What is marketing?

What is marketing?

Marketing can be defined as the analysis of consumer needs and the set of means of action used by organizations to influence their behavior. It creates value perceived by customers and adapts the company’s commercial offer to consumers’ desires:

  • Until 2004 it was defined by the 4Ps, “product policy”, “price”, “distribution” (“placement”) and “advertising (publicity)”.
  • After 2004: it is both participatory and social (in interaction with consumers via social networks).
    It affects the entire organization of the company, which is entirely focused on customer satisfaction and no longer on the product.

What is Marketing?

Science which consists in designing the offer of a product according to the analysis of consumer expectations (consumer marketing), and taking into account the capacities of the company as well as all the constraints of the environment (socio-demographic, competitive, legal, cultural …) in which it operates.

Marketing covers several fields:

Ralph Cordiner, one of General Electric‘s managers, is often credited in the company’s 1952 annual report with giving marketing the role it has today. He wrote: “So marketing, through its studies and research will establish for the engineer and the person in charge of planning and production, what the customer is looking for in a given product, what price he is ready to pay as well as where and when he wants it.

Marketing is a decision-making aid, it makes it possible to define the optimal combination (mix) of product characteristics, which can meet these consumer expectations, in the most profitable way possible. Finally, it promotes monitoring of results with regard to initial objectives.

The importance of the customer

“The mission of marketing as a discipline in the management of organizations is to build customer and ensure him, in the long term, of its sustained loyalty, by taking the day to day and therefore in the very short term, the actions necessary to reinforcement of its satisfaction, specify Christian Dussart and Michel Cloutier. By placing the customer at the center of its thinking, marketing has gradually evolved towards a relational approach of which CRM (Customer relationship management) is supposed to guarantee protection and improvement over time.

“The evolution of marketing is commonly attributed to two phenomena. One would be the multiplication of products responding to the same utility; the other would be a change in the consumer, more unstable in his choice, more individual in his behavior. The role of marketing can only be understood by inserting this discipline into a dynamic context, by observing its evolution at the same time with that of the environment specifies Patrick Gabriel. “The traditional doctrine of marketing management recognizes customer orientation as the hard core of marketing since it leads to a double positive result: customer satisfaction and company performance recalls Gilles Marion.

Marketing is now available in various fields of specialization, which sometimes affects the qualities of the original concept. “Marketing therefore represents the function of the company’s relationship with its markets by creating the most acceptable forms of satisfaction […]. To ensure the” spearhead “function which is its own, while respecting the criteria profitability demanded by general policy, marketing manifests itself as a system: research, strategy, action. These three operations are united and interactive indicate Jacques Antoine and Guy Serraf.

Marketing professions:

  • Marketing product manager
  • Marketing director
  • Marketing business analytics
  • Affiliate manager
  • Media planner
  • RTB Manager
  • Acquisition manager
  • Chief Data Officer
  • Brand manager
  • CRM manager
  • Data Scientist
  • Social Media Manager
  • Brand manager
  • Traffic manager
  • Trade Marketing Manager
  • Digital Marketing Manager
  • Merchandising Manager