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MARKETING
Marketing is "the science and art of convincing customers to buy" Philip Kotler defined marketing as "a social and managerial process by which individuals or groups of individuals get what they need and want by creating, offering and exchanging products and services with a certain value ". Simply put, marketing is "the art and science of selling." |
The need for marketing in the modern economy |
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| The accentuated mobility of the market phenomena, specific to the modern (market) economy and materialized in unprecedented dynamism, fast and unpredictable changes of the goods demand, of the demand-supply ratio and of the price nil obliges the companies to the total and immediate involvement in the market mechanism. The systematic study of the internal and external market, the implementation of new scientific methods and techniques for instigating the market, the possibilities of adapting to its requirements and influencing it cannot be performed without the use of marketing methods and techniques. Each historical period requires companies to adopt a new concept in forcing the necessary objects, strategies and tactics. This is all the more necessary because, as P. Drucker (a senior in the field of management) observes, a successful formula of a company for a certain period will not work with the same chances and successes in the next stage. Today, companies are forced to deal with several problems such as: a) Existence of increased global competition. Domestic companies can count on a much higher demand for their goods and services, but the downside is that they will face many more competitors. in addition, many of the goods and services of a domestic market company are a kind of "hybrids", their design, raw materials, production and assembly being carried out in strong directions. They are increasingly forced to form strategic alliances with foreign companies. , which can be: suppliers, distributors, technology partners, partners in joint ventures or even competitors. Therefore, it is estimated that the companies that will succeed in business in the '90s and in the future will be the ones that will develop the most efficient market research techniques at global, regional or national level. b) Deterioration of the environment, a process that generates unlimited possibilities for companies that can develop efficient means to improve and protect it. c) Neglecting infrastructure in many countries of the world provides huge opportunities for companies in the field of construction, transport and communications to expand their business, contributing to the development of the appropriate market segments. d) Economic stagnation, recession are processes that favor companies that know how to produce and sell goods and services with lower costs. e) The ever-increasing demands on the training of the labor force oblige the companies dealing with this field to elaborate more efficient programs in this respect. f) Complex and permanent changes in the nil of consumer markets (aging population; increasing number of employed women; late marriages; increasing number of divorces; smaller families; emergence of ethnic groups of consumers with distinct needs; diversification of lifestyles) and business (higher quality of goods; faster delivery; shorter product creation times due to reduced product life cycle; better ways to distribute and promote products at lower costs) are nature to accelerate the dynamism of the modern market, to multiply its valences, to increase its dimensions and to perfect and fluidize its mechanisms. Beyond these problems, which are particularly complex, for modern companies, other aspects are required, such as: • the world has become increasingly poor, despite the growing needs; • there is a reduction in the labor force, especially in the computer, metallurgical, automotive and textile industries; • Eastern European countries are making efforts to move to a market economy, a process that is proving to be particularly difficult; • Third world countries in Africa, South America and other regions are dissatisfied with the increased attention paid to Eastern European countries at the expense of their stagnant economies. |
