Esprit De Corp / Iqbaal Hakim Bin Sariee @ Sariai … [et.al.]

Marketing is one of the important elements in business area. Marketing is the critical activity in any business because it forms the backbone to the total business effort in achieving a profitable outcome. Any entrepreneur who wants to form a stronghold in the business area needs to understand the marketing definition in detail so then they will know how to plan good marketing strategies besides of guiding them on how to perform their business strategies systematically. Philip Kotler defines marketing as the societal process by which individual and group obtain what they need and want through creating, offering, and freely exchanging product and services of value and others. The scholar identify that marketing is to fulfill the customer needs and wants. They offer various services and product to achieve the customer expectation. The customer needs are not limited however the resources are limited to fulfill all the need of the customer. Thus, effective marketing start with reorganization of customer need and the work backward to devise product and services to satisfy these needs. In the way, we can satisfy customer more efficiently in the present and the anticipate change in customer more accurately in the future. In the marketing it should focus on the building long term customer relationship in which the initial sales is viewed as beginning steps in the process, not as an end goal. As a result, the customer will be more satisfy and will give more profitable to company.