Marketing Introduction Doc. Dr. Ing. Elena Horská Slovak University of Agriculture in Nitra Faculty of Economics and Management Marketing Introduction

Global marketing opportunities and threats: Increase in market potential Trade and investment potential Resources accessibility Threats: Increasing number of competitors Increase in intensity of competition coupled with higher market uncertainty

Marketing is everywhere Formally or informally, people and organizations engage in a vast number of activities that we could call marketing. Good marketing has become an increasingly vital ingredient for business success. And marketing affects our day-to-day lives.

Marketing is .... About identifying and meeting human and social needs A social process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products and services of value with others (social definition)

Markets Customer markets: companies selling mass consumer goods and services Business markets: companies selling business good and services to business buyers. They buy goods in order to make or resell a product to others at a profit.