• Definition of marketing :

Marketing is the discipline concerned with creating, communicating, delivering and

exchanging offerings that have value for customers, clients, partners and society at large.
It is an activity, a series of institutions and processes that allow a company to better
understand and satisfy the needs and expectations of its customers ;
• The evolution of marketing :
1st Stage (Before 1950)
❖ Economy in Shortage: During this period, demand exceeded supply, leading to a
scarcity-driven market.
❖ No Competition: With limited players in the market, companies focused on meeting
existing demand rather than competing.
2nd Stage (1950-1970)
❖ Demand Balance: This era marked a shift towards balancing supply and demand, with
a diversification of products and increased competition.
❖ Development of Competition: Companies began to face fierce competition as they
diversified their product offerings.
3rd Stage (From 1970)
❖ Supply Greater than Demand: The economy shifted towards abundance, leading to
intense competition among companies.
❖ Demanding Customers: Customers became more discerning, expecting higher quality
products and services.

• Types of marketing :
Traditional Marketing
Traditional marketing refers to offline promotional activities conducted before the internet
era. This includes strategies like:
Outdoor Marketing: Utilizing billboards, bench advertisements, vehicle wraps, and public
transit ads.
Print Marketing: Involving printed materials such as brochures, flyers, and magazine ads.
Direct Marketing: Targeting specific customers through mail campaigns, coupons, or
vouchers.
Digital Marketing
Digital marketing leverages online channels and technologies to reach audiences in innovative
ways. Key components of digital marketing include:
Search Engine Marketing (SEM): Enhancing search engine visibility through paid placements
and SEO techniques.
Email Marketing: Engaging customers via email newsletters, promotions, and personalized
messages.
 • Marketing Strategy:
Setting Marketing Goals
Understanding Business Objectives: Align marketing goals with broader business objectives
to ensure relevance and impact.
SMART Framework: Utilize the SMART criteria - Specific, Measurable, Achievable,
Relevant, and Time-bound - to set effective marketing goals
SWOT Analysis
Strengths: Identify internal strengths that give your business a competitive advantage.
Weaknesses: Recognize areas where your business may be lacking or could improve.
Opportunities: Assess external opportunities that your business can capitalize on for growth.
Threats: Evaluate external threats that could potentially harm your business
• Marketing Mix :
Product
Definition: The product refers to the goods or services offered by a company to meet
customer needs.
Importance: Understanding the product's features, benefits, and unique selling points is
crucial for successful marketing.
Strategies: Developing high-quality products that align with customer preferences and needs
is essential for market success.
Price
Definition: Price represents the amount customers pay for a product or service.
Significance: Pricing strategies impact consumer perception, competitiveness, and
profitability.
Approach: Setting prices that reflect value, considering costs, competition, and market
demand is key to pricing effectively.
Place
Definition: Place refers to the distribution channels used to make products available to
customers.
Role: Selecting appropriate distribution channels ensures products reach target markets
efficiently.
Considerations: Factors like logistics, inventory management, and retail partnerships
influence distribution decisions.
Promotion
Definition: Promotion involves communication strategies used to inform and persuade
customers about products.
Purpose: Promotional activities aim to create brand awareness, drive sales, and build customer
loyalty.
Tactics: Advertising, public relations, sales promotions, and digital marketing are common
promotional tools.
• Conclusion :
The evolution of marketing has seen significant changes over time, from traditional methods
to digital strategies. Marketing strategies involve setting clear goals and objectives,
conducting a SWOT analysis, and utilizing the marketing mix of Product, Price, Place, and
Promotion. By understanding these key components, businesses can develop effective
marketing strategies to reach and engage customers effectively.