In an increasingly competitive business world, the challenges faced by producers of goods will be heavier in his attempt to enter the arena to exchange goods. All efforts in the field of marketing (marketing) must be taken so seriously cultivation so as not to be thrown off “constellation” as a result of the increasing number of the same people who have worked in the field. In the increasingly fierce competition, increased production activity is no longer seen as a serious problem compared to the activity that produces goods market. Thus it can be said that the success in the market is key to the success of a company.
Marketing activities have a positive value both in terms of consumer and producer side. From the consumer side, marketing is seen as an activity that can offer a variety of alternative means of satisfying needs, so the value of the satisfaction itself is getting bigger.
In terms of manufacturers, marketing as an activity to further improve the services meeting the needs of consumers. Therefore, the actual marketing is not solely related to the interests of producers but also the interests of consumers.
Marketing is one of the main activities undertaken by the company to maintain viability, to grow, and make a profit. Meaning usually marketing is often misunderstood to mean the sale, trade and distribution.
Though the terms are only one part of the overall marketing activity. Marketing process begins long before the goods are produced and does not end with the sale but how can give satisfaction to the consumer. So since the knowledge of marketing activities, has many definitions of marketing are presented.
The definition initially focused on the goods, then the institution- institutions necessary to carry out the sales process, and the functions that are run to allow marketing transactions. To get an idea of the scope of marketing, the following was stated definition or understanding marketing.
According to the American Marketing Association:
Marketing is a process of planning and running concept, price, promotion, and distribution of a number of ideas, goods and services to create exchanges that can satisfy individual and organizational goals.
Meanwhile, according to Philip Kotler:
Marketing is a social and managerial process in which individuals and groups obtain what they need and want by creating, offering, and exchanging products of value with others. The definition rests on the core concepts of marketing, which includes: requirements (needs), desires (wants) and requests (demands); products (goods, services, and ideas); value, cost, danbkepuasan; exchanges and transactions; relationships and networks; market; and marketers and prospects.
The core concept of marketing on top of operating in an environment that is constantly evolving as the social consequences of the company, but also constrained by the resources of the company itself and existing regulations. For marketing, environmental change can be a new challenge requires a response and also a new way of settlement, or otherwise can be an opportunity or a chance to develop the business. In this connection, it takes a skill that able to sort and carry out marketing activities in achievement of corporate objectives as well as in adjusting to changes in the environment.
Marketing activities should be coordinated and managed in the right way, then dikenalilah term marketing management. Marketing management is the analysis, planning, implementation, and monitoring of programs aimed raises exchanges with target markets with a view to achieving the company’s goals. The emphasis is placed on the company’s offering in meet the needs and desires of the market and determine price, up communication, and effective distribution inform, encourage, and serve the market.
Thus, marketing management is defined as a process management which include analysis, planning, implementation, and supervision of marketing activities undertaken by company. This activity aims to lead to the exchange of desirable, both involving goods and services, or objects Another that can meet the needs of psychological, social and culture. Exchange process can be caused either by the seller, and buyers are beneficial to both parties.
Determination product, price, promotion and place to achieve response effectively adapted to the attitude of the consumer behavior, and vice versa influenced consumer attitudes and behavior so as to be in accordance with offered by the company.