O que é Marketing? Conceito de Marketing - Aula de Marketing

Summary

In this video, the speaker breaks down the concept of marketing, explaining its broad scope beyond just advertising. Marketing involves creating, communicating, delivering, and exchanging valuable offers to consumers, clients, and society at large. The speaker highlights that marketing is not just about promotion, but also about product creation, distribution channels, and understanding customer needs. Emphasis is placed on the importance of offering value and the role of marketing in shaping the product and delivery methods. The video also clarifies the distinction between consumers and clients and touches on niche markets.

Takeaways

• 😀 Marketing is a broad field with over 70 official definitions, making it important to understand the key principles.
• 😀 According to the American Marketing Association, marketing is a set of activities, institutions, and processes to create, communicate, deliver, and exchange offerings that hold value for customers, clients, partners, and society as a whole.
• 😀 Marketing is not just about advertising; it encompasses product creation, communication, and distribution as well.
• 😀 Marketing is a combination of execution (through a department or unit) and a field of knowledge you can study and apply.
• 😀 The goal of marketing is to create, communicate, and deliver offerings that have value. This could include products, services, or a combination of both.
• 😀 Marketing plays a critical role in developing products, ensuring they meet the needs of the target audience and have value in the market.
• 😀 Effective marketing strategies also include determining the best distribution channels to deliver the product to the consumer.
• 😀 Marketing requires considering customer needs and preferences to ensure the offering is valuable and worth purchasing.
• 😀 When dealing with products, 'consumer' refers to the individual using the product, while 'client' is typically used for services.
• 😀 Marketing is not always about making direct sales; it can also involve creating value for society or specific social groups through targeted initiatives.

Q & A

What is marketing according to the American Marketing Association's definition?

Marketing is a set of activities, institutions, and processes used to create, communicate, deliver, and exchange offerings that have value for consumers, clients, partners, and society at large.

How many official definitions of marketing exist?

There are over 70 official definitions of marketing, each differing slightly depending on the author or source.

What does the term 'marketing' originate from?

The term 'marketing' originates from the English word 'market,' meaning the act of going to the market.

What are the key components of the marketing process according to the definition?

The key components of the marketing process are creating, communicating, delivering, and exchanging value offerings.

Why is marketing more than just promotion or advertising?

Marketing is much more than promotion; it includes the entire process of creating valuable products or services, communicating them effectively, and delivering them to the right audience.

What role does marketing play in product creation?

Marketing helps in collecting valuable information to create products that meet market demands, ensuring the product has value before it is offered to consumers.

What is the significance of 'value' in marketing?

Value in marketing refers to offerings that provide benefits to the consumers or clients, whether in the form of products or services, that are worth more than what the consumer pays for them.

What is the difference between 'client' and 'consumer' in the context of marketing?

A 'consumer' refers to someone who uses or consumes a product, while a 'client' refers to someone who uses or purchases a service.

Why is it important to deliver the product effectively in marketing?

Effective delivery ensures that the product or service reaches the target audience through the right channels, which is essential for successful marketing and customer satisfaction.

What does the marketing definition include about the broader society?

The marketing definition acknowledges that, in some cases, marketing may serve the broader society or specific segments, not just individual consumers or clients.