For those who are not directly involved in the field of marketing, this area of activity is most likely associated only with advertising. For example, with memorable, viral videos on TV or with attracting customers. Perhaps you will be given other answers, but in the same style - around and around advertising.
Marketing as a function
In principle, advertising is a part of marketing, you can't argue with that. But it is not entirely correct to put an equal sign between them.
The classic definition of marketing kazakhstan email list given by F. Kotler states that it is a special type of human activity, the purpose of which is to satisfy needs, demands and requirements through exchange.
According to another definition, marketing is a way to make a profit by satisfying the consumer. This is a more practical point of view, closer to businessmen.
And it is this interpretation that gives the most correct understanding of the purpose and functions of marketing at any enterprise. Marketing is not a magic button that allows you to sell any product, but a methodology for finding your clientele that really needs this product, and assessing the required volume and quantity of goods.
Important: the key goal of marketing activity is to produce and sell what the consumer already needs.
Achieving this goal is a process of solving a number of problems. In addition to specific tasks, the marketing structure distinguishes functions, as well as types and kinds.
Let's try to systematize all the main functions of marketing and characterize them in a single style based on the point of view of marketing as a market concept of management and sales.
We will get four generalized blocks of functions, which are divided into a number of subfunctions.
The structure will look like this:
Analytical function:
research of the market as a whole;
consumer research;
competitor research;
analysis of the product structure of the target market;
study of the internal corporate environment of the organization.
Production function:
establishing the release of new products, innovative technologies;
production logistics;
quality management, increasing the competitiveness of goods.
Sales function:
formation of a distribution chain;
providing service and customer support;
a system of measures to stimulate demand and sales;
targeted assortment policy;
targeted pricing policy.
Management and control function:
planning (strategic and current);
information support for marketing activities;
communications management and public relations;
situational analysis and current control.