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| What is marketing? |
Business management is not just a business plan, but it includes many of the many concepts that must be planned through successful strategic management, including project management through a business plan that includes marketing management, which is one of the most important factors for the success of business management, so you will find in the study of marketing management many concepts such as The marketing plan and the marketing strategy and how to apply it through several steps within the business plan, especially in the field of advertising management, where you find digital marketing one of the most important factors for the success of business management, as advertising is spread through it on a large scale, and the most important means is the Internet through digital marketing ads where it can be used Google ads, Twitter ads, and Facebook ads, and here lies the importance of marketing management to achieve successful advertising for your business. Therefore, in this article, we will review marketing management and marketing strategy.
What does the term marketing mean?
Marketing
must be understood not in the old sense of making a sale - 'selling' - but in
the new sense of satisfying customer needs.
Many
people think of marketing only as selling and advertising.
And no
wonder, for every day we are bombarded with television commercials, newspaper
ads, direct mail, and sales calls.
Although
they are important, they are only two of many marketing functions, and often
not the most important ones. If a die marketer does a good job of identifying
customer needs, develops products that provide superior value, and distributes and
promotes them effectively, these goods will sell very easily.
Everyone
knows something about 'hot' products. When Sony designed its first Walkman
cassette and disc players, when Nintendo first offered its improved video game
console, and when The Body Shop introduced animal cruelty-free cosmetics and
toiletries, these manufacturers were swamped with orders.
They had
designed the 'right' products; not 'me-too products, but ones offering new
benefits.
Peter
Drucker, a leading management thinker, has put it this way: 'The aim of
marketing is to make selling superfluous. The aim is to know and understand the
customer so well that the product or service fits ... and sells itself.'2 This
does not mean that selling and advertising are unimportant. Rather, it means
that they are part of a larger marketing mix - a set of marketing tools that
work together to affect the marketplace.
We define
marketing as an anodal and managerial process by which individuals and groups
obtain what they need and want through creating and exchanging products and
value with others:'' To explain this definition, we examine the following
important terms: needs, -wants, and demands products; value and satisfaction;
exchange, transactions, and relationships; and markets.
Briefs :
Marketing :
A social and managerial the process by which individuals and groups obtain what they need and want through
creating aims and exchanging products and values with others
Needs. Wants and Demands
The most basic concept underlying marketing is that of human needs. A human need is a
state of felt deprivation.
Humans have many complex needs. These include basic physical needs for food, clothing, warmth, and safety; social needs for belonging and affection; and individual needs for knowledge and self-expression.
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| What is marketing? |
These
needs are not invented by marketers, they are a basic part of human
make-up. When a need is not satisfied, a person will do one of two things: 1.
look for an object that will satisfy it, or 2. try to reduce the need.
People in
industrial societies may try to find or develop objects that will satisfy their
desires. People in less developed societies may try to reduce their desires and
satisfy them with what is available.
Human
wants are the form taken by human needs as they are shaped by culture and
individual personality. A hungry person in Bahrain may want vegetable curry,
mango chutney, and lassi. A hungry person in Eindhoven may want a ham and cheese
roll, salad, and a beer.
A hungry
Person in Hong Kong may want a bowl of noodles, char siu pork, and jasmine tea.
Wants are described in terms of objects that will satisfy needs.
As society evolves, the wants of its members expand. As people are exposed to more
objects that arouse their interest and desire, producers try to provide more
want-satisfying products and services. People have narrow, basic needs (e.g.
for food or shelter), but almost unlimited wants.
Consumers view products as bundles of benefits and choose products that give them the best bundle for their money. Thus a Honda Civic means basic transportation, low price, and fuel economy.
A Mercedes
means comfort, luxury, and status. Given their wants and resources, people
demand products with benefits that add up to the most satisfaction.
Outstanding marketing companies go to great lengths to learn about and
understand their customers' needs, wants, and demands.
They
conduct consumer research, focus groups, and customer clinics. They analyze
customer complaints, inquiries, warranty, and service data. They train salespeople
to be on the lookout for unfulfilled customer needs.
They
observe customers using their own and competing products and interview them in-depth about their likes and dislikes. Understanding customer needs wants, and
demands in detail provides important input for designing marketing strategies.
Briefs :
Human need:
A state of felt deprivation.
Human want
The form that a human need takes is shaped by culture and individual personality
Demands
Human wants that are backed
by buying power
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