Marketing, merchandising, or marketing is the set of activities and processes aimed at creating and communicating brand value, and identifying and satisfying the needs and desires of consumers.
Marketing is not only focused on the product and its relationship with customers or potential customers, but it is also completely aligned with a company’s objectives. It took charge of analyzing how the company is perceive in the market and studying how to improve or maintain that perception to achieve its goals in the short and long term.
- There is always a minimum of two parties in an exchange, although more parties may be involved in the process.
- It must have added value to the marketing process. The consumer seeks to cover a need or a desire because he is always promise something to possess with an applied value.
- Both parties must yield. For example, the company adjusts the price, and the customer adapts to market demand.
Marketing is no longer a two-way communication, but two-way channels must be. More, today, when the customer is at the centre of all marketing strategies. And must be able to express their ideas and opinions and be answer.
There are great success stories of marketing strategies in history. In my personal opinion, one of the most iconic brands launched the new Apple in 1984 with a campaign that managed to position the brand in the market
If you look at the aesthetics of the advertisement, it is incredible. If you like cinema, you will see many references to masterpieces of this genre. The message, tone, and communication did not leave anyone indifferent that year, as you can see in this video that includes the commercial and the public’s reaction.
Marketing, Administration And Society
It is said that marketing is a social and administrative process because a group of people are involve with their concerns and needs. It needs a certain number of elements, such as organization, implementation and control, for efficient development of activities.
The only purpose that must be satisfy is to achieve the company’s goals in terms of sales and distribution so that it remains valid. That is why it is so important to know the market and what things the company can develop that may be of interest to customers.
Marketing considers a customer’s need and, based on it, design, start up. And verify how the marketing of the company’s products or services works. Various strategies and tools allow marketing to position a brand or product in the buyer’s mind.
Direct marketing: consists of an interactive system that achieves followers and results in their transactions. Making themselves known through the advertising media of a place.
Relational Marketing: It is include within direct and is base on a fundamental principle that says that you do not have to sell but make friends, and they will be the ones who buy. Get profit in exchange for customer satisfaction.
Virtual marketing: it also receives the name cyber marketing. It is the one apply Internet, direct to every person in the world with a computer and a connection to the network. In this marketing, there are SEO tools that are the ones that allow companies to achieve good visibility. And be able to sell their products or services better.
Four strategies are usually consider, known as the 4 P of marketing, complemented by the 4 C’s
History and Origin of Marketing
Not long ago, all that was done was outbound marketing, “chasing” the user with our promotions without fully knowing if that person was interest in us. But, with the arrival of the digital environment and the new communication channels, all this has changed. And brand and client can look each other in the eye and talk face to face bidirectionally. It is inbound or the inbound philosophy
4 P’s Del Marketing
- Product: It encompasses the study of the need to be cover. The market niche to which it will be direct, the design of the product, and its packaging.
- Price: Analyze the value perceive client and the buyer. The cost to be establish and the format in which it will be charge.
- Place: Refers to where the product can be purchase, either physically or digitally. Analyze distribution channels.
- Promotion: Analyzes the strategies to disclose and publicize the product, promoting its purchase. It is where advertising comes into play.
Therefore, encompasses everything that leads a company to improve the sales process. From the first study of the market niche to acquiring customers and maintaining a relationship with them. Be it, for example, from a letter or a thank you email to a meal with a potential client.
The digital environment has completely changed how consumers and companies interact and relate to each other. It is increasingly common to use different channels to inform us before buying a product. The proliferation of new marketing and communication channels has significantly increased the number of contact points between the client and the company.