The term marketing developed from the word “market”. Everyone knows what that is, but its scientific definition is: “A market consists of all potential customers with a certain need or desire, who are willing and capable to satisfy the need or the desire through an exchange process.” (Kotler, Bliemel, 1991) After long discussion, the united marketing practitioners and theoreticians of the “American marketing association” in 1985 agreed on the following definition, which was supposed to fit all the varieties of the term marketing: “Marketing is the process of planning and executing the conception, pricing, promoting and distribution of ideas, goods and services to create exchanges that satisfy individual and organisational objectives.” Customer orientation can be so important for a corporation that the business philosophy is determined by marketing, i.e. that all enterprise-internal activities are oriented towards the market and/or directly towards the customer. “Marketing is the conscious market-focused guidance of the entire enterprise or market-focused decision making in the enterprise.” (Professor Dr. Dr. h.c mult Meffert, University of Muenster, 1986)

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