The following are the basic concepts of marketing;
need
The most basic concept of marketing is human needs. Human needs are a state of deprivation. These needs include the basic physical needs of food, clothing, shelter and security; the social needs of belonging and affection; and the individual needs for knowledge and self-expression.
Needs are established in human nature itself. They naturally exist in the composition of human biology and human condition. When the demand is not met, a person will try to reduce the demand or find an object that can satisfy it.
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want to
Human needs are the desire for specific satisfaction of profound needs. For example, a person in the village needs rain and food and wants fertilizer. Also, men may want yam, rice, body cream, bags or watches. Human needs may be very few, but their needs are many.
These needs are constantly reshaped by social forces and institutions such as families, churches, schools and commercial companies. Marketers don’t create demand; they need preexisting presence in marketing. Marketers and other operators in society will influence the desire. They advise and inform consumers about specific products and convince them to buy them and emphasize the benefits of such products.
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need
People have almost unlimited needs, but limited resources. They want to choose the product that provides the most valuable and satisfying for their funds. With the support of purchasing power, want to become a demand.
The need for specific products with purchasing power and willingness to buy is key to sales. For example, many people want a car, such as a Mercedes-Benz, Toyota, BMW or Honda. But only a few people are willing and able to buy it.
Marketing executives must measure how many people want and are willing to buy the company’s products.
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product
People sometimes meet the needs of products offered on the market to the greatest extent possible. Broadly speaking, a product is anything that can give someone a need. Additionally, the product can be an object, service, event, person, location, organization or idea.
People do not buy physical objects for themselves. For example, buy lipstick for supply service (Beautify); toothpaste white teeth – prevent bacteria or give fresh breathing or sexual attraction.
The job of a marketer is to sell service packages built into physical products. If people look at physical products critically, people realize that their importance lies in having them, but using them to meet our needs. For example, we don’t buy a bed to appreciate it, but because it helps with a better rest.
exchange
Marketing when people decide to meet demands and demands through communication. Exchange is the act of obtaining the desired object from someone by providing some reward. Exchange is just one of many ways people can take the objects they need.
For example, hungry people can find food by hunting, fishing, or collecting fruit. They can provide money, other food or services in exchange for food. Marketing focuses on the last option.
As a means of meeting needs, communication is beneficial to it, and people may not have to rely on others or have the skills to provide themselves with all the necessary skills.
They can focus on making things they are good at in exchange for what others need. Therefore, communication allows society to generate more benefits.
However, Kotler (1984) pointed out that to perform an exchange, it must meet five conditions, namely:
- There are at least two political parties.
- Each party has something that may be valuable to the other party.
- Each party can communicate and deliver.
- Each party is free to accept or reject the offer.
- Each party believes that dealing with the other party is appropriate or desirable.
These five conditions make exchange possible. However, whether the exchange occurs with the consent of the parties. Therefore, sales creates value just like production creates value. It provides people with more consumption possibilities.
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