Marketing - Definition

 
Marketing is a social and managerial process by which individuals and groups obtain
what they need and want through creating, offering, and exchanging products of value
with others.
 
A human need is a state of deprivation of some basic satisfaction. People require food,
clothing, shelter, safety, belonging, and esteem. These needs are not created by
society or by marketers. They exist in the very texture of human biology and the
human condition. 
 
Wants are desires for specific satisfiers of needs. Although people’s needs are few,
their wants are many. They are continually shaped and reshaped by social forces and
institutions, including churches, schools, families and business corporations.  
 
Demands are wants for specific products that are backed by an ability and willingness
to buy them.  Companies must measure not only how many people want their product
but, more importantly, how many would actually be willing and able to buy it.
 
 

 Market 
 
A market consists of all the potential customers sharing a particular need or want who
might be willing and able to engage in exchange to satisfy that need or want.

 
 Marketers
 
When one party is more actively seeking an exchange than the other party, we call the
first party a marketer and the second party a prospect. A marketer is some one seeking
one or more prospects who might engage in an exchange of values. A prospect is
someone whom the marketer identifies as potentially willing and able to engage in an
exchange of values.
 
 
 Marketers do not create needs. Marketers influence wants. Marketers influence
demand by making the product appropriate, attractive, affordable, and easily available
to target consumers. They also communicate their offering to prospects. Society
influences wants. People living in differnent societies prefer different types of food
items, different types of apparel and even different types of jewellery.
 
 A product is anything that can be offered to satisfy a need or want. Offering and
solution are synonyms to the product in marketing context.
 
A product or offering can consist of as many as three components: physical good(s),
service(s), and idea(s). 
 
Value is the consumer’s estimate of the product’s overall capacity to satisfy his or her
needs.
 
Marketers offer value to a consumer when the satisfaction of customer's requirements 
takes place at the lowest possible cost of acquisition, ownership, and use.  
 
 

 Marketing management 
 
Marketing management takes place when at least one party to a potential exchange
thinks about the means of achieving desired responses from other parties.   
 
 

Definition of American Marketing Association 

Marketing (Management) is the process of planning and executing the conception,

pricing, promotion, and distribution of ideas, goods, and services to create exchanges
that satisfy individual and organizational goals. 
 
 
Marketing management has the task of influencing the level, timing, and composition
of demand in a way that help the organization achieve its objectives. Marketing
management is essentially demand management. 
 Marketing managers manage demand by carrying out marketing research, planning,
implementation and control.  
Within marketing planning, marketers must make decisions on target markets, market
positioning, product development, pricing, distribution channels, physical distribution,
communication, and promotion.  
Marketing work in the customer market is formally carried out by sales managers,
salespeople, advertising and promotion manages, marketing researchers, customer
service managers, product and brand managers, market and industry managers, and
the marketing vice-president.
 
 

The Marketing Concept

 

The marketing concept holds that the key to achieving organizational goals consists of
being more effective than competitors in integrating marketing activities toward
determining and satisfying the needs and wants of target markets.

 The marketing concept rests on four pillars: target market, customer needs, integrated
marketing, and profitability.

Target market
 

No company can operate in every market and satisfy every need. Nor can it always do
a good job within one broad market.

Customer needs
 

Marketing is about meeting needs of target markets profitably.

The key to professional marketing is to understand their customers’ real needs and
meet them better than any competitor can.

Some marketers draw a distinction between responsive marketing and creative

marketing. A responsive marketer finds a stated need and fills it. A creative marketer
discovers and produces solutions that customer did not ask for but to which they
enthusiastically respond.

Integrated Marketing
 

When all the company’s departments work together to serve the customer’s interests,
the result is integrated marketing.

Integrated marketing takes on two levels. First, the various marketing functions-sales
force, advertising, product management, marketing research, and so on – must work
together.
 

Second must be well coordinated with other company departments.

The company is doing proper marketing only when all employees appreciate their
impact on customer satisfaction. To foster teamwork among all departments, the
company carries out internal marketing as well as external marketing. External
marketing is marketing directed at people outside the company. Internal marketing is
the task of successfully hiring, training, and motivating employees who want to serve
the customers well. In fact internal marketing must precede external marketing. It
makes no sense to promise excellent service before the company’s staff is ready to
provide excellent service.

Profitability
 
The ultimate purpose of the marketing concept is to help organizations achieve their
goals. In the case of private firms, the major goal is profit. Marketing managers have
to provide value to the customer and profits to the organization. Marketing managers
have to evaluate the profitability of all alternative marketing strategies and decisions
and choose most profitable decisions for long-term survival and growth of the fir

Marketing environment
The market environment is a marketing term and refers to all of the forces outside of marketing
that affect marketing management’s ability to build and maintain successful relationships with
target customers. The market environment consists of both the macroenvironment and the
microenvironment.

The microenvironment refers to the forces that are close to the company and affect its ability to
serve its customers. It includes the company itself, its suppliers, marketing intermediaries,
customer markets, competitors, and publics.

The company aspect of microenvironment refers to the internal environment of the company.
This includes all departments, such as management, finance, research and development,
purchasing, operations and accounting. Each of these departments has an impact on marketing
decisions. For example, research and development have input as to the features a product can
perform and accounting approves the financial side of marketing plans and budgets.

The suppliers of a company are also an important aspect of the microenvironment because even
the slightest delay in receiving supplies can result in customer dissatisfaction. Marketing
managers must watch supply availability and other trends dealing with suppliers to ensure that
product will be delivered to customers in the time frame required in order to maintain a strong
customer relationship.

Marketing intermediaries refers to resellers, physical distribution firms, marketing services

agencies, and financial intermediaries. These are the people that help the company promote, sell,
and distribute its products to final buyers. Resellers are those that hold and sell the company’s
product. They match the distribution to the customers and include places such as Wal-Mart,
Target, and Best Buy. Physical distribution firms are places such as warehouses that store and
transport the company’s product from its origin to its destination. Marketing services agencies
are companies that offer services such as conducting marketing research, advertising, and
consulting. Financial intermediaries are institutions such as banks, credit companies and
insurance companies.

Another aspect of microenvironment is the customers. There are different types of customer
markets including consumer markets, business markets, government markets, international
markets, and reseller markets. The consumer market is made up of individuals who buy goods
and services for their own personal use or use in their household. Business markets include those
that buy goods and services for use in producing their own products to sell. This is different from
the reseller market which includes businesses that purchase goods to resell as is for a profit.
These are the same companies mentioned as market intermediaries. The government market
consists of government agencies that buy goods to produce public services or transfer goods to
others who need them. International markets include buyers in other countries and includes
customers from the previous categories.

Competitors are also a factor in the microenvironment and include companies with similar
offerings for goods and services. To remain competitive a company must consider who their
biggest competitors are while considering its own size and position in the industry. The company
should develop a strategic advantage over their competitors.

The final aspect of the microenvironment is publics, which is any group that has an interest in or
impact on the organization’s ability to meet its goals. For example, financial publics can hinder a
company’s ability to obtain funds affecting the level of credit a company has. Media publics
include newspapers and magazines that can publish articles of interest regarding the company
and editorials that may influence customers’ opinions. Government publics can affect the
company by passing legislation and laws that put restrictions on the company’s actions. Citizen-
action publics include environmental groups and minority groups and can question the actions of
a company and put them in the public spotlight. Local publics are neighborhood and community
organizations and will also question a company’s impact on the local area and the level of
responsibility of their actions. The general public can greatly affect the company as any change
in their attitude, whether positive or negative, can cause sales to go up or down because the
general public is often the company’s customer base. And finallythose who are employed within
the company and deal with the organization and construction of the company’s product.

The macroenvironment refers to all forces that are part of the larger society and affect the
microenvironment. It includes concepts such as demography, economy, natural forces,
technology, politics, and culture.

Demography refers to studying human populations in terms of size, density, location, age,
gender, race, and occupation. This is a very important factor to study for marketers and helps to
divide the population into market segments and target markets. An example of demography is
classifying groups of people according to the year they were born. These classifications can be
referred to as baby boomers, who are born between 1946 and 1964, generation X, who are born
between 1965 and 1976, and generation Y, who are born between 1977 and 1994. Each
classification has different characteristics and causes they find important. This can be beneficial
to a marketer as they can decide who their product would benefit most and tailor their marketing
plan to attract that segment. Demography covers many aspects that are important to marketers
including family dynamics, geographic shifts, work force changes, and levels of diversity in any
given area.

Another aspect of the macroenvironment is the economic environment. This refers to the
purchasing power of potential customers and the ways in which people spend their money.
Within this area are two different economies, subsistence and industrialized. Subsistence
economies are based more in agriculture and consume their own industrial output. Industrial
economies have markets that are diverse and carry many different types of goods. Each is
important to the marketer because each has a highly different spending pattern as well as
different distribution of wealth.

The natural environment is another important factor of the macroenvironment. This includes the
natural resources that a company uses as inputs and affects their marketing activities. The
concern in this area is the increased pollution, shortages of raw materials and increased
governmental intervention. As raw materials become increasingly scarcer, the ability to create a
company’s product gets much harder. Also, pollution can go as far as negatively affecting a
company’s reputation if they are known for damaging the environment. The last concern,
government intervention can make it increasingly harder for a company to fulfill their goals as
requirements get more stringent.

The technological environment is perhaps one of the fastest changing factors in the
macroenvironment. This includes all developments from antibiotics and surgery to nuclear
missiles and chemical weapons to automobiles and credit cards. As these markets develop it can
create new markets and new uses for products. It also requires a company to stay ahead of others
and update their own technology as it becomes outdated. They must stay informed of trends so
they can be part of the next big thing, rather than becoming outdated and suffering the
consequences financially.

The political environment includes all laws, government agencies, and groups that influence or
limit other organizations and individuals within a society. It is important for marketers to be
aware of these restrictions as they can be complex. Some products are regulated by both state
and federal laws. There are even restrictions for some products as to who the target market may
be, for example, cigarettes should not be marketed to younger children. There are also many
restrictions on subliminal messages and monopolies. As laws and regulations change often, this
is a very important aspect for a marketer to monitor.

The final aspect of the macroenvironment is the cultural environment, which consists of
institutions and basic values and beliefs of a group of people. The values can also be further
categorized into core beliefs, which passed on from generation to generation and very difficult to
change, and secondary beliefs, which tend to be easier to influence. As a marketer, it is important
to know the difference between the two and to focus your marketing campaign to reflect the
values of a target audience.

When dealing with the marketing environment it is important for a company to become
proactive. By doing so, they can create the kind of environment that they will prosper in and can
become more efficient by marketing in areas with the greatest customer potential. It is important
to place equal emphasis on both the macro and microenvironment and to react accordingly to
changes within them.[1]

Marketing information system

marketing information system (MkIS) A

computerized system that provides an

organized flow of information to enable and

support the marketing activities of an organisation.

A. Definition—Marketing
Information System (MkIS)
Simply put, a MkIS is a computerized system that is
designed to provide an organized flow of information to
enable and support the marketing activities of an
organization. The MkIS serves collaborative, analytical and
operational needs. Inthe collaborative mode, the MkIS
enables managers to share information and work together
virtually. In addition, the MkIS can enable marketers to
collaborate with customers on product designs and customer
requirements. The analytical function is addressed by
decision

support applications that enable marketers to

analyze market data on customers, competitors,

technology and general market conditions. These

insights are becoming the foundation for the

Simply put, a MkIS is a computerized system that

is designed to provide an organized flow of

information to enable and support the marketing

activities of an organization. The MkIS serves

collaborative, analytical and operational needs. In

the collaborative mode, the MkIS enables

managers to share information and work together

virtually. In addition, the MkIS can enable

marketers to collaborate with customers on

product designs and customer requirements. The

analytical function is addressed by decision

support applications that enable marketers to

analyze market data on customers, competitors,

technology and general market conditions. These

insights are becoming the foundation for the

development of marketing strategies and plans.

The MkIS addresses operational needs through

customer management systems that focus on the

day-to-day processing of customer transactions

from the initial sale through customer service.

MkIS systems are designed to be

comprehensive and flexible in nature and to

integrate with each other functionally. They are

formal, forward looking and essential to the

organization’s ability to create competitive

advantage. The MkIS is the firm’s “window on

the world” and, increasingly, it is the primary

customer interface. Figure 1 presents the basic

architecture of the MkIS.

B. The Strategic Role of the

Marketing Information Systems
Historically, the role of the marketing function has

been to support “make and sell” business

strategies that emphasized increases in market

share over the creation of long-term customer

value. This view started to change after World

War II with the recognition that satisfying the

customer’s needs and wants should be the focus of

a firm’s business activities.

The emphasis on the customer elevated

the importance of marketing as a core business

function on a par with research and development

and production. The marketing function has

become the firm’s window to the world in the

sense that it must monitor the marketing

3
environment for changes in buyer behavior,

competition, technology, economic conditions,

and government policies. Marketing is a

“strategic” function in that marketing activities

enable organizations to identify and adapt to

changes in the market environment.

The strategic function of marketing is

further emphasized as Internet-based technologies

have enabled radically new approaches to selling

where information technology for the first time

touches customers and provides new means for

collecting marketing information. In a

knowledge-intensive economy, the ability to

collect, analyze and act upon marketing

information more rapidly than the competition is

the core competency from which competitive

advantage flows. Marketing information systems

provide the information technology backbone for

the marketing organization’s strategic operations.

In a broader sense, the MkIS creates an organized

and timely flow of information required by

marketing decision makers. It involves the

equipment, software, databases, and also the

procedures, methodologies and people necessary

for the system to meet its organizational

objectives. MkIS encompasses a broad spectrum

of activities from simple transaction processing

complex marketing strategy decision making.

. Benefits of the Marketing

Information System
The MkIS increases the number of options

available to decision-makers and supports every

element of marketing strategy. MkIS affects

marketing’s interfaces with customers, suppliers

and other partners. The primary benefits of the

MkIS impact in the areas of functional integration,

market monitoring, strategy development, and

strategy implementation.

1. Market Monitoring. Through the use of

market research and marketing intelligence

activities the MkIS can enable the

identification of emerging market segments,

and the monitoring of the market environment

for changes in consumer behavior, competitor

activities, new technologies, economic

conditions and governmental policies. Market

research is situational in nature and focuses on

specific strategic or tactical marketing

initiatives. Marketing intelligence is

continuous in nature and involves monitoring

and analyzing a broad range of market-based

activities and information sources. There are

three major sources of market information.

The first is syndicated data published by

market research companies and industry

associations. Company-sponsored primary

research is another option. It is much more

focused since you ask specific questions of

respondents within your markets. But, it is

considerably more expensive and time

consuming. Perhaps the best data available

are your own customer’s behavior captured

from web site viewing, point of sale (POS)

transactions, and systematic feed back from

the sales force.

2. Strategy Development. The MkIS provides the

information necessary to develop marketing

strategy. It supports strategy development for

new products, product positioning, marketing

communications (advertising, public relations,

and sales promotion), pricing, personal

selling, distribution, customer service and

partnerships and alliances. The MkIS

provides the foundation for the development

information system-dependent e-commerce

strategies.

3. Strategy Implementation. The MkIS provides

support for product launches, enables the

coordination of marketing strategies, and is an

integral part of sales force automation (SFA),

customer. relationship management (CRM),

and customer service systems

implementations. The MkIS enables decisionmakers

to more effectively manage the sales

force as well as customer relationships. Some

customer management software companies

are extending their CRM applications to

include partner relationship management

(PRM) capabilities. This has become

increasingly important as many marketers are

choosing to outsource important marketing

functions and form strategic alliances to

address new markets.

4. Functional integration. The MkIS enables the

coordination of activities within the marketing

department and between marketing and other

organizational functions such as engineering,

production, product management, finance,

manufacturing, logistics, and customer

service.

E. Marketing Information System

Functional Components
As shown in Figure 3, a MkIS consists of four major components: (1) user
interfaces, (2) applications software, (3) databases, and (4)1. User
Interfaces. The essential element of the MkIS is the managers who will
use the systemand the interfaces they need to effectivelyanalyze and use
marketing information. Thedesign of the system will depend on what
typeof decisions managers need to make. The

interface includes the type of hardware that

will be used, the way information is analyzed,

formatted and displayed, and how reports are

to be compiled and distributed. Issues to

resolve are ease of use, security, cost, and

access.

2. Applications Software. These are the

programs that marketing decision makers use

to collect, analyze, and manage data for the

purpose of developing the information

necessary for marketing decisions. Examples

include the marketing decisions support

software (MDSS) and customer management

software for on-line sales and customer

service.

3. Marketing Databases. A marketing database

is a system in which marketing data files are

organized d stored. Data may be collected

from internal and external sources. Internal

sources largely result from transactions. They

provide data from e-commerce sites, sales

results, shipping data, inventories, and

product profitability. External sources include

market research, competitor intelligence,

credit bureaus, and financial institutions. Data

can be organized in a flat file (Text file with

one data record per line) or a relational

database (Data is stored in tabular form where

each row represents one entity and each

column represents one characteristic of that

entity). For instance, each row could

represent a customer with the columns

providing name, identification number, and

purchase information.

4. System Support. This component consists of

system managers who manage and maintain

the systems assets including software and

hardware network, monitor its activities and

ensure compliance with organizational

policies. This function may also include a

help desk for system users.

Unit-2
Marketing research
Objectives

What is the objective of the research?

The type of information sought from market research will determine how much time and effort a
business should invest in it. The objectives of market research may include:

1. Market Attractiveness Evaluation:

o Market sizing - estimating the size of a total market, how much is accessible by the
business, and/or what market share ambitions would be realistic.
o Competitive presence and customer preference.
o Customer spending patterns, budget cycles, and intent.
o Channel trends, preferences, and allegiances.

2. Customer Insight: Specific customer needs, aspirations, buying behaviors, usage patterns,
decision models, preferences, favourability, intentions, etc

3. Competitive Forces: Current and potential basis of competition in a market.

4. Communications Planning: What information sources do prospective customers pay attention

to, how to reach them, opportunities / vehicles for influencing target customers and which are
most effective.

5. Product Testing: Evaluation of product improvements, alternatives, packaging etc.

6. Concept Testing: Evaluation of potential products and solutions, clarification of needs, wants,
and preferences.

7. Advert Testing: Evaluation of alternative brand promises, impact / cut through ability,
persuasiveness, strength of call to action, out-take versus intent, etc.
 8. Customer Satisfaction: Measurement of quality of customer experience, perceptions, reaction,
loyalty, intent, etc.

9. Pricing: Testing of price / feature / quality / packaging / positioning combinations, price points,
promotions, loyalty schemes, terms and conditions, etc.

10. List Building: Compilation of information about prospective customers for direct marketing
purposes (NB may not be compatible with ethical guidelines followed by many market research
practitioners).

Marketing research
Marketing Research is " the function that links the consumer, customer, and public to the marketer
through information — information used to identify and define marketing opportunities and problems;
generate, refine, and evaluate marketing actions; monitor marketing performance; and improve
understanding of marketing as a process. Marketing research specifies the information required to
address these issues, designs the method for collecting information, manages and implements the data
collection process, analyzes the results, and communicates the findings and their implications." [1]
Marketing research is the systematic gathering, recording, and analysis of data about issues relating to
marketing products and services. The goal of marketing research is to identify and assess how changing
elements of the marketing mix impacts customer behavior. The term is commonly interchanged with
market research; however, expert practitioners may wish to draw a distinction, in that market research
is concerned specifically with markets, while marketing research is concerned specifically about

marketing processes.[2] role of market research

The task of marketing research(MR) is to provide management with relevant, accurate, reliable,
valid, and current information. Competitive marketing environment and the ever-increasing costs
attributed to poor decision making require that marketing research provide sound information.
Sound decisions are not based on gut feeling, intuition, or even pure judgment.

Marketing managers make numerous strategic and tactical decisions in the process of identifying
and satisfying customer needs. They make decisions about potential opportunities, target market
selection, market segmentation, planning and implementing marketing programs, marketing
performance, and control. These decisions are complicated by interactions between the
controllable marketing variables of product, pricing, promotion, and distribution. Further
complications are added by uncontrollable environmental factors such as general economic
conditions, technology, public policies and laws, political environment, competition, and social
and cultural changes. Another factor in this mix is the complexity of consumers. Marketing
research helps the marketing manager link the marketing variables with the environment and the
consumers. It helps remove some of the uncertainty by providing relevant information about the
marketing variables, environment, and consumers. In the absence of relevant information,
consumers' response to marketing programs cannot be predicted reliably or accurately. Ongoing
marketing research programs provide information on controllable and non-controllable factors
and consumers; this information enhances the effectiveness of decisions made by marketing
managers.[5]

Traditionally, marketing researchers were responsible for providing the relevant information and
marketing decisions were made by the managers. However, the roles are changing and marketing
researchers are becoming more involved in decision making, whereas marketing managers are
becoming more involved with research. The role of marketing research in managerial decision
making is explained further using the framework of the "DECIDE" model:

D
Define the marketing problem
E
Enumerate the controllable and uncontrollable decision factors
C
Collect relevant information
I
Identify the best alternative
D
Develop and implement a marketing plan
E
Evaluate the decision and the decision process

Basic methods of collecting data

The Backbone of Market Research
Data collection is an important step in the market research process. It involves gathering
information about customers, competitors, and the market to help companies improve existing
products and services and launch new products or services, expand into new markets, and create
marketing plans. This process can be performed on a large or small scale and can involve both
qualitative and quantitative data. By utilizing the Internet, data collection allows for a broad
range of consumer feedback on behaviors, perceptions, needs, attitudes, and opinions. Data
collection projects range from simple habits and attitudes questionnaires, which gather data from
a large number of consumers, to complex in-home product testing, which gather in-depth
consumer insight. Though data collection by means of the Internet provides a cost-effective
approach to market research, at times traditional methods such as focus groups and in-home
interviewing can prove to be effective as well.

Market Research Analysis

 

Quantitative market research methods

 

Market Research is a systematic, objective collection and analysis of data about a

particular target market, competition, and/or environment. It always incorporates some
form of data collection whether it be secondary research (often referred to as desk
research) or primary market research which is collected direct from a respondent.

The purpose of any market research project is to achieve an increased understanding of

the subject matter. With markets throughout the world becoming increasingly more
competitive, market research is now on the agenda of many organisations, whether they
be large or small.

Market Research is either quantitative, qualitative, or a combination of both. Qualitative

and quantitative market research methods each provide different insights into customer
behaviour. Normally, research results are more useful when the two methods are
combined

Quantitative market research is numerically oriented, requires significant attention

to the measurement of market phenomena and often involves statistical analysis.
For example, a bank might ask its customers to rate its overall service as either
excellent, good, poor or very poor.

This will provide quantitative information that can be analysed statistically. The
main rule with quantitative market research is that every respondent is asked the
same series of questions. The approach is very structured and normally involves
large numbers of interviews/questionnaires.

Perhaps the most common quantitative technique is the 'market research survey'.
These are basically projects that involve the collection of data from multiple cases -
such as consumers or a set of products. Quantitative market research surveys can
be conducted by using post (self-completion), face-to-face (in-street or in-home),
telephone, email or web techniques. The questionnaire is one of the more common
tools for collecting data from a survey, but it is only one of a wide ranging set of
data collection aids.

The various types of quantitative market research methodologies are summarised

below:

Market evaluation
The Market Evaluation uses the market information to determine the sales prospects of specified
product or service. Market Evaluation research can review your existing markets from where you
can be able to sell more to current customers. Market evaluation and market research can help
you look further a market and sell your existing products to a new market or find a new product
to offer to your existing customers. We have helped numerous Indian and foreign companies and
corporations in finding and expanding markets for their products and services in the ever-
expanding and highly competitive Indian market.

Unit-3 model of consumer behavior

Consumer behaviour is the study of when, why, how, and where people do or do not buy a
product. It blends elements from psychology, sociology, social anthropology and economics. It
attempts to understand the buyer decision making process, both individually and in groups. It
studies characteristics of individual consumers such as demographics and behavioural variables
in an attempt to understand people's wants. It also tries to assess influences on the consumer
from groups such as family, friends, reference groups, and society in general.

Customer behaviour study is based on consumer buying behaviour, with the customer playing
the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for
customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of
marketing through the re-affirmation of the importance of the customer or buyer. A greater
importance is also placed on consumer retention, customer relationship management,
personalisation, customisation and one-to-one marketing. Social functions can be categorized
into social choice and welfare functions.

Each method for vote counting is assumed as social function but if Arrow’s possibility theorem
is used for a social function, social welfare function is achieved. Some specifications of the
social functions are decisiveness, neutrality, anonymity, monotonicity, unanimity, homogeneity
and weak and strong Pareto optimality. No social choice function meets these requirements in an
ordinal scale simultaneously. The most important characteristic of a social function is
identification of the interactive effect of alternatives and creating a logical relation with the
ranks. Marketing provides services in order to satisfy customers. With that in mind, the
productive system is considered from its beginning at the production level, to the end of the
cycle, the consumer