MARKETING SHAPES CONSUMER NEEDS AND WANTS

Marketing shapes consumer needs and wants



Marketing shapes consumer needs and wants

Introduction

If you were to ask someone in the general population, "what is marketing", most of the people in the group would probably say that marketing involves advertising a product and then selling it. Marketing can be defined as the whole firm, taken from the customer's point of view. (Joshi, 2005)According to the American Marketing Association, marketing is "planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives." Marketing is much more than ...