MGT Notes

Reference: Marketing Management by Kotler Keller 14e (Pg 29)

A Marketer is an individual or an organization who seeks a response from another individual or organization in the form of attention, purchase, vote, donation, etc. The party who is marketed is called a Prospect. If both parties aim to sell to each other, they are both marketers.

Marketers are skilled at stimulating demand and are responsible for the overall demand management for an organization. They aim to influence the level, timing and composition of demand.