Table of Contents

• Marketing as a science and marketing as a business strategy
• Business environment change and tight competition

I have discussed about basic marketing, such as definition of marketing and marketer. Now, we talk about marketing for beginner view (an introduction of marketing or marketing concept), namely marketing approach and marketing approach examples.

Marketing as a science and marketing as a business strategy

As a science, marketing is a science concept in business strategy that aims to achieve sustainable satisfaction for the stakeholders.

As a science, marketing is an objective science that is obtained with the use of specific instruments to measure the performance of business activities in forming, developing, directing an exchange of mutual benefit in the long term between producer and consumer.

As a business strategy, marketing is the act of adjusting a market-oriented business in the deal with business reality.

Business environment change and tight competition

In a rapidly changing business environment, every business should win in a changing market, marketing must be be viewed as dealing with the market which requires marketers to interact with a dynamic and intensive market.

The market is now changing very rapidly, customers are very sensitive to prices, new competitors emerge, new distribution channels and new communication channels are also increasingly sophisticated. This makes a new problem.

The main problem in the market now is the excess capacity that resulted hyper-competition (too much chasing decreasing customers), most products are less differentiated as a result many companies are experiencing decline in market share, stagnant, or even go bankrupt because they could not compete.

For any company to survive, below are the things must be always performed:

1. Making the concept of marketing as a business strategy that is able to perform action adjustments to changing environmental conditions. The goal for companies to cope with competition, prevent market share decline, stagnation, or even stave off bankruptcy.

2. Continually need to review, adjustment and transform the company dimension, sustainable, to encourage the creation of measurable value for stakeholders.

By conducting a careful analysis of various changes, business continuity efforts will provide a complete understanding for marketers who are useful in moving toward a business with a true and correct.

Similarly, the sustainability analysis to direct the ability for any business that is built to survive in a market that is constantly changing and increasingly competitive. Therefore, by continuity marketers have always held a design adaptation strategies, programs and drive business value, to reach the target.

Marketing as a discipline of science that seeks to put the assumptions that can be used in creating optimal value for stakeholders from time to time. When the change in value occurs, then the marketing concept will continue to change, according to the changing demands of stakeholders and market developments.

In order for marketing to be more optimal, then marketers need to have strong support on understanding how the most effective and efficient in carrying out marketing activities based on strategic thinking that is poured into the overall plan, which describes all marketing activities to be undertaken. This activity is determined based on the size of a particular time, such as projections of production, price, target profit, promotion, sales, budget expenditure to finance marketing activities. It aims to achieve marketing goals and objectives desired.

Marketing a practical approach

Above actions must be performed with proper approach. There are several practical approach in marketing.
 
A number of marketing concepts and approach that can be identified at least:

1. Experiential oriented approach.
2. Customer oriented approach.
3. Market-oriented approach.
4. Philosophical approach.
5. Institutional approach.
6. Theoretical approach.


I will explain list of marketing approach above and marketing approach examples in the next article.


Related Articles:
Marketing approaches in 2011