The rapid changes in the economic, social, cultural and technological dynamics pose new challenges for companies to maintain effective competitiveness, which requires organizations to focus on market opportunities, seeking to offer better services and quality products that meet the expectations of their customers. In this sense, organizations are focusing their efforts on keeping their products positioned, in terms of quality, quantity of offerings, and reasonable prices, in a convulsed market, immersed in a war of advertising and consumption of competitors. This has generated the need for sales managers to create marketing strategies that help to improve their marketing and sales channels, in order to promote products that allow companies to advance in order to capture more market.
In this context, according to Stanton, et al. (2004), marketing consists of activities designed to generate and facilitate exchanges with the intention of satisfying the needs or desires of individuals or organizations. Therefore, the concept of marketing is a management philosophy that induces a commercial organization to try to satisfy the needs of customers through a coordinated set of activities that also enable organizations to achieve their objectives. From this point of view, organizations that develop activities compatible with the marketing concept become market-oriented organizations. Thus, market orientation is the generation of market information across departments.
The overall state of the economy fluctuates in all countries. Changes in general economic conditions affect supply and demand, purchasing power, willingness to spend, consumer spending levels, and the intensity of competitive behavior. Therefore, current global economic conditions and changes in the economy and government policies have a high impact on the success of organizations' marketing strategies..
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In relation to the above, in the opinion of Bittel et al. (2005), the competitive success of a company is framed by its ability to keep its customers satisfied. Thus, sales volumes and market shares fall because of changing consumer desires, or competing products that surpass them. So a guideline for managers is to innovate or succumb. Therefore, in this dynamic and highly competitive business environment, organizations must apply product promotion methods as a tool that generates a certain response in the market to meet customer expectations in terms of new services, prices and attractive products that produce satisfaction for a better quality of life.
In this sense, to the extent that companies offer attractive services or product sales to customers, they will have the possibility of reducing failure levels and increasing the possibility of improving sales percentages, efficiently achieving the objectives set and, most importantly, keeping the customer satisfied.
- Bittel and Ramsey (2005). Encyclopedia of Management. Special Edition. Barcelona. Spain: Océano.
- Stanton, et al. (2004). Fundamentals of Marketing. Mexico: McGraw-Hill Interamericana, 2004.
Hi @carlir
Certainly marketing is a management philosophy that induces a business organization to try to satisfy the needs of customers, more however some businessmen just do it to give publicity to their business without thinking about the satisfaction of their customers.
Best regards, be well.
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