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Marketing Fundamentals
I
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Key Elements of Marketing:
- Coherence: All actions must be logically aligned
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Definition:
Marketing is the process of guiding a companys activities toward fulfilling customer needs through
well-structured strategies that enhance its competitiveness and effectiveness
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The Evolution of Marketing
Marketing has evolved through three key phases:
1
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- Companies prioritized manufacturing over sales
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2
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- Intensified competition and the oil crisis of 1973
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- Shift from production-driven to sales-driven approaches
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Modern Marketing Era:
- Specialization replaces mass marketing
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- Focus on customer satisfaction rather than just sales
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The Marketing Process
A structured marketing approach follows these steps:
1
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2
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3
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4
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5
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6
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7
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8
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9
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10
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11
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12
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Example: A startup offering grocery delivery services in a busy city:
- Identifies time constraints among working professionals
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- Targets high-income families
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- Sets pricing at 5% of the total purchase cost
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IV
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Examples of Common Conflicts:
1
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Production:
- Production prefers large, standardized batches
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2
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R&D:
- R&D focuses on product functionality
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3
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Finance:
- Finance aims for cost efficiency
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V
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Tactical Marketing
Before launching products or services, businesses must define their objectives
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- Market analysis and competitive assessment
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- Advertising, promotions, and pricing decisions
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- Consider municipal development projects
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- Adapt his strategy if external conditions change (e
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, a competitor exits the market)
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A well-executed marketing strategy ensures long-term success and customer
satisfaction

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