CHAPTER 1.1

1.1 The Nature of Marketing MARKETING It is a process of identifying, anticipating, and satisfying customer requirements profitably. BUSINESS MARKETING AIMS TO: look for opportunities in the market, attract new customers, keep existing customers satisfied so that they become loyal, maintain the revenues (money coming in) lower than the costs (money going out).

Marketing Activities It is the process responsible for: identifying customers profile, Researching customers needs and preferences, Analysing the factors that influence customers purchasing decisions, Communicating effectively with customers. Stimulating demand and persuade customers to buy the products.

Define the term consumer.

What is mass marketing?

CHAPTER 1.2

1.2 How Marketing Activities Differ Among Businesses Businesses may operate in different scopes. Business Scopes Local National International Businesses scopes may operate in two sectors. Private sectors Public sectors These sectors include For-profit businesses, and Not-for-profit businesses

Which are the factors to consider in marketing activities?