INTRODUCTION TO MARKETING

• In today's modern era, marketing has become more influential in people's lives with captivating advertisements, engaging social media campaigns, enticing promotions, and convenient online shopping. It shapes consumers' purchasing decisions, raises product awareness, and provides valuable information. By Implementing effective strategies like discounts and loyalty programs, businesses can gain insights into consumer needs, optimize product development, and boost sales. Marketing shapes daily lives and consumer behavior (Lazar, 2023).
•  According to Dr. Philip Kotler, an American marketing author and often called "The Father of Marketing." Marketing is a social and managerial process whereby individuals and groups obtain what they have and wish through creating and exchanging products and value with others.
• According to the American Marketing Association, Marketing is an organizational function for creating, communicating, and delivering value to customers and managing customer relationships to benefit the organization and its stakeholders.
• According to the academic viewpoint of the Merriam-Webster dictionary, Marketing is the process or technique of promoting, selling, and distributing a product or service from producer to consumer.
• When considering the definitions, the fundamental essence of Marketing can be summarized as "the process of fulfilling customer needs with profitability." The main idea is to understand and meet people's and society's needs. It can be achieved by creating products that satisfy these needs, providing value to customers, and keeping them engaged (Kotler, 2018).
• Marketers must be skilled at stimulating customer demand level, timing, and composition to meet the firm's objectives (Kotler, 2019).
• Wants. The basic human needs become wants when directed to specific objects that might satisfy the need. A Filipino consumer needs food but may prefer Jollibee fast-food meals. A person in South Korea needs food but may want spicy ramen. Our wants are shaped by society.
• Demands are wants for specific products backed by an ability to pay. All people need water to survive, but some may want clean, safe, and good-tasting water. Some would even want a vapor- distilled one like Smartwater.