Today you can often hear about the concept of business marketing. It flashes in the media and on television. Many people who start building their own business use marketing. But few people think about what it is. Knowing the term will help you use it in life.
What is marketing? Dictionaries provide definitions. So, Kotler wrote that this is an awareness of the needs of the buyer and the formation of a demand market. Or the science of how to create a target market, attract, retain and multiply the number of buyers. An important aspect that states that any person is the highest value for the company.
On the other hand, what is marketing? The definition from the Soviet encyclopedia states that this is primarily a system for managing the capitalist system. And therefore the main goal of marketing is to create a production that will fully satisfy the demand market. Marketing functions are diverse: advertising, problems of transportation and storage of goods, pricing issues, and so on.
What is politicsmarketing? This is the ability to find a common language with customers to optimize the operation of the enterprise. As a rule, the marketing policy is set out in a document that contains the company's development strategy, market research and analysis.
But it is not enough to know what marketing is, to define it. There are two main misconceptions that often occur. The first has to do with the fact that marketing is presented as a kind of universal lifeline.
They say, if the company is on the verge of closing, you need to call a marketing specialist, he will write a plan, and everything will miraculously work out. But actually it is not. It is not enough to have a development strategy, you also need to know how to implement it. And that can be hard to do. Another misconception: they say that any person is suitable for the position of a marketer. Often, such positions are arranged by people through acquaintances. As a rule, these are ordinary "errand boys" who cannot be called knowledgeable specialists.
So what is marketing, what definition best describes the profession? Briefly, we can say this: it is an art to sell a product or service in any way. If the task of management is to sell something to a specific person (company), then the goal of marketing is simply to achieve the sale of goods or services. In recent years, the study of customer needs has also become a marketing business. That is, the seller needs to know in advance what people want to buy.
And how should a marketer work in this case? First of all, he constantly analyzes the situation on the market. Depending on theareas of activity can change at different speeds. But the marketer must always respond in time to any changes. His other task is to work with clients. Only in this way will he be able to study the desires of consumers, why they take the product and what is important to them. The third task of a marketer is to analyze the state of affairs of competitors: to understand why they have more customers, what is the pricing policy, and so on. He looks through their press releases, blogs, hires a mystery shopper. In many ways, the success of the company depends on the activities of the marketer.
