1.6 DEFINITION OF TERMS
Marketing – this is societal process by which individuals and groups obtain what they need through offering and freely exchanging products and services of value with other. The managerial perspective of marketing is “the art of selling products” (Kotler P. and Keller K, 2006). It can also be defined as an organizational function and a set of process for creating, communicating and delivering value to customers and for managing customer relationship in ways that benefit the organization and it stakeholder (AMA, 2007).
Marketing Mix – this has been defined as the set of marketing objectives in target market (Kotler P. and Keller K, 2006). According to Borden, is the set of marketing tools that the firm uses to
…show more content…
According to American Marketing association (AMA, 2007), they define marketing as an organizational function and set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organisation and its stakeholders. A social definition of marketing has been defined as societal processes by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products and services of value to others (Kotler P. and Keller K, 2006). Marketing also means running a firs rate program and letting people know about it (Philips M ans Salli R, 2010). Marketing can also be defined as the practice of learning about target populations, adjusting services to better satisfy their needs, preferences and persuading these to continue their use or support of a specific organisation. Marketing is the process of planning and executing the conception, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organization objectives (Kotler P. and Keller K, 2006). Effective marketing helps an organization to mobilize demands for its services and uses its resources efficiently at full capacity so that it can maximize it income and better ensure its long term sustainability. Marketing also involves, an organisation identifying its target populations and