What is Marketing? (Definition of Marketing)
There are many definitions of marketing available but just focus on the key to marketing success ie customers. Below are some definitions of marketing available .American Marketing Association defines marketing as :
Marketing is the activity , set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients , partners and society in general. ( Approved October 2007)
The Chartered Institute of Marketing ( CIM ) says:
The process responsible for identifying, anticipating and satisfying customer requirements profitability management .
Philip Kotler defines marketing as :
Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and values with others.
Palmer marketing definition is like :
Marketing is essentially marshaling the resources of an organization to respond to the changing needs of customers in which the organization depends .
Dennis Adcock defines marketing as
The right product at the right place at the right time at the right price .
Dennis adcock , using McCarthy's Four P , define marketing in a brief but realistic .
The Marketing Concepts
The marketing concept is the philosophy that urges the organization to focus on the needs of their customers. Analyzing your needs and make those decisions that meet the needs in a better way than competitors.
To get a better understanding of the marketing concept , it should review the other philosophies that once were dominated and are still being practiced by some companies .
The concept of production ( Industrial Revolution - 1920 )
The basic idea behind the concept of production was : Businesses produce what they can produce efficiently. This will ensure sufficient supply of products at low cost and demand will be created for himself.
Production concept prevailed at the end of 1920 because most of the products that are produced were basic needs and there was a large unmet demand for them.
The concept of sales ( 1930 )
In early 1930 , the competition has increased in production and on the other hand, was less demand unsatisfied. Therefore, all companies turned to the concept of selling . Now companies were not only the production of the product, but also sell to customers through personal selling and advertising.
There was no concept of identifying need , companies were interested in beating the competition by selling more , but leave customer satisfaction . We can call hard sell .
Marketing concept
After World War II , there were a variety of products available in the market and customers who have discretionary income could choose and buy what you really meet your needs . In this situation , companies were forced to think about what your customers need , when they need it and how to keep them satisfied , which is the marketing concept .
The main goal of all hard-sell companies increased the identification of customer needs , make the decision to meet the need and maintain long-term relationships with customers , meeting their changing needs. The marketing concept is translated into a separate marketing department in the organization and today we see many organizations have structured themselves as marketing organization where each employee contributes to customer satisfaction , whether or not a person marketing .
Therefore, the marketing concept is entirely based on marketing research that helps in identification of segments , their size , needs , target market and then using the right " marketing mix " , makes marketing teams that this type of decision that results in customer satisfaction .
After going through the definitions and concepts of marketing , the core ideas contained are:
The main focal point in marketing is customer needs .
In order to maintain long-term relationships with clients , future needs must be identified and planned .
Marketing is not the duty of the marketing department , but only that everyone in the organization.
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