Principles of Marketing

Jun 21st, 2015
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Marketing: A social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with each other.

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Introduction to Cooperative Marketing1. Introduction - What is marketing?There exist today a wide variety of concepts of marketing and its nature. Thevery definitions of marketing have also undergone considerable development inthe second half of the 2nd century, which is reflected in the literature mentionedbelow. Today we encounter several basic concepts of marketing and its nature.The five main marketing concepts are listed below [1]: "The production approach - being a managerial orientation assuming thatcustomers would prefer products which are both accessible and affordable. Themain managerial function would then be the improvement of production efficiencyand of the distribution system. .The product approach - being a managerial orientation assuming that customerswould prefer products of the highest quality for a given price. The firm shouldaccordingly devote its main resources to improvement of product quality...The sales approach - being a managerial orientation assuming that customerswould (or would not) acquire the firm's products, in proportion to the efforts madeby the firm to generate an interest in the product. The firm should accordinglylocate potential customers and try to convince them, sometimes aggressively,that its products are something they cannot do without...The marketing approach - being a managerial orientation maintaining that thekey to the attainment of the firms objectives consists in the determination of theneeds and aspirat

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