Marketing
Marketing provides results by combining subjective perception (though the satisfaction of needs and wants) in conjunction with techniques to direct and obtain desired buyer conduct. The field of application covers almost any kind of social activity from the corporate level that you are most familiar with to the level of your consumer. This applies for companies that provide services as their main function as well as though that offer tangible products.
Marketing molds the offering of these products and services, adding value for clients and consumers as a means of creating value and revenue for the company and its stakeholders, making marketing the inherent pillar of business strategy within the organization.
The practice of marketing recognizes that the diversity of the market implies the existence of diverse wants and needs by applying the technique of segmentation which consists of grouping individuals with similar characteristics under the assumption that such groupings allow for closer detection of their wants and needs and a way to design products and services that will be most attractive to the segment or subgrouping of a population, optimizing chances for success.
For each market segment, the company must propose a position that it wants to achieve and define, design and develop the proper marketing mix that is made up by the commonly-known 4 Ps to bring the product to the consumer that the consumer will want to buy.
Product Items available for purchase, sale, exchange, barter, etc. This includes the way it is designed, the classification, the position, packaging and is made known by way of its brand.
Price What is paid by the consumer for any product or service. This profoundly influences the perception of the brand by the consumer. It indicates how much and what the client will pay for a product or service. Companies apply various strategies in determining the price including costs and desired profit margin.
Place (distribution) The place where a product will be made available to the consumer. Marketing professionals need to know the method of distribution, the cost of getting the product to its final selling destination, if the place is consistent with the product and price and is compatible with the brand’s image, given that people will not pay the same price for a product bought at the Sony Store versus the same product used on eBay.
Promotion Activities designed to change consumer attitude or conduct regarding your product or service, giving them something of value in return for the behavioral change. Communication of your product or service attributes means that marketing-related promotion takes place between the buyer and seller.
Market research is performed within a larger project as a corporate initiative to obtain a clearer picture of the commercial viability of a product or service as an investment.
Market studies focus on 3 main areas:
General position analysis
This involves the study of all that surrounds and encompasses a company in its various aspects such as the legal environment, economic and technological situation, infrastructure and the social or ideological environment.
Analysis of the consumer and consumer behavior
A study of consumers in order to detect their purchasing needs and the way in which the company’s products or services can satisfy them by learning about their buying habits (place, timing, preferences, etc.), mainly with the objective of improving sales and marketing techniques in a commercial establishment or for creating new businesses or locales that meet the demand of the unsatisfied consumers.
Analysis of the competition and competitive set
The study of a group of companies which share the same or similar target market or same or similar product and service offerings as your brand and company.
Media
- Media strategy, planning and placement
- Ad placement in national and international publications and media
- Campaign follow-up
- Image
- Design of corporate, executive or industrial image and identity
- Graphic design
- Photography
- Web design and programming
- Multimedia
Market Research
- Market research for the political, social and commercial sectors
- Consumer satisfaction studies and resulting correction strategies
Marketing Services
- Marketing planning
- Planning and execution of product and service concept, price, placement, position and promotion
- Establishment of sales, distribution and supply chains and channels
- Social, political and commercial marketing
- Identification of target market
- SWOT analysis (strengths, weaknesses, opportunities and threats of an organization)
Commercial Marketing
- Market studies
- Customer satisfaction studies
- Benchmarking
- Mystery Shopper
- Feasibility studies
Social Research
- Socioeconomic studies
- Census and polls
- Social diagnostics
- Social impact studies
Political Marketing
- Voting polls
- Public opinion surveys
- Exit polls
- Tracking
- Quick voting samples
