The "Scots" that wis uised in this airticle wis written bi a body that haesna a guid grip on the leid.
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Concepts an MarketinEedit
The notion o marketin summarizes the business philosophy o the enterprise, institution or individual, which is characterizit bi concentration, A.e. focus on the consumer, expressit throuch the permanent an harmonious effort o the entire enterprise i the process o fulfillin the needs an wishes o the consumer, an aw as its own realization o company objectives.
The marketin concept is the philosophy on the basis o which the company's profit goals can best be realisit throuch recognizin the wants an needs o target groups o consumers an fulfillin thae needs throuch activities an relatit commitments o aw structures an levels. O the organization o the enterprise. I 1954, Peter Drucker very clearly emphasize the role o marketin for the success o the company. E'en today, his concept on marketin has indisputable value an durability:
"If we want tae know whit our job is, then we have tae start wi the mission... Thare is only ane correct definition for the mission o the enterprise: customer satisfaction. Whit the enterprise intends tae produce is no o primary importance— especially no tae its future an success. Decisive is whit the consumer thinks tae buy, respectively whit represents value tae him - this determines whit yer company is, whit it shoud produce an whether it will prosper".
Durin their development, enterprises have implementit different concepts i their business, dependin on time, conditions an opportunities. The very understandin o the marketin concept is ane o the most relevant dimensions i the company's business.
Tae properly understand the key concept o marketing, it shoud be emphasisit thon the company's activities start an end wi the consumer. Throuch marketing, the company identifies needs an requirements, analyzes an follows thaim up tae their fulfillment. Accordin tae the marketin concept, the focus o aw the company's commitments is the market, namely the consumer. The company will no be successful i its business, gin it daes no perform the research, research-studies for the market an the consumer beforehand. I today's conditions o technical-technological development an a hich level o development perfection, it is possible tae produce anythin. A particular problem is where an hou the products an services will be distributit. Undoubtedly, marketin has its primary role an function i solvin this problem.
Marketin begins its activities i the market an ends i the market. Initial marketin activities are concernit wi research an market research, identifyin competition an findin customers. Usin the relevant information, decisions are made: whit tae produce, at whit cost, for which market an for whit time? i the enterprise, it is no allowit tae work wi assumptions an fundamental judgments thon must be derivit i support o the information thon comes from the market an the consumer. Gin ye work without these data, the company will be destroyit very quickly because it is no clear whit the market, the consumer wants an hou the competition works. Throuch the information, the preparations o the offer are stable, for the benefit o the consumers but also i the service o the achievement o the company's own objectives.
As the customer remains satisfiit wi whit they boucht, they will no forget tae buy the same or similar types o products or services again because they have creatit satisfaction, conviction an trust for the values they boucht before. It is no important thon the customer buys only once, but it is beneficial for the company thon he is a regular an loyal customer for a longer time.
For this purpose, experts, marketin specialists or businessmen themselves follow the state o demand i the market tae be able tae make the necessary an dictatit changes i the quality an prosperity o the offer.
From the fact thon the understandin o the key concept o marketin focuses on the consumer, any business entity thon deals wi the production o products an services, i order tae be successful, niver dare tae forget thon:
- I the economy an the free market, the consumer is king,
- Ivery time we have tae put it on the customer's skin,
- The customer benefits from our product or service must be understood,
- We must sell basit on the needs an demands o the customers an no basit on our own needs,
- The characteristics o the product an its properties,
- Bi meetin the needs o the customer, the permanent goal is tae satisfy his satisfaction.
However, i the contemporary economy, it is very difficult tae achieve the fulfillment o aw consumer needs an tae create a sense o satisfaction for thaim.
Moreover, it shoud be borne i mind thon the wishes, needs an demands o the consumer are dynamic an changin phenomena an are no given once an for aw. On the other hand, until now thare is na regulator which wad avoid the appearance o unwantit products an services i the market.
The correlation between marketin an consumer needs is no simple but a very complex relationship. It is essential tae make a clear distinction between the needs, wants an demands o consumers. This distinction, o course, often initiates the well-known criticism o marketing, accordin tae which marketin designs an shapes needs or thon marketin leads consumers tae buy products or services thon they dae no really neit.
Marketing, i reality, affects the demand bi tryin tae create a product or service thon is attractive an acceptable tae the consumer, wi a reasonable price an thon is easy tae reach the desirit product.
Marketin is sae important thon it cannot be considerit a separate function. It is the whole business seen from the point o view o the end result, from the point o view o the consumer.
I the modern economy, the business o enterprises thon ignore the business philosophy basit on the key postulates o marketin an thon are orientit only on sales, are threatenit wi an unenviable financial situation. Only companies thon position themselves on the basis o a genuine marketin strategy an compile a clear marketin plan can have:
- Clear identity i the market,
- Loyal clientele an ongoin business,
- Utilization an efficient an effective use o resources,
- Tangible financial benefits,
- Real value addit tae balance sheet.
From this elaboration comes the conclusion thon "marketin leads the enterprise".
- ↑ "Definitions of Marketing". American Marketing Association (in Inglis). Retrieved 12 December 2022.