Marketing:All You Need to Know about Marketing A Comprehensive Guide

By mustafa abdellatif and Mustafa A.B

"Marketing: All You Need to Know about Marketing - A Comprehensive Guide" is a comprehensive and informative book that delves deep into the world of marketing. It covers a wide range of marketing topics, including digital, social media, content, and entrepreneurial marketing strategies. The book provides valuable insights into marketing management, advertising, marketing trends, research, and analytics. With its easy-to-understand language and practical tips, this guide caters to both beginners and experienced professionals seeking to enhance their marketing skills and stay ahead in the ever-evolving business landscape.

• Language: English
• Publisher: mustafa abdellatif
• Release date: Apr 12, 2024
• ISBN: 9798224511808

Book preview

chapter one

Marketing concept and knowledge

chapter one

Marketing concept and knowledge

This chapter deals with the study of the concept and definition of marketing, as it reviews a number of definitions given to marketing and then comes up with a definition that represents its point of view. The needs and desires of individuals and the achievement of the objectives of the organization. The chapter also deals with the various benefits achieved by marketing in addition to the importance of marketing for the organization and society. The chapter also deals with the elements of the marketing and promotional mix and the entrances to the study of marketing. This chapter represents an introduction to the study of the basics of marketing.

Concept and Definition of Marketing:

Marketing has given multiple definitions that vary according to the intellectual development of marketing that may add or expand to include modern variables in this regard. Here we will review some important definitions that deal with marketing and then try to adopt a definition that ultimately represents our point of view.

Undoubtedly, one of the most controversial definitions is the definition provided by the Definition Commitee of the American Marketing Association . This definition says (Marketing is the set of functions that relate to the flow of goods and services from the producer to the final consumer).

Looking at this definition, we can take on it a number of shortcomings, such as:-

while everyone agrees today that marketing is practiced in all areas of economic activity in which different business organizations aim to make a profit .

The definition does not address pre-production marketing functions such as marketing research and product planning.

A number of writers have supported this definition [1], as marketing is defined as all aspects of activity and efforts that are exerted to move and flow goods and services from their production centers to their final consumers .

In view of the previous criticisms of marketing, the American Marketing Association provided another definition, which is (marketing is the process of planning and implementing each of the product, pricing and distributing ideas, goods and services necessary to complete the exchange process, which leads to satisfying the needs of individuals and achieving the goals of organizations) [2]and this definition is characterized by the following:-

Marketing is seen as an activity practiced in all types of organizations.

Explain the definition of the elements of the marketing mix .

The definition emphasized the importance of marketing for goods, services, and ideas.

Focusing on the management's point of view by applying the administrative process in the field of marketing.

Focusing on satisfying the needs of individuals and thus referring to the marketing operations that take place before production from the study of these needs and the study of ways to satisfy them through appropriate products.

Another definition is the UK Marketing Association, which says: Marketing is the managerial process that is concerned with identifying, anticipating and presenting consumer needs efficiently and profitably [3].

In view of this definition, the following can be noted:

The definition expands to include all consumer needs of goods, services and ideas.

Focus on efficiency and profitability Efficiency & Profitablity , this means that the exchange takes place on the basis of mutual benefit between the organization and its audience efficiently and thus achieve profitability for the owners.

He explained that marketing is an administrative process, that is, it includes all the elements of the administrative process from planning, directing, and controlling.

Marketing is also defined as (a set of functions that are integrated with each other and related to the flow of goods and services from the producer or importer to the final consumer or the industrial buyer, and the performance of these functions aims to satisfy the desires and needs of the last consumer or industrial buyer, his needs and demands, and also raise standard of living and to achieve profits for the enterprise.) [4]Marketing was also defined as (creating time [5]utility , spatial place utility , and possession of a commodity ). Possession ).

This definition looks at the benefits provided by marketing, noting that it neglects the contribution of marketing to achieving the form utility of the commodity, to which it contributes along with production.

There is another definition defines marketing as (delivery of standard of living) [6].

This definition has looked at the role of marketing in the welfare of nations, as it leads to raising the standard of living for the current generation through the benefits it achieves, and this generation, in turn, delivers a high standard of living to the next generations.

Marketing is also defined as (a total activity that includes a set of activities that interact with each other, which is product planning, pricing, distribution and promotion in order to provide goods and services that achieve satisfactory satisfaction for the needs of customers from consumers and current and prospective industrial buyers).[7]

The advantage of this definition is that it shows the elements of the promotional mix , as well as the marketing functions that are exercised before production, such as product planning, and it shows interest in and satisfaction of customer needs.

The last definition, which we will discuss in some detail, is Professor Kotler's definition [8]. This definition says, Marketing is a human activity directed towards the fulfillment of needs through the process of exchange.

Professor Kotter believes that in order to understand this definition, it is necessary to go through its vocabulary and define it first. These vocabulary are:-

∗  Needs _

∗  Desires . Desires

∗  Demand _

∗  Product _

∗  Exchange process

Need: The feeling of discomfort and lack of something. Human needs can be divided into Phsiological needs , Safety needs , Social needs , Esteem needs , and Self-actualization needs (see Figure 1/1). When the need is not satisfied, the person feels boredom, which motivates him to try to satisfy this need or to limit his desire if he is unable to satisfy it.

Desire: It is the form that the need takes, which is formed by cultural , social, and individual variables . Hunger is a need that can be included among the primary needs. It is felt by individuals with different cultures and personalities. Culture does not affect needs as much as it affects the means of satisfying these needs and desires. The need of hunger is satisfied through eating, but what a person eats, this varies from one culture to another. The American may eat hamburgers or even pork to satisfy this need, while the Sudanese may eat beans, crumbs, mutton, etc...

Demand: The human needs and desires are unlimited, but the means to satisfy these needs are limited. The person tries to choose what satisfies his needs efficiently according to his financial ability. The desires of individuals become a demand when individuals have sufficient funds to satisfy them.

human needs

Product: It is everything that satisfies a person's need or desire. Human needs and desires that turn into a demand determine the quality of these products that are offered by producers, and these products can be goods, services, or anything that satisfies a person’s need.

Exchange process: Marketing is where individuals decide to satisfy their needs by exchanging goods and services, and the process of exchange is giving something in exchange for something else that has value. Individuals may satisfy their needs without the process of exchange (stealing, asking people or by self -production ).

From the previous narrative, an important point can be drawn in this definition, as he sees marketing as a human activity , and this means that marketing may be carried out by the consumer, product or other marketing organizations . The consumer may do storing or transporting , which are marketing functions, and organizations may do it instead, for example, home delivery. This is what distinguishes Professor Kotler's definition from the rest of the previous definitions, that is, this definition is concerned with marketing as an activity and not as a managerial function that the management of the organization aspires to. This entry may help to understand marketing as an activity and as an administrative function at the same time when dealing with marketing management. And this is what Schoell and Geltnan meant [9] Gultman when they say that marketing includes functions performed by individuals and organizations that seek to satisfy human needs through exchange.

Finally, the formulation of a definition of marketing requires taking the following points into consideration:

Marketing is a purposeful human activity that aims to arouse and satisfy the needs and desires of the last consumer and industrial buyer by providing the right goods, services and ideas necessary for these rumors at the right time and the right place at the right price and the right quality.

The consumer is the starting point for the marketing activity that organizations are looking at.

Marketing works to achieve the spatial and temporal benefit and the benefit of ownership or possession in addition to its contribution to achieving the substantive or formal benefit of the commodity achieved by production.

Marketing works to satisfy human needs by providing goods, services and ideas that do not harm the environment or human health, which we can call (good things).

Marketing is a dynamic open system that interacts with the surrounding environment.

Taking the above points into consideration, the following definition of marketing can be formulated. Marketing is an open integrated system that works to arouse and satisfy the latent needs of individuals and satisfy their desires of good goods, services and ideas at the right time and place, with the right quality and at the right price, taking into account the balance between the interests of the organization and the consumer, taking into account the responsibility for the consumer and the environment.

From the previous definition, the concept of marketing becomes clear. Marketing is the interim and final purpose of organizations, whether those that seek profit or those that work to provide goods and services without seeking to make a profit. It is the starting point for determining the needs of the consumer and what he wants and needs. Organizations seek to satisfy these needs and human desires, and this is undoubtedly the reason for the existence and continuity of organizations.

Stages of development of marketing thought:

With a historical look at the managerial concepts and philosophies that were prevalent and those applied today, we find that marketing has developed according to the development of managerial thought, the development of marketing itself, and the emergence of modern management trends that focus on analyzing the environment, which has become more complex than before.

From a historical perspective, we find that organizations were previously production-oriented, and the production-orientation philosophy believes that the consumer will prefer existing and acceptable products. So producers should focus on improving production and distribution. This philosophy is appropriate in two situations, one is that the demand for a commodity is greater than the supply for this commodity, and the second is in the case that production costs are large and that improving production may lead to lower costs. There is no doubt that the best example of this is the policy adopted by Henry Ford when he said that the consumer can get the color he wants for the car as long as that color is black.

As for the philosophy of product orientation, Production Orientation sees that the consumer prefers the commodity as long as it is of high quality and performance. Therefore, organizations should focus their efforts on developing the goods and their quality.

Then the philosophy of sales and sales orientation, which sees that the consumer will not buy the organization's products if