Marketing Defined:

Several definitions have been given by different writers:

The American marketing association defines marketing as "the performance of business activities that direct the flow of goods and services from producer or seller to the consumer or user".

Kotler defines it as "the satisfaction of human needs and wants through exchange". Stanton says that "marketing comprises a system of business activities designed to plan, price, promote and distribute want satisfying products and services to present and potential consumer segments.

Drucker says "marketing is the whole business seen from the point of view of its final result, that is from the customer's point of view!"

What we must note is that marketing is very broad and encompassing, and no one definition will suffice. However all the definitions are clear on the main issue underlying the discipline of marketing: that is there must be two sets of factors-givers and takers or producers and users.

Note that one individual or organization can be both a producer and a consumer of different products. The two sets of factors must interact through a process of exchange where they give and simultaneously receive something of value. Marketing as an exchange process does not include production for own use, robbing, stealing or begging. Human beings who form the buyers have unlimited wants which must be satisfied with limited income, therefore they must make choices.