Marketing involves planning and executing the conception, pricing, promotion, and distribution of products and services to create exchanges that satisfy organizational and individual objectives. It is the process of developing a market for goods or services based on research to fulfill consumer needs while generating profit. The document discusses different definitions of marketing from reference materials and settles on a combined description. It then announces the author's decision to research the marketing strategies of the Hershey Company candy bar brand for a class project due to the company's longevity and presumed effective marketing.

1. UNIT 1 DB
Marketing
Victoria Rock
Marketing.(2005). In International Encyclopedia of Hospitality Management.
Marketing.(2003). In The Macmillan Encyclopedia
Kerin, 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 are
using. In the International Encyclopedia of Hospitality Management (2005) they describe
marketing as; "The process of planning and executing the conception, pricing, promotion, and
distribution of ideas, goods, and services, to create exchanges that satisfy individual and
organizational objectives." The Macmillan Encyclopedia(2003) explains it as; "The process of
developing 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 for
creating, 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 the
company or organization, providing for the stockholders and fulfilling the consumer’s needs and
demands while at the same time providing a means of profit for the company or organization
producing the product.
After much thinking and debating as well as the help of my daughter, I decided to do my
research on candy bar, particularly the Hershey Company. Due to the fact that this company has
been around since 1894 and will probably be around for many more years, I would have to say

2. that they have very good marketers for their company and I am looking forward to researching
more about this company in the coming weeks.