Marketing Evolution

The marketing is "the social and administrative process for which the groups and individuals satisfy his needs on having created and to exchange goods and services", this is according to Philip Kotler (considered by some father of marketing). Really, we can consider the marketing as "the set of activities destined to achieve with benefit the satisfaction of the consumer by means of a product or service". The origin of the marketing is associated with the stage of economic abundance that grants major importance to the distribution, the innovation of products orientated towards the consumer, the service, etc. Good since these it gives us indications of the birth or origin of the marketing, which goes back actually to the so called industrial revolution. This event maquiniz the technology, the mass media and the general conditions of the daily existence. The marketing arose when there originated the growth of the urban centers and the rural population diminished. The craftsmen gathered in crowds to form factories and the people moved towards the city to looking for employment. The companies of services became huge to satisfy the requirements of the industrial workers, that already they were not self-sufficient (due to the specialization). The marketing develops then during the last half of the 19th century and the first two decades of the 20th century. Before irrumpir the modern concepts of marketing, the diffuse notions in the matter were orientated towards the production, since there were shortage of goods and services and was fundamental to increase the productivity. The marketing has evolved throughout the years, we might speak even about revolution since though it started by being a concept orientated to the masses, at present the marketing is very personalized. Anyhow we must differentiate three stages: 1) The first one, which we might place in the capitalism, in that the company was fixing as aim the production. The demand was overcoming the offer and everything was consumed at once, it was not necessary to commercialize to sell.

2) In the second stage the marketing evolved worrying for the sales. This happens for economic crises that they reduced the capacity of purchase, which motivated that technologies of sales were starting creating. 3) In the last stage the company worries for concepts like desires, needs and consumer behavior, besides the investigation of markets. Why to invest in something that we do not know if the market wishes it and needs it? This way they began the promotions in mass (cinema, radio, television). Some experts indicate that at present already we live through a fourth stage in the marketing, which would be the personal marketing thanks to the new technologies. The personalized marketing. To give each one his. The market changes in a constant way, and because of it the marketing has evolved. The competition is not slept and the marketing nowadays helps us to position our company on the market. Of equal form it helps to fidelize external clients and even it motivates the internal client, beginning that when the concept was born marketing were not included in him. Precisely the globalization of the economy might be one of the principal motives of his evolution and development. The aim at present is clearer that, it is never necessary to satisfy the needs of the clients and obtain earnings at the same time. Concept and aim of the Marketing The marketing has as principal aim favor the exchange between two parts that both turn out to be benefited. According to Philip Kotler, he understands himself for exchange " the act of obtaining a wished product of another person ". In order that it takes place, it is necessary that they give themselves five conditions: 1)There must be at least two parts. 2) Every part must have something that supposes value for other one. 3) Every part must be capable of reporting and delivering. 4)Every part must be free to agree or reject the offer.

5) Every part must believe that it is appropriate. If for any motive, someone of the parts involved in the exchange does not remain satisfied, he will prevent it from repeating itself again the above mentioned exchange. The marketing is the orientation with the one that manages the affairs the marketing or the commercialization inside an organization. Also, it seeks to fidelize clients, by means of tools and strategies; it positions in the mind of the consumer a product, brand, etc. Seeking to be the principal option and to come to the final user; part of the needs of the client or consumer, to design, to organize, to execute and to control the function comercializadora or marketing of the organization. Strategies of Marketing 4P I. Product Any good, service, idea, person, place, organization or institution that offers on a market for his acquisition, use or consumption and that satisfies a need. The politics of product includes the study of 4 fundamental elements: i. The portfolio of products ii.The product differentiation iii. The brand iv. The presentation The II. Price Is the value of exchange of the product, determined by the usefulness or the satisfaction derived from the purchase and the use or the consumption of the product. Is the element of the mix that is fixed more in the short term and with which the company can adapt rapidly according to the competition, costs mix is distinguished from the rest of the elements of the marketing because it is the only one that generates income, whereas other elements generate costs.

 to determine the price, the company will have to bear the following thing in mind: - The costs of production, distribution - The margin that it wants to obtain. - The elements of the environment: principally the competition. - The adopted strategies of Marketing. - The established aims. The III. Distribution Element of the mix that we use to achieve that a product comes satisfactorily to the client. 4 elements form the distribution politics: i. Distribution channels. The agents involved in the process of moving the products from the supplier up to the consumer. ii Planning of the distribution. The capture of decisions to implant the systematic one from how the products to make come to the consumers and the agents who intervene (wholesalers, retailers). iii. Physical Distribution. Forms of transport, levels of stock, stores, location of plants and used agents. iv. Merchandising. Technologies and actions that are carried out in the point of sale. IV. Communication The communication chases to spread a message and that this one has a response of the objective public the one that is destined. The principal aims of the communication are: to communicate the characteristics of the product. to communicate the benefits of the product. that is remembered or the brand / product is bought.

The communication is only an advertising.

The different instruments that form the mix of communication are the following ones: The advertising. The public relations. The personal sale. The promotion of sales. Current trends After a marketing orientated to the market, some authors are praised by the orientation to the social marketing, whereas other authors indicate a paradigmatic change, arising other orientations as for example: social marketing, relational marketing (Alet, Muddy and Martin), marketing 1x1 (Rogers, and Peppers), Warketing, holistic marketing (Kotler), between others. Social marketing :or orientation to the social responsibility (responsible marketing): Finally, when the market is completely based, the companies not only try to satisfy the needs of his consumers, but also they chase desirable aims for the company in his set, as environmental initiatives, of social justice, cultural, etc. Relational marketing: orientation that indicates the importance of establishing firm and lasting relations with all the clients, re-defining the client as a member of someone or of several markets, since they can be: internal market bought of the suppliers, investors' market etc. Holistic marketing (Kotler, 2006): orientation that completes integrated marketing, internal marketing and responsible marketing.

Marketing 2.0 and social networks It refers to the transformation of the marketing as result of the effect of the networks in Internet. It must be centred on the public and an interaction must exist between the campaign of promotion and the public who receives it and must fulfill three requirements explained in the manifest of the marketing 2.0: an attractive content and an environment must exist where the public could receive the information, so much the content that offers as the environment they

must have interaction with the public, and finally, the campaign must fulfill with the manifest of the marketing 2.0. The Marketing 2.0 represents a dramatic change in benefit of the searches and purchases of goods and services independently of the advertising, campaigns of marketing and messages. In him, the clients take decisions under his own terms, resting on confidence networks to form opinions, as being friends or relatives. It is possible to say that it has changed the roles of the marketing, before and still now the executives and his agencies were doing the marketing, with this significant change the marketing of a very nearby future it will do anyone. Where the traditional advertisings and marketing are based on key messages and points of support, the Marketing 2.0 this one based on a content that is used as fuel for conversations and decisions of purchase in such a way that the clients diagraman his own conclusions. The traditional means can be used in the Marketing 2.0 - online and offline - but they are used to speak it brings over of the contents, not of brand and positioning product. " Creative concepts " are left in favor of " Concepts by contents ". A new type of work is created, the so called Community Manager. The position of community manager or person in charge of community is a new field inside the Marketing and the Advertising Online, since it is an emergent profession as it it is the Record Manager. This way, a good community manager is the person entrusted to create, managing and stirring a users' community into action in Internet with independence of the platform that they use. The figure goes back to the origin of the virtual communities as " The well " and then it continued having relevancy in the area of the lists of distribution, the groups of news and the web forums. There exists a manifest in which they show a thesis with 24 points indicating the advantages and characteristics of the marketing 2.0: 1. You me will not lie will try to cheat me. Nothing of deceitful advertising! 2. I am the one who consumes your product, and therefore, the one who more knows of him. Ask my opinion me! 3. You will ask for permission me before taking my information. 4. You will ask for permission me before ordering me information, especially to my cell phone. Good-bye to the spam, to the not wished advertising and to the intruder one!

5. I like to play. Entertain me! 6. The humor is the sex of the brain. Make me laugh! 7. I let's surprise you! 8. Not to the small letter and to the labels that it has not time to reading! 9. Do not fight between you. I prefer your alliances to your quarrels. 10. You will not try to be who you are not 11. If you want that he buys something, I have to understand what is. Why do not you speak to me in my language? Not to the announcements of perfume in Frenchman and to the announcements of cars that I do not understand! 12. I know decide for my same one, graces. It is not necessary that you say to me what is fashionable or what I have to like. 13. The sex sells, but it is not necessary that you use it in all your campaigns. 14. I decide that it is viral and to whom I want to order it, and certainly, an eyelash " sending a friend " is not a viral marketing. 15. You will not interrupt me when I am playing to try to sell a little. 16. You will not interrupt my favorite program to try to sell a little. 17. When I visit a web page, I go there for his content, not for his banners. 18. Me do not cover with banners what I want to read! 19. Some time ago that I discovered that something expensive does not have for what being the better thing. 20. I will entrust more in what someone says to me indeed like that in the famous one whom I have never seen in person. 21. When I call you by telephone I want that you solve a problem, not to speak with 3 different operators. 22. I like that they call me by my name. 23. Bear in mind when between in your shops that the human being not only is seen and ear. 24. When I enter one of your shops, treat me as if he was a guest in your house. The marketing has turned into object of study and that continues advancing in his origins. The marketing in 17 images: http://www.marketingdirecto.com/actualidad/publicidad/brevehistoria-del-marketing-de-contenidos-en-17-imagenes/