Concept in Definition ABC

Philip Kotler creator of marketing is considered as discipline modern, and thus this practice is understood as a social and administrative process by which individuals satisfy their needs by creating and exchanging goods and services. Simply put, it's called marketing (or marketing or marketing in Spanish) to business practices aimed at satisfying consumer needs or desires through the development of profit-generating products.

In everyday life, marketing involves strategies, studies and developments with the purpose of knowing the consumer, establish their characteristics and preferences and generate customized products that are presented to it through the advertising and other methods of attraction and offer.

Kotler proposes a hypothetical situation in which marketing takes place and that includes two parties where each has something that for the other has value, in that both can communicate with each other and are free to accept or reject the offer of the other.

Thus and for this, brands and commercial companies use various tools, such as the positioning of a product in the mind of the client through advertising, the management of study groups or ‘focus groups’ where the consumer is called upon to comment on a new development, the generation of promotional instances that are reproduced and disseminated by the same clients (which is known as "viral marketing").

Those people who work in marketing areas distinguish four vital concepts for their implementation: product, price, distribution and communication.

In turn, there are four possible objects of study in marketing, these are: the client, the members of the company, the shareholders of the brand and society. If all groups can be considered satisfied with a certain strategy, then it can be said that such a marketing strategy is effective.

In practice, the marketing area of ​​a company or product must go through several stages in achieving its efforts: strategic marketing (the prior study of market opportunities, consumer needs, possible competitors, distribution and diagnosis integral of the product to be launched), the marketing mix (which includes the four concepts of product, price, distribution and communication for a specific launch), the execution of the program, and the final control of its effectiveness (which includes cost effectiveness).
Finally, given the complexity of the term, many types of marketing can be distinguished, such as social, relational, holistic and others.