What is Marketing ?

Marketing, more than any other busines function, deals with customers. Understanding, creating, communicating, and delivering customer value and satisfaction are at the very heart of modern marketing thinking and practice. Although we will expbut enduring promiselore more detailed definitions of marketing later in this chapter, perhaps the simplest definition is this one: Marketing is the delivery of customer satisfaction at a profit. The twofold goal of marketing is to attract new customers by promising superior value and to keep current customers by delivering satisfaction.

  Wal-mart has become the world's largest retailer by delivering on its promise, "Always low prices- always." FedEx dominates the U.S. small- package freight industry by consistently making good on its promise of gast, reliable small-package industry by consistently making good of fast, reliable small-pakage delivery. Ritz-Cartlon promises and delivery truly : memorable experience" for its hotel guest. Coc-cola, long the worlds' leadng soft drink , deliver on the simple but enduring promise, always thirst- quenching, always good with food