Marketing

Marketing
Management
Key concepts
Account-based marketing · Activation · Annoyance factor · Attribution · Distribution · Brand licensing · Brand management · Cannibalization · Co-creation · Communications · Consumer behaviour · Consumer culture · Digital marketing · Dominance · Effectiveness · Ethics · Horizontal integration · Influencer marketing · Mix · Pricing · Product marketing · Promotion · Retail · Segmentation · Service · Social marketing · Strategy · Vertical integration
Promotional content
Advertising · Ambush marketing · Branding · Corporate anniversary · Direct marketing · Franchising · Gender in advertising · Label · Loyalty marketing · Mobile marketing · On-hold messaging · Personal selling · Premiums · Prizes · Product placement · Propaganda · Publicity · Sales promotion · Sex in advertising · Underwriting spot
Promotional media
Behavioral targeting · Brand ambassador · Counter display unit · Display advertising · Display stand · Drip marketing · Endcap · Gondola · In-game advertising · Mobile advertising · Native advertising · New media · Online advertising · Out-of-home advertising · Point of sale · Product demonstration · Promotional merchandise (merchandising) · Promotional representative · Visual merchandising · Web banner · Word-of-mouth
Research
Market research · Marketing research · Mystery shopping · Consumer research

Marketing is the act of acquiring, satisfying and retaining customers.[3][4] It is one of the primary components of business management and commerce.[5]

Marketing is usually conducted by the seller, typically a retailer or manufacturer. Products can be marketed to other businesses (B2B) or directly to consumers (B2C).[6] Sometimes tasks are contracted to dedicated marketing firms, like a media, market research, or advertising agency. Sometimes, a trade association or government agency (such as the Agricultural Marketing Service) advertises on behalf of an entire industry or locality, often a specific type of food (e.g. Got Milk?), food from a specific area, or a city or region as a tourism destination.

Market orientations are philosophies concerning the factors that should go into market planning.[7] The marketing mix, which outlines the specifics of the product and how it will be sold, including the channels that will be used to advertise the product,[8][9] is affected by the environment surrounding the product,[10] the results of marketing research and market research,[11][12] and the characteristics of the product's target market.[13] Once these factors are determined, marketers must then decide what methods of promoting the product,[6] including use of coupons and other price inducements.[14]

  1. ^ Siltanen, Rob (14 December 2011). "The Real Story Behind Apple's 'Think different' Campaign". Forbes. Retrieved 16 March 2019.
  2. ^ "Searching for Magic in India and Silicon Valley: An Interview with Daniel Kottke, Apple Employee #12". Boing Boing. 9 August 2012. Archived from the original on 11 January 2014. Retrieved 30 August 2012.
  3. ^ Cite error: The named reference Kotler2 was invoked but never defined (see the help page).
  4. ^ "The Role of Customers in Marketing | Introduction to Business". Retrieved 11 August 2021.
  5. ^ Drucker, Peter (1954). The Practice of Management. New York: Harper & Row. p. 32.
  6. ^ a b Lamb, Charles; Hair, Joseph; McDaniel, Carl (2016). Principles of Marketing. Boston, MA: Cengage Learning. ISBN 978-1-285-86014-5.
  7. ^ Cite error: The named reference :5 was invoked but never defined (see the help page).
  8. ^ Cite error: The named reference :6 was invoked but never defined (see the help page).
  9. ^ Cite error: The named reference :3 was invoked but never defined (see the help page).
  10. ^ Cite error: The named reference :4 was invoked but never defined (see the help page).
  11. ^ Diaz Ruiz, Carlos A. (2022). "The Insights Industry: Towards a Performativity Turn in Market Research". International Journal of Market Research. 64 (2): 169–186. doi:10.1177/14707853211039191. ISSN 1470-7853. S2CID 238711288.
  12. ^ Cite error: The named reference :7 was invoked but never defined (see the help page).
  13. ^ Cite error: The named reference :8 was invoked but never defined (see the help page).
  14. ^ Julie Bosman (10 March 2006). "For Tobacco, Stealth Marketing Is the Norm". The New York Times.
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