Marketing the Core

Chapter 1

LO 1-1 Define marketing and identify the two primary goals of marketing.

First of all, from the textbook, marketing is the activity for creating, communicating, delivering, and exchanging offerings that benefit its customers, the organization, its stakeholders, and society at large. And its two goals are discover the needs and wants of prospective customers and to satisfy them.

In my opinion, marketing is a kind of plan and activity. Its process include develop a product, price for the product and make sales promotion. Its goal is satisfy the needs of organization or individual by the process of exchange and trading. At the standpoint of customer, satisfying, comfortable and valuable buying is most important. So, customer is the center of all of marketing activities. Product plan is the beginning and then use all kinds of marketing tools. Finally realize the whole process of enterprise management goal.

As the goals of marketing, enterprise attempts to people to buy their products and services from the previous. And now, they try to help customer achieve their deep desire or needs. People’s life and marketing are changing. These changes may perfect the products and services to achieve customer needs.

LO 1-2 Explain how marketing discovers and satisfies consumer needs.

From the definition of marketing, its purpose is creating value for customers and getting benefits from this process. So the fundamental purpose of marketing is to create value for customers. It is also the essence of marketing. So to create value for customers, we first need to understand the needs of customers, and customers are various. So we need to take market research and analysis before the product launch to understand what kind of product consumer need. And then develop this product depend on the needs of the consumer. However, marketing can’t satisfy all customer needs. So, it is better to satisfy a certain needs of special groups. So this kind of unique market will attract...