MARKETING IS THE PROCES OF PLANNING AND EXECUTING THE CONCEPTION, PRICING, PROMOTION, AND DISTRIBUTION OF IDEAS, GOODS, AND SERVICES TO CREATE EXCHANGES THAT SATISFY INDIVIDUAL AND ORGANIZATIONAL OBJECTIVES. SATISFACTION AND EXCHANGE ARE AT THE CORE OF MARKETING. FOR AN EXCHANGE TO OCCUR, TWO OR MORE PARTIES HAVE TO COME TOGETHER, COMMUNICATE, AND DELIVER THINGS OF PERCEIVED VALUE. CUSTOMERS EVALUATE MARKETERS OFFERINGS IN TERMS OF THEIR OWN NEEDS. MARKETERS RECOGNIZE EVER-CHANGING CUSTOMER NEEDS AND WANTS. THE MARKETING MANAGER PLANS AND EXECUTES PROGRAMS TO ENSURE A COMPANYS LONG-THRM COMPETITIVE ADVANTAGE. DETERMINATION OF TARGET MARKETS IS COVERED IN CHAPTERS 10 AND 11, AND MARKETING MANAGEMENT IS DISCUSSED IN CHAPTERS 12 AND 13. THESE BASICS ARE THE TECHNICAL UNIVERSALS OF MARKETING.
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