FUNDAMENTALS OF MARKETING

FUNDAMENTALS OF MARKETING

Penulis:

Dr. Isna Sri  Christina Meranga

Jumlah halaman: 391

Ukuran Buku: B5 ((atau 176 x 250 mm)

Berat; 0 Kg

Harga; Rp; 345.000

Marketing is one of the most fundamental disciplines in business because it connects organizations with customers through the creation, communication, delivery, and exchange of value. Despite its central role in business, marketing remains one of the most frequently misunderstood concepts. Many people associate marketing solely with selling or advertising because these are the most visible business activities. In reality, marketing encompasses a much broader process that begins long before a product is produced and continues long after a transaction has been completed. To understand what marketing truly is, it is essential to examine the theoretical foundations that have shaped the discipline and the evolution of its definition over time.

The understanding of marketing is primarily grounded in the Marketing Concept and Exchange Theory. The Marketing Concept emerged as a managerial philosophy that shifted organizational attention from producing and selling products to understanding and satisfying customer needs. Rather than asking, “What products can we sell?”, organizations began asking, “What do customers need and how can we create superior value for them?” This change marked a fundamental transformation in business thinking, positioning customers as the focal point of all marketing activities. Complementing this perspective, Exchange Theory explains that marketing exists because individuals and organizations voluntarily exchange something of value to satisfy their respective needs and objectives. Exchange is therefore regarded as the core mechanism of marketing, emphasizing that successful marketing creates value for all parties involved rather than merely facilitating transactions.

The definition of marketing has evolved considerably as marketing thought has matured. This evolution reflects changes in business practices, competitive environments, technological developments, and customer expectations. One of the earliest influential perspectives was proposed by Peter Drucker (1954), who argued that the purpose of marketing is to know and understand customers so well that products or services fit their needs naturally, making selling almost unnecessary. Drucker’s perspective shifted attention from the product to the customer and emphasized that customer understanding should become the starting point of business activities.