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MARKETING PRINCIPLES AND MARKETING COMMUNICATIONS Definition: concept of marketing AUTHOR CONCEPT OF MARKETING V.Pranulis, A.Pajuodis and etc. This is the identification of needs and satisfy the necessary decisionmaking and implementation process for the attainment of human or organizational goals. Ph. Kotler It is a social and managerial process, which enables individuals and groups, creating and carrying values of the exchange of goods and acquire what they need in their wishes and needs. American Marketing Association Products, services, ideas and conception, pricing, promotion and distribution, planning and implementation process in order to create exchanges and satisfy the objectives of individuals and organizations. British Institute of Marketing Products, services, ideas and conception, pricing, promotion and distribution, planning and implementation process in order to create, maintain and strengthen ties in order to meet the objectives of individuals and organizations. British Institute of Marketing Management process, which is found anticipate and effectively and profitably met customer needs. Concept of marketing MARKETING – is the identification of needs and satisfy the necessary decision-making and implementation process for the attainment of human or organizational goals. In the centre of marketing – is user‘s needs. Definitions: types of marketing (1) Person marketing - marketing efforts to attract attention, create interest and preference for a person (usually a politician or celebrity). Place marketing - marketing strategies individuals or organizations interested in a particular geographical location. Catalog Marketing - Marketing efforts to attract attention, create interest and preferences for certain social activities. Definitions: types of marketing (2) Event marketing - marketing efforts to attract attention, create interest and preferences for sporting, cultural and charitable events. Organization Marketing - Marketing efforts are directed to individuals or other organizations support the goals of the organization, its activities, or support it in any way. Complex of marketing (1) Classic (4P) or industrial enterprise marketing mix: • • • • PRODUCT PRICE DISTRIBUTION SPONSORSHIP Complex of marketing (2) Commercial companies (6P) marketing complex: • • • • • • PLACE PRODUCT (RANGE) SERVICES AND CUSTOMER SERVICE PRICE SPONSORSHIP DISTRIBUTION or shop fitting and goods Complex of marketing (3) Utilities (8P) marketing mix: • • • • • • • • PRODUCT SERVICE PRICE SPONSORSHIP PROCESS PLACE PEOPLE PHYSICAL obviousness EFFICIENCY AND QUALITY Marketing theory is based on Management Economics