Explain why marketing is "everybody's business". Use examples from the tourism industry to explain your answer.

... Explain why marketing is "everybody's business". Use examples from the tourism industry to explain your answer. As defined by Kotler and Armstrong (1994) marketing is "a social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others". Marketing is an extensive topic. Primarily when we consider what is marketing we think about the advertising, publicity and selling of a product or service. In actual fact the prime concern of marketing is customers, and the establishment and growth of relationships between organisations and consumers. It consists of studying the wants and needs of the customers and how to make the perfect product which is priced, promoted and distributed in the right place to make it successful and fulfilling. It is vital for marketers to understand the wants and needs of consumers to ensure their marketing activities fulfil these. Initially they

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