P1 introduction to marketing

... Introduction In this assignment I am going to explain what marketing is and also describe the concept and principles of marketing. I will be describing two definitions of marketing. Marketing According to Kotler in 1980 'marketing is the human activity directed at satisfying human needs and wants through an exchange process.' 1) Human needs A need is a crucial necessity that any person wishes to satisfy. People have basic needs for shelter, food, affection, admiration and self development. Human biology and social activity has created all these needs and this why customer need is very broad. There is a theory for human needs this is called Maslow's hierarchy of needs introduced by Abraham Maslow. Maslow's hierarchy of need is often depicted as a pyramid consisting of five levels which are physiological, safety, love/belonging, esteem, self actualization. Physiological needs are linked with the lowest level while the top level is the self actualization needs. Physiological

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