Concepts and meanings of marketing
Meaning of marketingThe term marketing or marketing, has various definitions. According to Philip Kotler (considered by some father of modern marketing) is 'the social and administrative process by which groups and individuals meet their needs to create and exchange goods and services'. It has also defined as a philosophy of the direction that argues that the key to achieving the objectives of the Organization lies in identifying the needs and desires of the target market and adapt to provide satisfactions desired by the market more efficiently than the competition.
Marketing is also a process which includes the identification of needs and desires of the target market, the formulation of consumer-oriented goals, the construction of strategies that create a higher value, the implementation of relations with the consumer and the retention of the value of the consumer to achieve benefits.
Marketing, in Castilian, usually translated as marketing, marketing or mercatica, although other authors also translated as commercial strategy or promotion and propaganda.
On the other hand, the word marketing is recognized by DRAE; and although it supports the use of anglicism, RAE recommended preferably Spanish voice marketing. The graphic adaptation of marketing proposed by the SAR is marketing.
Marketing processThe marketing process consists of several phases:
First phase: strategic marketing
The address marks the action guidelines. Before producing an article or offer any services, the address should analyze the opportunities offered by the market; i.e. What are consumers who want to attend (target market), the ability to purchase would have at the time of purchase, the product or service, and if this suits your needs. In addition, they must also detect what are potential competitors, which products are offering and what is your marketing policy, are complementary and substitute products offered in the market, news and probabilities with respect to the entry of new competitors and potential suppliers. They must also perform an internal analysis of the company to determine if it really counts with the necessary resources (if you have enough and qualified staff, if you have the required capital, etc.). Finally you must analyze what distribution policy is ideally suited to bring the product or service to the consumer.
With all the data, the company makes a diagnosis. If this is positive, laying down the objectives and the guidelines are marked to achieve them, determines to which customers want to go and what kind of product you want to. The strategic process is materialized in the creation of a value proposition, where the company sets up its offer, focusing your group goal through a proper process of market segmentation.
Second phase: mixture of marketing (of action)
Marketing is the strategy that makes use of the human psychology of demand , which represents a set of rules to keep in mind to grow a company this way. The key is in knowing how, where and when presenting the product or provide the service. Advertising is a very important aspect, but without a marketing plan this would be dull and unattractive to the public, which would mean one expense for the company.
In the ideal case, the marketing becomes a philosophy of business so that in the Organization all areas (and not just the marketing) should act in accordance with it and respond to the genuine needs of clients and consumers.
The original commercial mix (4 p's) was developed for the marketing of products. However with the development of the marketing for other areas (particularly by the importance of the services sector), this original mix has been questioned.
In the marketing of services, the original mix have been added 3 p new completo:
• Physical evidence (Physical evidence)
Third stage: execution of the marketing program
Finally, the implementation of the planned actions is assigned to the corresponding Department and media are set to carry them out, as well as the procedures and techniques to be used. You must also create mechanisms that allow to evaluate the results of the established plan and determine how effective has been.
Fourth phase: controlIt involves establishing those feedback and evaluation mechanisms which can verify the degree of compliance with the objectives and establish the corrections which are held. Some of the controls are:
1. annual plan control
2. profitability control
3. efficiency control
4. strategic control
In history and in the context of trade have emerged different guidelines or approaches to doing business. These approaches are still present in some industries and markets, although currently the marketing is increasingly more oriented to the market and the client.
• Orientation to production: consumers prefer products that are very available and at low cost. There is an important potential market, short supply and unknown segments. Selling is easy, but the role of marketing is still limited.
• Orientation to the product: occurs in cases where the market is new or is dominated by a single provider company (monopoly). The company doesn't care about sales, since you have them insured, and its commercial activity is limited exclusively to improve the production process and the quality of the product.
• Guidance to sales: when the market is expanding and there are several companies fighting for your domain, your effort is focused on the increase in sales. Since it is a new product, the consumer is not very demanding and buys mainly depending on the price.
• Orientation to the market: once the market has settled and consumers are familiar with the product, the marketing focus shifts. Companies try to meet the tastes of potential buyers to tailor products to their needs and production is diversified.
• Orientation to the mark: in highly competitive markets brands play the main role in merchandising processes. When the markets are saturated with excess supply firms segmented markets to introduce products that fit the different lifestyles of consumers. This is a battle of perceptions. The unique business tool able to act in this field is the brand. Brands guide perception to generate positive attitudes towards products and services in this way are capable of influencing purchasing decisions by connecting consumers with desires of a more positive life.
Current trendsAfter a market-oriented marketing, some authors choose by social marketing orientation, while other authors indicate a paradigm shift, emerging other guidelines such as: social marketing, relationship marketing (Alet, Barroso and Martin), 1 x 1 (Rogers, and Peppers), marketing Warketing, holistic marketing (Kotler), among others.
• Social Marketing u orientation to social responsibility (responsible marketing): Finally, when the market is fully seated, enterprises not only seek to satisfy the needs of their consumers, they also pursue objectives desirable for the society as a whole, such as environmental initiatives, social justice, cultural, etc.
• Relational Marketing: guidance that indicates the importance of establishing strong and lasting relationships with all customers, redefining customer as a member of one or several markets, such as: internal market, market of suppliers, investors etc.
• Marketing (Kotler, 2006) holistic: guidance that full integrated marketing, internal marketing, responsible marketing and relationship marketing
• Dayketing (merger of day, 'day', and marketing): A marketing tool with which to obtain the maximum performance of daily events (past, present or future) with different commercial purposes.
• Warketing (merger of war, 'war', and marketing): marketing in a more warlike sense as the combat that daily business executives face. Requires that they think and act with initiative, who take advantage of any situation of thoughtful mode (the combative value of a troop, gives it the ability of the Commander and his people).
• Neuromarketing: it consists in the application of the latest advances in neuroscience and decision making by the human brain to the marketing and the consumer. The importance of this trend is reflected in the recent creation of the Spanish Association of Neuroeconomics and Neuromarketing (ASOCENE).
• Inbound marketing: consists of the coordinated use of techniques of social marketing, SEO & content marketing in order to attract prospects and clients, instead of buying advertising space to get them. The best translation to the Spanish could be Marketing attraction.
• Cibermarketing: Involves the use of marketing or marketing on the internet, in all its streams.
Definition of marketingMarketing is a commercial career that consists in the management of goods and services, as well as responsible also for the set of laws and institutions so that a product is part of the competition. The marketing you are looking for is that a good or service has a positive impact on society, in the same way, marketing works specifically on strategies and evaluates potential to make deals or best kinds of demands, all under an atmosphere of gain, in which every effort is made so that the product is attractive at the same time that generates profit to the company that manufactures it.
Marketing, known also under the "Marketing" idiom founded its principles in the advanced economy, fluctuating and steadily evolutionary, the reason why is appreciated in the market always prices and different promotions, is by the agent of the company marketing is working in search for a better face of the product, this face, it must be kept always young, fresh and pleasant view of the customer, main working tool. To scan a group of clients, carried out field studies which assesses the needs and scope that a product can have on society, tools based on communication, surveys, contests, promotions, offers packages and more are used to this, are the basis of the position of a product on the shelves of a trade.
The Organization of a company marketing is based on guarantees, because who executed the procedures surrounding this topic should make it clear to the client consumer that what they are acquiring is a product or service of high quality, necessary and that will fulfil all the expectations that has. The customer will always be demanding, no matter the social stratum in which the analysis is done, always the baton of excellence carried in a marketing study, to give buenos aires to the company and thus contribute to the development of the business. The marketing also has the difficult task of expand the products we supply to other horizons, I am not referring to international aspects, although it is also and own resource, I am referring to the placement of products which are not commonly seen in a spotlight of society that is unknown to them. An example of this is the Sushi in Latin America, small Japanese food franchises have opted in the countries of Central and South America, in a fearful strategy that long-term started to bear positive fruit, although it was one meal very little known by the inhabitants of this side of the world.