What is marketing? To answer the above question we should look to the definition – the definition of marketing below:
1. According Marketing WY. Stanton
Marketing or Marketing Management is something that covers the entire system related to the purpose to plan and determine the price up to promote and distribute goods and services that can satisfy the needs of actual and potential buyers.
2. Marketing According to H. Nystrom
Marketing is an activity of distribution of goods or services from the hands of producers into the hands of consumers.
3. Marketing According to Philip and Duncan
Marketing is something that includes all the steps that are used or needed to put things that are tangible to the consumer’s hand.
4. Marketing by The American Marketing Assocciation (AMA)
Marketing is a process of planning and implementation of the concepts, pricing, promotion, and distribution (ideas, products and services), so the exchange can be created in order to satisfy customer needs and the company as well.
Based on the above definition, the process begins of Marketing Management to find out what consumers want. Knowing what consumers want regarding the products, performance and quality is the first stage of a very important part of marketing activities. Which eventually (management) has a goal of marketing is:
1. Potential consumers to know in detail the products we produce and the company can provide all their requests for products produced.
2. Companies can explain in detail all the activities associated with marketing. Marketing management activities include various activities, ranging from a description of the product, product design, promotional products, advertising products, communications to consumers, until the delivery of products to reach consumers quickly.
3. Knowing and understanding the consumer in such a way that fits the product and can be sold by itself.
Furthermore how can the marketing management activities in accordance with the Company’s mission?
In general, marketing management activities related to the coordination of several business activities. For example, a detailed explanation by the people in the production of consumers’ needs when there are complaints about the product. So also needed someone who can handle the human resource activities, which can explain the things that relate to compensation and rewards to all employees involved in the company. Finance section need people with expertise in a variety of payment systems and incentives, especially to consumers who need that can accommodate different types of consumer needs. Thus, the marketing management activities are always associated with various other departments.
Marketing of sustainable management must be good coordination with various departments (not only in the marketing department alone), which can create synergy in the efforts to conduct marketing activities.
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