What is Marketing

Marketing which is frequently referred to as "distribution" by businessmen includes all those that helps the facilitate the flow of goods from the producer to the consumer. Such activities known as marketing functions are responsible not only for the movements of goods and their physical distribution but also in the transfer of their ownership.

Others define marketing as "the process in a society by which the demand structure for economic goods and sevices is anticipated and enlarged and satisfied through the conception, promotion, exchange, and physical distribution of goods and services. Philip Morris on the other hand, in his book "Marketing Management" defines marketing as "the analyzing, organizing, planning ang controlling of the firm's customer-impinging resources on policies, an activities with a view to satisfying the needs and wants of chosen consumer groups at a profit".

Paul Meir, a banker by profession and a marketing man by inclination described marketing as the "delivery of standard living" - a deception that was modified in later years by Charles G. Mortimer, then president of General Foods Corporation in the United States, in the Parlin Lectur eseries by adding the word "creation".

Thus he defined it as "the creation and delivery of a standard of living," thereby placing emphasis on the creative factor in marketing which to his miond embrace: first, creative pricing to penetrate over-expanding market levels; second, the creation of over increasing variety of conveniences for the consumer and third, the deliberate fostering of an attitude of being at all times creatively dissatisfied with what we know about marketing and markets.

From such descriptions and definitions, marketing may thus be considered as a social process as well as business and economic process whose three major objectives are: (1) to fill needs (2) to satisfy wants and (3) to create new desires.

The satisfaction of wants and needs and the creation of new desires about the concomitant aspiration for a rising standard of living.

Importance of Internet Marketing

Internet Marketing is to be a success and represent a vital force in our economy, it must be able to allocate resources efficiently in the light of consumer demand. It must be able to facilitate the flow of goods from the process of production to consumption with least cost and inconvenience in the part of those who are engaged in this task and economic activity.

Owing to the wants and needs of the consumers which tends to increase of their kinds, this circumstance provides a stimulus to marketing thereby encouraging innovation. Marketing people should not ram into throats of people those goods that they do not want and do not have a need for.

Rather, they should embark on research effort to ascertain what the people want which still remains unfulfilled. Moreover, they should endeavor to improve those products that are already in the market in order to provide greater satisfaction and in the process boost more sales and profits.

Marketing has also been known for its contribution to what economists call as the "multiplier effect". As more products are produced and sold, there is brought about a corresponding demand for certain economic activities as transportation and packaging.

As products reach and penetrate through hitherto backward areas, people's standard of living tends to rise while at the same time there is brought forth the need for certain factories, plants and industries.

The birth of such plants, factories and industries provide employment or job opportunities to members of the labor force within the area who otherwise maybe unable to make up their skills talent and efforts for the productive purpose an thus help swell the ranks of the unemployed.

Essence of Internet Marketing

The essence of internet marketing today is evidenced in five major areas of economic endeavor. To fulfill and utilize the marketing concept to serve the needs of th ecompany and turn increase its sales, a merketing organization must focus its atention and be willing to do the following: (1) define its market area (2) research consumer needs and wants (3) demand (4) recruit, select and train manpower to deliver the product or service to the target market and (5) develop its marketing policies in consonance with its profit objective without forgetting its social responsibility to the public it seeks to serve.

Concepts of a Market

The term market or any similar one should not be confused with that of marketing although the two are closely interwined.

As such, it need not be stated very strongly that wherever transfer of ownership of goods is effected, there is said to exist a market. in this respect, it should be noted that the actual presence of goods that are the objects of exchange may not be necessary.

In the many industrialized countries of the world, some markets are developed largely to the transfer of title to goods rather than to their physical transfer.

On the basis of the foregoing discussion, we ay define a market simply as "a sphere within which price-making forces operate and in which exchanges of title tend to be accomplished with ir without actual movement of the goods affected."

The Government Market

The government market inspite of its magnitude has not received as much attention and interest from writers of marketing textbooks in particular as that of the ocnsumer and industrial market.

In fact, hardly are the books around dealing specifically on the government market. Be that as it may, the government market is an integral and imoprtant component of the entire marketing system.

The government which is a public corporation like that of a private business enterprise needs supplies, materials, equipment and others to continue it to discharge is multifarious functions to the people it seeks to serve. It must have to do a lot of purchasing fro year to year.

Office stationery and supplies like typewriting paper, carbon paper, typewriter ribbons, pens and pencils, ink and office equipment like typewriters, calculators and similar others needed by various instrumentalitie, offices and departments of the government.

So are such materials as asphalt, gravel, sand and cement are needed by the government for use in its road and highway program.

Such materials and supplies are supplied by prime contractors. They are rewarded to them based on government regulations and public bidding.

Industrial Markets

Industrial goods which are the objects of exchange in the industrial market are composed of goods that are consumed by organization in the production of consumer's goods or other industrial goods or in conducting an enterprise. The purchase of industrial goods like installations, operating supplies and raw materials is likely to be negotiated by professionals whose business is to buy by purchasing agents acting on behalf of certain companies.

They negotiate and execute the fulfillment of the companies' needs. This activity of purchasing agents embracecs obtaining the best price and terms, an acceptable delivery promise, vendors' technical assistance where useful, a reliable and dependable source of supply, specified product quality and specifications, and flexibility to meet the company's requirements.

Since the purchase of industrial goods enters into and affects the cost structure of the firm that makes it and influences the firm's product and operations for that very reason, each purchase is likely to be scrutinized with care by some executive other than one negotiating the contract.

In the background of every purchase, the profit which may be made from article or its effect on operating efficiency and not the personal satisfaction that may be gained from its possession looms as the major motivating consideration.