American Marketing Association Definitions

(1935) Marketing is the performance of business activities that direct the flow of goods and services from producers to consumers. (1985) Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. (2004) Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. (2007) Marketing is the activity, set of institutions and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

Critics on definition
Marketing definition of 1935 more focus on goods and services which flows producer to consumer but as the time change in 1985 This is a more encompassing definition than the previous one, as it made mention of business activities like planning, pricing. In 2004 the definitions is all about delivering the value and maintain the good customer relation. But in 2007 The new definition includes the role marketing plays within society at large, and defines marketing as a science, educational process and a philosophy - not just a management system. It also expands the previous scope of the term to incorporate the concept that one can market something to do good.One of the most important changes to American Marketing Associations new definition for Marketing is that marketing is presented as a broader activity Marketing is no longer a function it is an educational process.However, the definition did not state the importance of identifying consumers need by determining what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. The need for a new definition of Marketing became necessary due to the fact that previous definitions of marketing by the American Marketing Association characterized marketing narrowly as an organizational function and a set of processes. This definition excluded the scope of marketing both in its systemic and aggressive features, as well as the people and processes beyond the organization that have long been recognized to be vital parts of

marketing. Therefore, defining marketing in a way that captures all the constituents involved is extremely essential.

Attitude
A predisposition or a tendency to respond positively or negatively towards a certain idea, object, person, or situation. Attitude influences an individual's choice of action, and responses to challenges, incentives, and rewards (together called stimuli). Four major components of attitude are (1) Affective: emotions or feelings. (2) Cognitive: belief or opinions held consciously. (3) Conative: inclination for action. (4) Evaluative: positive or negative response.

Behaviour
A response of an individual or group to an action , environment, person, or stimulus.

Intention
A stretching or bending of the mind toward of the mind toward an object; closeness of application; fixedness of attention; earnestness. A determination to act in a certain way or to do a certain thing; purpose ; design. The object toward which the thoughts are directed; end ; aim.