Mkt 230 Week 9 Capstone Discussion Question

Marketing is an activity of producing, promoting, and providing goods and services to customers and businesses. It is a process of creating and directing an organization to sell goods or services that people are willing to buy. Marketing builds and maintains a preference for a particular product and company within the target market. It involves acquisition of new customers and retention of existing customers. Philip Kotler describes it as a social process that enables individuals and groups to fulfill their needs by making and exchanging goods and values with others. Marketing includes selling, advertising and marketing mix (Product, Price, Place and Promotion). These four Ps of marketing mix consist of various sub-factors and play an important role in the process of marketing. There are various factors such as appearance, features, price, etc. that a customer analyses before buying a product or service. These factors create a value for the product that enables a customer to purchase that particular product. With these factors, customers are influenced by cultural, social, psychological and personal factors too. Marketing research anticipates customers future wants desires and allows organizations to produce and promote their products and services in accordance with them. It emphasizes on identification of