SECOND SEMESTER 2024

1.1              Introduction

1.2              Objectives

1.3              General Definitions

1.4              Nature and Scope of Marketing

1.5              The Marketing Concept

1.5.1        Needs

1.5.2        Wants

1.5.3        Demands

1.6              Importance of Marketing

1.7              Products and Services Marketing

1.8              The Evolution of Marketing

1.8.1        The Production Concept

1.8.2        The Product Concept

1.8.3        The Selling Concept

1.8.4        The Marketing Concept

1.8.5        The Societal Marketing Concept

1.8.6        Consumer Relationship Marketing (CRM) 1990s

1.9              The Hospitality Marketing

1.9.1        Service Characteristics of Hospitality

1.10          Summary

1.11          Glossary

1.12          References/Bibliography

1.13          Suggestive Reading

1.14          Terminal Question