Description

The Introduction provides a foundation for understanding marketing and its role in business. The book is designed as an introductory text and begins with basic concepts such as the marketing environment, customer behaviour, segmentation, and positioning.

1. What is marketing?
Marketing is the process of understanding customer needs and creating, communicating, and delivering products or services that provide value to customers.

2. Customer focus
A central idea is that organizations should understand what customers want and need. Successful marketing starts with the customer rather than simply trying to sell an existing product.

3. Marketing and value
Marketing creates value by matching an organization’s offerings with customer needs. Customers compare the benefits they receive with the costs they pay.