There are many views and definitions of marketing, but simply put, marketing is a process of discovering and satisfying customer needs at a certain level of profit for the business.
Sales perspective
Implies that customers will not buy the firm's products unless stimulated through strong sales efforts and a strong promotion program.
Modern marketing perspective
It implies that businesses should research customer needs and identify the best target market, thereby bringing desired satisfaction to the market.
Social marketing perspective
“A social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and values with other people and organizations”.
Marketing strategy
It is a marketing logic through which businesses hope to achieve marketing goals. The content of a marketing strategy includes: target market, market positioning, marketing-mix, level of marketing exploitation, etc.
Marketing plan
Part of the overall business plan that moves the business towards its goals. Marketing planning offers benefits such as: allowing for an analysis of the competitive landscape; allowing for a realistic assessment of marketing potential and the discovery of new opportunities; developing different marketing strategies; enabling the integration of the business's marketing tools; providing a basis for setting budgets; setting goals and accountability for their implementation; improving individual and organizational performance evaluation; focusing on maintaining profitability.
The structure of a marketing plan includes:
- General introduction
- Collect environmental information
- Learn about your competition
- Analyze strengths, weaknesses, opportunities, threats and set goals
- Identify customer information
- Identify target market
- Product planning
- Pricing and pricing strategy
- Identify distribution channels
- Promotion and advertising
- Relationship and service marketing
- Sales Management
- Summary.
