This week we had class about Marketing. Marketing is the process of communicating the value of a product or service to customers , for the purpose of selling the product or service. So actually there is no company can survive without marketing.
Generally there are two approaches of marketing ——Earlier approaches and Contemporary approaches. Earlier approaches is the earlier orientations, namely, the production orientation, the product orientation and the selling orientation. Recent approaches in marketing include relationship marketing with focus on the customer, business marketing or industrial marketing with focus on an organization or institution and social marketing with focus on benefits to society. It included Relationship marketing,Business marketing ,Societal marketing and Branding.
According to Solidaridad’s situation, personally I think contemporary approaches is the best choice because of following reasons. First of all, Relationship marketing is the relevant point for all companies and businessmen in contemporary society. Emphasis is building better relationship between suppliers and customers. After that it can provide the best possible customer service and build customer loyalty. Of course, companies can fix promblems after get more feedback and information from customers. Second, business marketing can build and keep relationships between organizations by different forms of marketing activities, such as promotion, advertising and communication to the customers. For example, Solidaridad could market their project to the factories or companies which has business or products about sugarcane. Meanwhile, during their cooperation, Solidaridad also could increase their publicity by having commercials or printing their logo in the products of their cooperation companies. Last but not least, Branding plays as a key role in the marketing programme. Branding refers to the main company philosophy and marketing is considered to be an instrument of branding philosophy. However, it’s also means Solidaridad’s personal branding. From now we understand that Solidaridad does not only need cash, they also need to found more human resources and technologies by crowdsourcing and crowdfunding. So, if there are more people can understand and agree with Solidaridad’s branding. Without question, Solidaridad will get more help form these crowds.