Entrepreneur's Handbook

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Entrepreneur's Handbook

MARKETING CONCEPT

 

We all see advertisements for a number of products / services in daily life, examine some of them, buy them and meet our needs. Sometimes we are not satisfied with this consumption experience and complain about the company. Therefore, marketing activities are a concept that everyone, whether they are an entrepreneur or not, has some correct or incorrect information in their daily life.

These knowledge and experiences sometimes lead to negative prejudices about marketing. In the community, the words marketer, seller can be used synonymously with fraud and scam in some cultures. "No seller allowed" labels seen in apartment entrances constitute a reflection of this perception. Well, all products / services consumed are formed as a result of marketing activities and if we can continue our lives with exchange relations established with marketing activities, why do we have negative prejudices about marketing? The detailed answer to this question will go beyond the scope of this chapter. However, it should be known that the main reason for negative judgments about marketing is not marketing itself or marketing activities, but misunderstood and misapplied activities. Because it is not possible to survive as a business, to make a profit, and to meet our consumer demands and needs without marketing activities. For this reason, it is necessary for the entrepreneur to increase his technical knowledge and skills related to marketing, both for the welfare of the society and to increase the profit of the enterprise.

Because of this requirement, it would not be wrong to say that successful entrepreneurs are also successful marketers. As a good marketer, the entrepreneur must see the opportunities to meet the demands and needs of the consumers or the problems faced by the consumers and engage in some activities related to them. In this sense, marketing can be defined as a set of activities that include the creation, presentation and change of a valuable product / service or ideas in order to meet the needs and demands of the society (Tek and Özgül, 2013).

Considering this definition, it will be seen that marketing activities include not only the promotion or sales of the product, but also product development, promotion, distribution and pricing. Viewing marketing only as sales or promotional activities is one of the most fundamental issues that reduces the efficiency of marketing activities as well as decreases the profitability of the enterprise.