Part 1 of Essay
The Oxford English Dictionary defines Marketing as the action or business of brining or sending to market. According to Kotler (1994) marketing is a process which 'consists of analysis market opportunities, researching and selecting target markets, developing marketing strategies, planning marketing tactics, and implementi ....

Part 2 of Essay
.... Therefore companies can be divided into two categories, the Market-driven and the internally oriented business. Market driven businesses focus on the customer. They define the markets that fall within firms' business. All the departments of the company have in mind that the success of the business is depended entirely on the customer's satisfaction. They know exactly how the customers' criteria are set, trying to match their Marketing Mix with these criteria. Market driven businesses acknowledge the imp ....