Marketing can be defined as the process of planning and executing the concept, price, distribution and communication of ideas, products and services, to create exchanges that satisfy individual and organizational objectives, according to the American Marketing Association, Therefore, marketing will take care of everything that needs to be done, so that a product, idea or service can reach its buyer or user. As we can see it is a very broad process that involves many activities.
Marketing has traditionally been viewed from three perspectives: It has been identified with advertising, promotion, and pressure selling. It has also been identified with a set of analysis tools, forecasting methods and market studies used to develop a projective approach to demand needs.
Finally, marketing has been presented as a system of thought that must be present in all the activities of the company regardless of the sector, size or activity that it carries out.
Marketing according to your approach has been determined as operational marketing and strategic marketing.
Each one is very different from the other, but perfection is complemented, while one sets an objective and goals for which he develops his strategies, the other is in charge of putting into practice everything planned.
By saying operational, it means that it is a voluntarist effort to conquer existing markets, whose horizon of action is in the short and medium term. The operational marketing action is specified with the monitoring of a product, distribution, price and communication policy.
It has its advantages when the company is already competing in a certain market, the products, regardless of whether they are of a high quality, must be known by potential customers, be properly distributed and have a price that consumers find fair.
Strategic marketing: Its function is to guide the company towards attractive economic opportunities for it, that is, that it adapts to its resources and its know-how and that offer attractive potential for growth and profitability. Management is placed in the middle and long term to achieve its objectives.
Any marketing plan, once thought needs to be put into practice and for such purposes it is necessary to resort to operational marketing tools: communication, distribution, product and price.
