We explain what marketing is, what it is for, and how it is classified. Also, what are its characteristics, and what is a marketing plan?
Marketing (from English market, “market”) or marketing refers to the processes and knowledge that focus on the communication and transmission of offers for the exchange of goods and services. They provide a distinctive value to the promoted product or service, in the context of a specific market niche .In other words, it is a branch of the administration that deals with communication with the consumer, which allows the economic and commercial activities of a company or professional. It focuses on how to identify and meet the promotional needs of the target market.
It is not the same as advertising, although it uses this and other disciplines or business techniques to perform analysis and provide results.
Marketing understands consumption as a two-way process, that is, a reciprocal exchange of goods and services between the different social actors that make up a given society. Thus, their interests have to do with facilitating this exchange, as a kind of promoter of supply and demand.
In other words, it tries to bring the customer as close as possible to deciding the purchase.
Marketing facilitates decision-making through visibility, driving, and other strategies.
Consequently, it favors the economic exchange between buyer and seller.
The ultimate goal is the benefit and satisfaction of both parties . Satisfaction is fundamental in economic exchange ( money for an object or service) and is the basis of the contemporary consumer system. If consumption is not satisfactory for either party, it is not produced again and the customer is lost to the competition.
Marketing is currently one of the most popular disciplines in the business world and one of the most demanded tools professionally.
Marketing works based on a series of key concepts of its approach, such as:
The result of a market study is called a marketing plan , that is, the analysis carried out by a company (or for a company). Its objective is to fully understand the consumption dynamics that govern its target economic niche, that is, the rules of the game in the market in which it operates.
Marketing plans are born as an organized and punctual response to the said analysis. These are usually bulky and sketchy documents. They start from a diagnosis of the market niche to propose solutions or recommendations to follow. The latter encompasses four major points:
Different types of marketing are usually identified. An approach according to the orientation that determines them would recognize the following types:
There are other ways of classifying marketing, based on their specific scope of action, but they are too numerous to list them all.
One that focuses on long-term actions, facing the future, in order to maintain business profitability over time. Their market and company outlook are usually macro, that is, globalizing.
A marketing mix or business mix is a set of business tools to move forward with a specific marketing plan. Its starting point is the sectoral understanding of the market: products or services, price, distribution, and promotion, etc.
Characteristic of the digital age and the Internet. Leveraging these new technologies of information and communication offers companies to position themselves ahead of their consumers.
He is interested, for example, in the possibilities of Community Managers and social networks, brand loyalty, or presence in search engines ( Search Engine Optimization, SEO).
Direct marketing deals with communication without intermediaries between company and customers or consumers . To do this, it applies a series of techniques and mechanisms that can be aimed at:
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