We explain what marketing is and what objectives it pursues. Also, the elements of a marketing and marketing history.
Online marketing is part of current marketing strategies.What is marketing?
Marketing is an action that takes place in a social environment, between persons or entities with an economic and administrative purpose, where both parties, through an exchange of interests, obtain what they want.
Different authors have made their contribution to the concept of marketing, referring to it in different ways, but related to each other. We mention two of them:
- Strategies or plan to follow to make a business achieve your sales objectives, based on a analysis of what the client wants, in order to get ahead of their needs. (Jerome McCarthy)
- A kind of battle, where rivals - companies in the same category - compete among themselves, analyzing each other, visualizing their weaknesses and strengths, in order to find the best way to attack and an excellent defense, where the prize will be the customers. (Al Ries and Jack Trout)
This practice, also or better known as Marketing, is the sum of all the previously mentioned characteristics. All contribute a special point of view but by themselves they are incomplete to cover this broad concept, since we will finally understand by marketing that:
It is a process that consists of the articulation and direction of strategic actions in order to create a product absolutely salable (i.e. necessary and valuable), this includes generating a communication effective between consumer and company, managing relationships, finally obtaining an entity with benefits and satisfied customers.
What elements can marketing include?
- Market and competition analysis.
- Determination of the product.
- Qualities.
- Value.
- Message to send to the consumer.
- Mechanism to send the message.
- How to distribute the product.
The 7 types of marketers
- Conventional. They are those who adhere to traditional media, they have usually been trained under these paradigms and although they have witnessed social and computing changes, they remain relatively faithful to the TV, radio, press or related.
- Mark. He is an expert in the creation of brands, making a company achieve its particular, personal and remarkable insignia within the community of consumers.
- Internet. If something is handled, it is on cyberspace platforms, either websites or any other related instrument. It is also known as Online Marketing.
- Social networks. Today social networks take people's lives and it is one of the most important means of communication, since it is here where people find the means to transmit information and receive it. If you want your company to evolve and be on everyone's lips, this is the way to send it en masse from user to Username.
- Communicator. Have ability to sell without the consumer noticing.
- Investigator. Applied in the investigation and the rules of this discipline.
- Visionary. They anticipate the needs of consumers.
Marketing history
Marketing is very old, although there was no university that created the professionals that exist today, there were experts and astute merchants and men with outstanding vision who were listened to, because they had a kind of capacity for business quite remarkable. In the United States they were called "Company Captains", an example was Henry Ford.
Seeing that this was an issue that reported obvious Profits and that required a whole management system, what is the sales area within the companies was created, where personnel and resources were allocated for the planning, address and operations, moving forward to understand that all strategies should be customer-oriented, based on and ahead of their needs.
It is towards the 80's when the orientation had changed towards competition, this being the objective of the companies, as if of a war it was. This became known as Warketing.
But if we go back to the beginning, we will understand the evolution of marketing. Everything starts from 1800 to 1920, when the marketing was oriented to production, since everything that was manufactured was sold immediately and there was not excessive variety or competence.
The demand was always older than offer. Subsequently, the crisis experienced in parts of Europe and the United States, he made a turn, now everything was focused on the sale, since otherwise the production could bring many losses and stagnate the market.
Thanks to the theorists and university studies, the marketing process itself was taken as fundamental, giving way to Marketing in 1950. Today, what predominates is the one-to-one system, where the important thing is to sell to each person in particular from the information obtained computerized from the databases.