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Basics of Marketing - Kotler Philip

The basic concepts found in Chapter 1

The request is a need reinforced by the purchasing power.

The concept of intensification of commercial efforts ? The assertion that consumers will not buy the organization's goods in sufficient quantities unless it makes significant efforts in sales and incentives.

The concept of marketing ? The statement that the key to achieving the organization's goals is to identify the needs and requirements of target markets and to provide the desired satisfaction with more efficient and more productive ways than competitors.

The concept of improving production ? The assertion that consumers will be supportive of goods that are widely distributed and affordable, and therefore management should focus on improving production and improving the efficiency of the distribution system.

The concept of product improvement ? The assertion that consumers will be supportive of the goods offering the highest quality, the best operational properties and characteristics, and therefore the organization must concentrate its energy on the continuous improvement of the product.

The concept of social and ethical marketing ? The statement that the task of the organization is to establish the needs, needs and interests of target markets and to provide the desired satisfaction with more efficient and more productive ways than competitors, while maintaining or strengthening the welfare of the consumer and society as a whole.

Marketing ? A kind of human activity aimed at meeting needs and needs through exchange.

Need ? Feeling of a shortage of something felt by man.

Exchange ? The act of getting someone from the desired object with a suggestion for something in return.

The need ? A need that has taken a specific form in accordance with the cultural level and personality of the individual.

The market ? The aggregate of existing and potential buyers of the goods.

The deal ? Commercial exchange between the two parties, presupposing at least the existence of two objects of value significance and agreed terms, time and place of its fulfillment.

The goods ? All that can satisfy the need or need and is offered to the market in order to attract attention, purchase, use or consumption.

Trade and operational efficiency ? Probability of making an exchange in a given amount by means of as few transactions as possible.

Marketing management ? Analysis, planning, implementation and monitoring of activities aimed at establishing, strengthening and maintaining profitable exchanges with target buyers in order to achieve the organization's goals.

Marketing Manager ? Employee of the company, engaged in the analysis, planning, implementation of the planned and / or monitoring functions.