1. UNIVERSITY HAXHI ZEKA
BUSINESS FACULTY
ACCOUNTING AND FINANCE BRANCH
PEJË
SUBJECT:English for business studies
(Marketing)
Mentor: Candidates:
Prof. Msc. Shqipe Husaj Arta Kajtazi
Dountina Nikçi
Edona Krasniqi
Pejë, 2014

2. Contents
 Entrance
 Marketing
 History of Marketing
 Earlier approaches of Marketing
 Customer orientation
 Marketing mix
 Marketing management
 Completion
 The literature

3. 1.Entrance
 In this PRO seminar, we'll discuss the Marketing concept, that it's defined as a
social and managerial process designed to meet the needs and requirements
of consumers through the processes of creating and exchanging products and
values. It i
 We will talk for history of marketing The origins of the concept from 1959 and
The marketing orientation evolved from earlier orientations, namely,
– the production,
– the product orientation and
– the selling orientation.
 We'll discuss The Concept of the Marketing Mix", The marketing mix is often
associated with the four P's:
– Product
– Price
– Promotion
– Place.

4. 2.Marketing
 Marketing is the process of communicating the value
of a product or service to customers, for the purpose
of selling that product or service.
 Marketing can be looked at as an organizational
function and a set of processes for creating,
delivering and communicating value to customers,
and customer relationship management that also
benefits the organization.

5. 3.History of Marketing
 The origins of the concept of marketing have
their roots with the Italian economist
Giancarlo Pallavicini in 1959.
 These roots are accompanied by the initial
in-depth market research, constituting the
first instruments of what became the modern
marketing, resumed and developed at a later
time by Philip Kotler. Giancarlo Pallavicini
introduces, the following definitions:

6. 4. Earlier approaches of Marketing
 The marketing orientation evolved from
earlier orientations, namely,
– the production,
– the product orientation and
– the selling orientation.

7. 5. Customer orientation
 A firm in the market economy survives by producing
goods that persons are willing and able to buyMany
companies today have a customer focus (or market
orientation). This implies that the company focuses
its activities and products on consumer demands.
– Generally, there are three ways of doing this:
– the customer-driven approach,
– the market change identification approach
– the product innovation approach

8. 6.Marketing mix
 The marketing mix is a business tool used in
marketing and by marketers .The marketing
mix is often crucial when determining a
product or brand's offer, and is often
associated with the four P's:
– Product
– Price
– Promotion
– Place.

9. 7.Marketing management
 Marketing management is a business discipline
which focuses on the practical application of
marketing techniques and the management of a
firm's marketing resources and activities.
 Marketing managers are often responsible for
influencing the level, timing, and composition of
customer demand accepted definition of the term. In
part, this is because the role of a marketing manager
can vary significantly based on a business's size,
corporate culture, and industry context.

10. 8.Completion
 In this PRO seminar, we came to the conclusion that
the marketing function has great importance in the
success of companies ,
 Marketing is based on thinking about the business in
terms of customer needs and their satisfaction.
 Marketing managers are often responsible for
influencing the level, timing, and composition of
customer demand accepted definition of the term.
 In part, this is because the role of a marketing
manager can vary significantly based on a
business's size, corporate culture, and quality.

11. 9. The literature
 http://en.wikipedia.org/wiki/Marketing
 http://www.ethicalwiki.org/