We often hear that many people
talking about sales, purchases, transactions, trade, and so on. However, if the
term is the same as what is meant by marketing, then there is still many of us interpret
the word “marketing” in the opposite way. The result of an improper
interpretation is largely occurred is because of there are many (particularly, among
us) who do not know the exact definition of marketing. This gives such
misunderstanding views that not only about the activities involved in the
marketing field, but also about the job of a salesperson. When people talk
about marketing, generally, it is questioned about request, purchase and price.
And, if a salesperson or sales manager talking about marketing, then it is actually
being discussed as a sale.
For a Department Store Manager,
marketing is defined as the activity of retailing or merchandising. From this description,
it looks like that the term marketing is actually a spoken interpretation which
is limited to just one part of an overall marketing activities. Basically, the
above restrictions are within the scope of the activity or the activity which
is related to efforts in handing over the goods or services produced at a certain
price level can give you such an advantage.
A narrow interpretation of this
marketing is also addressed from the definition of “American Marketing
Association” in 1960, stating that the achievement derived from marketing work is
the result of business activities related to goods and services flowing out
from the manufacturer up to the consumer. In addition to this interpretation,
there is also a wider view which states that marketing is defined as a process
that starts long before the activities of goods or materials enter into the
production process. In this case, a lot of marketing decisions must be made
prior to the product is generated as the effect of decisions regarding the product
is being made, the target market, price, and promotion.
For
example, the marketing decision can be either product such as what should be
produced, whether the product should be designed, does it need to be packaged,
and what brand will be used for the product. Decisions about these products
should be associated with the intended target market. Similarly, regarding the
plan of selling price as well as the advertising or personal selling should be
done well before the goods or services produced.
Furthermore, the narrow view of
marketing in common sense unfortunately has caused a lot of entrepreneurs or
business world are still oriented on the production or are merely focused in the
production without looking at other aspects. In fact, they simply emphasize
what products can be generated, not according to what products can be marketed.
Products are grown by the company, designed by technicians or engineers,
processed or produced by people productions, then set the price on the basis of
cost calculation by the accountant or finance, and handed over to the sales
manager. Limitations in understanding of marketing has resulted in many
companies experience difficulties in the continuation of their business life-growth
on lately. Nevertheless, it is also because of there has been an increasing
competition in the marketing of existing products.
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