4.1 The role of marketing - notes
In this section we will examine the role, definition and nature of marketing.
By the end of this section you should be able to:
- Examine the characteristics of the market in which the firm is immersed
- Calculate market share from given information
- Define marketing and describe the relationship with other business activities
- Describe the difference between market and product orientation
- Explain the difference between the marketing of goods and services
- Analyse the marketing techniques of non-profit organisations
- Describe the elements of a marketing plan
- Analyse the influence of marketing orientation on the success or failure of firms