Concepts And Process Of Marketing Essay

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved October 2007) http://www.marketingpower.com/aboutama/pages/definitionofmarketing.aspx

Concepts of marketing- marketing= a social and managerial process by which individual and groups obtain what they need and want through creating and exchanging products and value with others.

The Marketing process is made up of simple concepts that involve lots of research on the part of the marketer. The process begins with understanding the consumer, without knowing what consumers need or want, it would be extremely hard for firms to both develop and sell a product. Knowing that consumers want more green products due to growing environmental concerns is a very important detail. Needs and wants are what fuel consumer purchases and marketers must perform research in order to best serve their customers. Through this research, marketers are led to the next step of the process and can now develop a customer driven marketing strategy. Here, the firm must decide how it will differentiate its product from others on the market.

Doyal, L. & Gough, I., 1991 suggested in ‘A Theory of Human Need’ that further to Maslow’s hierarchy, all humans have eleven needs beyond Kerr’s “survival needs”. They referred to these as “intermediate needs” and cited that they would include things such as appropriate healthcare and economic

fulfill and complete certain needs. The needs are ranged from food, water, shelter, to self actualization. The developing psychologists feels that the needs should be

Abraham Maslow authored the Hierarchy of Needs theory, stating that human beings are motivated by unsatisfied needs, and that certain lower needs have to be satisfied before higher needs can be attended to. It is debatable that needs fulfillment occurs in as linear a fashion as Maslow presents (or that Maslows needs structure is entirely accurate), but you can decide that for yourself. Also, higher needs tend to be more complex and vague in what qualifies as need satisfaction. The following results are listed

A need is something that is essential, an obligation or requirement rather than just desirable. According to Maslow a need is five different requirements which he refers to as a hierarchy of needs and these would be self-actualisation, esteem, love/belonging, safety and physiological.

Another definition of marketing is the "selling of products or services: the business activity of presenting products or services in such a way as to

Throughout this essay research will be explained and discussed, in an to attempt to answer the question; is an objective need possible or desirable?. There are many debates surrounding the definition of the term ‘need’. The common belief is that it is simply describing the basic necessities to keep the body alive such as food and water along with shelter however other researchers argue that there is a much broader meaning to the word ‘Need’. This was explored in depth by Richard Titmuss (1958) who believed there were two forms of need; Absolute need and Relative need despite Titmuss believing that both are required in the functioning of society. He also argues that needs are not universal and change within different societies. An example of this would be apparent when looking at religion as many religious beliefs can be associated as a need such as the need for meat to be halal in the muslim culture. Other views such as Doyal and Gough (1984) argue that needs are universal and every one has the same needs that have to met in order for survival, they also place needs into categories these are; instrumental need and derivative need which will be explained further in this essay. Also, within this essay the reader will gain an insight into Bradshaw 's idea of need and also Maslow 's pyramid which was created by Abraham Maslow to introduce his concept of human behaviour and the motivation to fulfil

However, wants are just feelings; you must have capital (money) to turn those wants into demands.

So those needs must be fulfilled before the other needs. When the lower level needs are fulfilled, higher level needs arise. The hierarchy of needs has certain limitations. It has lack of effective application in different cultural contexts. Some cultures may value social needs over psychological and safety needs.

Marketing is an essentially about marshalling the resources of the organization so that they can meet the changing needs of the customers on whom the organization depends. As a verb, marketing is all about how an organization addresses its markets. Marketing is “The management process which identifies, anticipates and supplies the customer requirements efficiently and profitability”.

Marketing is one of the management process in which goods and services move from concept to the customer. Marketing consists of four major components which are called 4P’s of marketing:

A.H. Maslow, a famous social scientist, has given a framework that helps to explain the strength of certain needs. According to him, there seems to a hierarchy into which human needs are arranged as shown in Figure.

Definition of Marketing – Marketing can be defined as the process of converting wants into needs. In other words it can be defined as the process of selling products or services to the customers by an organisation.