Marketing involves social and managerial processes to help individuals and groups obtain goods and services to satisfy needs and wants. It starts with basic human needs like food, water, and clothing, and also involves stronger wants for recreation, education, and other services. Needs are basic requirements for survival, while wants are desires for specific goods and brands. Marketers identify prospects who may engage in an exchange, and marketing management involves planning products and services to create exchanges that satisfy goals.

1. WHAT IS THE MARKETİNG?THE CORE CONCEPTS
Marketing has been defined in various ways.The defination that serves our purpose best is
as foolows:
Marketing is a social and managerial process by which individuals and groups obtain what
they need and want through creating offering and exchanging products of value with others.
NEEDS,WANTS AND DEMANDS
Marketing starts with human needs and wants.People need food,air,water clothing to
survive.Beyond this people have a strong desire for recreation education,and other
service.they have strong preferences for particular versions and brands of basic goods and
services.
It is important to distinguish among needs,wants and demands.A human need is a state of
deprivation of some basic satisfaction.People require food,clothing.These needs are not
created by society or by marketers.They exist in the very texture of human biology and the
human condition.
PRODUCTS(GOODS,SERVİCES AND İDEAS)
People saisfy their needs and wants with products.A products is anything that can be offered
to satisfy a need or want.Occasionally we will use other terms for products,such as offering
or solution.
MARKETERS AND PROSPECTS
The concept of marketing bring us full circle to the concept of marketing.Marketing means
working with markets to actualize potential exchanges for the purpose of satisfying human
needs and wants.A marketer is a some one seeking one or more prospects who might
engage in an exchage of values.A prospect is someone whom the marketer identifies as
potentially willing and able to engage in an exchange of values.
MARKETİNG MANAGEMENT
Marketing management is the process of planning and executing the conception, pricing,
ptomotion and distribution of ideas and services to create exchanges that satify individual
and organizationgoals.
Coping with exchange processes calls for a considerable amount of work and skill.Marketing
management takes place when at least one party to a potential exchange things about the
means of achieving desired responses from other parties.Marketing management can be
practiced in any market.