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Marketing has been defined as 'the management process responsibility, anticipating and satisfying customer requirements profitably'.
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| Submitted: Mon Sep 15 2003
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Introduction Marketing is an elusive term. It describes both a management strategy focusing on customer satisfaction, and series of functions such as advertising, product development, selling and market research. Marketing has been defined as 'the management process responsibility, anticipating and satisfying customer requirements profitably'. The Coca-Cola Company has been a dynamic company, always moving to anticipate and meet the present and future desires of customers and consumers. The world is changing with blinding speed in countless ways: technologically, educationally, culturally and economically. Coca-Cola Company has been able to meet these changes seeing them as new opportunities. Although it has faced many difficulties along the way, it has still been a very successful company and probably continues this way. Coca-Cola has for a long time followed the strategy: global marketing and local manufacturing. They have taken a global approach to different countries trying to reach as wide market as it could, giving...
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