Critical analysis and consider the business changes
The marketing and management have evolved throughout history primarily from the 40s of last century during the postwar period, given the need to create a general concept to include and coordinate a common front all commercial techniques of the company, but becomes stronger in the nineties of the century.
During the evolution of marketing has gone from a focus on production and sales to a focus on customer needs, affecting the same areas such as the acceleration of technological progress, the saturation of markets and globalization of the same All this together with the momentum that has been marketing and electronic commerce, where every day business transactions are made easier and more closely with the client.
An important aspect of marketing is without doubt the control objectives, policies and tasks conducted through marketing audits which, despite having emerged in the 50, only experienced considerable growth since the early 70, this control allows the review of problem areas in order to take corrective action in order to achieve an adequate return on marketing in the company. There are variety of methodologies and tools for conducting a marketing audit, but has not yet achieved a high degree of methodological sophistication.
In our country the marketing has been used long before the Revolution of 1959. With the triumph of the Revolution, as in the late socialist bloc did not apply marketing, was regarded as the exclusive technical market economy. For a long time worked Cuban companies back to the market.
In the year 1998 in Cuba approves the Decree Law 187, which establishes the general bases of Business Improvement. This process implies a change in business philosophy in the country, organized into 16 subsystems, one of which covers the main aspects of marketing in the Cuban company. In the general bases business philosophy states that the marketing implies “meeting the needs and desires of customers is the economic and social justification of their existence”, developed and strengthened and a marketing concept that has been spreading to all companies of either engaging in the business improvement process in our country.
Evolution of Marketing in Cuba
The fundamental law of socialism is the ever fuller satisfaction of human needs, so that socialism has full use marketing as a philosophy and technique for optimization of relations between producers and between them and consumers, be they social or individual, whether products or services, the same way and very sharp, marketing in the social, cultural, public sector, can be tool for counseling, education and guidance, mobilizing the masses to the directions of development of our society.
According to Alberto Pozo, in the 50′s, Cuba was in America a place in the use of advanced marketing techniques, only then these were targeted at sales, consumption, and therefore privileged as a distinctive feature advertising of these techniques at that time.
Ariel Terrero, says that in Cuba, when the revolution triumphed as in the late socialist bloc, marketing or applied, or studying in their universities, as they regarded this as a technique unique to the market economy, and denied under socialism, as a result, the country ceased to be used all the techniques of marketing.
For a long time companies managed to survive in the Cuban economic environment, working behind the market, where yields were not returned to the stores out under the name of idle inventory and the state subsidy was intended to save from bankruptcy unprofitable companies. Only the tradition in the marketing of products like sugar, snuff and nickel, or just the chance they guaranteed a buyer. In the 90′s, the European socialist bloc disappeared and Cuba was under a commercial mystery whose key features were:
- Or disappearance of the amenities offered by the defunct financial CMEA (Council for Mutual Economic Assistance)
- productions began to slow sales unsecured market
- Loss of more than 85% of its market, which were mainly of the late European socialist camp.
- Most of the companies had to change their production profiles to avoid the closure.
By changing the country’s economic environment, Cuban companies were forced to change and try to catch up to present times the world market.
From this moment until the present, taking into account the opening of the national economy to new forms of property, tourism development and universalize of foreign trade, the key features of Cuban business environment in the knowledge and application of marketing were:
- Some terms hitherto stigmatized began surfacing in the business arena of the island.
- it starts to study Marketing, wholly or partially in some sectors of the economy.
- Or marketing in many companies have no real hierarchy, even if its importance is recognized officially.
- Business decisions do not always start from a knowledge of the market.
- Few companies use rigorous scientific instruments of marketing, such as:
market research, consumer behavior studies, demand forecasting, design of appropriate offer, and so on.
Hernandez, exposes some marketing trends in Cuba, taking into account aspects such as:
- Current status of marketing in a given sector entities.
- Or feature that presents the macro environment and microdensitometer.
- Or considerations taken from the performance point of view of them.
- Trends arising from this author are:
- Change in the business perspective that goes from a focus on the production and sales into one directed towards the market.
This shift can not and must be uniform in the business sector, \ince they have different starting points and levels of development have different experiences and above all possess human resources with different levels of training to deal with this task.
Or intuition as a method of business decision related to the market. The intuition can and should play an important role together with the information, but more importantly make decisions based on market knowledge, the analysis of the facts, systematic studies of the market that reduce risks in decision making.
[...] is a philosophy of the company under which the satisfaction of customer needs and wants is the economic and social justification of its existence, therefore, all [...]