Chapter 1 - Overview of Marketing
The definition of Marketing
-Marketing is the process of planning and executing the conception , pricing , promotion , and distribution of ideas , goods and services to create exchanges that satisfy individual and organizational goals .
The concept of exchange
- People giving up something to receive something they would rather have (system barter)
Necessary condition for exchange
-At least two parties involved
-Something that value for the party
-Each party capable of communication and delivery
-Each party is free to accept and reject the exchange offer
-Appropriate or desirable to deal with the other party
