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What is marketing?
2 года назад • 12 просмотров
Marketing is an activity that aims to make a profit by meeting the needs of customers. This is a very generalized definition that shows the essence of any marketing activities – the ability to sell a product or service to a target audience.In a broader sense, marketing is a complex discipline that includes the ability to analyze a niche and competitors, predict consumer demand, and skillfully build communications with the target audience. In short, a professional marketer should understand how to turn the needs of people (B2C) or organizations (B2B) in services and goods into consumer demand.
Thus, if we describe marketing briefly, it is an activity to meet the needs of customers. Actually, it is the main goal of all marketing strategies of the company.
To achieve the goal, marketers solve the following tasks facing the business:
• Analysis of customer needs in the niche where the company operates. Is the product in demand, what criteria for choosing a target audience should be taken into account before putting products on sale?
• Study of competitors' offers in the market, as well as pricing in a specific niche. Based on the data obtained, the company's pricing policy is being developed.
• Adjustment of the range of goods and services to consumer demand. Most companies, entering the market, work with the existing demand. Therefore, promoting an illiquid product is often a loss-making enterprise.
On the other hand, to promote a new product, a large budget is required to create demand, but you will get all the "cream".
• Launch of activities aimed at increasing demand, sales of products. These are advertising in online and offline environments, viral promotion, word of mouth and other techniques.
• Customer service, customer support. Ideal marketing is not just a single sale of goods, but a technology for turning customers into regular customers. Everything is important in this system: product quality, quality of service, responsive support.
Marketing functions
We have discussed above what marketing is and defined its goals, objectives and principles. Next, let's get acquainted with the five key functions of marketing:
1. Analytical. A set of measures for the study of external and internal factors that affect the company, the market and consumer demand. This includes analyzing the niche and competitors, studying the needs of the target audience and predicting consumer behavior. In addition, the internal activities of the company are also analyzed – to what extent the corporate environment meets the demands of the time, how the company looks against the background of competitors.
2. Production. These functions are responsible for the introduction of new technologies into the production process. The process itself can be divided into several components: organization of purchases, sale of goods and services, warehousing and others. Also, the production functions solve the tasks of managing the quality and competitiveness of goods in the market, control the compliance of products with quality standards.
3. Thirdly, Management and control. They are responsible for the planning processes of marketing events in the company. This also includes information support for clients and partners, risk management.
4. Fourth, Sales. Everything that is responsible for the formation of the pricing and commodity policy of the enterprise. In a broader sense, sales also include measures to expand demand for goods and services, the development of new markets.
5. Fifth, Innovative. Development and introduction of a new product to the market.The functionality is supported by the following marketing methods – survey, analysis of the market situation, observation, study of consumer demand. In terms of product promotion, advertising technologies are used in online and offline environments, PR, personal sales, consultations.