TOPIC 1. INTRODUCTION TO MARKETING
One-way sales process (basic process).
Marketing: Two-way process: producing what is sold profitably (satisfying needs)
Promote the exchange of two parties in a beneficial way
As a philosophy:
– Customer needs must be satisfied
– Obtain profitability for the company
– Way of conceiving the exchange that defines the way in which we should address consumers
– Principles, philosophy, mental posture, attitude
As a technique:
– Planned process to carry out the exchange relationship
– Identify, create, develop and serve demand
– Planned process, composed of different phases and tools
Experimental marketing: reaching the consumer through the senses
MARKETING DEFINITION
It is the activity, set of institutions and processes to create, communicate, deliver and exchange
offers that have value for clients, consumers, partners and society in general.
1.2. Marketing functions in the company and basic concepts
LAMBIN (1991)
Flows are established between producers, distributors and consumers
The flows of goods and services are unidirectional (with the producer or distributor acting as issuer)
Communication flows are bidirectional. Each of the agents can be both recipient and
sender of the message. They can be established before or after the item has been purchased and/or consumed.
product and/or service.
Need: it is the absence of a basic good
Desire: it is the complete manifestation of a need
Demand: desires backed by the ability to pay
Product: is anything that can be offered to satisfy a need or desire.
Net value: relationship between the tangible and intangible benefits provided by the product and the costs,
both monetary and non-monetary borne by the buyer
Exchange: act of obtaining a desired product from another person by offering something in exchange.
Characteristics: there must be at least two parts, each part must have something that is of value to the other,
each party must be able to communicate and deliver, each party must believe that it is appropriate or desirable
After dealing with the other party, each party must be free to accept or reject. Not all exchanges are
monetary
Basic marketing tools:
– The marketing mix is the set of tools that the company uses to advance its objectives. The
4P del márketing (product, price, place, promotion)
– Customer focus
Marketing has two dimensions
– Analysis dimension: Strategic marketing. The objective is to achieve superior economic performance
to the market through a continuous policy of creating products with value superior to the
competence.
Medium and long term
– Action dimension. Operational marketing. The objective is to obtain a certain market share,
through the use of the marketing mix and the marketing budget.
Short and medium term
GUIDELINES OF COMPANIES TOWARDS MARKETING
Production orientation. Customers take available low-cost products, the key to success
business is to manufacture a large volume of products at a ‘cheap price, stable and controllable environment
Where demand is greater than supply, production capacity develops and productivity improves.
productivity, the role of marketing was limited and passive without any type of market studies.
2024-01-06 19:24:11
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