Module title:

UNDERSTANDING AND
UNDERTAKING
MARKETING ACTIVITIES
CHAPTER ONE:- COLLECTING
MARKETING INFORMATION
√ What is Marketing?
• Marketing is defined as both "the process or
technique of promoting, selling, and
distributing a product or service," and "an
aggregate of functions involved in moving
goods from producer to consumer."
• 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.
• Marketing refers to activities a company
undertakes to promote the buying or selling of
a product or service.
• Marketing includes advertising, selling, and
delivering products to consumers or other
businesses. Some marketing is done by
affiliates on behalf of a company.
1.1 What is Marketing
Concepts
• Marketing concept is a set of strategies that the
firms adopt where they analyse the needs of their
customers and implement strategies to fulfil those
needs which will result in an increase in sales, profit
maximisation and also beat the existing competition.

The marketing concept is a process when a

company plans and implements to maximize profit
by increasing sales, satisfying customer's needs and
beating competitors. The purpose is to create a
situation that benefits both parties; customer and the
company.
√ The Five Concepts of
Marketing
.1,Production:- is the process of making or
manufacturing goods and products from raw
materials or components
• 2, product:- is any item or service you sell to serve
a customer's need or want. They can be physical or
virtual.
• 3, Selling:- is any transaction in which money is
exchanged for a good or service.
• 4, Marketing:- is the activity or business of
promoting and selling products or services,
including market research and advertising.
• 5, Societal :-"concerns for society's long term interests".
It is about "the direct benefits for the organization and
secondary benefit for the community".
• 1.2 IDENTIFYING AND ANALYSING ORGANIZATIONS
MARKETING PLAN.
• What is Organizations marketing plan
• √ Marketing plan :- is a strategic document that
specifies your organization's target markets, marketing
objectives, programs, and activities to achieve them,
expected timescales, resources to be utilized,
according to defined budgets, and how success will be
measured.
1.3 IDENTIFING THE NEED
FOR MARKETING ACTIVITIES