WHAT IS MARKETING?

The word “marketing” comes from English and its origin is in the Latin word “mercatus”, which means “market” a place to buy.

Although “marketing” is derived from the verb “to market”, it is not used in the form of a gerund (marketing) because it refers to the set of activities and techniques used to market a product or service, and not to the action itself to market.

As we know, with the emergence of barter and the creation of currencies as a means of exchange, the development of techniques to market products and services became necessary. Since then, marketing has evolved, going through different stages and adapting to all the social, technological and cultural changes that we have gone through.

If we talk about a definition as such, marketing, merchandising or marketing is the set of processes aimed at creating and communicating the value of a brand, identifying and satisfying the needs of consumers.

Basically they are strategies that aim to improve the sales process of a product or brand. These strategies are developed by identifying what customers truly need, why they need it, how they want it, or why they want it.

Sometimes we confuse the term “marketing” with other actions related to advertising, however, one of its main objectives is to attract new customers and retain them. Customer retention is precisely the most difficult part to achieve in the marketing funnel, but it is undoubtedly the most important and vital to keeping a brand afloat.

To obtain these results, marketing encompasses everything from market analysis, existing or potential demand, through the design, promotion and packaging of a product, to the optimal distribution of a brand’s communication with its potential customers.