Databases Reference
In-Depth Information
The literal origin of this saying dates from the middle ages, before most people
could read. Therefore, shops and stores had signs hanging outside with pictures of
their wares, so that potential patrons could know what products the shops sold.
In this context, shops that sold wine had a picture of a bush with grapes on it
hanging outside their establishments so that thirsty drinkers would know that
vino
was available inside.
However, the saying “Good wine needs no bush” developed for the shops
that sold very good wine. Everyone would soon hear about it and come flocking,
regardless of the sign outside.
Naturally, we don't hear this exact saying anymore.
However, we do hear its modern equivalents, with sayings such as “Quality
sells itself.”
Advertising is a key process in communicating aspects of the product or service
to consumers. However, a business must also be concerned with several other aspects
that are bundled together in a concept known as marketing.
Marketing in Sponsored Search
Separate from both branding and advertising (although with a lot of overlap and syn-
ergy) is the philosophy of marketing, which is based on the premise that businesses
must analyze the needs of their potential consumers and then make business deci-
sions to address these needs. To be successful, businesses must meet their customers'
needs better than the competition can.
As such, the key drivers of marketing become:
•
wants
•
Possibilities
of addressing this want
Customers
Customer
•
satisfaction
.
The outcome of these drivers is the
marketing concept
that centers on:
•
Focusing on potential customer
needs
before developing the product
•
Aligning
functions
of the company to focus on those needs
Realizing a
•
profit
by successfully satisfying customer needs over the long term.
Achieving these outcomes is called marketing. Marketing is all about connecting
with customers. In the 1960s, the economist Philip Kotler changed the perception of
marketing from a collection of specific tasks to an integrated progression [
72
]. Kotler
saw marketing as a social process in which individuals obtained what they needed or
wanted by exchanging products [
72
].
Specifically, marketing is the activity, set of institutions, and processes for creat-
ing, communicating, delivering, and exchanging offerings that have value for cus-
tomers, clients, partners, and society at large [
5
]. There are several types of markets,
including business to consumer, business to business, consumer to consumer, con-
sumer to business, and reseller, so who the customer is can vary.
