Summary MARKETING STRATEGY

WHAT IS MARKETING

Marketing is the process of planning
and executing the conception, pricing,
promotion, and distribution of ideas,
goods, services to create exchanges
that satisfy individual and
organizational goals

American Marketing Association



GeoInformation and ICT in Market Research – Marketing Notes

, WHAT IS MARKETING

‘The right product, in the right place,
at the right time, and at the right price’
price’

Adcock et al

‘Marketing is the human activity
directed at satisfying human needs
and wants through an exchange
process’
process’
Kotler 1980

GeoInformation and ICT in Market Research – Marketing Notes

, WHAT IS MARKETING

‘Marketing is a social and managerial
process by which individuals and
groups obtain what they want and
need through creating, offering and
exchanging products of value with
others’
others’

Kotler 1991



GeoInformation and ICT in Market Research – Marketing Notes

, WHAT IS MARKETING

5 Ps of Marketing
Product

Product
Promotion

Promotion
Pricing

Pricing
Place (or distribution system)

Place
People

People



GeoInformation and ICT in Market Research – Marketing Notes