Page 15 - EBOOK DPM 10013 POM-FINAL 25.10.2021

1.1 What is marketing?

Several authorities throughout the world have defined marketing as follows on Table

1.1show the definition of marketing

Table 1.1: Definition of Marketing

Define Marketing

The process by which American Marketing The Chartered Institute of
companies create value Association (AMA,2007) Marketing, of Marketing

for customers and build defines as activities, set of based in United Kingdom

strong customer institutions and processes defines marketing as the
relationships to capture for creating management process

value from customers in communication, responsible for

return. (Armstrong, 2017) delivering and exchange identifying, anticipating,

offering that have value and satisfying customer
for customers, clients, requirement profitably’

partners and society at (CIM,2007)
large.

1.1.1 What Can Be marketed?

Table 1.2: What Can Be marketed

No What Can Be Examples
marketed

1 Goods Cloths, foods, drinks

2 Services Car wash, Laundry

3 Places Langkawi, London

4 Ideas Motivation

5 Events Malaysian fair

6 Properties Factory, Offices

7 Organizations Potter & Gamble

8 Information Vaccination

9 Experiences Hiking toward Everest

3