marketing-ecuredmarketing-ecuredThe first definitions of
Marketing or Marketing were strongly influenced by the desire to counteract its
probable negative image, as it is an activity aimed at increasing business
luxury through the sale of products and services; Therefore, the first
concepts place special emphasis on the fact that marketing is aimed at
satisfying the customer's needs and, by default, on the initial
study of the customer's needs.
There are several definitions of marketing, some
corresponding to the most outstanding figures in the branch. For example
Stanton, ( 1970) stated: "Marketing is a total system of business
activities in intimate interaction, aimed at planning, setting prices,
promoting and distributing products and services that meet the needs of current
and potential customers." This definition includes the purpose of
Marketing, to satisfy the needs of the client without taking into account that there
may be a conflict between the needs of the clients and the objectives of the
company, as well as being oriented towards the four variables of Marketing:
product, price , promotion tockhop and distribution. Many times people assume the
idea that in an exchange the client must be the most privileged, without taking
into account that the other party, that is, the company, would have large
losses if it does not obtain the necessary profit to finance what is offered.
Later, Philip Kotler, considered one of the main theorists with popbom Marketing, ( 1972 ) states: "Marketing specifically studies how
transactions are created, stimulated, facilitated and
valued." Focusing, in this way, on a transaction concept without
considering the objective pursued by the parties involved in said transaction,
it also describes the process, through the classic variables: product
(created), promotion (stimulated), distribution (provided), and price
(valued). Then in 1980, redefines marketing as: "human activity
aimed at satisfying needs and desires through a process of
exchange." Here he replaces the concept of transaction with that of
exchange, which is much broader, and returns to the idea of satisfaction of
needs.
For its part, the American Marketing Association (AMA),
( 1985 ) proposed the concept of“Marketing is the process of planning
and executing the conception, pricing, communication and distribution, of
ideas, products and services to create exchanges that satisfy the individuals
and the objectives of the organization. " From this definition the
following characteristics of Marketing are broken down:
The exchange as a fundamental object of study of marketing.
A normative aspect of such exchanges satisfying individuals
and the organization's objectives.
The extension of the Marketing concept to non-profit
organizations.
Incorporation of strategic problems by defining it as a
planning and execution process.
The description of the four classic variables of product,
price, promotion and distribution.
This, without a doubt, is one of the concepts that most
eliminate profit as the main objective of Marketing and socialize it towards
all companies that need to exchange a product or service, it raises the
simultaneous use of the four known variables, in addition to considering it as
a process basic of c
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