Why is human resource needed for low esteem organizations

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Marketing is about identifying and meeting human and social needs. Marketing meets needs profitably. 

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. 

Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.

Managers sometimes think of marketing as “the art of selling products,” but many people are surprised when they hear that selling is not the most important part of marketing! Selling is only the tip of the marketing iceberg. 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.


  • Goods — tangible. Production of goods.
  • Services — intangible. Production of services.
  • Events — type of service that are not as frequent as services.
  • Experiences — type of sporadic service. A firm can create, stage, and market experiences.
  • Persons — people that become a brand, they promote something.
  • Places — cities, states, regions, and whole nations compete to attract people.
  • Properties — intangible rights of ownership to either real property or financial property.
  • Organizations — work to build, strong, favorable, and unique image in the minds of their publics.

Information — production, packaging, and distribution of information are major industries.Ideas — every market offering includes a basic idea. Products and services are platforms for delivering some idea or benefit. 


MARKETERS AND PROSPECTS. A marketer is someone who seeks a response—attention, a purchase, a vote, a donation—from another party, called the prospect. If two parties are seeking to sell something to each other, we call them both marketers.

Eight demand states are possible: Negative demand,  Nonexistent demand, Latent demand, Declining demand, Irregular demand, Full demand, Overfull demand, Unwholesome demand.

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