Exam Marketing - Tatiana

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1. Marketing essence and main definitions of marketing In classical terms marketing is defined as the performance of business activities that direct the flow of goods and services from producer to consumer or user. The classical definition is oriented to the physical distribution of ec. Goods and services and it has several disadvantages or weaknesses: The modern definition of marketing Marketing is the process of planing and executing the conception, pricing, promotion, and distribution of ideas, goods and services in order to create exchanges, that satisfy individual and organizational objectives. 2. Three eras in the history of marketing evolution the origins of marketing can be traced to people’s earliest use of the exchange process, meaning barter(trading one resource on another). During the industrial revolution the modern system of marketing began, it includes 3 periods: 1. Production (during the initial stage of the industrial revolution output was limited and marketing was devoted to the physical distribution of products. Companies didn’t have to conduct consumer research, modify products or adapt to consumer needs because the demand was high and competition low. Their goal was to increase the production to keep up with demand. 2. Sales period/era (once a company was able to maximize its production capabilities it hired a sales force to sell it’s inventory. During this stage consumer tastes and needs received little consideration, and the role of advertising and sales people was to make desires of consumers feet the products being manufactured). 3.Marketingperiod: a. Marketing department (as competition