The Marketing is a summation of value that contributes decisively to achieve the objectives of the business that in general we can symbolize with the word “success”.
What is possible business without Marketing?
The value that generates Marketing has various beneficiaries: customers, the company or organization and society or community
Value for the client: a strategy is successful if the client perceived value in the offer of the company. This happens when the benefit perceived or obtained (needs satisfied) exceeds the slaughter perceived or done (costs) surpassing the competitors
Value in image entrepreneur: This benefit intangible can translate into tangible by growth in sales. A proper marketing strategy can achieve value in attributes rated by its customers, markets and the context of business (e.g., Ford with his strength; Beer Quilmes with social encounters; Prepaid and quality in benefits services; Supermarkets with the “lower price”, etc.).
Equivalent is the value of a brand, which may or may not “spill” on remaining products it offers a company (e.g., television programs of a channel; massive consumer products, etc.)
Other additional advantage is a possible generation of value for human resources, creating greater sense of belonging and pride that reinforces the commitment.
Economic value for the company: through the sales, the result of the use of marketing, a company earns revenues, which are then transformed into economic value for the company (surplus cash flow, reinvestments, etc.)
Or heritage value for the company: When the company increases its equity value beyond what accounting, with contribution of marketing generating future expectations that increase their value turnkey”. It is also brand value, for example, Microsoft or google, whose value is not assets but for being “standard” in software, achieved with development strategies of products and promotional support constant.
Shareholder Value: This dominant concept in the past decade is the yield economic that the shareholder or partner receives is wholesale value of their participation or in dividends. In addition, occurs when the increase is produced by the action of marketing strategies successful, in particular by brand value, launching new products or growth in capture of the market.
Value Partner-community: In an Organization without profit the economic value is replaced by the social value. Also the companies with for-profit have gain social when in addition to benefits for social purposes or community, can obtain returns in image derived from campaigns of public good for example.
Value for the country: For example, the success of exporting companies allows somehow associate the quality of products exported to the country of origin of the company. Personalities and institutions sports or scientific stationed abroad with national identity.
Then we found that there is a direct relationship between the success of Marketing and success in business, translated in results that generate value for the different participants of the world of business.