Fundamental Marketing

Introduction:

1 - Appearance of the concept of marketing
2 - Definition
3 - Domains concerned
4 - Evolution of marketing

1- Appearance of the concept of marketing

• The preponderance of demand:
  => XIXth and early XXth century: request > offer
  => Goods and services are essential
  => The problem of the company: to produce
  => The sale is automatic

• Balancing supply and demand:
  => Gradually, generalization of mass production
  => Birth of society of plenty
  => Consumer very solicited
  => Difficulty: selling

• The preponderance of supply:
  => Since the 1970s, better-informed buyers
  => Enterprise seeks consumer needs to adapt its products
  => Predominant place of marketing

2- Definition

• Definition (1):
  It is the set of methods and means available to the company to:
  1 - Adapt the offer to suit customers, competitors and means,
  2 - Build the product / service pair (to make the client understand what the product provides as a service),
  3 - Encourage favorable behavior at the level of sales but also at the level of achievement of objectives, on a wide range of publics (consumers, distributors, investors, public authorities).

• Definition (2):
  -Marketing is:
  1 - A business philosophy of seeing commercial activities from the consumer's point of view and ensuring greater profitability by responding to its needs,
  2 - Anticipating customer demand, identifying this demand and satisfying its needs, offering a product at the best price and in the best conditions,
  3 - A series of techniques aimed at completing the whole process (including advertising, sales, communication and market research).

• General Marketing Definition:
  " All measures designed to provide for or to establish and, where appropriate, to stimulate, stimulate or renew the needs of the consumer in a given category of goods or services and to carry out the continuous adaptation of the appliance Productive apparatus and the commercial apparatus of an undertaking with the needs thus determined ".

• MARKETING APPROACH:

1. Analysis (Where are we now?)
   Behavior Analysis, SWOT
2. Strategy (What do we want to achieve?)
   Objectives - Monitoring - Market research
3. Tactics (How do I get there?)
   Marketing mix (4 P strategy)
4. Evaluation (Have we achieved our purposes)
   Monitoring - Controls - Impact

3- Domains concerned:

• Initial scope: Consumer goods

• New areas
  Semi-durable goods (automobiles, appliances, technologies)
  Services to the general public (banking, tourism, distribution)
  Business services (banking, transport, consulting)
  Industrial goods (equipment, machinery, computers)
  Political parties (electoral and political marketing)
  Non-profit organizations (associations, religions)
  Public bodies (government, administrations)

3- Domains concerned:

4- Evolution of marketing:

• Undifferentiated marketing
• Segmented Marketing
• Individualized Marketing

"THE DIFFERENT TYPES OF MARKETING"

• Mass Marketing:
  Mass Marketing = FORD = "The customer can choose the color of his car provided it is black"

• Marketing segmented: "To each according to his needs"

• Individualized Marketing: "Yesterday companies had to find customers for their products, now they have to find products for their customers"