The word "marketing" today sounds everywhere. But what is marketing? How to define this concept?
All scientists studying the concept have come to the conclusion that marketing is a process and an art. The definitions of different schools are somewhat different, but if we examine their essence, it will become clear that it is based on the process of satisfying human needs through the free exchange of goods and services for money. Marketing is a two-way process. On the one hand, it is beneficial to manufacturers, because it allows you to make a profit. On the other hand, buyers or consumers receive what they need.
If you try to give a short answer to the question “what is marketing”, then we can say that this is a management system that requires the strictest accounting of all processes occurring on the market.
What is the purpose of marketing? In creating production conditions that are maximally adapted to the requirements and changes of the market, to public demand. The goal is also to increase competitiveness, maximize profits, create the tools necessary to study the market.
In order to make an enterprise successful, it is not enough to know the answer to the question “what is marketing”. It is necessary to clearly represent its main functions. These include:
- the study of consumer needs, or demand for a product (service);
- the study of all issues related to pricing;
- competent planning of the assortment of goods, its production and marketing features;
- promotional activities ;
- personnel Management;
- the study of all the cycles that a product (service) goes through from production to sale.
If we take into account all the structural components, then the question “what is marketing” can give a different answer. This is a science that studies the rules of production and sale of goods.
Like any science, marketing has its own principles:
- To be profitable, the production of a product and its sale must meet three conditions: the capabilities of the company, the needs of customers, and the particularities of the market at the moment.
- The product must fully meet the requirements of customers, consistent with the technological and aesthetic level.
- Constant updating and improvement of the assortment is one of the indispensable conditions for the success of the enterprise.
- The ability to respond instantly to market changes is the most important guarantee of good profit.
One of the components of marketing is the ability to competently advertise and “promote” a product. In this regard, a new variety is developing today - marketing on the Internet.
What is internet marketing? This is the transfer of all known methods and tools of ordinary marketing into the scope of the network, the unity of actions for the promotion and promotion of goods. The main goal of Internet marketing is the same: maximize profits.
Honest methods are not always used for this. So, for example, viral marketing brings a lot of inconvenience to today's consumers - Internet users.
What is viral marketing? This is the dissemination of product information by launching viruses on the network. It can be rumors spreading on social networks, special viral videos, provocative messages. Most often, such marketing is used to attract visitors to certain sites that earn on clicks.
However, today the possibilities of viral marketing are growing, it is used for brand recognition, promotion of a product. Today it is the most popular and common method of advertising. It is developing very fast. Therefore, the techniques of viral marketing (as, indeed, the most common), should be known to all businessmen who want to have a good profit.