ABSTRACT
This chapter develops the main basic concepts which continue to serve as marketing references. 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. Marketing orientation corresponds to the philosophy of reference adopted by an organization in conducting its marketing activities. Production orientation emphasizes a product's or service's availability. The organization's priority lies in being able to produce and distribute the goods concerned. An organization permanently interacts with other organizations – competitors, suppliers, distributors, individuals, clients, and influencers – within a market frame-work. From a more practical standpoint, suggest a systemic approach to marketing can be used to analyze the organization's market environment. A central element in marketing is the marketing mix or range of instruments used to attain and convince an organization's target groups.
