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THE MARKETING PROCESS There are many definitions of marketing which generally revolve around the primacy of customers as part of an exchange process. Customers needs are the starting point for all marketing activity. Marketing managers try to identify these needs and develop products which will satisfy customers needs through an exchange process. As a business philosophy, markerting puts customers at the centre of all the organisations considerations. This is reflected in basic values such as …

…for other key functions within the organisations. Marketing is an expensive business which involves either running your own marketing team or contracting out marketing services. For marketing to be cost effective it needs to be built into every aspect of what an organisation does, rather than being a bolt on extra competing for resources against other parts of the organisations. Real marketing encourages product and technology developments rather than trying to mislead consumers about products.