Commercial marketing is one whose purpose is to sell products or services, thereby obtaining an economic benefit. Its objective is to determine the unsatisfied needs of the consumer, to create the offer that produces sufficient income that can cover costs and profits, in order for companies to develop in a competitive and free market environment.
The company needs to know the characteristics of the consumers, their needs, motivations for several reasons: first to design the product, then 'to formulate the strategies for and finally to develop the segmentation.
There are two types of commercial marketing objectives, these will depend on:
The size of the company: Large companies prioritize growth over profitability. Medium-sized companies first seek to position themselves in the market, then growth and last, profitability. Finally there are small companies, they prefer to focus on consolidating in the market, to achieve a level of profitability, and if the results are satisfactory then think about growth
The market in which it operates. At the present time, where the economic crisis has affected many countries, companies do not enjoy growth, but remain, which is why the only option to stay afloat and achieve growth is to remove customers from the competition.
However, the most frequent objectives pursued by commercial marketing are related to the qualitative aspect (image of the product, service or brand) and the quantitative aspect (profitability, sales volume, etc.)
When developing a marketing strategy, a company will have to carry out a series of activities that seek as a primary objective the satisfaction of the customer that it wants to capture, through the offer of a specific product or service. Being then able to generate income, and most importantly, get as many customers as possible. In the same way, marketing hopes to be able to obtain the highest profitability of a specific product, managing to enter different sectors of the market and that they are willing to cancel the price according to each product. This price will be set after conducting the market analysis.
