Ingles

MARKETING

It is the discipline devoted to the analysis of market behavior and consumers. The marketing analyzes the commercial management of the companies in order to attract, retain and build customer loyalty by meeting their needs.

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Today the market is the world's main economic activity because it is the one that brings together all societies together regardless of the type of government, religion, culture or way of life with. The market is precisely the most dynamic economic activity because it allows different groups and societies come into contact with other realities that not only enrich your life with different and varied products but it also reveals individual data elements from other cultures, sometimes even far away.

The market is also very important in regard to economic policies leave everything ranging from left to market forces or keep it controlled and dominated by the state to prevent crises, emergencies, etc. While liberal positions always sought to defend the free market and limit the intrusion of the state or government in economic activities, positions such as communism, socialism or nationalism pose greater state intervention to regulate trade laws and establish an organized and controlled market.

 However, both show that the role of both national and international markets are today center but also political and social, not only economic discussions.

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Marketing activity is not limited exclusively to publicize the products of companies, but also has important effects on consumers and society as a whole. As a result, in recent years he has appeared in marketing a new branch called social marketing, which incorporates ethical and social values.

Social marketing is therefore a discipline that promotes socially responsible behavior and to avoid actions that may be harmful to members of society, thus trying to improve exchange processes between companies and their customers. Basically, the objectives of the marketing mix are three:

Provide clear information to customers, avoiding the manipulation of the message. Contribute to social causes that may be beneficial. Prevent and correct any damage caused by marketing activities.

If a company wants to achieve these objectives it is to work in various fields of activity, such as the environment, health and sustainability. Regarding the environment, companies must avoid making products that are harmful to it, favoring recyclable materials and production processes with low energy consumption. They have to move customers the importance of respect for the environment.

With regard to health, many companies promote publicity campaigns aimed at promoting balanced eating habits and healthy lifestyles among its customers, promote consumption related to organic farming or advocate the importance of renewable energy foods.

Finally, through solidarity organizations can contribute to the development of the poorest in this way to combat inequalities between different parts of the world countries. Some actions in this regard are to reach these regions that produce products at lower prices or use its power of media to raise awareness about social problems.

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