Unit 1. Marketing
1.1. Past, present and future of marketing
Marketing is considered to be the set of techniques used for the commercialization and distribution of a product among different consumers.
The producer must try to design and produce consumer goods that satisfy consumer needs.
Its purpose is to
Find out which of these marketing skills are used.
Evidence has shown that even as far back as 2,100 AC. People specialized in different trades. Eventually, villages grew and markets developed, which were areas where members of society met and exchanged utensils.
At the beginning of the 17th century, mass industries began to develop, bringing with them the multiplication of wholesalers.
The era of Marketing emerged as manufacturers finally adopted the sensible philosophy that they should examine the needs and wants of consumers, and produce items that would generate their satisfaction.
We all recognize and appreciate television commercials, easily recognize brand names and corporate logos that are extremely important in the sale of products. We have visited shopping malls, examined retail displays, compared prices, dealt with sales people, evaluated and purchased products from other states or countries. In doing so, we have played a role in the marketing system for most of our lives.
All human beings come into contact with some aspect of marketing on a daily basis: advertising, sales, promotion, merchandising, marketing, distribution.
1.2. Marketing components
This is a combination of variables known as marketing elements. Also called the "4 p's" because of:
Product: The tangible offering of the company to the market comprising quality, design, functions, branding and presentation.
The distribution channel includes the various activities the company undertakes to make the product available to customers. The company must understand the different types of retailers, wholesalers and physical distribution companies, and how they make their decisions.
Price: The company decides its wholesale and retail prices, discounts, add-ons and credit terms. Its price must be congruent with the perceived value of the offer; otherwise buyers will prefer competing products.
Promotion: Includes all activities that the company carries out to communicate and promote its products to the target market. It must train, hire and motivate salespeople, establish communication and promotion programs (advertising, sales promotion, public relations, direct and online marketing).
The most common terminology is:
o Product Policies
o Pricing Policies
o Distribution Policies
o Impulse Policies o Promotion Policies
There are certain authors such as Lambin or Peeters who believe that we can speak of a fifth "P" called Personal Selling when considering the importance and difficulty of achieving the sale of a product.
The Marketing-Mix consists of the perfect blend of the 4 P's in such a way that they form a coordinated whole.
The 4 P's are also known as marketing techniques.
Factors influencing marketing
Political Factors
Legal Factors
Cultural Factors
Economic Factors
Demographic Factors
1.3. Marketing objectives
It can be said that the main objective of marketing is to seek the satisfaction of consumer 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 aspect of marketing. To achieve this, the company must investigate the customer's needs in order to create products that truly satisfy the consumer's desires.
That is why marketing has the task of regulating the demand for products so that the company can achieve its objectives. The marketing plan to be carried out depends on the demand.
1.4. Scope of marketing. The areas of marketing management
Marketing can be analyzed from different points of view, and there are discrepancies regarding the scope of marketing.
Marketing is the combination of knowledge and techniques aimed at understanding and influencing the market.
In a word, marketing takes place whenever a social unit tries to exchange something of value with another social unit. Therefore, the essence of marketing is any transaction or exchange. With this broad definition, marketing is activities that tend to generate and facilitate exchanges aimed at satisfying human needs or wants.
One of the ways to meet needs is through exchange. To exchange goods and services, it is feasible to do it in several ways, but only if we achieve an exchange for something in return, in that sense it is "The common denominator of all its activities. It can be defined as the communication that is established between at least two parties, with the objective that one of them obtains from the other something it values, giving in exchange something that the other party appreciates.
The central aspect of the business philosophy of marketing is to achieve the organization's objectives through long-term customer satisfaction by building a relationship more efficiently than the competition.
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