Marketing Initial Concept and Application
The marketing is the way how a company Is able to find the need of a certain group of individuals and work with it in order of obtain a niche to sell the products without spend a lot of time or money to convince people to do it. This is how you can find in the book of Philippe Kotler, “Marketing Managment” the expression “selling isn’t the top of the iceberg” and he reminds the words of Peter Drucker: “even though is necessary to sell, the purpose of marketing is to know and understand the consumer in order to adjust the products and services to their necessities so products can be sold for themselves”.
The art of selling, other way to refer the marketing, is differentiated only describing how the product is sold, focusing in people who need it, like the social marketing, or in how much of it is sold like the business marketing is defined. According to the book of Philippe Kotler, the appliance of marketing is useful to a lot of categories where a product can be changed for money, including goods, services, event, experience, people, places, property rights, organization, ideas and last but no least, information.
One can be tempted to think that the consumer is the most interested in known how the marketing works, but the reality is that the people is a mass of individuals waiting to be molded for the companies who find their interests and offer a certain product satisfying superficially the expectatives, always looking for earn more and more money through optimizing and incrementing the capacities of the original item of sell.
Dedicating time to the study of people’s needs the companies hire marketers, who receive formation in stimulating the demand of products; so, if there is a lot of demand the company will sell and earn money, if not, they need to restructure the product or even totally change it to obtain benefits. Because of that, they are direct responsible for the movement of inventory inside the company.
Complementing the previous idea, the marketing is oriented to a bunch of groups specifically interested in monitorizing the behavior of society where money is involved, like exchanges and transactions. This is how we find Marketers working to analyze markets defined as consumer groups, they can be classified according to size as Consumer Markets, Businnes Market and Global Market.