Marketing refers to the act by which an organization undertakes to engage its target market, build personal rapport with them to create value so as to acquire more value in return, and eventually gain profit. The objective of marketing is to identify and motivate a targeted group of people who may be interested in the product or service to make purchasing decisions. The term marketing was probably first used in the United States in the late 19th century. The use of marketing techniques has spread to other countries including Japan, Italy, and England. In countries such as the UK, marketing is carried out through advertising. There are three major marketing techniques used by businesses: direct selling, franchising, and consignment.
Direct selling refers to sales made directly to consumers. The most well-known example of direct selling is supermarkets. A grocery store can easily take advantage of societal marketing concepts if it follows these three basic marketing concepts. These concepts are then translated into an advertising format suitable for the target group of consumers.
The first marketing concept to be translated is social marketing myopia. This concept is about the common perspective of the target consumers regarding a product. A supermarket could easily exploit this concept if it sells products that appeal only to certain groups of consumers. For example, it sells branded baby formula to middle class consumers because the product is seen as something that is needed by the middle class.
The second marketing concept is coordinated marketing. This concept refers to a single marketing concept being applied to all elements of a promotion mix. For example, a television commercial might be designed to make people aware of a specific television show. However, television stations also need to advertise during break time in order to gain more viewers and thus increase the number of people watching the show. The combination of these elements results in coordinated marketing.
The third concept is innovation. Innovation is the search for new and different ways to serve customers. In other words, it’s considered a new marketing concept because it has been tried and tested before and found to be effective. A supermarket could adopt this concept because they sell a wide variety of food items. They also use colorful packaging and catchy advertisements in order to attract consumers.
All three marketing concepts discussed above are quite useful when applied correctly. However, there are some simple mistakes that could prevent any marketing research from producing positive results. For example, if a marketing campaign targets only teenagers, it may not be effective because adults are also into fashion. Therefore, it’s important to use a mix of the three concepts for the best results. Happy marketing!