THE CONCEPT OF MARKETING - SECOND PART Il concetto di marketing - seconda parte Felice Ambrosino
Introduction 1st Part Marketing came into being when producers and sellers of goods or services of public utility began to model the company, its processes, and its resources around the needs and desires of the customer. The term marketing, from the verb to market, literally means “to make a market”, “to launch on the market”. Marketing is not a specific company function; rather, it is a specific company culture. All the company’s skills must be aimed at a single objective: to bring value to the customer. As a consequence, the concept of competitiveness changes: a company is more competitive than another if it succeeds in bringing more value to the customer. Orientation to marketing is determined by the fact that each individual employee, is responsibly aware of their contribution to the success of the customers of the company. There is an evolution of the concept of value for the customer, which seems to be changing from an intangible asset to an asset that is very tangible indeed: bringing value to the customer means, therefore, increasing their profit. Marketing is the very essence of the business activities, be them small, medium or big.