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Services Marketing in China
Marketing is a process of perceiving, understanding, stimulating and satisfying the needs of specially selected target markets by channeling an organization’s resources to meet those needs. Marketing is thus a process of matching an organization’s resources to the needs of the market. Marketing is concerned with the dynamic interrelationships between a company’s products and services, the consumers’ wants and needs, and the activities of competitors.
The marketing function can be considered as consisting of three key components: The marketing mix, the important internal elements or ingredients that make up an organization’s marketing program; market forces, external opportunities or threats which the marketing operations of an organization interact with; a matching process, the strategic and managerial process of ensuring that the marketing mix and internal policies are appropriate to the market forces.
