Marketing: Set of principles and practices that seek to increase trade, especially demand. Study of the procedures and resources for this purpose. Dictionary of the Royal Spanish Academy (Marketing is a term accepted by the RAE since 1992. In Spanish-speaking countries it has been translated as marketing, marketing, marketing or commercialization)
Marketing Concept Premises
- The organization conceives that its mission is to satisfy a defined set of wants of a given group of customers. The organization recognizes that meeting those wants requires a good market research program to find out what those wants are. The organization recognizes that all Company activities that tend to affect customers should be placed under integrated marketing control The organization believes that doing a good job in satisfying its customers will earn them their loyalty, preference and good opinion, things that are essential to achieve the goals of the organization.
Marketing objectives
The goal of marketing is to know and understand the consumer so well that the products or services are perfectly suited to their needs and sell themselves. In an ideal situation, marketing would make consumers willing to buy, and then only the products or services would have to be delivered to them. (Drucker, p.49)
- The main objective of marketing is to seek to satisfy the needs of consumers through a group of coordinated activities, which, at the same time, allows the organization to achieve its goals. Since customer satisfaction is the most important for marketing, the company must:
-
- Investigate what your customer's needs are in order to create truly satisfying products; Get these products to consumers; Continue to adapt and modify the products in order to keep them updated, according to changes in consumer wishes and preferences; Marketing functions begin and end at the customer.
- Marketing has the task of regulating the demand for products, in this way it is possible for the company to achieve its objectives:
-
- If there is a negative demand, that is, if people have opinions against it and its benefits, you have to use conversion marketing that tries to change the negative image of the product to make it positive.When there is no demand, when the consumer It does not require some products (for example: yogurt, cigarettes, health food products) that is, most of the products on the market do not have any demand, the task of marketing is to stimulate it by creating a desire for the product in the consumer. a latent demand (when people want or have a need for something but have not found the right product to satisfy it), the marketing to be used will be promotional marketing, which tries to find products that are suitable for those needs and promote demand. Examples:soft drink consumers who do not want to gain weight, have a latent need but do not satisfy it. Thus, when manufacturing diet soft drinks, demand will be encouraged, when we have a decreasing demand it is necessary to revitalize it. When consumers lose interest in the existing product on the market, the company must carry out a re-marketing, creating again the need for the product. When we have a full demand it is necessary to maintain it.The company must carry out a re-marketing, creating again the need for the product. When we have a full demand, it is necessary to maintain it.The company must carry out a re-marketing, creating again the need for the product. When we have a full demand, it is necessary to maintain it.
The concept of marketing in practice
A couple of theoretical definitions have already been enunciated, some of the premises that contribute to the creation of this concept and the objectives it pursues, but what about in practice? Well, in practical terms, marketing is:
Marketing is about meeting needs profitably. (Kotler and Keller, p.5)
Brand
Marketing is the process of positioning a brand to maximize its value. (Levy, p.23)
Value and profitability
Marketing aims to create value for consumers so that the business achieves profitable growth. (from Andrés, p.21)
A process
Marketing is the process by which companies create value for their customers and establish solid relationships with them to obtain value from them in return. (Kotler and Armstrong, p.5)
The marketing process. Source Kotler and Armstrong, p.5
A management process
Marketing is the responsible management process of identifying, anticipating and satisfying the needs of customers, obtaining an economic benefit in return. (Santambrosio, p.12)
A planning and execution process
Marketing is the process of planning and executing the concept, pricing, promotion, and distribution of ideas, goods, and services in order to create exchanges that meet individual and organizational goals. (Kotler and Keller, p.31)
A social process
Marketing is a social process by which both groups and individuals get what they need and want by creating, offering and freely exchanging products and services of value for other groups or individuals. (Kotler and Keller, p.6)
Attitude and aptitude
Marketing can be defined as the attitude and aptitude of the company to detect, anticipate and satisfy the needs of the segment of consumers chosen as target. (Theodore Levitt. Quoted by Dvoskin, p.32)
A philosophy and a process
Marketing has two facets: the first is a philosophy, attitude, perspective, or managerial orientation that emphasizes customer satisfaction. The second is that marketing is a series of activities that are used to implement this philosophy. This is the marketing process. (Lamb and McDaniel, p.6)
A mix of strategies
Marketing is a planned mix of strategies that, based on qualitative and quantitative knowledge of the environment and the market and its trends, deals with the conception, development, planning, dissemination and marketing of brands, products and services that meet expectations of the demand, achieving profitable results for the interested company or organization. (Iniesta, p.15)
Science and art
Marketing is the science and art of exploring, creating, and delivering value to meet the needs of a target market, and thus make a profit. Marketing identifies unmet needs and wants; defines, measures and quantifies the size of the identified market and the potential profit; determine precisely which segments the company can best serve; and designs and promotes appropriate products and services. (Kotler, p.1)
A discipline
Marketing is a discipline - it has an internal order and a degree of systematization - whose objective is to know the customer and their needs, and to find a way to satisfy them. For this, it has its own tools, such as market segmentation models, market research, analysis of consumer behavior, the study of the costs involved for the consumer to satisfy their needs, the determination of the place of convenience. of purchase and the communication that is established between the organization that offers a satisfactory and the potential recipient of said satisfactory. (Dvoskin, p.39)
What is made to sell
Marketing is a strategic activity and a discipline focused on the objective of getting more consumers to buy more products and more often so that our company makes more money. … The function of marketing is to sell a lot and earn a lot of money; it is getting more people to buy more products, more often and at higher prices. … When we understand that marketing is what we do to sell, the money we dedicate to it is an investment and not an expense. (Zyman, pp. 35 and 36)
A set of relationships
García (p.25) asks what, then, is marketing? And he answers:
Marketing is understood in terms of "relationships." Specifically, the relationships that the company maintains with its current and potential customers to respond to the needs that they express in conditions of satisfaction for both parties.
On the one hand, customers have a need for goods and services.
On the other hand, companies have the ability to respond to them with satisfactory solutions.
In that encounter between those who need solutions and those who provide them lies a double vocation: benefit and continuity. In other words, both the company and the client win, and the relationship aims to last over time with successive exchanges. Thus it can be said that marketing puts into practice a series of observations and analysis to understand what are the concerns, tastes, preferences and needs of potential buyers. Then, it is about conceiving and creating the products and services that best satisfy them, and then developing actions capable of stimulating the demand of those who have the potential to acquire them.
Behind this approach lies a fundamental idea: the marketing function does not pursue the sale of what the company manufactures, but on the contrary: the manufacture of what it is capable of selling. This thus requires first figuring out what to sell - to match customer tastes - and then devising and creating a coherent response.
A social science
Rivera and de Garcillán (p.31) state that from a theoretical perspective, marketing is the social science that studies all exchanges that involve a form of value transactions between the parties. This implies that it seeks to know, explain and predict how the exchanges that involve a transaction of value are formed, stimulated, evaluated and maintained. For this, an analysis of four aspects must be carried out:
- Behavior of buyers The behavior of sellers The institutions and factors that can facilitate or impede the exchange of values The social consequences that derive from the relationships established by the three previous agents.
From a practical perspective or applied to companies, marketing is the social process that organizations and individuals develop when they interact to satisfy their needs. This process is based on the creation and voluntary and competitive exchange of satisfiers. Its objective is to establish a transaction or the mutual generation of utility. This whole process is maintained when both parties feel that they are winning and is interrupted when one perceives that it is receiving less than what it delivers.
A business philosophy
It can be considered as a business philosophy that configures a set of beliefs, values, opinions and attitudes regarding the market. This philosophy is proactive, creative, active and methodical (Rivera and de Garcillán, p.32):
- It is proactive because marketing seeks to anticipate the needs of consumers to develop its offer and the structures and actions necessary to anticipate competition. It is creative because the company must build a reality (the product) based on its interpretation of the results of Market research is active because to sell a satisfactory it is not enough to manufacture it but it must be made known. The market must also be persuaded to try it. adopt it and prefer it to other competing products. It is methodical because the satisfaction of the markets is the result of a process, which is formed by ordered stages that are structured by a common objective. The omission or lack of rigor in one stage has an impact on the entire process and prevents the satisfaction of the markets.
The following video collects many of the concepts presented so far about what marketing is (or whatever you call it: marketing, marketing, marketing or commercialization) and its relevance for the current company and society, in which it manifests its omnipresence.
Bibliography
- From Andrés, Patricia. Marketing for Dummies, Grupo Planeta, 2016.Drucker, Peter F. Management: Tasks, Responsibilities, Practices. 1986 Dvoskin, Roberto. Fundamentals of Marketing. Theory and experience Ediciones Granica, 2004. García Sánchez, María Dolores. Marketing Manual, ESIC Editorial, 2008. Kotler, Philip. The most frequently asked questions about marketing, Editorial Norma, 2005. Kotler, Philip and Armstrong, Gary. Marketing, Pearson Education, 2012. Kotler, Philip and Keller, Kevin Lane. Marketing direction. Pearson Education, 2009.Lamb, Charles W. and McDaniel, Carl. Marketing Fundamentals, Cengage Learning Editores, 2006 Levy, Alberto. Advanced Marketing, Ediciones Granica, 1998. Rivera Camino, Jaime and de Garcillán López Rúa, Mencía. Marketing direction. Foundations and applications, ESIC Editorial, 2012.Santambrosio, Mau.Everything you need to know about marketing, Grupo Planeta, 2013.Zyman, Sergio. The end of the marketing that we know, Ediciones Granica, 1999.
