Culture Case

Within the world of marketing, there is many different ways of describing the affluent definition, and what exactly the market place is and who and what and when and why and how it is involved in such a practice. From production, to selling, marketing can be defined as a process, 'a human activity directed at satisfying needs and wants through an exchange process.' Marketing is essentially the management of exchange relationships. We can argue that this isn't the only role or definition of marketing, as we may look at every concept of business within society, to see what marketing is in the world of today. There are many various elements when looking at marketing as a concept. First discovering the opportunities within the market such company have placed themselves in, they must look at analysing different frameworks of strategies. Looking at all aspects, the company itself, customers, the competition, collaborators, and the climate, for economic prosperity to work, trade must find a cultural norm or social acceptance where a fair decent exchange can become. After discussing various factors that effect the plan of the businesses model, a strategy, that is quick, clear and assertive and the objectives of the model shall fold into place. Everybody must be concerned with customer satisfaction. As relationships go, conflict arises and an element of competition comes into place. As goods and services become much more widely available, trade becomes a little more difficult to achieve. Marketing is much more than selling, "A market is not a single entity, but is composed of many individuals with different needs and aspirations" (BPP Business Essentials). The market is then divided in to segments to assess specificity within common needs and preferences. Implementing such ideas helps determine the product or service's strengths and weaknesses to each consumer, individual or organisation, so they are satisfied when they leave the service. When looking at each individual segment, commodities will generally have more of a birds eye view over things when specifically coordinating stereotypes:

* Geographical Area - Marketers take advantage of location by selling suntan lotion in Hawaii, fur coats in Alaska, etc.

* End use

* Age

* Sex

* Family size or family life cycle

* Income

* Occupation

* Education

* Religion or religious sect

* Ethic background

* Nationality

* Social class

* Life style

* Buyer behaviour

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