Marketing involves communicating value to customers, managing customer relationships, and benefiting the organization. It encompasses understanding customer needs and wants, segmentation, branding, the marketing mix of product, price, place, and promotion, and how the marketing environment and various concepts have evolved from production to holistic marketing. Marketing information systems and research provide timely data and insights for decision making.

1. Marketing is an organizational function and a set of processes
for communicating, creating, and delivering value to customers
and for managing customer relationships, in ways that benefit
the organization and its stakeholders.

2.  Needs, Wants and Demands
 Target markets, positioning and
segmentation(STP)
 Offerings and Brands
 Value and Satisfactions
 Marketing channels
 Supply chain
 Competition
 Marketing environment
 Marketing Planning

3.  The Production concept
 The Product concept
 The Selling concept
 The Marketing concept
 The Holistic marketing concept

4.  Relationship marketing
 Integrated marketing
 Internal marketing
 Social responsibility marketing

5.  Product
 Price
 Place
 Promotion

6.  Micro Factors  Macro Factors
 Demographic
 Natural
 economical
 Technical
 Political
 Socio-cultural
 Legal
 International
 Internal environment
 Competition
 Supplies
 Customers
 Marketing
intermediaries
 General public

7. A marketing information system consists of
people, equipment and procedures to gether,
sort, analyze, evaluate and distribute needed
timely and accurate information to marketing
decision makers.

8. Marketing research is defined as the systematic design,
collection, analysis and reporting of data and findings
relevant to a specific marketing situation facing the
company.