This presentation covers the fundamentals of marketing. This constitutes the marketing concepts, marketing mix elements, marketing strategy, marketing environment, marketing policy, consumer and organizational buying behavior. The presentation begins by describing marketing as an exchange process whereby the organization creates something of value which customers can buy and be satisfied through an exchange process. This could be a service such as medical or educational which is rendered to customers at a price. Apart from services, tangible goods can be produced and offered to customers such as mobile phones, television, shoes, fashion , food, and beverages. This presentation also describes the marketing mix elements such as product, price, place, promotion, people, physical evidence and process.
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