Essential Marketing Concepts: Strategy, Environment, and Consumer Behavior
Classified in Economy
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Marketing and Business
The Concept of Marketing
Marketing is the process of creating, communicating, and distributing value to satisfy consumer needs and establish lasting exchange relationships. It focuses on acquiring new customers while retaining existing ones, as they generate the majority of sales revenue. Marketing stimulates demand but does not create the need.
Marketing Guidelines
Marketing strategies vary depending on the market situation. Key approaches include:
Production Orientation
Focuses on lowering production costs to offer lower-priced products (e.g., Henry Ford's approach).Product Orientation
Emphasizes producing the highest quality products, applicable when demand exceeds supply (e.g., early mobile phones).Sales Orientation
Prioritizes