Marketing - definitions

Marketing of value - the origin

In the 90's the baby boomers reached the peak of their earnings, in addition to the number of families with dual incomes continued to rise (husband and wife working). So many consumers continued to demand quality products and better services - and could afford them.

However the high costs and high expectations of the 1980s gave way to recession in the early 1990s that was marked as the "decade of the consumer with little money." Along with the increase in income growth came from the financial burden - payment of debts incurred during the period of spending, increased spending on family and home, saving for the payment of the kids' college and retirement.

Marketing Plan

As we have seen, there is the marketing process and it needs to be administered. The directors of a company has a fundamental tool for managing this process: the marketing plan.

The marketing management, made through the marketing plan consists of four functions: analysis, planning, implementation and control.

Marketing analysis

The company must analyze its markets and the marketing environment to find attractive opportunities and avoid threats to the environment. Should identify their strengths and weaknesses, as well as their current and potential marketing actions to determine the opportunities to pursue.

The analysis provides marketing information and assessments required for all other functions of marketing management.

It should contain:

• description of the market: defining the market, its main segments, customer needs and environmental factors that can affect marketing their purchases;
• analysis of product sales, prices, profits, etc.;
• competition: main competitors, the positioning of each market and the strategies adopted by them;
• distribution: a comprehensive overview of distribution channels
• opportunities and threats: an analysis of opportunities and threats that may exist in the market segment that may impact the company and strategy.

Marketing planning

Means choosing marketing strategies that will help the company achieve its overall strategic objectives. You need a detailed marketing plan for each business, product and brand.

Implementation of marketing

The implementation of marketing is the process that turns marketing plans into action, so that strategic objectives are achieved. Companies can have the same strategies, but one can stand out from the other by having more expertise in implementing strategy.

Control of marketing

The control involves assessing the results of plans and strategies and take corrective measures to ensure that objectives are achieved.

The strategies and marketing plans can be completely and quickly outdated. So every company must constantly re-evaluate its overall approach to the market.

At the strategic level of control of marketing, the main tool is the marketing audit, a comprehensive and systematic examination in order to determine problem areas and opportunities. The audit is normally conducted by an outside group objective and knowledgeable. Often the results may surprise and even shock the Administration.

Marketing mix

The set of marketing tools and tactics that controlled the company uses to produce the response you want in the market grandfather.

It consists of everything the company can do to influence the demand for their products. The various possibilities can be grouped into four groups of variables known as the 4Ps: product, price, place and promotion.

The figure below, taken from the book Principles of Marketing, Kotler's, gives a visual sense of what the mix demarketing:

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Marketing Strategy

To be successful a company must do a better job than its competitors with regard to customer satisfaction target. Marketing strategies should take into account not only the needs of consumers but also the strategies of competitors.

The development of marketing strategies begins with the analysis of competition. The company compares the value and satisfaction for the customer delivered by it with that of competitors sues. That way she can distinguish potential points of advantage and disadvantage.

Market Segmentation

Market segmentation is the process of dividing the market into groups of buyers with different needs, characteristics or behaviors or products that may require different marketing mix.

Every market has segments but not all ways of segmenting a market are equally advantageous.

A market segment consists of consumers who respond similarly to a given set of marketing efforts.

After segmenting the market, the company must define its target market, the attractiveness of each segment and select one or more segments to enter.

After defining the segments in which to act, the company must decide which "positions" wants to occupy in those segments. The position of a product is the place he occupies in consumers' minds relative to competing products. If a product is considered equal to each other on the market, consumers have no reason to buy it.

By positioning a product, the company first sets s competitive advantages possible on which to build its position. To gain competitive advantage it must offer superior value for target segments selected by charging lower prices than competitors or offering more benefits to justify their higher prices.

The process of marketing

A major difficulty for a person who starts studying marketing is first to understand the whole marketing process.

This difficulty does not occur by chance: for the layman marketing is only its most visible marketing communication, specifically advertising and promotion.

More marketing is much more than that - is a process.

The figure below from the book Principles of Marketing, Kotler's, gives a good sense of what really is the marketing process and all its complexity.

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Strategic planning and marketing planning

To have an effective marketing company it must be planned - and planejmaneto marketing must occur after the company's strategic planning

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Marketing Management - Philosophies

The marketing can be oriented in various ways. Lowered cite the most common guidelines outlined by Kotler and Churchill from which organizations can conduct their activities in marketing management:

Marketing Management - internships

The process of marketing management with some frequency passes through three stages: marketing entrepreneur, marketing professional and bureaucratic marketing:

Marketing Management

Marketing management is the analysis, planning, implementation and control of programs designed to create, build and maintain beneficial relationships and exchanges with target buyers in order to attain organizational goals.

What is important to highlight this definition is that many companies can "do" marketing but few that manage marketing, most of them do not plan what you will do, it does not adopt the findings and corrective actions. This is one reason why marketing is still seen as a necessary evil, a drain of money for many companies.

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