What is marketing?

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Here are some definitions for marketing collected by our students:

  • Mark Burgess – Managing Partner, Blue Focus Marketing. Marketing is the process by which a firm profitably translates customer needs into revenue.
  • Saul Colt – Head of Magic, Fresh Books. Marketing is creating irresistible experiences that connect with people personally and create the desire to share with others.
  • B.L. Ochman – President, What’s Next Marketing is everything a company does, from how they answer the phone, how quickly and effectively they respond to email, to how they handle accounts payable, to how they treat their employees and customers. Done right, marketing integrates a great product or service with PR, sales, advertising, new media, personal contact. In other words, marketing is not a discipline or an activity – it is everything a company is – at least if the company wants to be successful.
  • Max Kalehoff, Chief Marketing Officer at SocialCode, New York: Marketing is the art and science of creating, delighting and keeping custumers, while making a profit and building enterprise value.

For last a definition from Business dictionary

  • The management process through which goods and services move from concept to the customer. It includes the coordination of four elements called the 4 P’s of marketing:(1) identification, selection and development of a product,(2) determination of its price,(3) selection of a distribution channel to reach the customer’s place, and

    (4) development and implementation of a promotional strategy.

    For example, new Apple products are developed to include improved applications and systems, are set at different prices depending on how much capability the customer desires, and are sold in places where other Apple products are sold. In order to promote the device, the company featured its debut at tech events and is highly advertised on the web and on television.

    Marketing is based on thinking about the business in terms of customer needs and their satisfaction. Marketing differs from selling because (in the words of Harvard Business School’s retired professor of marketing Theodore C. Levitt) «Selling concerns itself with the tricks and techniques of getting people to exchange their cash for your product. It is not concerned with the values that the exchange is all about. And it does not, as marketing invariable does, view the entire business process as consisting of a tightly integrated effort to discover, create, arouse and satisfy customer needs.» In other words, marketing has less to do with getting customers to pay for your product as it does developing a demand for that product and fulfilling the customer’s needs.

Please share with us your best definitions for Marketing.

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Docente por vocación. Economista y Doctor en Integrated Marketing CommunicationsProfesor en la Universidad Cardenal Herrera CEU.20 años de experiencia profesional en ventas, marketing y comunicación.

2 Comentarios

  1. El Concepto de Marketing, Según Expertos en la Materia
    – Stanton, Etzel y Walker mencionan lo siguiente: Esto, que se llama concepto de marketing, hace hincapié en la orientación al cliente y en la coordinación de las actividades de marketing para alcanzar los objetivos de desempeño de la organización.

    – Marketing es: “un sistema total de actividades de negocios ideado para planear productos satisfactores de necesidades, asignarles precio, promoverlos y distribuirlos a los mercados meta, a fin de lograr los objetivos de la organización”. (Willian Stanton, MichelJ. Etzel,Bruce Walter, 2004)

    ¿Cuál es la definición de Marketing según Laura?
    El marketing es un sistema total de actividades que se relacionan con analizar, crear y explorar los diferentes comportamientos del mercado, para satisfacer las necesidades de un mercado objetivo mediante la creación de un producto o servicio con un valor agregado.

  2. Marketing is the business play-maker. A great marketing team assesses the brand’s playing field, quickly captures their competitor’s position, strengths and weaknesses, maps it against their team’s position, strengths and weaknesses and puts the puck on the stick of the salesperson with the greatest opportunity to score. – by Sam Fiorella.

    Marketing is the science that helps us to know the consumers, their needs and wishes, and how to bring to them what is going to satisfy those needs and wishes. – by Carlos Aparisi.

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