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4.1 The role of marketing - notes

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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

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  • Analyse the influence of marketing orientation on the success or failure of firms