Marketing is "the activity, set of institutions, and
processes for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners, and
society at large."
For business to consumer marketing it is "the process by which
companies create value for customers and build strong customer
relationships, in order to capture value from customers in return".
For business to business marketing it is creating value, solutions,
and relationships either short term or long term with a company or
brand. It generates the strategy that underlies sales techniques,
business communication, and business developments. It is an
integrated process through which companies build
strong customer relationships and create value for their
customers and for themselves.
Marketing is used to identify the customer, satisfy the
customer, and keep the customer. With the customer as the focus of
its activities, marketing management is one of the major
components of business management. Marketing evolved to meet
the stasis in developing new markets caused by mature
markets and overcapacities in the last 2-3
centuries. The adoption of marketing strategies requires
businesses to shift their focus from production to the
perceived needs and wants of their customers as the means of
The term marketing concept holds that achieving
organizational goals depends on knowing the needs and wants
of target markets and delivering the desired
satisfactions. It proposes that in order to satisfy its
organizational objectives, an organization should anticipate the
needs and wants of consumers and satisfy these more effectively
The term developed from an original meaning which referred
literally to going to a market to buy or sell goods or services.
Seen from a systems point of view, sales process
engineering marketing is "a set of processes that are
interconnected and interdependent with other functions, whose
methods can be improved using a variety of relatively new
The Chartered Institute of Marketing defines marketing
as "the management process responsible for identifying,
anticipating and satisfying customer requirements
profitably." A different concept is the value-based
marketing which states the role of marketing to contribute to
increasingshareholder value. In this context, marketing is
defined as "the management process that seeks to maximize
returns to shareholders by developing relationships with valued
customers and creating a competitive advantage."
Marketing practice tended to be seen as a creative industry in
the past, which included advertising,
distribution and selling, Merchandise support. However,
because the academic study of marketing makes extensive use
of social sciences, psychology, sociology,
mathematics, economics, anthropology and neuroscience, the
profession is now widely recognized as a science, allowing numerous
universities to offer Master-of-Science (MSc) programmes. The
overall process starts with marketing research and goes
through market segmentation, business planning and execution,
ending with pre- and post-sales promotional activities. It is also
related to many of the creative arts. The marketing
literature is also adept at re-inventing itself and its vocabulary
according to the times and the culture.
Browne (2010) reveals that supermarkets spend millions of
dollars intensively researching and studying consumer
behaviour. Their aim is to make sure that shoppers leave their
stores spending much more than they originally planned. 'Choice'
examined the theory of trolleyology finding that many shoppers
instinctively look to the right when they're in the
Supermarkets move products around to confuse shoppers,
the entry point is another marketing tactic. Consumer psychologist
Dr. Paul Harrison (cited in Browne, 2010) states that supermarkets
are constantly using different methodologies of selling. One method
is performing regular overhauls changing the locations of products
all around to break habitual shopping, and break your budget.
Harrison also contends that people who are shopping in a counter
clockwise direction are likely to spend more money than people
shopping in a clockwise direction. Consumer psychologists (cited in
Browne, 2010) reported that most people write with their right
hand, thus it is a biological trait that people have the tendency
of veering to the right when shopping, it is understood that
supermarkets capitalize on this fact. Found on the capturing
right-hand side are usually appealing products that a shopper might
impulsively buy e.g. an umbrella when the weather is dull.
If you feel your business may benefit from marketing but not
sure how or where to do it then contact us, our time served representatives
will be able to help and guide you through the many pros and cons
involved in marketing and help your business reach its goals.