Do you Know Really What Marketing Is?

Advertising, marketing and sales are three concepts that need to be clearly differentiated by professionals.

Portrait of Mariano Larrazabal Mariano Larrazabal Rosario

Followers:
15
Comments:
0
Votes:
0
Compartir:

At business –and also professional's– world, there is a such important misunderstanding which affects marketing's perception, making organizations to take decisions that generate negative effects on their business and cannot be obviated. There are professionals who think that marketing is only about sales and advertising, also there are ones who consider advertising as marketing. It is common that middle and high level executives refer to «sale strategies» denominating them «marketing plans»; it is said «marketing campaign» when actually is talked about «advertising or promotion». Yes, sales and advertising concerns to marketing; however, they are only the tip of the marketing's iceberg. 

For consultants and professionals who work in marketing, it is necessary to discern if the consulted enterprise needs advertising, promotion or positioning. It is fundamental to take off wrong impressions that mix such different concepts between them. Until a few years ago, marketing was mostly integrated in commerce area. Through the years, achieved importance and gained independence as a medullar area developing the famous «4 p's» (which refers to: product, price, place and promotion). Today, it is supposed that marketing department has to build and produce without depending in other areas of the business; of course, keeping on a logic open communication, intern and dynamic, which achieve efficiency on function and concretion of objectives.

Marketing  is commonly considered as a sales impulse platform; however, must not be understood by the only «communication and sales» past concept, instead on the modern way of «understanding the customer and satisfying their needs»; otherwise, «detect and answer». It has to be made by an "outside-intern" point of view.

Here, basic descriptions which help on clearly differentiate these three concepts:

  • Marketing: is the profitable relationships administration, towards creating value and establishing solid relations with customers.

  • Advertising: is communication. It is information transit that allows people to know the product, company and brand. What doesn't communicates, doesn't exists.

  • Sales: It is another way to get in touch with market by the companies. The objective is not to produce what market desires, but sell what is been produced.

«The sale process has a short-term vision and effects, while marketing has a long-term one».

PhilipKotler

Translated by Josue Vallejo M Distrito Federal

Followers:
15
Comments:
0
Votes:
0
Compartir:
QR code for access to article Do you Know Really What Marketing Is?

This article does not express the opinion of the editors and managers of FOROALFA, who assume no responsibility for its authorship and nature. To republish, except as specifically indicated, please request permission to author. Given the gratuity of this site and the hyper textual condition of the Web, we will be grateful if you avoid reproducing this article on other websites.

Debate

 logo
My opinion:

Login with your account to comment on this article. If you do not have it, create your free account now.

Might interest you

Portrait of Norberto Chaves
Author:
Norberto Chaves
Title:
Design and message credibility
Synopsis:
Communicates' design as a mean to the conquest of plausibility: sender and referent transparency.
Translations:
Share:
Interactions:
Votes:
10
Followers:
3076
Main illustration of the article Paul Ricoeur and creative search
Author:
Cecilia Salinas
Title:
Paul Ricoeur and creative search
Synopsis:
The origin of the creative act from a philosopher's perspective.
Translations:
Share:
Interactions:
Votes:
0
Followers:
22