Marketing Analysis
...and services from a producer to a consumer. It is commonly associated with endeavors such as branding, selling, and advertising, but it also encompasses activities and processes related to production, product development, distribution, and many other functions. Furthermore, on a less tangible level, marketing facilitates the distribution of goods and services within a society, particularly in free markets. Evidence of the pivotal role that marketing plays in free markets is the vast amount of resources it consumes: about 50 percent of all consumer dollars, in fact, pay for marketing-related activities.
This text recognizes a chief delineation of the subject of marketing, micro- and macro-marketing. The latter pertains to the flow of goods and services within and between societies. Micro-marketing, in contrast, encompasses specific activities performed by an organization as it attempts to transfer its particular offerings to consumers, primarily through targeted marketing techniques. Case studies and a discussion of multinational marketing nuances complement the very basic review of micro and macro principles.
BACKGROUND
Marketing, as a means of transferring goods and services from suppliers to consumers, predates recorded history. It was born by the transition from a purely subsistence-based society, in which families and tribes produced their own consumables, to more specialized and cooperative societal forms. The simple act of trading a piece of meat for a tool, for example, entails some degree of marketing. The term "marketing," of course, derives from the word "market," a group of sellers and buyers that cooperate to exchange goods and services. The term "marketing" in the modem business sense is believed to have come into use during the first decade of the 20th century.
ERAS OF MARKETING.
Some scholars and marketing texts have divided the history...
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