ABSTRACT
Marketing is neither complex nor original. Personal dialogue has always existed between customers and producers. At one time craftsmen knew their customers personally and to gain repeat business they had to provide satisfactory service and 'care' for customers. The Industrial Revolution brought about mass production and mass distribution so dialogue became more impersonal. Not-for-profit organisations have to justify their existence by answering to interested parties who might withdraw financial support if their goods or services do not match the requirements of the community. Satisfying consumer requirements, means it is the central focus of an organisation's activities. P. Kotler defines a 'need' as a basic requirement. He defines a 'want' as a particular way of satisfying a 'need'. Craft industries were based on the division of labour, resulting in specialisation and greater productivity. Entrepreneurship means matching the resources of a firm to the needs and wants of the market place.
