Chapter 1 : Introduction To Marketing

Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves.
Marketing is the key factor behind the success of a company. Generally a company produces many things which may include different kinds of consumer products, electronic goods or may be many services. Every company spends huge sums of money to these marketing strategies. They employ these specialized people in the field of marketing in lieu of huge remuneration. The chief responsibility of these marketing is to make these products popular and to prepare new marketing ventures so that people develop some sorts of understanding about the company and its products or services.
When it comes to marketing, most if not all marketing professionals have a different approach on how to reach consumers. Despite the differences in how consumers are reached, the goal is often the same; encourage consumers to purchase a specific product or service. The obvious way to increase your consumer base is to increase the amount of consumers you reach.

Evolution of Marketing
Earlier approaches
The marketing orientation evolved from earlier orientations, namely, the production orientation, the product orientation and the selling orientation.[8][9]
Orientation Profit driver Western European timeframe Description
Production[9]
Production methods until the 1950s A firm focusing on a production orientation specializes in producing as much as possible of a given product or service. Thus, this signifies a firm