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  CAIIB-General Bank Management Module D -MARKETING MANAGEMENT BY S.V.ATRE Bsc, BA, LLB, MBA, CAIIB FACULTY, BANK OF INDIA, MANAGEMENT DEVELOPMENT INSTITUTE, CBD BELAPUR, NAVI MUMBAI  WHAT IS MARKETING ? ã IS SELLING & MARKETING ARE SAME ?  DEFINITION  –   PETER DRUCKER ã Marketing is not only much broader than selling, it is not a specialised activity at all. ã It encompasses the entire business. ã It is the whole business seen from the point of views of its final result that is from the customer‟s  point of views. ã Concern and Responsibility for marketing must therefore permeate all areas of the enterprise contd…….    ã Marketing is the business function that identifies current unfilled needs and wants, ã defines and measures their magnitude, ã determines which “Target   Markets”  the organisation can best serve ã and decides on appropriate products, services and programmes to serve these markets. ã Thus, marketing serves as a link between society‟s  needs and its pattern of industrial response. DEFINITION  –   PHILLIP KOTTER
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