Abstract
Marketing is the process of planning and executing the conception, pricing, promotion & distribution of ideas, goods & services to create exchanges that satisfy individual and organizational objectives”. The Marketing philosophy of business assumes that an organization can best service, prosper and profit by identifying and satisfying the needs of its customers. This however is a recent thinking. Various definitions of Marketing have been given from different perspectives, exchange and utility being the two important ones.Management must accept the assumption that profit goals will be reached through satisfied customers. Clearly, the path to profit is not a simple one; all business firms compete within a complex environment that demands astute management of organizational resources and efforts. Nevertheless, managers must have confidence that if their material needs by offering quality products at fair prices, their companies will make money. Similarly, not-for-profit organizations will achieve their financial and other goals if they satisfy their customers and members.Air conditioners are become compulsory in ones life due to changing environmental and ecological changes and increased temperature levels of the country. In this context the large number of customers is looking for economy models of air conditioners. Whirlpool is one of the popular brands producing and selling large number of air conditioners in the country. The present study is focused on finding the market potential of whirlpool air conditioners in Chennai city.
Published Version
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