Today, one can often hear about the concept of business marketing. It flashes in the media and on television. Many people who begin to build their business use marketing specifically. But few people think about what it is. Knowing the term will help to use it in life.
What is marketing? Definition is given by dictionaries. So, Kotler wrote that this is an awareness of the needs of the buyer and the formation of a demand market. Or the science of how to create a target market, attract, maintain and multiply the number of customers. An important aspect that claims that any person is the highest value for the company.
On the other hand, what is marketing? The definition from the Soviet encyclopedia claims that this is primarily a system of managing the capitalist system. And therefore, the main goal of marketing is to create such a production that will fully satisfy the demand market. Marketing functions are diverse: advertising, problems of transportation and storage of goods, pricing issues and so on.
But what is a marketing policy? This is the ability to find a common language with customers to optimize the work of the enterprise. As a rule, the marketing policy is set out in a document that contains the company's development strategy, market research and analysis.
But it’s not enough to know what marketing is, its definition. Often there are two main misconceptions. The first is due to the fact that marketing seems to be a kind of universal lifeline.
Like, if the company is on the verge of closure, you need to call a marketing specialist, he will write a plan, and everything will work out miraculously. But actually it is not. It is not enough to have a development strategy; you still need to know how to implement it. And it can be hard to do. Another misconception: they say that anyone is suitable for the position of marketer. Often people meet on such posts. As a rule, these are ordinary “errand boys”, which cannot be called knowledgeable specialists.
So what is marketing, the definition which most accurately characterizes the profession? Briefly, one can say this: it is art in any way to sell a product or service. If the task of management is to sell something to a specific person (company), then the goal of marketing is simply to achieve the sale of goods or services. In recent years, the study of customer needs has also become a marketing business. That is, the seller needs to know in advance what exactly people will want to buy.
And how then should a marketer work? First of all, he constantly analyzes the situation in the market. Depending on the field of activity, it can change at different speeds. But the marketer must always respond in time to any changes. His other task is to work with clients. Only in this way will he be able to study the desires of consumers, why they take the goods and what is important for them. The third task of the marketer is to analyze the state of affairs of competitors: to understand why they have more customers, what is the pricing policy and so on. He looks through their press releases, blogs, hires a mystery shopper. In many ways, the success of the company depends on the activities of the marketer.