Summary
The purpose of this work is to publicize and highlight the importance of marketing in each organization to know how to identify the needs and / or desires of a certain market to find the best way to satisfy it through marketing planning. In other words, the information related to the desires and needs of a social group is exchanged with the business organization so that it, in addition to satisfying these aspirations, in turn serves as a guide to identify these needs of society itself.
Abstract
The purpose of this paper is to present and highlight the importance of marketing in each organization able to identify the needs and / or desires of a particular market to find the best way to satisfy through marketing planning. That is, the information on the wants and needs of a social group is exchanged with the business organization for it, in addition to meeting these aspirations, in turn, serve as a guide to identify these needs of society itself.
Introduction
Marketing, when defined as a social and administrative process, allows people and organizations to obtain what they need and want, for this reason it is the means by which organizations identify those human needs that have not been satisfied, turn them into commercial opportunities and they create satisfactions for others and profit for the same organization.
Many people or organizations still do not perceive the importance of marketing in their lives because they perceive it as part of their daily work. Finally, marketing has a fairly wide field of action, because it is not only limited to large companies, but can also be used by small and medium-sized companies, individuals, political parties, non-profit organizations, both locally and globally. (world).
Marketing and its Planning
Marketing is a word that has many definitions and yet they all bear a resemblance to each other; We can say that marketing "is that human activity aimed at satisfying needs, deficiencies and desires through exchange processes."
According to the American Marketing Association (AMA), marketing is "the process of planning, executing, and conceptualizing pricing, awarding, and distributing ideas, merchandise, and techniques to create exchanges that meet individual and organizational goals."
It can be said that the main objective of marketing is to seek the satisfaction of consumers' needs through a group of coordinated activities that at the same time will allow the organization to achieve its goals. Customer satisfaction is the most important thing in marketing, to achieve this the company must investigate what the customer's needs are in order to create products that really satisfy the wishes of consumers.
The administration of any company requires a series of steps that must be developed appropriately and in a timely manner. We can say that administration is "the process of designing and maintaining an environment in which, working as a team, individuals efficiently meet specific objectives."
The administration of a company and its products should not be considered only the aspect of the articles and services it provides, but as the direction of an organization that is a provider of valuable satisfaction and capable of creating new customers.
Thus, in brief, marketing management is "the process of planning, organizing, directing and controlling the efforts to achieve the desired exchanges with the markets that are being targeted by the organization."
In short, marketing planning is a systematic process that includes the study of the possibilities and resources of a company, as well as the setting of objectives and strategies and the development of a plan to put it into practice, in addition to keeping track.
The main advantages of marketing planning is that it manages to stimulate the systematic thinking of marketing management; helps to better coordinate the activities of the company; guides the organization on the objectives, policies and strategies to be carried out; it avoids that there are unexpected developments within the activities of the companies; In addition, I believe that it encourages the greater participation of all those who are part of the company, interrelating their responsibilities.
Now I will briefly explain what are the stages that a company goes through on the way to sophisticated planning:
First is the unplanned stage in which the planning here does not take place adequately, since the management and / or entrepreneurs are concerned with finding the funds, clients, materials, etc., to start the business. Second, comes the stage of the budget system; This affirms that over time it is necessary to develop and implement a budgeting system that facilitates financing for the growth of the company. Then there is the annual planning stage, where management adopts one of three basic approaches: A) Top-down planning; where senior management indicates the plans and objectives for the lower levels. B) Bottom-up planning. Here the various parts of the organization prepare their own goals and plans and then make them known to management.C) Goals Down, Plans Up. This is very interesting, since management sets and makes known what the objectives will be and the various units of the company design the plans to help achieve their objectives.
Finally, there is the strategic planning stage, in which the company's planning system goes through several processes in order to improve its overall efficiency. Its main characteristic is that it is long-term planning, from which short-term goals derive. With a long-term planning, all the actions of the company begin to be more strategic.
Nowadays, companies and organizations need to have the ability to know their customers and to be able to satisfy them, in exchange for a profit or profit.
In this sense, marketing is one of the most important functions of companies and organizations because it allows them to identify and know their target markets, satisfy them in the best possible way and produce a certain profitability, which leads to other functions, such as productive, financial, administrative, etc.
Therefore, it is essential that every entrepreneur knows in depth what the function of marketing is and what its main functions are, in order to be able to use it properly to satisfy the needs or desires of the target market and for the benefit of the business.
The 4 Ps of Marketing
The Marketing Mix is a set of Marketing variables through which a strategy is carried out to produce a positive response from consumers. The Marketing Mix consists of four elements that are the 4 P's: 1) Product, 2) Price, 3) Place and 4) Promotion.
Some teachers of the subject add the concept of Quality as an additional element.
Product life cycle
Here is a brief description of each of them:
- Product: It is everything that can be bought, exchanged, transferred, etc. It includes the way it is designed, classified, positioned, packaged and recognized through a brand. Price: It is what you pay for any product or service that you consume. This profoundly influences consumer perceptions of the brand. Indicate what and how much the customer pays for a product. Companies apply various strategies when fixing it. Some products compete on price.Square (Distribution): The place where your product is available. Marketing professionals should know that the distribution method, as well as the price, must be compatible with the image of the brand, since people will not pay the prices of Palacio de Hierro in a Mexican Commercial for a product Similary.Distribution designates the way in which the product is made available to the consumer: where it is distributed, how it is bought and how it is sold Promotion (Communication): These are the activities aimed at changing consumer behavior, giving something for that change behavior. The Communication indicates all communications related to marketing that occur between seller and buyer. The tools of this element are those of the promoted mix.The Communication indicates all communications related to marketing that occur between seller and buyer. The tools of this element are those of the promoted mix.The Communication indicates all communications related to marketing that occur between seller and buyer. The tools of this element are those of the promoted mix.
Products lifecycle
It is important to note that products, like everything that surrounds us, including people, has a life cycle which must be known and taken into account by all organizations, since the objectives and plans to be developed will be born from there. in the company to meet these objectives
The last point to develop, and no less important, is related to the target market, which is the one that as sellers, producers or providers of a service we want to address and remain in it; its segmentation and product positioning. I will define the target market, as a set of people and organizations with needs, desires and possibilities to satisfy them. However, these wants and needs are not the same, which is why the company must analyze its market in order to adapt its offer and its marketing strategies to its needs.
For an organization to be able to do the above, it needs market segmentation, which starts from the premise that it is heterogeneous and it is intended to divide it into smaller groups or homogeneous segments that can be chosen as the target market of the companies. In other words, segmentation involves a process of differentiating the needs and desires within a market and their satisfaction.
conclusion
The goal of marketing is the satisfaction of the customer's needs and wants through a profit. Therefore, the entrepreneur must assess the environment, long before the company designs and markets the product or service, so that the goal of marketing can be achieved.
Entrepreneurs must have a broad and complete perspective of what marketing is, they have to discard those erroneous concepts that only limit the people or companies that practice them and who come to think that marketing is synonymous with sales; which is a big mistake because the sale is a consequence or result of marketing activities, or that is synonymous with advertising; Which is also a mistake because it is one of the tools that marketing has, or in the same way it is believed that it is only needed when there is a product to offer to the market;This is also a misconception because in the practice of marketing, it begins its activities before there is a product, since it actively participates in the identification of needs and / or desires and then seeks a way to satisfy them through a product or service.
Another misconception is that for many it represents an expense; which is not the case because marketing has the objective of winning the market, so it must deliver value and satisfaction to customers, but in this way in a profitable way for the company. Therefore, marketing does not represent an expense but an investment; Many believe that it can only be applied in for-profit companies, but it is also of great help for those whose purpose is not profit. Finally, the aforementioned activities and others such as promotion, distribution, etc., are not synonymous with marketing, they are part of it since marketing consists of the interrelation of all of them.
"When I have achieved a victory I do not use the same tactic a second time but, depending on the circumstances, I vary my methods infinitely." Sun Tzu.
"Never walk the path outlined, as it will only lead you to where the others went." Graham Bell.
Bibliography
- Gerardo Múzquiz. Lecturer consultant in strategic marketing. Importance of marketing Fischer, L. & Espejo, J (2004) “Marketing” Editorial Mc Graw Hill, 3rd. Edition
