Introduction to the concept of marketing
Firstly, to begin defining marketing – concept and applications – we need to reinforce that it is an area of knowledge essential for the success of organizations. Therefore, marketing involves the identification and satisfaction of human and social needs, seeking to meet them in a profitable way. Therefore, we will explore the concepts and applications of marketing, highlighting its importance for business and how it influences the relationship between companies and consumers.
What is Marketing?
Expert Definitions
- Kotler and Keller (2006): Marketing is the process of identifying and satisfying consumer needs and desires, aiming to achieve organizational objectives.
- Casas (2007): Marketing covers all activities related to exchanges, with the aim of satisfying consumers' desires and needs, considering the environment and the impact on society.
- Peter (2000): Marketing involves the planning and execution of strategies related to the price, promotion and distribution of ideas, goods and services, aiming to create exchanges that meet individual and organizational goals.
- Armstrong (2007): Marketing is the process by which companies deal with customers, attracting new consumers, retaining current ones and providing them with satisfaction.
Origin and Evolution
Marketing initially originated in Brazil around 1954 and emerged as an English word that means “action in the market” or “market in movement”. Thus, in 1960, the American Marketing Association defined it as the performance of commercial activities that direct the flow of goods and services from producer to consumer or user.
Function of Marketing
Currently, marketing plays a fundamental role in organizations, mainly in the sale of products and services. Therefore, its main objectives are to attract new customers. As well as offering superior added value to competitors and maintaining lasting and satisfactory relationships with existing customers.
Marketing as a Social Process
Marketing is not just limited to commercial transactions, but can also be understood as a social process. According to Kotler and Keller (2006), it is a process by which groups and individuals satisfy their needs and desires through the offering and exchange of valuable products and services. In other words, from a managerial perspective, marketing is considered the art of selling products.
Marketing as Creation and Exchange of Value
Marketing is an administrative and social process in which individuals and organizations obtain what they need and want through the creation and exchange of value with others. In this way, companies seek to create value for customers, building relationships over time. This approach allows organizations to adjust their offering to specific market demands.
The Importance of Marketing
Marketing is a management function that seeks to add value to the product or service offered. The more well-designed the marketing approach, the easier sales become. Despite being a topic discussed among most administrators, many still face difficulties in developing appropriate strategies for marketing aspects.
Conclusion
Marketing plays a crucial role in organizations, enabling them to identify and satisfy consumer needs profitably. It covers a series of activities related to commercial exchanges, seeking to create value for customers and establish lasting relationships. Understanding marketing concepts and applications is essential for business success.
FAQs (Frequently Asked Questions)
- What is marketing?
- Marketing involves identifying and satisfying human and social needs through commercial exchanges.
- How important is marketing for organizations?
- Marketing is essential to attract new customers, offer added value and maintain satisfactory relationships with consumers.
- How can marketing be understood as a social process?
- Marketing is a process by which groups and individuals satisfy their needs through the offering and exchange of valuable products and services.
- What are the main objectives of marketing?
- The main objectives of marketing are to attract new customers, outperform the competition and provide customer satisfaction.
- How does marketing create value for customers?
- Marketing seeks to understand customer needs and offer products and services that meet these needs better than competitors.
HELLO! ARE WE GOING TO WORK?
Request your proposal, contact us via Whatsapp
We serve the region in person or through Whatsapp, online meeting, whatever you prefer! Do you have an idea? A particular project? Request a quote using the form. We would love to be part of your project.
