This paper stresses that marketing is considered as a process that would help identify products or services that would entice consumers through employing strategies that utilize business development, sales and communications. In essence, it is a process that entails businesses to establish strong consumer relationships and build value towards the business' consumers. Marketing is a process utilized to determine consumer markets, satisfy them and retain them. In that regard, it is important to identify the concept of customer satisfaction. In retrospect, as a means to achieve organizational goals, a business must be able to identify the needs and wants of the target market and in accordance with this, provide customer satisfaction. Apart from establishing good relationships, creating value towards the customer, this would be beneficial towards the business as well.
This paper makes a conclusion that marketing can be defined as a constructive analysis of a business' customers, competitors and a company, which would be integrated into an understanding of what segmented markets are, assessing the profitable groups, effectively positioning products and services, which is then subsequently followed on the delivering what is required in product positioning and promotion. In effectively positioning a product, a marketing strategy must be employed. Through implementing appropriate brand and advertising techniques by means of various communication tools and instruments, marketing measures can be delivered. ...Show more