2011 左永安顧問 ‘Marketing is the human activity directed at satisfying human needs and wants through an exchange process’

‘ The right product,

   in the right place,

    at the right time, 

    and at the right price’ 

Adcock et al

‘Marketing is the human   


  activity directed at satisfying 


  human needs and wants


   through an exchange process’

Kotler 1980

‘Marketing is a social and managerial process 

 by which individuals and groups 

 obtain what they want and need through creating,

 offering and exchanging products of value with others’

Kotler 1991

Implications of marketing

•Who are our existing / potential customers?

•What are their current / future needs?

•How can we satisfy these needs?

•Can we offer a product/ service that the customer would value?

•Can we communicate with our customers?

•Can we deliver a competitive product of service?

•Why should customers buy from us?