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Marketing Concept
Most people, when think about marketing,
thinks generally in the 4 P’s of mix-marketing. However, the meaning of
the term Marketing is much wider and designates an entire approach (or
orientation) of the market which focuses in the identification of the
client’s needs and preferences. Based on the information about these
needs and preferences, the entity can then adapt the product or the
service that offers to the consumer and develop adequate strategies to
make them reach its target audience. It should be emphasized that to
have a market orientation doesn’t only mean the existence of another
functional area in the company but rather a concern with the client
widespread by all areas of the company.
Even though the quite qualitative
definition of the term marketing generally linked to creative elements,
its practice requires a very strong quantity orientation. In fact, the
marketing managers systematically recur to statistic analyses as
information source along the different steps of the marketing process.
They use statistics, for example to obtain information about the
intensity of the consumers’ preferences, or to extract conclusions about
the satisfaction degree.
Translated from Portuguese
by Susana Saraiva, Portuguese-English and English-Portuguese translation
specialist. Contact: spams@sapo.pt.
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