Marketing can be defined as the assignment of looking and inspiring buyers for the company’s products. It involves product development, pricing, distribution, and communication; and in the more broad-minded companies, continuous attention to the changing needs of the customers and the development of new products, with product alterations and services to meet these needs. But whether marketing is viewed in the old sense of “pushing” products or in the new sense of “customer satisfaction engineering”, it is almost always viewed and discussed as a business activity. (Kotler & Levy, 1969) Other than that, marketing can also be said as strategies and actions which mean the daily activities of the four marketing instruments (product development, price, distribution and communication). (Karel & Erik, 2008)
How marketing works? Producers should gain knowledge of consumers’ needs and then create products wished-for to satisfy those needs which were cited in Hirschman (1983) by Stanton (1981). The theory of consumer importance is the fundamental normative point on which marketing turns as an applied discipline (Stidsen, 1979) cited in Hirschman (1983).
However, the world has changed and so does marketing. Marketing has shifted from goods-centered model of exchange which in its traditional sense, marketing concentrates seriously on operand resources, primarily goods, as the unit of exchange to service-centered model of exchange which means marketing is a nonstop series of social and economic processes that is largely focused on operant resources with which the firm is constantly striving to make better value propositions than its competitors. (Vargo & Lusch, 2004) The concentration is flowing away from tangibles and toward intangibles, such as skills, information, and knowledge, and toward interactivity and connectivity and ongoing relationships. The orientation