CHAPTER ONE

1.0   GENERAL INTRODUCTION

Several explanatory notes have been proposed for the term Marketing. Each tends to emphasized different issues concerning marketing as well as drawing a valid conclusion.

Many definitions of marketing have been put forth over the years. A popular one holds that “Marketing is the performance of business activities that direct the flow of goods and service from producer to consumer or end-user”

        The American Marketing Association (1995) offers managerial definition of marketing: Marketing is the process of planning and executing the conception pricing, promotion and distribution of ideas, goods and service to create exchange that satisfy individual and organizational goals.

Philip Kotler (Custom Edition 2005), says marketing is the methodology of communicating the value of products and services to customers for the purpose of selling the products and service. This involves some techniques such as choosing the target marketing through market analysis and segmentation, understanding consumer behaviour and advertising the product value to the customers.

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