The fundamental Concept and objective of Marketing

Marketing’s main objective is to encourage the exchange between two parties so that both benefit. According to Kotler “Marketing is the set of human activities directed at facilitating and consummating exchanges.” For this to occur, it is necessary to meet five conditions:

1. There must be at least two sides.
2. Each party must have something that represents value to the other.
3. Each party must be able to communicate and deliver.
4. Each party must be free to accept or reject the offer.
5. Each party must believe that it is appropriate or desirable to deal with the other party.

If for any reason, any party involved in the exchange is not satisfied, it will prevent a repeat of this new exchange.

As a discipline of science, marketing is a set of principles, methodologies and techniques through which it seeks to conquer a market, assisting in achieving the organizational goals, needs and desires of consumers or customers. Another way to define this concept is to consider all that a marketing company can do to be perceived in the market (consumers) with a view to improve short and long term value.

An organization should always want to ensure that consumers have a positive vision and view of it and its products. In a company, normally the trading area covers the area of marketing and sales to provide customer satisfaction. The concepts of marketing, and sale are used as synonyms. However, the term marketing is the most widely used and most widespread.