UNIT 1 DB Marketing Victoria RockMarketing.(2005). In International Encyclopedia of Hospitality Management.Marketing.(2003). In The Macmillan EncyclopediaKerin, R., Hartley,S, & Rudelius, W.(2011).Marketing (10th Ed.). pp 1-23 Marketing can be described in many different ways depending on which resource you areusing. In the International Encyclopedia of Hospitality Management (2005) they describemarketing as; "The process of planning and executing the conception, pricing, promotion, anddistribution of ideas, goods, and services, to create exchanges that satisfy individual andorganizational objectives." The Macmillan Encyclopedia(2003) explains it as; "The process ofdeveloping a market for goods or services based on market research." Even our own text book,Marketing (10th Ed.) by Kerin, R., Hartley, S., and Rudelius, W., describes it as; "the activity forcreating, communicating, delivering, and exchanging offerings that benefit the organization,stakeholders and society at large." From the above definitions I would have to say that Marketing is fulfilling the needs of thecompany or organization, providing for the stockholders and fulfilling the consumer’s needs anddemands while at the same time providing a means of profit for the company or organizationproducing the product. After much thinking and debating as well as the help of my daughter, I decided to do myresearch on candy bar, particularly the Hershey Company. Due to the fact that this company hasbeen around since 1894 and will probably be around for many more years, I would have to say
that they have very good marketers for their company and I am looking forward to researchingmore about this company in the coming weeks.