In recent years, questions have often arisen whether the concept of marketing is the right philosophy in an era of active use of the environment, shortage of raw materials, rapid population growth, world hunger and poverty, and neglect of social benefits that meet the individual requirements of customers, work in the most understandable, long-term interests of customers and society. The marketing concept eliminates potential conflicts between customer expectations, customer interests and long-term social well-being.
In the framework of this article, we will consider marketing - what it is in simple words.
Definition
There are a huge number of definitions of the concept of marketing. More than 300 in various sources. In order to define, in simple terms, marketing - what it is, consider the most popular definitions.
Marketing is a social process in which individuals and groups get what they want by creating, offering and exchanging with other goods and services that have value. This definition wasgiven by F. Kotler.
The shortest definition of marketing is "meet needs, achieve profit".
Well-understood marketing is not a set of tricks and special actions, but a well-thought-out strategy and resulting tactics of action, focused on target buyers, based on knowledge and research, which are closely related to the realities of the market.
In short and simple words, marketing is the activity of a company that is aimed at making a profit while satisfying the interests of buyers and customers.
It defines such basic questions as:
- search and evaluation of market opportunities leading to the satisfaction of the needs of specific recipients (buyers) and the exact definition of these needs;
- developing a product based on this knowledge and distribution strategy;
- preparing an appropriate pricing strategy;
- market connection.
Another definition of marketing in short and simple terms is an activity, a set of institutions and processes used to create, communicate, deliver and exchange products that are of value to customers, partners and society.
This concept should be understood as the process of setting prices, promoting and distributing products, goods and services for the purpose of exchange, aimed at achieving the goals of the organization and individuals.
Concept
A concept in marketing in simple terms is a business philosophy. It concerns the ability to explore the statemarket, pricing fundamentals, the ability to predict customers and their preferences, effectively interact with them to meet their needs, and receive the final profit.
According to this concept, the goal of marketing can be considered customer satisfaction.
According to the famous scientist P. Drucker, the main goal of marketing is to thoroughly know the client for the subsequent sale of goods to him without much effort.
From the set goal, we present the main tasks:
- detailed market analysis;
- study pricing system and policy;
- competitor analysis;
- assortment creation;
- release goods on demand;
- service;
- communication aspects.
In short and simple terms, the concept of marketing is a combination of four elements - 4Rs: product, price, advertising, location.
Principles
Basic in the definition of marketing is the concept of principles.
There are three main ones:
- customer focus;
- integration of marketing activities;
- profitability (long term).
The main principle of marketing is customer orientation. Its implementation is based on the division and description of groups of buyers (segmentation and profiling, taking into account their more accurate characteristics), the choice of those to whom the marketing offer will be oriented (determination of the target market), and actions tooccupying an optimal place in their awareness (positioning).
Among other principles are:
- research of the company's production capabilities;
- planning marketing methods and programs;
- market segmentation;
- updating the product line in accordance with demand;
- flexible adaptation to demand.
Functions
Defining marketing functions includes the following components:
- analytic function;
- sale of goods;
- production management function;
- innovate;
- management and control function.
The first function contains the study of external and internal causes that affect the company, testing the tastes and preferences of customers and product range. It should be noted that a comprehensive study of the internal environment of the organization is required in order to observe the competitiveness of the market.
The sale of goods contains pricing and food policies, creates the distribution of goods and increases demand.
Under the production function is understood the creation of goods through the introduction of new technologies, the organization of the supply of material and technical resources necessary for the company. The production function refers to the management of the quality and competitiveness of the finished product or service, that is, it corresponds to the quality of the product in accordance with established standards.
Promotional functioninnovation plays a role in the development and creation of a new product or service.
The management and control function provides planning and forecasting of the process in the organization, organization of the communication system, information support and risk management.
Tools
The concept of marketing in simple terms and what it means to study tools.
Marketing tools form the so-called marketing mix. The most popular 4P concept is product (product), price (price), distribution (place) and promotion (promotion).
The development of marketing has led to the expansion of this set of additional elements - people (people), physical evidence, process, etc. There are other concepts of marketing tools, an example of which is the 4C concept - customer value, cost, convenience of purchase, communication.
Among the main tools used:
- market research;
- poll;
- observation;
- demand generation methods;
- analytics;
- research of external environmental factors;
- customer research;
- analysis of the firm's products;
- planning for future product mix;
- creating a pricing policy;
- consulting and others
Thus, when defining marketing in simple terms and what it is, we can say that this science is focused mainly on the buyer and his needs.
Classification of marketing types
When researching the issue, marketing - what is it, an important stage is the presentation of the classification.
Depending on the size of the market, there are mass (undifferentiated), concentrated (motivated) and diversified marketing.
The doctrine of the undifferentiated contains a product designed for all market segments. At the same time, there is no expansion of the range of products, goods are sold at reduced prices.
In concentrated marketing, the situation is reversed. Goods or services are created for a specific group of customers.
Differentiated marketing uses different advertising opportunities that target multiple market segments. But it should be noted that for each market sector a certain offer is created. This type of marketing is considered more promising than the previous two types.
Essence of Network Marketing
Let's consider what network marketing is in simple terms.
Network marketing (MLM - multi-level marketing) is the development of the implementation of products from the manufacturer to the user, which is advisory in nature. In this case, the so-called distributor can not only sell the product, but also attract new sales agents to the company. The MLM business plan assumes that distributors:
- have used this product;
- sold it to customers;
- attractother sales agents to create a network of businessmen.
The manufacturer is responsible for arranging delivery. It ensures that the distributor receives the products at home. For effective work, sales agents conduct seminars and trainings to develop sales capabilities and ensure success in their work.
For a businessman, this type of marketing is attractive, as it does not require experience and huge initial investments in capital.
For the client, network marketing also seems to be cost-effective, as responsible MLM companies provide quality products and a guarantee for them. Before purchasing a product, the user receives all the necessary information about the product for himself and has it delivered to his home.
Network marketing generates active and passive income. The agent receives an active profit. Passive income is generated through the creation and active development of a distribution network.
Network marketing is perceived as an attractive business But, in addition to its advantages, there are also many disadvantages.
The advantages and disadvantages of network marketing are presented in the table below.
| Positives | Negative sides |
| Low entry barriers | Reputation |
| High quality product | Slow business growth |
| Part time | Only few come to significant success |
| It is possible to do business via the Internet | Deterioration of relations with friends |
| Availability of training programs |
To attract a potential distributor to an MLM business, you can use the following methods:
- search for partners in the environment;
- search for partners among friends and acquaintances;
- opportunity to make a website to promote products;
- search for partners through social networks;
- meeting new people and getting them into this type of business.
In network marketing training of sales agents is free or training discs, books or video clips are used.
Colorful examples of the successful development of network marketing include companies: Amway, Avon, Oriflame, Faberlic and Mary Kay.
Network marketing is focused on promoting the product and rewarding the distributor for the work done.
The Essence of Internet Marketing
Let's consider what Internet marketing is in simple terms.
Internet marketing is currently a fundamental innovation in the promotion of products and services.
Web marketing is the application of conventional online promotional activities.
The goal of Internet marketing is to generate income by increasing the number of visitors to a website or blog, who will later become buyers of certain products and services.
Tools to increase sales of products and services andincrease the number of traffic on the Internet resource:
- SEO optimization. Task: to make a blog or page visible in Yandex and Google search engines.
- Banner advertising. Banner advertising means buying marketing space on other websites.
- Context advertising. Popular on the Internet and search engines.
- Targeting - advertising on social media sites.
- E-mail newsletters help you create and strengthen a connection with an audience that subscribes to a specific newsletter of interest.
Online marketers have the following tasks:
- promote sales of products and services through direct sales;
- make engaging content for the target group;
- process received data;
- monitor website activity;
- preserve the style of the company on the Internet;
- hire highly specialized professionals to carry out a specific job.
Network marketing contains the following elements: product, cost, promotion, place.
Web marketing has tactics like:
- viral marketing;
- comprehensive online marketing;
- PR.
The first type is the most difficult but the most valuable online marketing strategy. It aims to create engaging information that every consumer will explore over and over again.
Viral involvement of people is consumed by:
- movie introductions;
- introducing online games;
- website implementation.
Effective work and success can be achieved by combining viral marketing on social media sites with advertising.
This type is cost effective as it does not require any special costs. The Advertising Act does not affect viral advertising. This means no censorship, no restrictions, making online marketing more free.
The fundamental drawback of this type is the lack of control over the action.
Comprehensive internet marketing contains a set of different resources and marketing channels to promote a product or service on the market.
The structure of integrated internet marketing is as follows:
- strengthening conventional marketing;
- reaching many segments;
- advertising revenue reports;
- sales control in departments;
- creation of a unified system for promoting products or services;
- telephony;
- sales training.
PR involves increasing brand awareness. This strategy must be applied by all companies, regardless of their position, as it helps to increase the income of firms, attract potential customers. The brand becomes famous and popular on the Internet.
After studying the goals, tools and tactics of Internet marketing, we can highlight its advantages:
- large coverage of the target group;
- receiving information at home;
- low advertising costs.
Marketing in education
Let's consider what marketing in education is in simple terms.
Educational marketing also refers to a set of methods and techniques of an educational institution in terms of the activity of the education market, which turns the desires and needs of buyers (students, parents and society as a whole) into an educational institution's income (material and moral).
Educational marketing plays a major role in the economic growth of the state:
- dissemination of advanced thoughts in education (development and implementation of innovations and technologies in different sectors);
- the availability of educational services depends on their size and directly affects the improvement of the quality of life of society as a whole;
- educational institutions exist at the expense of the state budget and the provision of services on a commercial basis.
At the current time, the educational market is ready to provide its own user with a product. Such programs have an impact on the development of competition, blur the differences in the style of the educational organization and make it difficult for buyers to understand, remember and identify the attributes of the subject of the educational market.
Proper implementation of the advertising inventory methodology allows an educational institution to stand out from the competition, attract the right number of students and earn.
Subjects of advertising relations can be called:
educational institutions (schools, institutes, universities, centers of additional education);
userseducational services (citizens and organizations);
external agents in the structure of the education system (monetary institutions for providing credit for educational work, education authorities at all levels, accreditation and licensing authorities);
public organizations that promote educational services (political parties, various associations and other non-profit facilities). The main recipients of educational services and goods are students of educational institutions
This type of marketing requires the involvement of buyers in the process of choosing future speci alties, criteria, place and form of education, sources of funding, as well as choosing future development (next level of education or place of work).
Conclusion
As part of this article, the definition of what marketing is in simple words was considered.
In conclusion, we note that marketing is an extremely exciting science for businessmen. Knowing how an advertising plan appears, when and where to use this or that advertising strategy, you can remain competitive in the market for a long time, while earning money. And after mastering Internet marketing, you can achieve great success in your own company.
