Nature and Scope of Marketing; Overview of Marketing.

Marketing is the management process responsible for identifying, anticipating and satisfying consumer needs profitably.

It is also the performance of business activities that direct the flow of goods and services from producer or seller to the consumer/buyer.

It is also a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products of value with the others.

Marketing management refers to the overall process of planning, implementing, controlling the marketing program (strategy) and individual marketing functions; appraising the risks and benefits in decision making and focusing on total quality.

Sales/selling on the other hand is the transfer of ownership and possession of goods to the purchasers.



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