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Word Count: 2,550
1 Introduction 11 Purpose The purpose of this report is to get all of the management employees of Proton in all of the departments outside marketing to familiarize with what marketing is and also to show its importance in the company 12 Background Proton is the biggest Malaysian automobile manufacturer Proton automobiles are available in many countries such as China Singapore Australia Algeria and United Kingdom Proton has commanded the local automotive market and will continuously dominate in the pursuit of being Customers Number One Choice for Automotive Products and Services httpwwwproton-edarcommycompanyinfooverviewcompanyinfophpcurrentSceneSec010101001 13 Scope Getting to know the definitions of marketing and also the importance of marketing and how does it contributes to the profitability of the company 14 Method Information has been gathered through research of websites journals and books as well as own interpretation and ideas on how marketing is seen important in contributing to the profitability of the company 15 Assumptions It is assumed that other management employees in other departments of Proton who have no or little idea about marketing would be able to understand the importance of marketing after the report is read It is also assumed that the profitability of the company will increase after reading the report 16 Limitations The limitations are mainly the inflexibility of time and also the amount of research that needs to be done to write a good report 2 What is marketing Marketing is a very general term that has no specific definition to it However it is best described as A social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others Kotler Brown Adam and Armstrong 2004 p919 It is an understanding of how the company works with its consumers and how it generates in the society Marketing is seen to be the process of bringing in the
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