Marketing is the area of knowledge that encompasses all activities concerning the relations of exchange, targeted to meet the needs and desires of consumers. These needs and desires are met by the purchase of products and services, the purchase may be driven by a physiological need (food, shelter, cold) or psychological (status, security, entertainment, etc.)..

Knowing and studying the motivations for the consumption, companies seek to produce goods and services meet the audience. It is through the marketing that companies will achieve win and retain customers.

Marketing has four basic tools of action:

- Production of goods and services that meet the wishes of the public;
- Choose the right price for these products;
- Distribution efficient and agile;
- Communication with the public (advertising in printed media, electronic, promotion in points-of-sale, raffles, gifts, merchandising, direct mailing, etc.).

Composed of Marketing

The compound of marketing, also called 4PS, is the set of instruments available to the administrator to implement a marketing strategy. Subsequently, from the viewpoint of customers, were also developed the 4Cs.

4P ——————— s s 4C
Product —————— Client (the solution)
——————– Cost price (for customer)
Square (Points of Sale) — Convenience
Promotion —————– Communication

Winning companies will be able to meet customer needs in a cost effective manner and appropriate, with effective communication.

The new vision of marketing

As a result of the extension of the functions of marketing professionals, there is now the strategic marketing and marketing operations.

- Marketing Strategy is on the functions that precede the production and sale of the product. Includes market research, the choice of target market, design the product, the price, the choice of distribution channels and development of a communications strategy and production.

- Operational Marketing means the marketing operations subsequent to production such as the creation and development of advertising campaigns and promoting the action of direct sales and marketing, distribution and merchandising of products and after-sales services.

The diversification of the concept

Marketing is the set of methods and means that an organization has to promote, through which the public is interested, the favorable behavior to achieve their own goals.