“ Marketing is an organisational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organisation and the stakeholders”
American Marketing Association
“ Marketing is the management process that identifies, anticipates and satisfies CUSTOMER REQUIREMENTS profitably”
Future needs have to be identified and anticipated.
There is normally a focus upon profitability, especially in the corporate sector. However, as public sector organizations and not-for-profit organizations adopt the concept of marketing, this need not always be the case.
More recent definitions recognize the influence of marketing upon society.
At Wendy's®, we won't cut corners on anything. Not on fresh, quality ingredients. Not on how we treat people. Not on giving back. And certainly not on being the defender of good taste for people everywhere
Selling is only the tip of the iceberg “ There will always 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 is to make the product or service available.” Peter Drucker
The forces close to the company that affect its ability to serve its customers - the company, market channel firms, customer markets, competitors and publics, which combine to make up the firm’s value delivery system.
The Microenvironment Company Customers Publics Suppliers Competitors Intermediaries Forces Affecting a Company’s Ability to Serve Customers