ABSTRACT
This chapter aims to develop the main basic concepts which continue to serve as marketing references and are important for understanding marketing. There are four main concepts in marketing: the market system, market orientation, marketing management and marketing instruments. Market orientation — helps identify an organization's basic approach to its marketing functions; it can be either product-oriented or client-oriented. Marketing management – tools and processes of marketing which facilitate the relationship and exchange between partners – a cycle composed of marketing analysis; marketing strategy; marketing planning and organization; marketing resources; and marketing control. The marketing system, taking into account all the parties involved in the exchange and explaining the inter-relationships between them. Marketing orientation corresponds to the philosophy of reference adopted by an organization in conducting its marketing activities. The marketing instruments or marketing mix are the tools available to the company to attain the goals targeted, and are visible to both clients and other market actors.
