MARKETING
EVERY BUSINESS SERVES A MARKET

It is the responsibility of the marketing department to attract new customers and to keep existing customers. It does this by making sure that the company’s products or services satisfy customers’ needs. A company with a genuine marketing orientation wants to be sure that all company activities contribute to customer satisfaction.

Effective marketing depends on four variables. These are also called the four ‘P’s’ of the marketing mix. We will look at each of the elements of the marketing mix in turn:
• PRODUCT/SERVICE
- quality;
- brand name;
- packaging.
• PRICE
- basic price;
- discounts;
- credit.
• PROMOTION
- advertising;
- promotion;
- publicity;
- personal selling.
• PLACE
- sales force;
- channels;
- transport.
PROFILE