In classical terms marketing is defined as the performance of nusiness activities that direct the flow of goods and services from producer to consumer and users. The classical definition of marketing is oriented to physical movement of goods and services,that’s why it has several weaknesses.
1.the role of physical distribution and market channel is overvalued
2.Government and non-profit organizations are not included in this definition.
3.strong imact of market activities by many publics such as employees,stockholders groups,and government agencies are not considered.
The modern definition is much broader,because a good definition of marketing should not just include economic services,but also non-profit organizations people,places and ideas..The central to any definition of marketing should be consumer orientation.
Market-is not just concerned with enlarging demand and selling goods such activities as promotion,ethics,product safety need to be included in marketing definition.
The modern definition was officialy recognized by the American marketing association in 1985,when it replaced the classical definition with this one.
Marketing-is the process of planning and executing the conception,pricing,promotion and distribution of ideas,goods and services in order to create exchanges that satsfy individual and organizational objectives.
Marketing- is the anticipation management and satisfaction of demand through the exchange process involving goods,services organizations,people places and ideas (Philip Kotler)
This definition has several terms:
1.anticipation of demand-requires a company to do consumer research on a regular basis in order to develop and introduce product that are desired by consumer.
2.management of demand include 3 types of tasks:
-stimulation task-makes consumer to want the company products through an attractive design,convenient packaging intensive promotion, reasonable prices.