The role of marketing in company’s strategy

Cilj marketinga je privući nove kupce obećavajući im veće vrijednosti, te zadržati postojeće kupce kroz pružanje zadovoljstva proizvodima i uslugama. Sve tvrtke i poslovne organizacije trebaju poslovne strategije kako bi uspješno zadovoljile tržišta koja se konstantno mijenjaju, a marketing ima važnu ulogu u poslovnim strategijama, jer pruža sve potrebne informacije koji olakšavaju pripremu i izradu marketinškog plana. Marketing u osnovi možemo definirati kao društveni proces kojim putem stvaranja i razmjene proizvoda i vrijednosti s drugima pojedinci i grupe dobivaju ono što ime je potrebno ili što žele. Strategija marketinga proizlazi iz općih strateških vrijednosti poduzeća- vizije, misije i ciljeva. Marketing koncepcija jedna je od poslovnih filozofija kojom organizacije provode svoje tržišne aktivnosti radi dosezanja vlastitih ciljeva razmjene. Prema marketing koncepciji osnovni cilj poduzeća - stvaranje dobiti - ostvaruje se zadovoljenjem kupaca. Marketing koncepcijom izrazito se ističe značaj zadovoljenja kupaca, ali autori smatraju da to nema ekonomske opravdanosti ako ne donosi dobit, odnosno ako dugoročno zadovoljstvo kupaca ne rezultira dugoročnom profitabilnošću.The goal of marketing is to attract new customers by promising them greater values, and retain existing customers by providing satisfaction with products and services. All businesses and business organizations need business strategies to successfully meet the ever-changing markets, and marketing plays an important role in business strategies as it provides all the information needed to facilitate the preparation and development of a marketing plan. Marketing can basically be defined as a social process by which individuals and groups get what they need or want by creating and sharing products and values with others. The marketing strategy stems from the overall strategic values of the company - its vision, mission and goals. Marketing concept is one of the business philosophies by which organizations carry out their marketing activities in order to achieve their own exchange goals. According to the marketing concept, the basic goal of the company - profit generation - is achieved by customer satisfaction. The concept of marketing emphasizes the importance of customer satisfaction, but the authors believe that there is no economic justification if it does not bring profit, or if long-term customer satisfaction does not result in long-term profitability