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Alison Jones BMS 1022 Enterprise/ Fiona Syson Word Count 1080 Within this essay it is going to contain an explanation of marketing and what it means. I will cover factors, which will explain marketing and also how businesses use marketing to aid their product development. Also in this essay I am going to be writing about the marketing concept, I will have a definition of the marketing concept and then how accepting the marketing concept can aid a small, medium enterprises. The American Marketing Association defines marketing as "the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods or services to create exchanges that will satisfy individual and organisational objectives". This can be simplified as the 4p's, which are: product, price, place, and promotion A business needs to identify a product or service. From extensive market research a company should be able to identify a gap in the market, or even to find out...

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