Some considerations of what Marketing represents for companies.

Written by:Diomer Antonio Galán Rincón.

Bachelor's Degree.Public Accounting / MSc.Science of Higher Education.

Since the beginning of time and the expansion of markets, man has felt the need to sell products and services in the best way, shortening time, obtaining profits and promoting the reduction of costs. For this purpose, a series of alternatives oriented to make products known and encourage sales in order to have a perfect balance between income and expenses.

Under this perspective, marketing arises, in charge of projecting a better vision of products and services with the option to sell them and sow in the clients the qualities, properties and benefits of such articles or services, guaranteeing a greater entrance of income to the organizations. In this sense, the function of sales and marketing within the organizational context emerges as the fundamental pillar to achieve financial stability in companies.

According to Gutiérrez (2001), marketing "is a process that seeks to position the product in the mind of the buyer to achieve repetitive sales and market status. While the objective of sales is to present the offer to convince a specific customer. However, both concepts are linked in a communication process with the customer. "In other words, marketing and sales always go hand in hand because one depends on the other.

However, in recent years, the organizational world has faced a series of changes and transformations that have motivated to merge different areas of knowledge to create viable alternatives that allow to boost the company, maintain proper economic management and survive in times of crisis.

For this reason, sales constitute the most transcendental and important action to maintain the operative process of the companies, promoting cash income and the increase of current assets. However, in recent years a large number of small and medium-sized companies have shown a significant reduction in sales volume.

This situation has been generated by a number of causes, among which the weak marketing strategies applied, the lack of information on relevant marketing aspects and hyperinflation stand out.