Marketing involves creating, offering, and exchanging products and services to satisfy needs and wants through mutually beneficial transactions. The marketing mix consists of the four Ps - product, place, price, and promotion. Promotion includes advertising, personal selling, sales promotion, public relations, and direct marketing to inform and persuade target markets. Negotiation skills are important for sales, and effective negotiators understand value rather than just price.

2. Core Marketing Concept Needs - Basic human requirement. - Each individual must have. - Food, clothing, water, shelter Wants - Directed to buy specific product that might satisfy need. - Usually influenced by culture and individual personality - US : Eat burger, soft drinks Malaysia: Eat Nasi lemak, tea tarik Demands - Wants for specific product backed by ability to pay. (purchasing power)

5. MARKETING MIX PRODUCT PRICE PROMOTION PLACE Product variety Quality Design Features Brand Name Packaging Sizes Services Warranties Returns List price Discounts Allowances Payment Period Credit Terms Sales promotion Advertising Sales force Public Relations Direct Marketing Channels Coverage Assortments Locations Inventory Transport