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Core Concept Of Marketing

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Marketing is the main foundation in business and society. The ability to recognize the needs and desires of consumers and combine it with market conditions is a key activity for a company to be able to maintain the viability of the company to remain exist. Marketing is not like any other business function. In this case, marketing deals with customers. Although a detailed explanation on the marketing definitions will be further discussed, perhaps the simplest definition of marketing is: Marketing is managing profitable customer relationship. The twofold goal of marketing is to attract new
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customers by promising superior value and keep and grow of current customers by delivering satisfaction (Kotler and Amstrong, 2012: 4).
American Marketing
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(2005:6) explained that marketing is social and managerial process by which individuals and groups obtain what they need and want by creating and exchanging products and value with others. From the previous explanation, it is clear that the concept of the marketing company should be able to provide need and want to its potential or loyal customers to find out the company‟s needs in order to survive.
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Figure 2.1
The Core Concept of Marketing
Source: Kotler et al. (2005:6)
2.1.1 Marketing Management
Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers by creating, delivering, and communicating superior customer‟s value (Kotler and Keller, 2006:6). While marketing deals with customer needs and wants by segmenting, positioning also delivering it by advertising, sales promotion, etc. Marketing management takes care of issues and trends related to marketing problems that must be known and solved by marketing managers.
The tasks of marketing management are developing marketing strategies and planning, capturing marketing insight, connecting with
1. Needs, wants, and demand
2. Marketing Offers (products, service and experience)
3. Value and Satisfaction
4. Exchange transactions and
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online vs. retail), which geographic region or industry, to which segment (young adults, families, business people), etc. It also refers to how the environment in which the product is sold can affect sales.  Promotion: This includes advertising, sales promotion, publicity, PR, direct marketing, digital marketing, sponsorship, and personal selling which refers to the various methods of promoting the product, brand, or company.
These four elements are the basic components of a marketing plan and are collectively called 4 P‟s of marketing. 4 P‟s pertain more to physical products than services. A good way to understand the 4Ps is by the questions that we need to ask to define our marketing mix.
2.3 Brand
According to Kotler (2007:460), American Marketing Association defines brand as the name, term, sign, symbol or design, and combination of all. This means good or service from personal or group seller used to differentiate product from competitor. In classical definition, brand is linked to the identification of a product and the differentiation from its competitors with a certain name, logo, design or other visual signs and symbols (Heding et al, 2009). De Chernatony and McDonald (2003:25) defined a successful brand as an identifiable product, service, person, or place augmented in such a way that a buyer or user perceives relevant and unique benefits, which match
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