ABSTRACT
Marketing is a business philosophy whose primary objective is the realisation of profit through customer satisfaction. This philosophy is implemented through the various functions that make up marketing. It is wrong to think of marketing as a set of activities, notably advertising, selling and marketing research. The marketing concept should be paramount in the actions of every department. Marketing specialists are directly concerned with implementing the marketing concept and are most closely associated with the customer. Marketing strategy can be likened to a recipe. The ingredients are the marketing functions. Just as recipes vary according to the dish, so different marketing strategies require differing blends of functional ingredients. As the marketing mix comprises closely interrelated elements, it is necessary to examine each to be clear about their respective roles. The marketing mix combines many factors, but consumers view marketing effort in more tangible terms of the product.
