1 SO WHAT IS MARKETING?

Marketing is commonly misunderstood as an ostentatious term for advertising and promotion; in reality it
is far more than that. This perception isn’t in many ways unreasonable, advertising and promotion are the
major way in which most people are exposed to marketing. However, the term ‘marketing’ actually covers
everything from company culture and positioning, through market research, new business/product
development, advertising and promotion, PR (public/press relations), and arguably all of the sales and
customer service functions as well;

•  It is systematic attempt to fulfil human desires by producing goods and services that people will
  buy.                                                                                                                                                         
•  It is where the cutting edge of human nature meets the versatility of technology.                                            
•  Marketing-oriented companies help us discover desires we never knew we had, and ways of
  fulfilling them we never imagined could be invented.
•