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Introduction If the circus is coming to town and you paint a sign saying Circus is coming to Fairgrounds Sunday thats Advertising If you put the sign on the back of an elephant and walk him through town thats a Promotion If the elephant walks through the Mayors flower bed thats Publicity If you can get the Mayor to laugh about it thats Public Relations And if you planned the whole thing thats Marketing- unknown author wwwbusinessknowhowcom The marketing concept means that an organization aims at all of its efforts in a coordinated and integrated manner and simultaneously satisfying its customers and achieving its corporate goals P Quester R McGuiggan E McCarthy W Perrealt Basic Marketing 3rd edition pg 32 Marketing environment of the any company consists of the actors and forces outside marketing that affect marketing managements ability to develop and maintain successful transactions with its target customers Kotler et al 1994 Some people think of marketing to narrowly as only selling and advertising On the other hand marketing is defined as creation of delivery of a standard of living The first definition is a micro-level definition which focuses of activities performed by an individual organization The second is macro level definition which focuses on the economic welfare of a whole society In other words marketing exists at both micro and macro level Marketing is the process of planning and executing the conception pricing promotion and distribution 4 Ps of ideas goods and services to create exchanges with customers that satisfy individual and organizational objectives Orientation of company Coke is one of the largest food and Beverages Company in the whole world Around 94 of the worlds population is aware about coca-cola company The first batch of coke was made on 8th may 1886 Coke was officially registered in 1893 in US patents and trademark office With the passage of time the demand for beverages also
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