Topic 01: Introduction to Marketing
1. Introduction to Marketing.
It is defined by the concept of relationship and exchange, which is an act between two or more parties, in
in which they give each other something valuable and useful.
Through these exchanges, people obtain useful or necessary products for development.
of its activities, Marketing is characterized by being the different way of conceiving and executing
these exchange relations.
Marketing available to companies is a series of technical tools to satisfy the
consumer. Development requires a process of: planning, execution, creation, development and
serve the demand.
2. Satisfaction of marketing needs.
A need is a feeling of physical, physiological or psychological lack that a person has.
In this sense, Marketing should set as its objective the detection and identification of
needs of consumers, with the purpose of contributing to the development of those products
that can help your satisfaction.
Consumer needs are transformed into desires. Finally, the demonstration
economic of a desire, by which a consumer seeks to obtain a product to satisfy his or her
need, this is known as demand, and is conditioned by the resources available to the
individual and the stimuli that Marketing receives.
Therefore, Marketing contributes to the development of the offer of a product (any good
material, service or idea that has value for the consumer and their needs)
While a good can be perceived through the senses, services have a series of
characteristics:
-Intangibility: The services do not exist physically, so they cannot be perceived by the
senses.
-Inseparability: Interrelation between production and consumption, which occur in a
simultaneous.
-Heterogeneity: Difficulty in achieving standardization in service provision. The
production of services is not homogeneous.
-Expiration: The service provided and not consumed cannot be saved or stored, so
way that is lost.
3. Evolution of the Marketing concept
1. Production focus: Characterized by a low level of competition. IN this approach the
The goal is to produce the maximum possible amount of product at the lowest possible cost.
2. Product focus: Competition increases, greater balance occurs,
Companies begin to accumulate surplus production, which is why they try to improve their
quality of your product; This is known as “marketing myopia”, that is, a
concentration on the product and not the need that it must satisfy.
2024-01-07 23:17:22
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