(I) The meaning of marketing
Marketing is a social and management process in which individuals and groups create, offer, sell, and freely exchange products and values with others to obtain what they need and want. (Philip Kotler, Marketing Management)
The concept of marketing contains three basic meanings:
(1) Marketing is an exchange activity. Exchange, as an activity, is both social and managerial;
(2) Exchange activities are centered on meeting needs;
(3) Marketing activities are formally selling products, but the real purpose of the activities is to creatively meet needs (economic and social needs).