The evolution of marketing has come a long way. Over time, it has been found that the most effective is to respond to customers. Thus, customer orientationmeans that every buyer must be unconditionally first. It also requires knowing the appropriate price level at which that customer is willing to purchasethe product and the proper positioning for the sale. This is the only way for a company to achieve sales and the associated profits.
Therefore, the role of marketingis to investigate the wants and needs of the market and customers, analyze different environments, learn about the consumer decision-making process, etc. Furthermore, it is necessary to plan, create products and brands, and select appropriate distribution channels and prices. But it is also impossible without promotion. Thus, marketing is a complex series of activitiesthat lead to
finalresults and in the positive case customer satisfactionand
company profit
[34].
Depending on the size of the company, the marketing department is usually responsible for all of these. However, they are not so important in themselves. Marketing activities can also be carried out by the employees themselves . All they have to do is conduct sales activities and respond to complaints. After-sales service is also important. In fact, it is a big mistake to attract customers, get them to buy, get their money, and then leave the rest to fate.
[Existing customershave immense power to attract or repel other buyers, whether it is through reviews among acquaintances, such as those in discussion forums, or from strangers. In addition, satisfied existing customers will become repeat customers, making it somewhat easier to attract new customers. Therefore, a company\’s goal should be to retain the customers it has already acquired, and not just in the form of, for example, a loyalty card. Customers should feel “valued” and enjoy their shopping experience, or else they will drift to competitors
in the event of disappointment or lack of care.