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The concept of markets leads us to a more complete definition of marketing. Marketing involves managing the market in order to carry out an exchange to meet the needs and requests of a person. So, we have returned to the definition of marketing as a process in which individuals and groups of individuals get the necessary and desired means of creating goods and consumer values and exchanging them with each other.

Exchange processes do not take place on their own. Sellers must search for customers, identify their needs, create quality products and services, promote, store and deliver them. Product development, market analysis, communications, distribution, pricing, and service are the main types of marketing activities. We used to think that marketing is mainly done by the selling side, but buyers also take part in it - when they are looking for the right products at affordable prices. Purchasing agents are also involved in marketing, searching for sellers with whom you can make profitable deals. The seller's market assumes that the seller has more power and the buyer is a more active participant in the market. In the buyer's market, the buyer has more power, and the seller must be a more active participant in the market.

In a standard situation, marketing involves serving the market of end users in a competitive environment. The company and its competitors send their products and information about them to end users - directly or through marketing intermediaries. All actors in this system are influenced by the same environmental factors (demographic, economic, environmental, scientific and technical, political and legal, and socio-cultural).

Each component of the marketing system contributes to the creation of consumer value. Thus, the success of a company depends not only on its own actions, but also on how well the needs of the end user are met by all links in the chain.

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