Marketing approach and business organization of transport systems

Abstract

The author deals with multiple marketing definitions. As the well-known scientist Philip Kotler emphasizes, marketing is an absolute market and customer orientation and requires a dynamic and light-eyed response to the situation and market trends. Today, marketing is a phenomenon that is constantly evolving and becomes a key dimension of every business subject. The modern concept of marketing is defined as a comprehensive philosophy of organization as well as a set of tools, techniques and activities. The author explains that the development of marketing philosophy goes through several periods. In the era of mass industrial production (1900-1930), the focus was on improving the mass production mechanism to reduce unit costs. The concept of marketing was simple: the company that offered the standard product at the lowest price was designed to win. Massive marketing emerged in the early 1930s when the focus of business activities shifted from production to market orientation, as consumers wanted more than satisfying their basic needs. The author tries to show that the marketing organization in the business is very important and is based on the fact that in a market economy the existence of a company depends on the market. This means guiding not only existing but also new markets. The company should explore the problems that buyers have in the cost system and create products and services to address these issues. That is why the market orientation in the literature is called „market orientation“.