Marketing în engleză

PART I: MARKETING AND ITS ENVIRONMENT

Chapter 1: An Overview of Strategic Marketing

OBJECTIVES:

- To understand the definition of marketing

- To understand why a person should study marketing

- To gain insight into the basic elements of the marketing concept and its implementation

- To understand the major components of a marketing strategy

- To gain a sense of general strategic marketing issues such as market opportunity analysis, target market selection and marketing mix development

- To understand the purpose and major elements of the marketing plan.

Definition:

Marketing is the process of creating, distributing, promoting and pricing goods, services and ideas to facilitate satisfying exchange relationships in a dynamic environment.

An exchange is the provision or transfer of goods, services or ideas in return for something of value.

Four conditions must exist for an exchange to occur:

1. two or more individuals, groups or organizations must participate,

2. each party must have something of value desired by other,

3. each party must be willing to give up what it has in order to receive the value held by the other,

4. parties to the exchange must be able to communicate with each other to make their somethings of value available.

In an exchange, products are traded either for other products or for financial resources such as cash, or credit. Products can be goods, services or ideas.

Why:

It is important to study marketing because it permeates out lives. Marketing activities are performed in both:

- business,

- non-business organizations.

Marketing activities help business organizations generate profits – the lifeblood of capitalist economy.

The study or marketing enhances consumer awareness and marketing costs absorb about half of each consumer dollar.

The marketing concept

The marketing concept is a management philosophy prompting a business organization to try to satisfy customer’s needs through a coordinated set of activities that also allows the organization to achieve its goals.

Customer satisfaction is the marketing concept’s major objective.

The philosophy of the marketing concept emerged in the United States during the 1950’s, after the production and sales eras.

To make the marketing concept work, top management must accept it as an overall management philosophy. Implementing the marketing concept requires an efficient information system and sometimes restructuring the organization.

Organizations that develop activities consistent with the marketing concept become market-oriented organizations.

Market orientation is generation of market information and coordination and communication of market information across departments. The participation of the :

- top management

- marketing managers,

- non-marketing managers

is important in creating a market-oriented organization.