Marketing theory

In an economy we find four people who play an important role, namely, the consumer families of the final goods that the organizations generate, the companies that produce primary, intermediate and final goods, with the external sector exports and imports of many goods and finally the government that regulates economic activity. Two very important forces are related to these actors; supply and demand, being these energized by Marketing, a very important activity in the planning, organization and execution in the business world that, through exchanges and negotiations with the target groups to attend to, satisfies the needs and desires of customers and their once the goals of the company allowing the achievement of objectives that it pursues.

Marketing plays a very important role in today's life because thanks to all its activities carried out with agents in the economy, people can enjoy the goods necessary to satisfy needs and maintain our standard of living.

Marketing is a social and managerial process through which different groups and individuals obtain what they need and want, creating, offering and exchanging products with value for others. Marketing management is a philosophy of the organization to serve the customer to meet their needs and achieve the objectives of the company. The concept of marketing implies action to conquer markets, analysis to understand them, and an ideology for the construction of the consumer society, for this the marketing management must fulfill responsibilities such as the analysis of marketing opportunities, establishment of objectives, organization of marketing, marketing resources for the mix, creation of the offer and evaluation and control of marketing activities.

Marketing has evolved and gone through different stages such as economic self-sufficiency, primitive communism, barter, local markets, the stage of money economy, that of primitive capitalism, that of mass production, the prosperous marketing society, that of the social marketing, one-to-one marketing, in addition, the advances of the large network such as the Internet that has allowed advances and transformations of globalization in the era of electronic business

The nineties brought great promises and uncertainties with great opportunities around, the end of the cold war released forces to recover equipment and infrastructure in Eastern Europe that has become the largest market in the world and promising for Western countries. Asian economies continue to expand their domestic markets and their participation in foreign markets with broad prospects for growth, taking advantage of the economic opening and globalization of markets.

When we speak of marketing, marketing, marketing and commercialization, we refer to concepts that in our environment mean the same thing. It all depends on the country where we use it, in the United States it is marketing, in Colombia marketing is used, in Mexico marketing, in Spain and Argentina marketing. However, the definitions have had variations throughout history, as we will see below:

Activities in the field of business that direct the flow of goods and services from the producer to the consumer, planning and carrying out the design, the setting of prices, the promotion, the distribution of ideas, goods and services creating exchanges to satisfy the needs to achieve the objectives of the individual and the organization. (American Marketing Association 1960 and 1985)

Total system of marketing activities aimed at planning, setting prices, promoting, distributing products and services that meet the needs of current and potential consumers and achieve the objectives of the organization (William Stanton, 1978 Fundamentals of Marketing)

Marketing is the social process, oriented towards satisfying the needs and desires of individuals and organizations, for the creation and voluntary and competitive exchange of products and services that generate utility (Jean J. Lambin 1991, Strategic Marketing)

It is the execution of the activities in the businesses that originate in the investigation of the needs and desires of the selected clients, the planning and organization of the company that allows satisfying them, until achieving the necessary profits or social profitability for their development (Fabio Villegas and Elías Ramírez 1999, Marketing And Its Incidence In Organizations)

Marketing management in order to obtain benefits through a planning process. Organization, execution and control seeks to satisfy the needs of a market segment, which has been previously investigated to execute programs destined to produce exchanges and negotiations using a mix of products, channels, communications and prices (marketing mix). Marketing is an organization designed to serve the client to satisfy their needs and achieve the objectives of survival, profitability and growth.

1. ASPECTS STUDYED BY MARKETING

Products: tangible or intangible, they satisfy the needs Clients: natural person (consumer or user), legal person (institutional or organizational client) Marketing research: data collection, collection, classification and analysis to make decisions and seek solutions Prices: economic value that should be assigned to the products Public relations: create internal and external image of the products and company, to facilitate sales Distribution: processes of exchange and transfer of ownership of inputs and products, from the producer to the final consumer Policies: guidelines that guide action Marketing: Personal selling: interaction necessary to induce buying Promotions: technical tactics and strategies to increase sales at certain times.techniques to influence needs and wants and induce sales

2. BUSINESS AND ECONOMY MARKETING

Companies are economic entities that produce, transform, circulate, guard, administer goods or provide services, whose main function is to satisfy the needs of their customers, for this, marketing activities are integrated with the areas of production and finance.

Marketing is a system of thought, a philosophy, a system of action, which performs a series of activities in the economy based on exchange and analyzes market forces, demand and supply

The demand for a product represents the quantities of goods or services that customers need, this depends on the consumer's income, the prices of the goods, the tastes and preferences of the consumers, the effects of advertising and prices. substitute goods.

The supply of a good in the market represents the quantities that producers or distributors can sell, this depends on the production, technology and costs of each particular company.

Supply and demand reflect the production of companies, influence the determination of prices and sales levels.

In the economy, customers seek rewarding experiences, have individual choices, make exchanges, There is consumer sovereignty.

Marketing has ideological foundations such as means of sale that it uses to conquer markets, through advertising, sales promotions and personal selling. With the analysis and studies of the markets, the needs and demand of consumers are focused, with their ideology they generate attitudes towards consumption.

The strategic marketing objectives are the fundamental achievements that you want to achieve to guarantee the growth of a company, the organization, or areas of it, in the short, medium and long term. For this, it is very important to analyze the following aspects:

How am I going to stay and grow? With growth strategies, new products or new markets

How am I going to be different? Developing competitiveness strategies, with differences from the competition for products, prices, quality, customer service, How am I going to position my product? With positioning strategies, looking for a place in the mind of the consumer

3. MARKETING AND SATISFACTION OF NEEDS

The need is a demand of life or nature is a feeling of lack versus satisfaction. It is a feeling of deprivation of a person together with the desire to eliminate it, such as eating, dressing, recreation, education, etc.

the needs are generic, abundant, complex, innate, inherent to the organism, the product is given when the need is felt and the means to acquire and satisfy it are sought

Desires are the expression of human needs are the means to know the needs. the dynamics of desire explains the accumulation of needs

Marketing influences desires and demand, making the product attractive, proposing means to satisfy needs. Define the shape of the products, positioning, differentiation, promotional actions and lifestyles.

TYPES OF NEEDS

Physiological: food, rest, shelter, sex Security: protection against dangers, uncertainties, unemployment, insurance Social: interaction, acceptance, affection, understanding friendship, social group Esteem: pride, self-respect, progress, trust, status, appreciation, admiration, recognition.: self-development, self-satisfaction of needs Vital: they are essential to maintain life Relative: they elevate us above others. they give us feelings of superiority at a more general level, we seek to overcome them, they are more sumptuous Collective: felt by an entire community, social security, healthy environment, public services

4. WHAT IS A MARKET?

Confluence of supply and demand, interaction of suppliers, intermediaries and natural and legal persons with needs and purchasing power. A market exists because there are people with needs and money to buy the products that satisfy them

HOW DOES THE MARKET WORK?

With controllable and uncontrollable factors by the marketing management

In the controllable marketing factors the marketing manager has influence and can make decisions to influence them. Among them we have the following:

productpositioningbrandingpricingadvertisingpromotionmerchandisingdistributionsalesservice

In the non-controllable marketing factors, These are not controllable by the marketing management or there is little influence on some because they are outside the organization, it is called the environment or general environment; is the environment made up of external aspects to the organization in which the following aspects stand out:

Economic: inflation, devaluation, GDP, IMF, WB, interest rates, etc. Political: branches of power, political systems, guilds, etc. Legal: norms of law Cultural: culture, religion, values, forms of behavior, etc. Social: social classes, income, education etc. Technological: materials, advances in science, innovations etc. Ecological: climates, regions, fauna, pollution etc.

The specific environment is made up of the five forces of competitiveness

current competition potential competition customers suppliers substitutes

5. PHILOSOPHIES OF MARKETING MANAGEMENT

Understand the evolution that marketing has had as a result of the pressures of consumers who are increasingly demanding, legal regulations, competition that is very strong every day, technological changes with the innovations that it brings, globalization in all its extension, they illustrate the aspects to take into account for the development of competitive strategies for organizations

Marketing management is constituted by all those efforts designed to obtain the desired changes in the target market, it must coordinate and manage all marketing activities and assume a decisive role in the planning of the company, here it is worth asking what is the philosophy What guides these efforts? What relative weight is given to the interests of clients, company organizations and society to achieve the expected benefits?

Since the industrial revolution and the scientific and operational administration of Taylor and Fayol that changed the ways of producing and marketing goods to the present day, it has gone through different orientations for marketing work, orientations towards production, product, sales, marketing, social marketing and the one-to-one approach or undifferentiated marketing.

ORIENTATION TOWARDS PRODUCTION

Production and engineering plan and define the objectives of the organization, the sales department markets the goods to which finance and accounting have assigned the price. Productive efficiency is the priority, the point of view of the company prevails over the client, there is no communication between the producer and the consumer.

This approach has been considered a terrain of monotony, insensitivity, and impersonality towards the consumer, product and service organizations such as doctors, dentists, government offices etc. with law 100 of 1993 they are organized as an assembly line to attend many cases per hour

This approach works when the demand for the product is greater than the demand and the competition is weak or if your products match what the market needs.

ORIENTATION TOWARDS THE PRODUCT

This approach assumes that the consumer accepts higher quality products for the price, the organization improves the quality of the product to attract customers. The planning is still done according to the company, the laws begin to protect the customer, the consumer's information is not taken into account, they only buy the products that give them more solutions, they know the quality of the different brands and their characteristics, select the brand with the highest quality. The consumer is a censor or opponent of the company.

Organizations that operate under this concept are in different fields: railways versus bus companies, taxis, airplanes, the same post offices, churches and police who consider that they are offering the correct product and the consumer thanks them.

ORIENTATION TOWARDS SALES

Commercial exchange is two-way, companies focus on selling goods and collecting, there is an approach towards the conformation of departments The consumer begins to provide more information, it is recognized that sales with well-trained executives and sales groups are gives great importance to advertising and market research, it is recognized that commercial exchange is two-way, but it continues to be planned according to the needs of the company.

Large campaigns and intensive door-to-door sales are made. Aggressive sales to distributors (electrical appliances, insurance, funeral plans, encyclopedic raffles, etc.) in a showroom for cars, branded clothes, the seller tries to impress the customer, analyzes their reactions and their stimuli for handling objections.

The organization assumes that vigorous sales techniques will achieve great

volumes stimulating the interest of customers and thus achieving high profits

ORIENTATION TOWARDS MARKETING

The customer is considered an active being and becomes the center of commercial activity, the priority is to identify their needs and desires.

The organization's management is influenced by the marketing manager and all the activities of the firm are integrated with the marketing department.

Goals are achieved by consciously satisfying the needs and wants of consumers. The organization adapts to serve the customer more efficiently than the competition

We find expressions like; find wishes and satisfy them, love the customer and not the product, the customer is king, service is a mainstay of competitiveness, offer services of excellence

The organization researches and selects target markets and develops effective offers and marketing programs

It is a contemporary philosophy that understands that the sale depends on the customer and the value that this gives to the product, since the customer is the one who defines the company's business and not the products. As do soda companies, beer companies, supermarkets and supermarkets.

ORIENTATION TOWARDS SOCIAL MARKETING

The organization is oriented towards social responsibility, the organization exists to meet the needs of customers, meeting the objectives of the organization, improving and preserving the environment and the interests of individuals and society. Promote the human concept, smart consumption, And ethics marketing activities.

A company with social responsibility creates and generates wealth, generates jobs, is responsible with its social context, fulfilling its workers by paying good wages, maintaining excellent relationships with its suppliers, maintaining harmony with society, offering customers fair prices, complying with their tax obligations, protect the environment by selling products that do not pollute, promote recycling, change polluting packaging for other recyclables, promote tree-planting campaigns and green areas. With this approach, many firms have achieved very high profits.

ORIENTATION TOWARDS ONE-TO-ONE MARKETING

So called personalized database marketing, personalized or relationship marketing. This management model changes the massive approaches of products, channels and sales programs towards the attention directed to each client. It goes from massive participation in the market to participation in the client, the design of products is made according to each client and with more references of less standardized products. Product research is rethought for a specific segment, the business focuses more on each client and offers personalized products, the company learns from the client and adapts its processes to the needs of each client. Examples of this system are in medical, dental, psychological and nutrition treatments, beauty, massages, gymnastics, makeup, hairdressing and fashions for models, singers,queens. The same happens in high-end hotels, clubs, restaurants, apartment rentals, vehicles, etc. Could it be that these concepts can be taken to people from other socioeconomic strata, adjusting prices to the quality levels required for it?

Long-term relationships with each client are individual, the old advertising monologues are abandoned, databases are used for interactive communication, commercial internet applications, taking advantage of the information we have from clients to facilitate and speed up transactions.

The costs of high or low-turnover inventories are minimized and sales risks are reduced and product copying is difficult.

6. IMPORTANCE OF MARKETING

Marketing allows voluntary and competitive exchange to be carried out, ensuring that supply and demand meet. In its economic contribution, it allows us to supply various goods and services as alternatives to raise our quality and standard of living. The marketing policies of organizations stimulate consumption, facilitate the acquisition of goods and place at our disposal items that were previously unattainable. Which leads us to better goals, better home, better clothing, better food, etc., however, marketing critics classify it as the corrupter of the consumer society due to deceptive, unnecessary purchases and the oversize of needs. Despite all this, marketing benefits the consumer, the seller, the ordinary citizen.

In today's society we are all exposed to marketing and we practice it in one way or another, when we get up, take a bath, have breakfast, lunch or dinner, when we go to our workplace, study, have fun, etc. Marketing is present with the diversity of goods and services necessary for our life, it allows us to find them at the right time and places.

In the business world, marketing contributes to the achievement of objectives with activities such as evaluation of consumer needs, design and management of product offers, price determination and development of distribution and communication strategies.

People dedicated to business in their different functional areas must know marketing because total quality and customer service imply the interfunctional approach of the different processes that have to do with it, whether it is contact personnel or support.

Studying marketing offers opportunities for personal, professional and economic development that are reflected in the importance of this branch of knowledge for society, its importance in business activities and people's daily lives. All the activities of the economy are affected by marketing, therefore we find fields of greater specialization within marketing such as the following:

Agricultural MarketingSports MarketingFinancial MarketingSecurities MarketingInternational MarketingOrganization MarketingCelebrity MarketingPolitical MarketingPlace MarketingIdeas MarketingNonprofit MarketingHealth MarketingService MarketingNation MarketingInternet Marketing

And many more

Among the career opportunities we find in the world many people dedicated to marketing activities both in personal sales, retail sales, wholesaling, sales representatives, insurance and investment sales consultants, advertisers, market researchers, commission agents, marketers, promoters, franchise businesses, commercial representations, dealers, etc.

In management positions we find presidents, vice presidents, marketing or sales managers, manager of public relations, advertising, product, brand, logistics and likewise, assistants of each of the aforementioned positions. Finally we find consultants at the national and international level and teachers in marketing areas.

7. MARKETING IN DAILY LIFE

Marketing affects everyone, the citizen, the buyer, the seller.

THE BUYER allows the acquisition of a wide variety of goods and services, by offering multiple alternatives such as the following:

There are enough brands of products on the market From these brands choose the ones that have the desired characteristics There are different prices for the various goods and services Different manufacturers offer warranty and service

THE SELLER, faces a large number of challenges, so that marketing managers make decisions about:

What does the consumer want? Which group of consumers to satisfy? What kind of designs should they produce and at what prices to offer them? What services and guarantees to offer? What kind of intermediaries to use? What communications to make to reach customers?

TO THE CITIZEN, it allows them to know the development of business in the market, clarifying the following:

Are the products reliable and safe? The characteristics of the products are exact? The effect of competition leads to high quality and low prices? The behavior and service of retailers is correct? Production and packaging activities deteriorate the environment ?

Marketing allows us to know the consumer behavior of family units such as marriages, children, divorces, to carry out commercial activities to provide them with comfort

Regarding the behavior of the economy, it allows the expansion of markets, which have allowed globalization, openness and economic blocs by today's society that has a high propensity to consume

Regarding social attitudes, people look for security, joy, tranquility and comfort

Society presents problems such as shortage of food, housing, clothing, education, etc. For this, marketing seeks to solve them by researching, innovating and adapting products to people's requirements.

8. THE COMPANY'S APPROACH

Companies have changed their approaches due to globalization, advances in science, obsolescence of products, changes in the values of society and new business technologies. As a source of competitive advantage, it is necessary to further improve the quality of customer service, offer greater benefits, lower prices, create more value, maintain greater social ties, maintaining customer-oriented staff, who are not working hours and who enjoy of their work and see it as something challenging and rewarding, that is, collaborators with high levels of motivation and commitment to the client and the organization.

It is necessary to promote teamwork, collaboration, cooperation and joint support and high performance of the different departments of the companies to keep up with the client.

Delegation with authority is also essential, so that customer contact personnel make decisions and offer true solutions to their customers, which "pamper, want, consent to". With the highest quality we achieve excellence and competitiveness

9. ETHICS IN MARKETING

Today we find ourselves in a dilemma between the ethical, the moral, the legal, the illegal in many situations of marketing activities, television commercials for liquors, cigarettes or scenes of high erotic and sexual content advertising a lotion, a shirt or a pair of pants, music piracy, They show us lifestyles consuming products that are harmful to health with a high content of fats, salts, sugars. The exaggerated sale of products in television programs promoted by actors, models, queens, adults or the elderly who consume little them, products based on before and after testimonies that supposedly have achieved miracles or amazing results, these situations who benefit? Who do they harm? How long will these effects last? Which of these actions produce the most value for people,What actions produce more harm to people?

Consumers perceive advertising to be misleading, sales practiced without honesty and manipulative, consider many marketing activities as deceptive on television we see programs, novels and newscasts in which products of the companies that own the television channel are shown, is this ethical ? Are they responsible acts? Many sellers are pressured by sales quotas and due to increased competition they offer distorted representations of products, they lie to their customers, they manipulate them, they speak ill of the competition, they offer gifts as bribes to meet their sales objectives.

Moral values regulate conduct, norms of behavior judge conduct, legal norms are not always ethical. Business ethics are the values acquired by businessmen in the family, educational and religious institutions. Ethical values respond to a specific situation and at a given time. Hence the challenge of finding a balance between marketing practices and ethical business standards.

10. TARGET MARKETS

Segmentation is the partition or division of the market into homogeneous and significant groups of buyers, to determine its characteristics and choose whom to direct sales efforts.

It is the division of the heterogeneous potential market into groups that can be homogeneous with very similar characteristics and delimit the market

The total market is the total number of people or entities that have a need that is satisfied with a product-service

Potential market is the set of people or entities that are of interest to the company in the long term

WHY SEGMENT?

To know the target optimizing the company's resources to determine the size of the market and to know the characteristics of the segment to which we direct our products.

Requirements to segment:

Measurability: is the availability of information about buyers Accessibility: degree to which we can concentrate efforts to reach them Magnitude: determines how big the market size is Profitability: determines how profit the segment will generate

CLASSIFICATION OF SEGMENTATION

Industrial users is given by location, industrial classification, uses of the product and by the magnitude of the user

Latest consumers are given geographically, demographically, by volume, psychographically, by marketing factors

11. THE BUSINESS OF THE COMPANY

A sales-oriented company defines its mission or business in terms of the goods it produces or markets, missing out on opportunities to serve its customers. If I sell soda, am I in the soda or soft drink business? What business is a bookstore in? In that of books or in that of academic information? The key is to determine what need I am satisfying the client.

Many companies orient their businesses in terms of the benefits expected by customers and stimulate the creativity of their employees, innovation and a culture of change. They define and promote corporate principles, which are a frame of reference in which the life of an organization is inspired and regulated. The values must be appropriate to the time, place and conditions in which you work.

Among the business principles we have the commitment to total quality, respect for the human person, acting within an ethical framework, commitment to the client. social responsibility, profitability and competitiveness.

The corporate culture includes the values, beliefs, and behaviors that are shared within working life. culture comes to condition the elements of the company including the strategy and the characteristics of the people

In corporate culture we define our leadership style, how we treat each other, what we believe about ourselves, what we stand for, what values are important to us

THE CHALLENGES OF COMPANIES

High quality at low prices

High added value for customers

Stay in the market

Make good profits

MARKETS HAVE CHANGED

Because the competition is strong and globalized

Changes in customer habits occur

There are no safe markets

Quality is a challenge and it is more demanding every day

Customer service has an economic impact

There are changes in the social, economic, political, cultural and technological

The client is more informed, the client is more demanding, the client creates their expectations, the client has more alternatives and options to choose from.

12. THE MARKETING PROCESS

The performance of an organization depends on the degree to which it adapts to the environment, to examine the opportunities and determine the objectives and strategies necessary to achieve them, it also defines the personnel structure and the appropriate systems, to execute the activities proposed in the planning. Marketing managers play an important role in the marketing and strategic planning process, activities that are developed in the following stages:

Know the Business or the Mission of the Company SWOT Analysis (internal and external aspects of the organization) Establish marketing objectives Development of a marketing mix strategy according to the needs of the Market Segment, combining products, place, communications and price Implement that strategy Design performance measures

13. GLOBAL MARKETING PERSPECTIVES

The First World War took place in Europe with a death toll of 25,000,000, cities and towns devastated, it affected employees, artisans, workers, peasants and small owners were ruined, the middle class became more impoverished. European industry and agriculture went into a hiatus, leaving their finances in critical condition. The United States benefited by becoming a supplier of necessary goods and a creditor to the contending countries. Germany was forced to pay for the disasters of the war.

During the great depression of the economy that generated the great crisis of 1929 - 1941, due to the cessation of payments from European countries to the United States, as a delay in the First World War, a worldwide collapse was generated, the North American population and the Europe suffered hunger and many needs in the midst of full warehouses as a result of the overproduction of industries and farms. Between 1929 and 1933, many factories closed and many businesses went bankrupt. From this process emerges the Keynesian theory with countercyclical monetary and fiscal policy, the warmongering state, the social welfare state and the regulatory state. That allowed to overcome the great depression of the world economy. The Keynesian economic model was based on aspects such as tariffs, closed economies and protectionism to its industries,the existence of subsidies and a very large employer State with many institutions, and with monopolies of many activities of the economy.

The Second World War affected all countries 90% of humanity, there were 40,000,000 dead, more than 5,000,000 Jews exterminated, Russia ruined more than 50% of its agricultural and industrial potential. RUSSIA AND USA are consolidated as superpowers and Europe goes to a secondary place. After the Second World War, the reconstruction of Europe began, the industrialized countries lowered their tariffs, the United States ratified itself as a world power, and the expansion of American multinational corporations in the world began, thus beginning the commercial opening.

During the 70s, the proposals of Milton Friedchman emerged with his neoliberal or open-minded model, which proposes the minimum intervention of the State in the activities of individuals, since he considers that this is a bad administrator, he suggests that import tariffs should be low, privatization of state companies, open economy, inflation control, lower production costs and higher production volumes, this is how the world began to see changes in the political, economic and social aspects and the phenomenon of globalization began to be felt around the world.

Between 1983 and 1989 world trade grew by 6% and production by 4%. Exports were concentrated in developed countries, Latin America 2.4%, Africa 2.1%, Middle East 3.2%.

The increase in exports for 1980 was 54%, in 1988 75%, trade flows between 1980 and 1989, are from the United States and Europe to Asia. The increase in investments in Asian countries allowed the increase in wages, while in the USA they fell

The 1980s saw an increase in the circulation of international capital, the United States, the United Kingdom, France, and Italy, increasing it from US $ 350,000 million to US $ 900,000 million. During the same period, Japan, Germany, the Netherlands, Luxembourg and the Nordic countries increased it from US $ 180,000 to US $ 670,000 million

During this decade there is a third world debt crisis, it is a lost decade for Latin America and the restructuring of neoliberalism begins with stabilization policies and structural reforms. The Soviet republics also began to make their reforms including peresttroika. During the 90s, the cold war ended, the Berlin wall fell and the emergence of the community of independent states began in which capitalism began to enter and flood their markets with different types of products applying communication and marketing models. to stimulate the desire and demand for Western products that were previously not consumed or had certain restrictions because of the elitists.

THE AWAKENING OF CHINA

With Marxism implanted with Mao tse-Tung with the great proletarian cultural revolution that sought to end commercial production and establish communism, a phenomenon that isolated the country and kept it underdeveloped between 1961-1976. The China of today is very different from the one of yesteryear, the bicycle is still the means of transport, however, Western cars Buick, Volskwagen and Audi are seen. The clothing is very different from the egalitarian of the 80s (uniformed), it is influenced by fashion, you listen to rock music, they drink beer and you see the influence of the western world. The Chinese economy grew between 1980-1995 by 9.3% on an annual average, due to both foreign and domestic investment policies and its exports. In 1994 sales were US $ 300,000 million.The economic reforms have allowed political and economic freedoms with the new regime established by Deng Xiao Ping as of 1976, which has led them to establish price freedom, motivation towards profits, increased competition and economic openness that outline it as a superpower. The agreement established with the USA has allowed international exchange, the reduction of tariffs and the lifting of barriers to American banks, insurers, and telecommunications companies to expand their operations in their domestic market.The agreement established with the USA has allowed international exchange, the reduction of tariffs and the lifting of barriers to American banks, insurers, and telecommunications companies to expand their operations in their domestic market.The agreement established with the USA has allowed international exchange, the reduction of tariffs and the lifting of barriers to American banks, insurers, and telecommunications companies to expand their operations in their domestic market.

This has allowed the trade of cosmetics, shampoos, soaps, beverages, allowing the entry of multinationals such as P&G. Jonson and Son, Jonson and Jonson, Unilever, Henkel, KGAA, WELLA, kao Corp. and Nestlé. Multinationals that see great sales potential in the Chinese market.

INDIA

The 21st century is emerging as a great market for cars given an average demand of 3.6 cars per thousand people, the road is difficult, the international marketing environment is fierce, a lack of qualified labor and strong partners for investment, rates Import of parts are high, fuel is one of the most expensive in the world, taxes represent 50% of the price, car prices are high, SUZUKI's MARUTI 800 model costs US $ 7000, the average credit for cars is 16 - 34 months. Locating suppliers and service shops is difficult. Labor is cheap, the streets and infrastructure are in poor condition, only 20% of the roads are in good condition. The industry was deregulated in 1991, allowing the entry of world-class assemblers like GM. FORD, FIAT,DAEWWO MOTOR, MERCEDES BENZ, HYUNDAI, PEUGEOT, MITSUBISHI and SUZUKI. 70% of sales represent GM, MERCEDES and FIAT.

Therefore surviving in this market is quite difficult, very aggressive marketing plans, very persuasive advertising and public relations are needed to face the cultural, social and economic barriers of this potentially profitable market.

POLAND

The Polish population is 40,000,000 inhabitants, the largest in central Europe, the middle class is represented by small business owners, employees of Western and Polish companies and professionals from the country who hope to fulfill their dreams of providing their children a good education, good health services, owning a house, buying a car, refrigerators, spending their vacations in another country and consumer items that they hardly consumed before

This population has been changing its consumption habits due to the entry of Western companies, the same has happened with the management of their money and trust in banks and credit institutions that are reflected in an increase of 14% in bank deposits and the volume of loans by 40% during 1995. which represents opportunities for the marketing of capital goods or investments in securities or luxury products.

DEVELOPING COUNTRIES

The economic opening that began in the 90s has allowed the entry of various articles and the entry into the market of these economies of new players that have injected dynamism and forced the development of strong and aggressive competitive strategies.

In our country we see the textile, food, furniture, automotive, food, beverage, electrical appliance, banking, insurance, health, pension and professional risk industries, etc. have been affected, which has led them to a paradigm shift to adapt, respond and compete with domestic and foreign rivals to stay in the market and achieve the profits that allow them the continuity of their companies

All of the above is due to the fact that marketing goes beyond borders, cultures, the economy and society in a globalized world flooded with goods and services from all over the world, a situation exploited by industries in developed countries such as Coca cola, Pepsicola, Fritolay, Rubbermaid, Jonson & Jonson, Nabisco Royal, Gillette etc that are imposed or adapt to the surrounding circumstances to stay competitive.

14. MARKETING PERSPECTIVES AND RETROSPECTIVES

A look back, a look forward.

For many people, marketing can be something new and somewhat diffuse, on the contrary, marketing has existed as a social process, placing a product on the market. Producers have been carrying out activities to bring goods to consumers and in recent decades when competition is stronger, it explains why marketing is so important.

Until the twentieth century, the concern of companies was focused on producing products with very good quality, in the first half of the twentieth century, they were busy introducing improvements in production methods, around 1950 the conviction took root that the consumer is who decide what will be sold. Technological development has allowed the standardization of production, achieving chain production and large series.

The increase in the standard of living has allowed people with surpluses after covering their primary needs, to use them in the acquisition of non-vital goods, allowing the consumption of more varied products. The customer can choose better and demand more.

The decade of the 50s and 60s, marked the heyday of mass marketing, there was only one type of coca cola for thirst, one type of dye, Clairol, one type of motel, Holiday or Hilton, one type of soap sanit bathroom, a single toothpaste, colgate, we did not know the shampoo or disposable products.

The 70s became the decade of segmentation and expansion of the product line. Consumers were loyal to their pepsodent toothpaste, their Bayer aspirin, their arrow shirts, texaco gasoline, and Chevrolet cars. In the late 1970s and early 1980s, supermarket shelves began to carry low-priced, unbranded generic products.

The 1980s intensified niche marketing, into smaller and smaller groups of consumers each with their own needs and wants to satisfy. In the mid-80s Robitusin, offered four medications for four kinds of cough, Clairol Bristol Meyer, made available to customers eight types of dyes, in lotion, gel, foam and shampoo. The trend was approaching one-to-one personalized marketing.

As we move forward in the 21st century, the trend towards personalization does not stop, in 1972 Philips produced more than 100 models of color televisions, by 1990 it manufactured 500 models, today there are more than 200 brands of breakfast cereals, more than 300 models of Cars to choose from, in Holland there are more than 200 brands of cigarettes. At present, the segment of bottled soft drinks has been fragmented, coca cola, produces classic coca cola, Cherry coca cola, diet coke, diet coke, caffeine free coke, caféine free coke clasicy caffeine free diet coke. Also bottles of 350, 265, one liter, liter and a half, two liters and two and a half liters.

The changes today are very significant, large families have diminished, households have three or four members, the number of singles living alone has increased, the birth rate is high, the number of women who work outside the home has increased, the aggregate family type is growing, two divorced people with children remarry.

Projections show that the number of telephone lines has increased. Cell phones are becoming more and more useful, the use of credit cards, collect calls and overnight delivery services are increasing every day.

The telephone, fax machines, credit cards and online shopping services are easy through a modem and a computer, which have revolutionized the way of shopping.

The 90s is the decade of databases, the rise of database marketing has allowed to determine a detailed profile of the profiles of prospects and clients using geographic, demographic and psychographic characteristics, to create offers and special services tailored to the segments

The emergence of the services sector continues to rise, while that of production continues to decline.

Other aspects that have had an influence are the flourishing of the information society. The proliferation of new products and the multiplication of distribution channels.

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