What does the term “marketing” mean? The goal of modern marketing is not selling on the principle “you can’t be fooled – you can’t sell”, but customer satisfaction. Some believe that marketing is just advertising and selling. And no wonder: every day hundreds of television commercials, advertisements in newspapers, advertising letters and sales announcements fall on us. Someone is constantly trying to sell us something. It seems that not only death and taxes, but also sales have become inevitable.
Therefore, you will probably be surprised if we say that sales and advertising are only the tip of the marketing iceberg. Although these two components are very significant, they are nothing more than the constituent parts of a marketing complex, and, moreover, are often not the most important. If a marketing specialist did a lot of work to understand customer needs, created a product that represents the highest customer value, set a reasonable price, distributed a product correctly and advertised it effectively, then selling such a product would be very easy.
Everyone heard about the so-called running goods. When Sony created its first Walkman player, Nintendo offered the first game console, and The Body Shop released its unique cosmetics, a huge number of orders were received for these products. This is due to the fact that the companies managed to offer the “necessary” goods. Not just products that many would like to purchase, but products that open up new opportunities. Peter Drucker, one of the leading management theorists, asserts: “The goal of marketing is to get to know and understand a client so that the product or service exactly meets its requirements and sells itself.”
Thus, sales and advertising are only part of a rather complex “marketing mix” – a set of marketing tools that affect the market. We define marketing as a social and manageable process by which individuals and groups satisfy their needs and requirements through the creation of goods and consumer values and the exchange of them with each other. To explain this definition, we consider the following concepts: needs, needs and requests; products; customer value, satisfaction and quality; exchange, deals and relationships; market.