Basics of marketing in SCAs
The importance of marketing is accepted in a general way: for many businesses and brands marketing is a major factor, which contributes to the success of their activity. Although, the public perception of marketing consists in the fact that the marketing people are employed to convince consumers buy goods and services, irrespective of their quality, price or needs. This is the public perception, but what is the author' s perception?
Focusing on consumers: Marketing goes further than just convincing the consumer. Marketing approach is based on the principle that a business will survive only when it will satisfy the needs and wishes of consumers, and the biggest chance for success will consist in ensuring a better performance than the competitors have.
Marketing definitions: There is no single and universally accepted definition of marketing. Although in the book you will find the following definition of marketing: satisfying the needs and wishes of consumers; process of identification and selection of markets on which you can enter with adequate products, which are to be distributed, promoted and affiliated to the prices according to some systematic plans in order to ensure a mutual advantage for the market and the seller.
The manual was developed: with the support of the Department for International Development of Great Britain and the company Landell Mills Management Consultants. The publication of the manual was funded USAID project BIZPRO-Moldova.
The manual is available only in Romanian.
