What is sales marketing?

Marketing is a fundamental discipline in business and sales. As a sales coach, it is important to understand what marketing is and the basic principles on which it should be conducted. In this article, we will explore what marketing is and the fundamentals behind it.

Definition

In essence, marketing refers to a set of activities and processes that aim to satisfy customer needs and wants through the creation, communication and delivery of value. It is about understanding customers, identifying their needs and offering solutions that generate benefits for both them and the company.

Marketing is based on the core concept of exchange. In an exchange, two parties agree to provide something of value in exchange for getting something of value in return. Marketing seeks to facilitate and optimize this exchange, ensuring that both parties derive mutual benefits. To achieve this, various activities such as market research, product development, effective communication and customer relationship management must be carried out.

Fundamental principles

One of the fundamental principles of marketing is customer orientation. This involves understanding customers' needs, wants and preferences and using this information to make strategic decisions in all aspects of the business. Rather than focusing solely on the products or services the company offers, marketing focuses on the customer and how best to meet their needs. This requires a customer-centric approach at all stages of the marketing process, from research and product development to promotion and customer service.

Another key marketing principle is market segmentation. Companies cannot satisfy all customers efficiently, so it is necessary to divide the market into smaller, homogeneous segments. Market segmentation allows companies to identify groups of customers with similar characteristics, needs and behaviors. This allows them to tailor their marketing strategies and messages to each specific segment, thus maximizing the effectiveness and impact of their marketing efforts.

In addition, marketing is based on effective communication. Communication is essential to inform, persuade and remind customers about the products and services offered. This involves using a variety of communication channels, such as advertising, public relations, personal selling, direct marketing and digital marketing, to reach customers effectively. Marketing communication must be clear, relevant and persuasive, capturing the customer's attention and gen