To establish the concept of marketing, its fundamental role in

To establish the concept of marketing, its fundamental role in business, and the impact of the marketing environment.
To be able to distinguish between the tactics used in marketing advertising, customer selling, and personal selling, for example, and the marketing concept.
To understand the importance of a pan-company orientation towards marketing, rather than marketing as a separate function
To clarify what customers look for in suppliers better ways to solve their problems.

Marketing concept & Marketing Function

Marketing concept: Matching a company s capabilities and the wants of customers in order to achieve the objectives of both parties.
Marketing Function:
Identify markets
Quantify customer needs
Value propositions determine and communicate with stakeholders
Deliver and monitor value delivered

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