INTRODUCTION

What is Marketing?

Marketing comes in a wide variety of flavours based on audience, media platform and business in today’s evolving and dynamic marketplace.Therefore, it is no surprise that marketers define what they do differently.

The definition of marketing has evolved over years. The evolution can be observed as follows:

1935 – The first official definition of marketing was adopted in 1935 by the National Association of Marketing Teachers, an AMA predecessor organization. The AMA adopted it in 1948, and again in 1960 when the AMA revisited the definition and decided not to change it. This original definition stood for 50 years, in fact, until it was revised in 1985.

According to the ’35 definition,

“The performance of business activities that directs the flow of goods and services from producers to consumers.”

1985 - The thing about the '85 definition that was so appealing was that it juxtaposed the 4Ps and the focus on 'exchange.' The new definition, as released by the American Marketing Association, is:

“Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy the individual and organizational objectives.”

2004- The definition underwent a big change. It inculcated the thought that company decides value for the customer.

According to the 2004 definition of marketing,

"Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders."

2007- According to AMA-2007 definition,

“Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.”

The definition included the aspect that customer decides the value for the product.

2013- According to the American Marketing Association (AMA) Board of Directors,

“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. “

The above mentioned definition of marketing has been widely accepted ever since 2013 and currently in use.

MARKETING DIARY PRODUCT

INTRODUCTION

Dove Deep Pure Face Wash

Product category : Skincare
Product form       : Face wash
Product or Brand : Dove

Dove

The Dove personal care brand is owned by Unilever. It was launched in 1955 and has maintained its position ever since with smart strategy, proper positioning and strong brand base.

Dove is considered the world’s top cleansing brands. It offers a wide variety of products soap, hand cream, moisturizer, hair care, body wash, face wash, deodorants for both men and women.  

Dove Deep Pure

Dove Deep Pure face wash for deeply cleansed pores and smooth skin gently cleanses dirt and excess sebum clogged deep within your pores for soft and smooth skin.It contains NutriumMoisture, a nourishing beauty serum that replenishes skin from deep within giving it a beautiful bounce within the epidermis layer.

It has fluffy micro-puffs that are 10x or smaller than scrubs which penetrate deep within your pores. It rinses off easily with water.

DIRECTIONS

·         Mix a small amount of face wash with water in the palm of your hand and rub into lather.
·         Massage it gently onto wet skin.
·         Rinse thoroughly.
·         Use twice daily.