UNIT 10“marketing is the social process by which individuals and groups obtain what they need and want, through creating and exchanging products and value with others”; -exchange -satisfacción -strategy, vision, direction(marketing myopia) .

so : marketing is the business discipline that is responsible for detecting the wishes and needs of consumers, and guide the company to its satisfaction through mutually beneficial exchanges

values(busnss ethic): set of principles, beliefs and rules that dictate how the organization will be managed mission(elements on which it's based: • field of activity • essential capabilities • culture (values, beliefs))-(who are our clients? what's our business? what's the expected value for clients? what is/should be our business? how our values are incorporated?): essence, reason for being, identity, personality. different for each company vision: forward projection of the company objetives:(specific measurable achievable realistic timed)the means to achieve the projection

promotion place price product physical evidence/penvironment partners process people

basic concepts:need: it is the lack of something basic to human beings. there are many, differents and in different levels Demand: the search for an item to satisfy the need, it is the desire in action Desire: the wish to get something to satisfy a need Offer: the set of products or services made available by enterprises, capable of satisfying people’s needs

piramid: 5-self-actualization 4- esteem needs 3-belonging needs 2-safety needs 1-physiological needs