Osnovni koncepti marketinga
Razumijevanje tržišta i potreba kupaca
Jednostavno rečeno, marketing upravlja profitabilnim odnosima privlačenjem novih kupaca vrhunske vrijednosti i zadržavanjem trenutnih kupaca isporučujući zadovoljstvo. Marketing se mora shvatiti u smislu zadovoljavanja potreba kupaca. Marketing se može definirati kao postupak kojim kompanije stvaraju vrijednost za kupce i grade jake odnose s kupcima kako bi zauzvrat prikupile vrijednost od kupaca. Model ovog postupka u pet koraka pružit će strukturu ovog poglavlja.
Kupac treba, želi i zahtijeva. Ljudske potrebe su stanja osjećaja deprivacije i mogu uključivati fizičke, socijalne i individualne potrebe. Želje su u obliku koji imaju ljudske potrebe, jer ih oblikuju kultura i individualna ličnost. Potražnje su ljudske potrebe iza kojih stoji kupnja moći.
Tržišne ponude su kombinacija proizvoda, usluga i iskustava koja se nude tržištu kako bi se zadovoljila potreba ili želja. To mogu biti fizički proizvodi, ali i usluge - aktivnosti koje su u suštini nematerijalne. Fenomen marketinške kratkovidnosti posvećuje više pažnje proizvodima kompanije nego temeljnim potrebama potrošača.
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