The main purpose of this paper is to answer the question from marketing sphere. There can be different answers to this question, and they could be different in their depth, for example, but I think that two part of this question are right and there is no necessity to choose one right variation.
Discussing this question, we see that debate about this topic has a real base under it. According to Kasper and Helsdingen (1999), it is understandable that “on one hand you have those who primarily see marketing as merely the promoting, and in most cases pushing, a certain product, concept, or value onto an unwilling, or at least unprepared, the consumer. On the other hand, you have those who describe marketing as merely the process through which value is created for a consumer by various means of communication.” In my opinion, marketing does both, because it satisfies and creates customers’ needs at the same time. Marketing always has an impact on our interests. The essence of the marketing system is revealed through a set of socio-economic categories.
Thinking about the essence of the concept marketing, we see that marketing is a system of organizing and managing supply chain and commercial activities of enterprises, businesses in free trade conditions.
The term “marketing” is derived from the English word “market”, and mean activity in the market. However, marketing as a system of economic activity is a broader concept. The main thing in marketing is a dual and complementary approach. On the one hand, it is a thorough and comprehensive review of market demand, tastes and needs, focus on their production, targeting products. On the other hand – an active influence on the market and the existing demand, the formation of the needs and buying preferences. In industrialized countries, consumer preferences are the main driving force of creative labor.
It will be good to link the manufacturer and consumer, to help them find each other and thereby make the work of the first truly productive – this, in fact, is the main goal of any marketing activity.
The needs of people are conformable and complex: there are physiological needs for food, clothing, security, social needs in spiritual intimacy, influence, affection, and personal needs in knowledge and self-expression. They form the efforts of advertising agencies and emanate from human nature. If the need is not satisfied, then the person feels deprived and unhappy. Moreover, the more need means the more person experiences with the inability to satisfy it. Dissatisfied with it person will be able to do one of two things: either will find an object that can satisfy the need, or try to suppress own desire (need silence).
Need – it is a necessity to adopt a specific form in accordance with the cultural level and personality of the individual. Needs are expressed in objects that can satisfy the needs in a way that is inherent in cultural, and economic development level of the society.
People are faced with increasing numbers of objects, provoking their curiosity, interest, and desire. They are trying to form a connection between what they produce, and the needs of people. This product is promoted as means of satisfying one or a number of specific needs.
Needs of people are almost limitless, but resources for addressing them are limited. A person will choose those products that are delivered to him the greatest satisfaction as part of its financial capabilities. Thus, the question – is the need, backed by purchasing power. But the need – is not a reliable indicator. People are bored things now run, and they are looking for diversity for the sake of variety.
Each type of marketing operates with a certain commodity, which is inherent in the specific characteristics of an economic nature, so good acts are the cause of the system of economic relations, and marketing – is a consequence.
The concept of “goods” is not limited to physical objects. The goods can be called anything that could be of service, i.e. meet the need. In addition to the products and services, this may be the person, place, organization, activities and ideas.
Marketing occurs when people decide to satisfy their needs and wants by the exchange. Exchange – is the act of obtaining from anyone object of desire by offering something in return.
In marketing, a product is interaction characteristics and consumer properties, i.e. the ability of goods to fulfill its function – to meet the needs that under different external conditions are a combination of product requirements and compliance with them by the choice of goods, depending on setting goals and priorities of the buyer.
I also want to add that marketing as every system has its direction, methods, and tasks of realization and exactly these above enumerated parameters help to create and satisfy needs in many cases. Let us look at them attentively and define the main direction of marketing. Marketing’s direction implies a policy of quality and product mix, pricing, marketing, communications. We should mention that methods used in marketing, typically include: accounting, analysis, modeling, forecasting and planning, adjustment.
Marketing system involves the following tasks:
– Comprehensive market research;
– Identification of potential demand and dissatisfied needs;
– Planning of product lines and prices;
– Development of measures to fully meet the existing demand;
– Planning and implementation of marketing;
– Development of measures to improve governance and organization of production.
Solving of these problems is based on the use of the above-stated methods. It is necessary to remember that in the case when marketing should be effective, the analysis in marketing also should be comprehensive, objective and critical in the sense that the current practice should be compared with accepted standards and principles of the theory. This should be achieved through systematic market research, supplemented if necessary by special occasional studies on specific issues. This creates an information base for projections, which are the basis for developing programs and strategies. Typically, for the immediate future is a detailed short-term forecast, but for more remote and uncertain future forecast periods should refer to common features.