a mouthful but it highlights that the customer is at the heart of marketing and businesses ignore this at their peril. In essence the marketing function is the study of market forces and factors and the development of a company s position to optimise its benefit from them. It is all about getting the right product or service to the customer at the right price in the right place at the right time. Both business history and current practice remind us that without proper marketing companies cannot get close to customers and satisfy their needs. And if they don t a competitor surely will. Marketing is sometimes wrongly defined within the narrow context of advertising or selling but this is not the whole story. Marketing is a key management discipline that enables the producers of goods and services to interpret customer wants needs and desires and match or exceed them in delivery to their target consumers. Every product we buy every store we visit every media message we receive every choice we make in our consumer society has been shaped by the forces of marketing. The marketing process is central to the business performance of companies large and small because it addresses the most important aspects of the competitive marketplace. Today as competitive pressures increase marketing skills have never been more highly