ASB-1104 Introduction to Marketing
Assignment 1
In view of the dynamic nature of the marketing environment, to what extent do you consider consumers to be, in practice, central to marketing activities?

Name: ZHUOMING AN
Student No: 500356688
Tutor: David James

Introduction
What is marketing? The answer is not changeless. There are some different definitions about marketing. The Chartered Institute of Marketing define that "Marketing is the management process responsible for identifying, anticipating and satisfying consumers' requirements profitably." (CIM). Taking a concern into this definition, it indicates that marketing begins before a product or service is developed. In additional, it also explain that marketing involves identifying an unsatisfied consumer need or want and determining if a profitable opportunity exists. Another definition is that “A social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others." (Kotler et al., 2005). The basic idea of this definition is that core to all marketing activities is customer satisfaction, which means marketing is an ongoing process as consumer demands and the environment is constantly changing. Products need to adapt as demands change. At the same time, marketing does not involve misleading, tricking or manipulation the customer. The Jobber also define the marketing is "The achievement of corporate goals through meeting and exceeding customer needs and expectations better than the competition."(Jobber, 2010). This points out that the marketing involves understanding the customer better than the competition and tailoring the product or service offering to customer demands better than the competition.

We can see that even the definition of marketing is not certainly. Therefore, it means this is definitely a