Marketing

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

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).^[5] 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.^[6] 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,^[7]^[8] is affected by the environment surrounding the product,^[9] the results of marketing research and market research,^[10]^[11] and the characteristics of the product's target market.^[12] Once these factors are determined, marketers must then decide what methods of promoting the product,^[5] including use of coupons and other price inducements.^[13]

Definition

Marketing is currently defined by the American Marketing Association (AMA) as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large".^[14] However, the definition of marketing has evolved over the years. The AMA reviews this definition and its definition for "marketing research" every three years.^[14] The interests of "society at large" were added into the definition in 2008.^[15] The development of the definition may be seen by comparing the 2008 definition with the AMA's 1935 version: "Marketing is the performance of business activities that direct the flow of goods, and services from producers to consumers".^[16] The newer definition highlights the increased prominence of other stakeholders in the new conception of marketing.

Recent definitions of marketing place more emphasis on the consumer relationship, as opposed to a pure exchange process. For instance, prolific marketing author and educator, Philip Kotler has evolved his definition of marketing. In 1980, he defined marketing as "satisfying needs and wants through an exchange process",^[18] and in 2018 defined it as "the process by which companies engage customers, build strong customer relationships, and create customer value in order to capture value from customers in return".^[19] A related definition, from the sales process engineering perspective, defines marketing as "a set of processes that are interconnected and interdependent with other functions of a business aimed at achieving customer interest and satisfaction".^[20]

Some definitions of marketing highlight marketing's ability to produce value to shareholders of the firm as well. In this context, marketing can be defined as "the management process that seeks to maximise returns to shareholders by developing relationships with valued customers and creating a competitive advantage".^[21] For instance, the Chartered Institute of Marketing defines marketing from a customer-centric perspective, focusing on "the management process responsible for identifying, anticipating and satisfying customer requirements profitably".^[22]

In the past, marketing practice tended to be seen as a creative industry, which included advertising, distribution and selling, and even today many parts of the marketing process (e.g. product design, art director, brand management, advertising, inbound marketing, copywriting etc.) involve the use of the creative arts.^[23] However, because marketing makes extensive use of social sciences, psychology, sociology, mathematics, economics, anthropology and neuroscience, the profession is now widely recognized as a science.^[24] Marketing science has developed a concrete process that can be followed to create a marketing plan.^[25]

Concept

The "marketing concept" proposes that to complete its organizational objectives, an organization should anticipate the needs and wants of potential consumers and satisfy them more effectively than its competitors. This concept originated from Adam Smith's book The Wealth of Nations but would not become widely used until nearly 200 years later.^[26] Marketing and Marketing Concepts are directly related.

Given the centrality of customer needs, and wants in marketing, a rich understanding of these concepts is essential:^[27]

Needs: Something necessary for people to live a healthy, stable and safe life. When needs remain unfulfilled, there is a clear adverse outcome: a dysfunction or death. Needs can be objective and physical, such as the need for food, water, and shelter; or subjective and psychological, such as the need to belong to a family or social group and the need for self-esteem.

Wants: Something that is desired, wished for or aspired to. Wants are not essential for basic survival and are often shaped by culture or peer-groups.

Demands: When needs and wants are backed by the ability to pay, they have the potential to become economic demands.

Marketing research, conducted for the purpose of new product development or product improvement, is often concerned with identifying the consumer's unmet needs.^[28] Customer needs are central to market segmentation which is concerned with dividing markets into distinct groups of buyers on the basis of "distinct needs, characteristics, or behaviors who might require separate products or marketing mixes."^[29] Needs-based segmentation (also known as benefit segmentation) "places the customers' desires at the forefront of how a company designs and markets products or services."^[30] Although needs-based segmentation is difficult to do in practice, it has been proved to be one of the most effective ways to segment a market.^[31]^[28] In addition, a great deal of advertising and promotion is designed to show how a given product's benefits meet the customer's needs, wants or expectations in a unique way.^[32]

B2B and B2C marketing

The two major segments of marketing are business-to-business (B2B) marketing and business-to-consumer (B2C) marketing.^[5]

B2B marketing

B2B (business-to-business) marketing refers to any marketing strategy or content that is geared towards a business or organization.^[33] Any company that sells products or services to other businesses or organizations (vs. consumers) typically uses B2B marketing strategies. The 7 P's of B2B marketing are: product, price, place, promotion, people, process, and physical evidence.^[33] Some of the trends in B2B marketing include content such as podcasts, videos, and social media marketing campaigns.^[33]

Examples of products sold through B2B marketing include:

Major equipment
Accessory equipment
Raw materials
Component parts
Processed materials
Supplies
Venues
Business services^[5]

The four major categories of B2B product purchasers are:

Producers - use products sold by B2B marketing to make their own goods (e.g.: Mattel buying plastics to make toys)
Resellers - buy B2B products to sell through retail or wholesale establishments (e.g.: Walmart buying vacuums to sell in stores)
Governments - buy B2B products for use in government projects (e.g.: purchasing weather monitoring equipment for a wastewater treatment plant)
Institutions - use B2B products to continue operation (e.g.: schools buying printers for office use)^[5]

B2C marketing

Business-to-consumer marketing, or B2C marketing, refers to the tactics and strategies in which a company promotes its products and services to individual people.

Traditionally, this could refer to individuals shopping for personal products in a broad sense. More recently the term B2C refers to the online selling of consumer products.

C2B marketing

Consumer-to-business marketing or C2B marketing is a business model where the end consumers create products and services which are consumed by businesses and organizations. It is diametrically opposed to the popular concept of B2C or business-to-consumer where the companies make goods and services available to the end consumers. In this type of business model, businesses profit from consumers' willingness to name their own price or contribute data or marketing to the company, while consumers benefit from flexibility, direct payment, or free or reduced-price products and services. One of the major benefit of this type of business model is that it offers a company a competitive advantage in the market.^[34]

C2C marketing

Customer to customer marketing or C2C marketing represents a market environment where one customer purchases goods from another customer using a third-party business or platform to facilitate the transaction. C2C companies are a new type of model that has emerged with e-commerce technology and the sharing economy.^[35]

Differences in B2B and B2C marketing

The different goals of B2B and B2C marketing lead to differences in the B2B and B2C markets. The main differences in these markets are demand, purchasing volume, number of customers, customer concentration, distribution, buying nature, buying influences, negotiations, reciprocity, leasing and promotional methods.^[5]

Demand: B2B demand is derived because businesses buy products based on how much demand there is for the final consumer product. Businesses buy products based on customer's wants and needs. B2C demand is primarily because customers buy products based on their own wants and needs.^[5]
Purchasing volume: Businesses buy products in large volumes to distribute to consumers. Consumers buy products in smaller volumes suitable for personal use.^[5]
Number of customers: There are relatively fewer businesses to market to than direct consumers.^[5]
Customer concentration: Businesses that specialize in a particular market tend to be geographically concentrated while customers that buy products from these businesses are not concentrated.^[5]
Distribution: B2B products pass directly from the producer of the product to the business while B2C products may additionally go through a wholesaler or retailer.^[5]
Buying nature: B2B purchasing is a formal process done by professional buyers and sellers, while B2C purchasing is informal.^[5]
Buying influences: B2B purchasing is influenced by multiple people in various departments such as quality control, accounting, and logistics while B2C marketing is only influenced by the person making the purchase and possibly a few others.^[5]
Negotiations: In B2B marketing, negotiating for lower prices or added benefits is commonly accepted while in B2C marketing (particularly in Western cultures) prices are fixed.^[5]
Reciprocity: Businesses tend to buy from businesses they sell to. For example, a business that sells printer ink is more likely to buy office chairs from a supplier that buys the business's printer ink. In B2C marketing, this does not occur because consumers are not also selling products.^[5]
Leasing: Businesses tend to lease expensive items while consumers tend to save up to buy expensive items.^[5]
Promotional methods: In B2B marketing, the most common promotional method is personal selling. B2C marketing mostly uses sales promotion, public relations, advertising, and social media.^[5]

Marketing management orientations

A marketing orientation has been defined as a "philosophy of business management."^[6] or "a corporate state of mind"^[36] or as an "organizational culture."^[37] Although scholars continue to debate the precise nature of specific concepts that inform marketing practice, the most commonly cited orientations are as follows:^[38]

Product concept: mainly concerned with the quality of its product. It has largely been supplanted by the marketing orientation, except for haute couture and arts marketing.^[39]^[40]
Production concept: specializes in producing as much as possible of a given product or service in order to achieve economies of scale or economies of scope. It dominated marketing practice from the 1860s to the 1930s, yet can still be found in some companies or industries. Specifically, Kotler and Armstrong note that the production philosophy is "one of the oldest philosophies that guides sellers... [and] is still useful in some situations."^[41]
Selling concept: focuses on the selling/promotion of the firm's existing products, rather than developing new products to satisfy unmet needs or wants primarily through promotion and direct sales techniques,^[42] largely for "unsought goods"^[43] in industrial companies.^[44] A 2011 meta analyses^[45] found that the factors with the greatest impact on sales performance are a salesperson's sales related knowledge (market segments, presentation skills, conflict resolution, and products), degree of adaptiveness, role clarity, cognitive aptitude, motivation and interest in a sales role).

Marketing concept: This is the most common concept used in contemporary marketing, and is a customer-centric approach based on products that suit new consumer tastes. These firms engage in extensive market research, use R&D (Research & Development), and then use promotion techniques.^[46]^[47] The marketing orientation includes:
- Customer orientation: A firm in the market economy can survive by producing goods that people are willing and able to buy. Consequently, ascertaining consumer demand is vital for a firm's future viability and even existence as a going concern.
- Organizational orientation: The marketing department is of prime importance within the functional level of an organization. Information from the marketing department is used to guide the actions of a company's other departments. A marketing department could ascertain (via marketing research) that consumers desired a new type of product, or a new usage for an existing product. With this in mind, the marketing department would inform the R&D department to create a prototype of a product/service based on consumers' new desires. The production department would then start to manufacture the product. The finance department may oppose required capital expenditures since it could undermine a healthy cash flow for the organization.
Societal marketing concept: Social responsibility that goes beyond satisfying customers and providing superior value embraces societal stakeholders such as employees, customers, and local communities. Companies that adopt this perspective typically practice triple bottom line reporting and publish financial, social and environmental impact reports. Sustainable marketing or green marketing is an extension of societal marketing.^[48]

The marketing mix

A marketing mix is a foundational tool used to guide decision making in marketing. The marketing mix represents the basic tools that marketers can use to bring their products or services to the market. They are the foundation of managerial marketing and the marketing plan typically devotes a section to the marketing mix.

The 4Ps

The 4Ps refers to four broad categories of marketing decisions, namely: product, price, promotion, and place.^[7]^[49] The origins of the 4 Ps can be traced to the late 1940s.^[50]^[51] The first known mention has been attributed to a Professor of Marketing at Harvard University, James Culliton.^[52]

The 4 Ps, in its modern form, was first proposed in 1960 by E. Jerome McCarthy; who presented them within a managerial approach that covered analysis, consumer behavior, market research, market segmentation, and planning.^[53]^[54] Phillip Kotler, popularised this approach and helped spread the 4 Ps model.^[55]^[56] McCarthy's 4 Ps have been widely adopted by both marketing academics and practitioners.^[57]^[58]^[59]

Outline

Product: The product aspects of marketing deal with the specifications of the actual goods or services, and how it relates to the end-user's needs and wants. The product element consists of product design, new product innovation, branding, packaging, and labeling. The scope of a product generally includes supporting elements such as warranties, guarantees, and support. Branding, a key aspect of the product management, refers to the various methods of communicating a brand identity for the product, brand, or company.^[60]
Pricing: This refers to the process of setting a price for a product, including discounts. The price need not be monetary; it can simply be what is exchanged for the product or services, e.g. time, energy, or attention or any sacrifices consumers make in order to acquire a product or service. The price is the cost that a consumer pays for a product—monetary or not. Methods of setting prices are in the domain of pricing science.^[61]
Place (or distribution): This refers to how the product gets to the customer; the distribution channels and intermediaries such as wholesalers and retailers who enable customers to access products or services in a convenient manner. This third P has also sometimes been called Place or Placement, referring to the channel by which a product or service is sold (e.g. online vs. retail), which geographic region or industry, to which segment (young adults, families, business people), etc. also referring to how the environment in which the product is sold in can affect sales.^[61]
Promotion: This includes all aspects of marketing communications: advertising, sales promotion, including promotional education, public relations, personal selling, product placement, branded entertainment, event marketing, trade shows, and exhibitions. This fourth P is focused on providing a message to get a response from consumers. The message is designed to persuade or tell a story to create awareness.^[61]^[62]

Criticisms

One of the limitations of the 4Ps approach is its emphasis on an inside-out view.^[63] An inside-out approach is the traditional planning approach where the organization identifies its desired goals and objectives, which are often based around what has always been done. Marketing's task then becomes one of "selling" the organization's products and messages to the "outside" or external stakeholders.^[60] In contrast, an outside-in approach first seeks to understand the needs and wants of the consumer.^[64]

From a model-building perspective, the 4 Ps has attracted a number of criticisms. Well-designed models should exhibit clearly defined categories that are mutually exclusive, with no overlap. Yet, the 4 Ps model has extensive overlapping problems. Several authors stress the hybrid nature of the fourth P, mentioning the presence of two important dimensions, "communication" (general and informative communications such as public relations and corporate communications) and "promotion" (persuasive communications such as advertising and direct selling). Certain marketing activities, such as personal selling, may be classified as either promotion or as part of the place (i.e., distribution) element.^[65] Some pricing tactics, such as promotional pricing, can be classified as price variables or promotional variables and, therefore, also exhibit some overlap.

Other important criticisms include that the marketing mix lacks a strategic framework and is, therefore, unfit to be a planning instrument, particularly when uncontrollable, external elements are an important aspect of the marketing environment.^[66]

Modifications and extensions

To overcome the deficiencies of the 4P model, some authors have suggested extensions or modifications to the original model. Extensions of the four P's are often included in cases such as services marketing where unique characteristics (i.e. intangibility, perishability, heterogeneity and the inseparability of production and consumption) warrant additional consideration factors. Other extensions include "people", "process", and "physical evidence" and are often applied in the case of services marketing.^[67] Other extensions have been found necessary in retail marketing, industrial marketing and internet marketing.

The 4Cs

In response to environmental and technological changes in marketing, as well as criticisms towards the 4Ps approach, the 4Cs has emerged as a modern marketing mix model. Robert F. Lauterborn proposed a 4 Cs classification in 1990.^[68] His classification is a more consumer-orientated version of the 4 Ps^[69]^[70] that attempts to better fit the movement from mass marketing to niche marketing.^[68]^[71]^[72]

Outline

Consumer (or client)

The consumer refers to the person or group that will acquire the product. This aspect of the model focuses on fulfilling the wants or needs of the consumer.^[8]

Cost

Cost refers to what is exchanged in return for the product. Cost mainly consists of the monetary value of the product. Cost also refers to anything else the consumer must sacrifice to attain the product, such as time or money spent on transportation to acquire the product.^[8]

Convenience

Like "Place" in the 4Ps model, convenience refers to where the product will be sold. This, however, not only refers to physical stores but also whether the product is available in person or online. The convenience aspect emphasizes making it as easy as possible for the consumer to attain the product, thus making them more likely to do so.^[8]

Communication

Like "Promotion" in the 4Ps model, communication refers to how consumers find out about a product. Unlike promotion, communication not only refers to the one-way communication of advertising, but also the two-way communication available through social media.^[8]

Environment

The term "marketing environment" relates to all of the factors (whether internal, external, direct or indirect) that affect a firm's marketing decision-making/planning. A firm's marketing environment consists of three main areas, which are:

The macro-environment (Macromarketing), over which a firm holds little control, consists of a variety of external factors that manifest on a large (or macro) scale. These include: economic, social, political and technological factors. A common method of assessing a firm's macro-environment is via a PESTLE (Political, Economic, Social, Technological, Legal, Ecological) analysis. Within a PESTLE analysis, a firm would analyze national political issues, culture and climate, key macroeconomic conditions, health and indicators (such as economic growth, inflation, unemployment, etc.), social trends/attitudes, and the nature of technology's impact on its society and the business processes within the society.^[9]
The micro-environment, over which a firm holds a greater amount (though not necessarily total) control, typically includes: Customers/consumers, Employees, Suppliers and the Media. In contrast to the macro-environment, an organization holds a greater (though not complete) degree of control over these factors.^[9]
The internal environment, which includes the factors inside of the company itself.^[9] A firm's internal environment consists of: Labor, Inventory, Company Policy, Logistics, Budget, and Capital Assets.^[9]

Research

Marketing research is a systematic process of analyzing data that involves conducting research to support marketing activities and the statistical interpretation of data into information. This information is then used by managers to plan marketing activities, gauge the nature of a firm's marketing environment and to attain information from suppliers. A distinction should be made between marketing research and market research. Market research involves gathering information about a particular target market. As an example, a firm may conduct research in a target market, after selecting a suitable market segment. In contrast, marketing research relates to all research conducted within marketing. Market research is a subset of marketing research.^[10] (Avoiding the word consumer, which shows up in both,^[73] market research is about distribution, while marketing research encompasses distribution, advertising effectiveness, and salesforce effectiveness).^[74]

The stages of research include:

Define the problem
Plan research
Research
Interpret data
Implement findings^[11]

Well-known academic journals in the field of marketing with the best rating in VHB-Jourqual and Academic Journal Guide, an impact factor of more than 5 in the Social Sciences Citation Index and an h-index of more than 130 in the SCImago Journal Rank are

These are also designated as Premier AMA Journals by the American Marketing Association.

Segmentation

Market segmentation consists of taking the total heterogeneous market for a product and dividing it into several sub-markets or segments, each of which tends to be homogeneous in all significant aspects.^[12] The process is conducted for two main purposes: better allocation of a firm's finite resources and to better serve the more diversified tastes of contemporary consumers. A firm only possesses a certain amount of resources. Thus, it must make choices (and appreciate the related costs) in servicing specific groups of consumers. Moreover, with more diversity in the tastes of modern consumers, firms are noting the benefit of servicing a multiplicity of new markets.

Market segmentation can be defined in terms of the STP acronym, meaning Segmentation, Targeting, and Positioning.

Segmentation involves the initial splitting up of consumers into persons of like needs/wants/tastes. Commonly used criteria include:

Geographic (such as a country, region, city, town)
Psychographic (e.g. personality traits or lifestyle traits which influence consumer behaviour)
Demographic (e.g. age, gender, socio-economic class, education)
Gender
Income
Life-Cycle (e.g. Baby Boomer, Generation X, Millennial, Generation Z)
Lifestyle (e.g. tech savvy, active)
Behavioral (e.g. brand loyalty, usage rate)^[75]

Once a segment has been identified to target, a firm must ascertain whether the segment is beneficial for them to service. The DAMP acronym is used as criteria to gauge the viability of a target market. The elements of DAMP are:

Discernable – how a segment can be differentiated from other segments.
Accessible – how a segment can be accessed via Marketing Communications produced by a firm
Measurable – can the segment be quantified and its size determined?
Profitable – can a sufficient return on investment be attained from a segment's servicing?

The next step in the targeting process is the level of differentiation involved in a segment serving. Three modes of differentiation exist, which are commonly applied by firms. These are:

Undifferentiated – where a company produces a like product for all of a market segment
Differentiated – in which a firm produced slight modifications of a product within a segment
Niche – in which an organization forges a product to satisfy a specialized target market

Positioning concerns how to position a product in the minds of consumers and inform what attributes differentiate it from the competitor's products. A firm often performs this by producing a perceptual map, which denotes similar products produced in the same industry according to how consumers perceive their price and quality. From a product's placing on the map, a firm would tailor its marketing communications to meld with the product's perception among consumers and its position among competitors' offering.^[76]

Promotional mix

The promotional mix outlines how a company will market its product. It consists of five tools: personal selling, sales promotion, public relations, advertising and social media:

Personal selling involves a presentation given by a salesperson to an individual or a group of potential customers. It enables two-way communication and relationship building, and is most commonly seen in business-to-business marketing but can also be found in business-to-consumer marketing (e.g.: selling cars at a dealership).^[5]

Sales promotion involves short-term incentives to encourage the buying of products. Examples of these incentives include free samples, contests, premiums, trade shows, giveaways, coupons, sweepstakes and games. Depending on the incentive, one or more of the other elements of the promotional mix may be used in conjunction with sales promotion to inform customers of the incentives.^[5]
Public relations is the use of media tools to promote and monitor for a positive view of a company or product in the public's eye. The goal is to either sustain a positive opinion or lessen or change a negative opinion. It can include interviews, speeches/presentations, corporate literature, social media, news releases and special events.^[5]
Advertising occurs when a firm directly pays a media channel, directly via an in-house agency^[77] or via an advertising agency or media buying service, to publicize its product, service or message. Common examples of advertising media include:

TV
Radio
Magazines
Online
Billboards
Event sponsorship
Advertising mail (direct mail)
Transit ads^[5]

Social media is used to facilitate two-way communication between companies and their customers. Outlets such as Facebook, Instagram, Twitter, Tumblr, Pinterest, Snapchat, Tik Tok and YouTube allow brands to start a conversation with regular and prospective customers. Viral marketing can be greatly facilitated by social media and if successful, allows key marketing messages and content in reaching a large number of target audiences within a short time frame. These platforms can also house advertising and public relations content.^[5]

Marketing plan

The area of marketing planning involves forging a plan for a firm's marketing activities. A marketing plan can also pertain to a specific product, the introduction of a new product, the revision of current marketing strategies for existing products, as well as an organisation's overall marketing strategy. The plan is created to accomplish specific marketing objectives, outlining a company's advertising and marketing efforts for a given period, describing the current marketing position of a business, and discussing the target market and marketing mix to be used to achieve marketing goals.

An organization's marketing planning process is derived from its overall business strategy. Marketing plans start by identifying customer needs through market research and how the business can satisfy these needs. The marketing plan also shows what actions will be taken and what resources will be used to achieve the planned objectives.

Marketing objectives are typically broad-based in nature, and pertain to the general vision of the firm in the short, medium or long-term. As an example, if one pictures a group of companies (or a conglomerate), the objective might be to increase the group's sales by 25% over a ten-year period.

Product life cycle

The product life cycle (PLC) is a tool used by marketing managers to gauge the progress of a product, especially relating to sales or revenue accrued over time. The PLC is based on a few key assumptions, including:

A given product would possess introduction, growth, maturity, and decline stage
No product lasts perpetually on the market
A firm must employ differing strategies, according to where a product is on the PLC

In the introduction stage, a product is launched onto the market. To stimulate the growth of sales/revenue, use of advertising may be high, in order to heighten awareness of the product in question.

During the growth stage, the product's sales/revenue is increasing, which may stimulate more marketing communications to sustain sales. More entrants enter into the market, to reap the apparent high profits that the industry is producing.

When the product hits maturity, its starts to level off, and an increasing number of entrants to a market produce price falls for the product. Firms may use sales promotions to raise sales.

During decline, demand for a good begins to taper off, and the firm may opt to discontinue the manufacture of the product. This is so, if revenue for the product comes from efficiency savings in production, over actual sales of a good/service. However, if a product services a niche market, or is complementary to another product, it may continue the manufacture of the product, despite a low level of sales/revenue being accrued.^[5]

Ethics

Marketing ethics is an area of applied ethics which deals with the moral principles behind the operation and regulation of marketing. Some areas of marketing ethics (ethics of advertising and promotion) overlap with media and public relations ethics.

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^ "What Comes Next? Survey Analysis and Segmentation", Discover the Future of Research, Wiley, 12 January 2017
^ Ahmad, Rizal (May 2003). "Benefit segmentation". International Journal of Market Research. 45 (3): 1–13. doi:10.1177/147078530304500302. ISSN 1470-7853. S2CID 220319720.
^ du Plessis, D.F. Introduction to Public Relations and Advertising. p. 134.
^ Jump up to:^a ^b ^c Genovese, Shelby (20 September 2023). "What is B2B Marketing?". West Virginia University Marketing Communications.
^ Aspara, Jaakko; Grant, David B.; Holmlund, Maria (1 February 2021). "Consumer involvement in supply networks: A cubic typology of C2B2C and C2B2B business models". Industrial Marketing Management. 93: 356–369. doi:10.1016/j.indmarman.2020.09.004. ISSN 0019-8501. S2CID 226739953.
^ Tarver, Evan. "Customer to Customer – C2C". Investopedia. Retrieved 16 April 2020.
^ Kohli, A.K. and Jaworski, B.J., "Market Orientation: The Construct, Research Propositions, and Managerial Implications", Journal of Marketing, Vol. 54, April 1990, pp. 1–18
^ Narver, J.C.; Slater, S.F. (1990). "The Effect of a Market Orientation on Business Profitability". Journal of Marketing. 54 (4): 20–34. doi:10.2307/1251757. JSTOR 1251757.
^ Hollander, S.C.; Jones, D.G.B.; Dix, L. (2005). "Periodization in Marketing History". Journal of Macromarketing. 25 (1): 33–39. doi:10.1177/0276146705274982. S2CID 9997002.
^ Fillis, Ian (2006). "Art for Art's Sake or Art for Business Sake: An exploration of artistic product orientation". The Marketing Review. 6: 29–40. doi:10.1362/146934706776861573.
^ Sheth, J., Sisodia, R.S. and Sharma, A., "The Antecedents and Consequences of Customer-Centric Marketing", Journal of the Academy of Marketing Science, Vol. 28, No. 1, 2000, p. 55
^ Kotler, P., Armstrong, G., Principles of Marketing, 12th ed., Upper Saddle River: Pearson Education, 2008, p. 28
^ Kotler, Philip (1980). Principles of Marketing. Englewood Cliffs, NJ: Prentice-Hall Inc.
^ Kotler, P., Armstrong, G., Principles of Marketing, 12th ed., Upper Saddle River: Pearson Education, 2008, p. 29
^ Avlonitis, G.J. and Gounaris, S.P., "Marketing Orientation and Company Performance: Industrial vs. Consumer Goods Companies", Industrial Marketing Management, Vol. 26, 1997, pp. 385–402
^ Verbeke, Willem; Dietz, Bart; Verwaal, Ernst (2010). "Drivers of sales performance: A contemporary meta-analysis. Have salespeople become knowledge brokers?" (PDF). Journal of the Academy of Marketing Science. 39 (3): 407–28. doi:10.1007/s11747-010-0211-8. S2CID 53687035.
^ McGee, L.W. and Spiro, R.L., "The Marketing Concept in Perspective", Business Horizons, May–June 1988, pp. 40–45
^ Hooley, G., Fahy, J., Beracs, J., Fonfara, K. and Snoj, B., "Market Orientation in the Transition Economies of Central Europe: Tests of the Narver and Slater Market Orientation Scales", Journal of Business Research, Vol. 50, 2000, pp. 273–85. The most widely applied scale is that developed by Narver and Slater in Narver, J.C., and Slater, S.F., "The Effect of Marketing Orientation on Business Profitability", Journal of Marketing, Vo. 54, 1990, pp. 20–35
^ , Blackwell Reference, Kotler, P., "What consumerism means for marketers", Harvard Business Review, vol. 50, no. 3, 1972, pp. 48–57; Wilkie, W.L. and Moore, E.S., "Macromarketing as a Pillar of Marketing Thought", Journal of Macromarketing, Vol. 26 No. 2, December 2006, pp. 224–32 doi:10.1177/0276146706291067; Wilkie, W.L. and Moore, E.S., "Scholarly Research in Marketing: Exploring the "4 Eras" of Thought Development", Journal of Public Policy and Marketing, Vol. 22, No. 2, 2003, pp. 116–46
^ Grönroos, Christian (1 March 1994). "From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing". Management Decision. 32 (2): 4–20. doi:10.1108/00251749410054774. hdl:11323/385. ISSN 0025-1747.
^ Groucutt, Jon; Leadley, Peter; Forsyth, Patrick (2004). Marketing: Essential Principles, New Realities. Kogan Page Publishers. ISBN 978-0-7494-4114-2.
^ Hunt, S.F. and Goolsby, J., "The Rise and Fall of the Functional Approach to Marketing: A Paradigm Displacement Perspective", (originally published in 1988), reprinted in: Review of Marketing Research: Special Issue - Marketing Legends, Vol. 1, Naresh K. Malhotra, (ed), Bingley, UK, Emerald, 2011
^ Banting, P.M.; Ross, R.E. (1973). "The marketing mix: A Canadian perspective". Journal of the Academy of Marketing Science. 1 (1): 1973. doi:10.1007/BF02729310. S2CID 189884279.
^ McCarthy, E.J., Basic Marketing: A Managerial Approach Irwin, Homewood, Ill., 1960
^ Dominici, G. (September 2009). "From Marketing Mix to E-Marketing Mix: A Literature Review" (PDF). International Journal of Business and Management. 9 (4): 17–24. Archived from the original (PDF) on 29 August 2017.
^ Keelson, S.A>, "The Evolution of the Marketing Concepts: Theoretically Different Roads Leading to Practically the Same Destination!" in Global Conference on Business and Finance Proceedings, Volume 7, Number 1, 2012, ISSN 1941-9589
^ Kotler, P., Marketing Management, (Millennium Edition), Custom Edition for University of Phoenix, Prentice Hall, 2001, p. 9.
^ Constantinides, E., "The Marketing Mix Revisited: Towards the 21st Century Marketing", Journal of Marketing Management, vol. 22, 2006, pp. 407–438.
^ Bitner, M.J., "The Evolution of the Services Marketing Mix and its Relationship to Service Quality", in Service Quality: Multidisciplinary and Multinational Perspectives, Brown, S.W., Gummeson, E., Edvardson, B. and Gustavsson, B. (eds), Lexington, Canada, 1991, pp. 23–37.
^ Schultz, Don E; Tannenbaum, Stanley I; Lauterborn, Robert F (1993), Integrated marketing communications, NTC Business Books, ISBN 978-0-8442-3363-5
^ Jump up to:^a ^b Kerr, F., Patti, C. and Ichul, K., "An Inside-out Approach to Integrated Marketing Communications: An International Perspective", International Journal of Advertising, Vol. 27, No. 4, 2008, pp. 531–40
^ Jump up to:^a ^b ^c Borden, N., "The Concept of the Marketing Mix", Journal of Advertising Research, June 1964 pp. 2–7; van Waterschoot, W. and van den Bulte, C., "The 4P Classification of the Marketing Mix Revisited", Journal of Marketing, Vol. 56, No. 4, 1992, pp. 83–93
^ Online Etymology Encyclopedia, "Promotion | Etymology, origin and meaning of promotion by etymonline". Archived from the original on 8 January 2018. Retrieved 7 January 2018.>
^ Gareth, Morgan (1988). Riding the Waves of Change. Jossey-Bass. ISBN 978-1555420932.
^ Porcu, L., del Barrio-Garcia, S., and Kitchen, P.J., "How Integrated Marketing Communications (IMC) works? A theoretical review and an analysis of its main drivers and effects/ ¿Cómo funciona la Comunicación Integrada de Marketing (CIM)? Una revisión teórica y un análisis de sus antecedents Efectos", Comunicación y Sociedad, Vol. XXV, Núm. 1, 2012, pp. 313–48
^ van Waterschoot, W.; van den Bulte, C. (1992). "The 4P Classification of the Marketing Mix Revisited". Journal of Marketing. 56 (4): 83–93. doi:10.2307/1251988. JSTOR 1251988.
^ Constantinides, E., "The Marketing Mix Revisited: Towards the 21st Century Marketing", Journal of Marketing Management, Vo. 22, 2006, pp. 407–38
^ Fisk, R.P., Brown, W., and Bitner, M.J., "Tracking the Evolution of Services Marketing Literature", Journal of Retailing, vol. 41 (April), 1993; Booms, B. and Bitner, M.J. "Marketing Strategies and Organizational Structures for Service Firms" in James H. Donnelly and William R. George (eds), Marketing of Services, Chicago: American Marketing Association, 47–51; Rafiq, M. and Ahmed, P.K. "Using the 7Ps as a Generic Marketing mix: An Exploratory Survey of UK and European Marketing Academics", Marketing Intelligence & Planning, Vol. 13, no. 9, pp. 4–15
^ Jump up to:^a ^b Lauterborn, B (1990). "New Marketing Litany: Four Ps Passé: C-Words Take Over". Advertising Age. 61 (41): 26.
^ Kotler, P. and Keller, K. (2006), Marketing and Management, Pearson Prentice Hall, Upper Saddle River, NJ, US
^ Rodríguez, Ismael; Rabanal, Pablo; Rubio, Fernando (2017). "Business Hacks" (PDF). Applied Soft Computing. 55 (June 2017): 178–196. doi:10.1016/j.asoc.2017.01.036. ISSN 1568-4946.
^ Chaffey, Dave; Ellis-Chadwick, Fiona (2012). Digital marketing: strategy, implementation of and practice (5th ed.). Harlow: Pearson Education.
^ Bhatt, Ganesh D; Emdad, Ali F (2001). "An analysis of the virtual value chain in electronic commerce". Logistics Information Management. 14 (1/2): 78–85. doi:10.1108/09576050110362465.
^ US Census data is both for Market research and for Marketing research: "NAPCS Product List for NAICS 54191: Marketing Research" (PDF). data collection services for marketing research and public opinion surveys, by methods other than ... data collection services provided as part of a market research services package that includes
^ "Difference between Market Research and Marketing Research". 9 January 2018.
^ Moore, Karl; Pareek, Niketh (2010). Marketing: the Basics. New York, NY: Routledge. pp. 38–65. ISBN 978-0-415-77899-2.
^ Moutinho, Luiz (2000). Strategic Management in Tourism. New York, NY: CABI Publishing. pp. 121–166. ISBN 9780851992822.
^ Tiffany Hsu (28 October 2019). "The Advertising Industry Has a Problem: People Hate Ads". The New York Times.

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[30] "What Comes Next? Survey Analysis and Segmentation", Discover the Future of Research, Wiley, 12 January 2017

[31] Ahmad, Rizal (May 2003). "Benefit segmentation". International Journal of Market Research. 45 (3): 1–13. doi:10.1177/147078530304500302. ISSN 1470-7853. S2CID 220319720.

[32] u Plessis, D.F. Introduction to Public Relations and Advertising. p. 134.

[:10-33] Jump up to:^a ^b ^c Genovese, Shelby (20 September 2023). "What is B2B Marketing?". West Virginia University Marketing Communications.

[34] Aspara, Jaakko; Grant, David B.; Holmlund, Maria (1 February 2021). "Consumer involvement in supply networks: A cubic typology of C2B2C and C2B2B business models". Industrial Marketing Management. 93: 356–369. doi:10.1016/j.indmarman.2020.09.004. ISSN 0019-8501. S2CID 226739953.

[35] Tarver, Evan. "Customer to Customer – C2C". Investopedia. Retrieved 16 April 2020.

[36] Kohli, A.K. and Jaworski, B.J., "Market Orientation: The Construct, Research Propositions, and Managerial Implications", Journal of Marketing, Vol. 54, April 1990, pp. 1–18

[37] Narver, J.C.; Slater, S.F. (1990). "The Effect of a Market Orientation on Business Profitability". Journal of Marketing. 54 (4): 20–34. doi:10.2307/1251757. JSTOR 1251757.

[38] Hollander, S.C.; Jones, D.G.B.; Dix, L. (2005). "Periodization in Marketing History". Journal of Macromarketing. 25 (1): 33–39. doi:10.1177/0276146705274982. S2CID 9997002.

[39] Fillis, Ian (2006). "Art for Art's Sake or Art for Business Sake: An exploration of artistic product orientation". The Marketing Review. 6: 29–40. doi:10.1362/146934706776861573.

[40] Sheth, J., Sisodia, R.S. and Sharma, A., "The Antecedents and Consequences of Customer-Centric Marketing", Journal of the Academy of Marketing Science, Vol. 28, No. 1, 2000, p. 55

[41] Kotler, P., Armstrong, G., Principles of Marketing, 12th ed., Upper Saddle River: Pearson Education, 2008, p. 28

[42] Kotler, Philip (1980). Principles of Marketing. Englewood Cliffs, NJ: Prentice-Hall Inc.

[43] Kotler, P., Armstrong, G., Principles of Marketing, 12th ed., Upper Saddle River: Pearson Education, 2008, p. 29

[44] Avlonitis, G.J. and Gounaris, S.P., "Marketing Orientation and Company Performance: Industrial vs. Consumer Goods Companies", Industrial Marketing Management, Vol. 26, 1997, pp. 385–402

[45] Verbeke, Willem; Dietz, Bart; Verwaal, Ernst (2010). "Drivers of sales performance: A contemporary meta-analysis. Have salespeople become knowledge brokers?" (PDF). Journal of the Academy of Marketing Science. 39 (3): 407–28. doi:10.1007/s11747-010-0211-8. S2CID 53687035.

[46] McGee, L.W. and Spiro, R.L., "The Marketing Concept in Perspective", Business Horizons, May–June 1988, pp. 40–45

[47] Hooley, G., Fahy, J., Beracs, J., Fonfara, K. and Snoj, B., "Market Orientation in the Transition Economies of Central Europe: Tests of the Narver and Slater Market Orientation Scales", Journal of Business Research, Vol. 50, 2000, pp. 273–85. The most widely applied scale is that developed by Narver and Slater in Narver, J.C., and Slater, S.F., "The Effect of Marketing Orientation on Business Profitability", Journal of Marketing, Vo. 54, 1990, pp. 20–35

[48] , Blackwell Reference, Kotler, P., "What consumerism means for marketers", Harvard Business Review, vol. 50, no. 3, 1972, pp. 48–57; Wilkie, W.L. and Moore, E.S., "Macromarketing as a Pillar of Marketing Thought", Journal of Macromarketing, Vol. 26 No. 2, December 2006, pp. 224–32 doi:10.1177/0276146706291067; Wilkie, W.L. and Moore, E.S., "Scholarly Research in Marketing: Exploring the "4 Eras" of Thought Development", Journal of Public Policy and Marketing, Vol. 22, No. 2, 2003, pp. 116–46

[49] Grönroos, Christian (1 March 1994). "From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing". Management Decision. 32 (2): 4–20. doi:10.1108/00251749410054774. hdl:11323/385. ISSN 0025-1747.

[50] Groucutt, Jon; Leadley, Peter; Forsyth, Patrick (2004). Marketing: Essential Principles, New Realities. Kogan Page Publishers. ISBN 978-0-7494-4114-2.

[51] Hunt, S.F. and Goolsby, J., "The Rise and Fall of the Functional Approach to Marketing: A Paradigm Displacement Perspective", (originally published in 1988), reprinted in: Review of Marketing Research: Special Issue - Marketing Legends, Vol. 1, Naresh K. Malhotra, (ed), Bingley, UK, Emerald, 2011

[52] Banting, P.M.; Ross, R.E. (1973). "The marketing mix: A Canadian perspective". Journal of the Academy of Marketing Science. 1 (1): 1973. doi:10.1007/BF02729310. S2CID 189884279.

[53] McCarthy, E.J., Basic Marketing: A Managerial Approach Irwin, Homewood, Ill., 1960

[54] Dominici, G. (September 2009). "From Marketing Mix to E-Marketing Mix: A Literature Review" (PDF). International Journal of Business and Management. 9 (4): 17–24. Archived from the original (PDF) on 29 August 2017.

[55] Keelson, S.A>, "The Evolution of the Marketing Concepts: Theoretically Different Roads Leading to Practically the Same Destination!" in Global Conference on Business and Finance Proceedings, Volume 7, Number 1, 2012, ISSN 1941-9589

[:02-56] Kotler, P., Marketing Management, (Millennium Edition), Custom Edition for University of Phoenix, Prentice Hall, 2001, p. 9.

[57] Constantinides, E., "The Marketing Mix Revisited: Towards the 21st Century Marketing", Journal of Marketing Management, vol. 22, 2006, pp. 407–438.

[58] Bitner, M.J., "The Evolution of the Services Marketing Mix and its Relationship to Service Quality", in Service Quality: Multidisciplinary and Multinational Perspectives, Brown, S.W., Gummeson, E., Edvardson, B. and Gustavsson, B. (eds), Lexington, Canada, 1991, pp. 23–37.

[Schultz-59] Schultz, Don E; Tannenbaum, Stanley I; Lauterborn, Robert F (1993), Integrated marketing communications, NTC Business Books, ISBN 978-0-8442-3363-5

[:1-60] Jump up to:^a ^b Kerr, F., Patti, C. and Ichul, K., "An Inside-out Approach to Integrated Marketing Communications: An International Perspective", International Journal of Advertising, Vol. 27, No. 4, 2008, pp. 531–40

[:2-61] Jump up to:^a ^b ^c Borden, N., "The Concept of the Marketing Mix", Journal of Advertising Research, June 1964 pp. 2–7; van Waterschoot, W. and van den Bulte, C., "The 4P Classification of the Marketing Mix Revisited", Journal of Marketing, Vol. 56, No. 4, 1992, pp. 83–93

[62] Online Etymology Encyclopedia, "Promotion | Etymology, origin and meaning of promotion by etymonline". Archived from the original on 8 January 2018. Retrieved 7 January 2018.>

[63] Gareth, Morgan (1988). Riding the Waves of Change. Jossey-Bass. ISBN 978-1555420932.

[64] Porcu, L., del Barrio-Garcia, S., and Kitchen, P.J., "How Integrated Marketing Communications (IMC) works? A theoretical review and an analysis of its main drivers and effects/ ¿Cómo funciona la Comunicación Integrada de Marketing (CIM)? Una revisión teórica y un análisis de sus antecedents Efectos", Comunicación y Sociedad, Vol. XXV, Núm. 1, 2012, pp. 313–48

[65] van Waterschoot, W.; van den Bulte, C. (1992). "The 4P Classification of the Marketing Mix Revisited". Journal of Marketing. 56 (4): 83–93. doi:10.2307/1251988. JSTOR 1251988.

[66] Constantinides, E., "The Marketing Mix Revisited: Towards the 21st Century Marketing", Journal of Marketing Management, Vo. 22, 2006, pp. 407–38

[67] Fisk, R.P., Brown, W., and Bitner, M.J., "Tracking the Evolution of Services Marketing Literature", Journal of Retailing, vol. 41 (April), 1993; Booms, B. and Bitner, M.J. "Marketing Strategies and Organizational Structures for Service Firms" in James H. Donnelly and William R. George (eds), Marketing of Services, Chicago: American Marketing Association, 47–51; Rafiq, M. and Ahmed, P.K. "Using the 7Ps as a Generic Marketing mix: An Exploratory Survey of UK and European Marketing Academics", Marketing Intelligence & Planning, Vol. 13, no. 9, pp. 4–15

[Lauterborn-68] Jump up to:^a ^b Lauterborn, B (1990). "New Marketing Litany: Four Ps Passé: C-Words Take Over". Advertising Age. 61 (41): 26.

[Kotlerkeller-69] Kotler, P. and Keller, K. (2006), Marketing and Management, Pearson Prentice Hall, Upper Saddle River, NJ, US

[RodriguezRabanalRubio-70] Rodríguez, Ismael; Rabanal, Pablo; Rubio, Fernando (2017). "Business Hacks" (PDF). Applied Soft Computing. 55 (June 2017): 178–196. doi:10.1016/j.asoc.2017.01.036. ISSN 1568-4946.

[DM-71] Chaffey, Dave; Ellis-Chadwick, Fiona (2012). Digital marketing: strategy, implementation of and practice (5th ed.). Harlow: Pearson Education.

[An_analysis_of_the_virtual_value_ch-72] Bhatt, Ganesh D; Emdad, Ali F (2001). "An analysis of the virtual value chain in electronic commerce". Logistics Information Management. 14 (1/2): 78–85. doi:10.1108/09576050110362465.

[73] US Census data is both for Market research and for Marketing research: "NAPCS Product List for NAICS 54191: Marketing Research" (PDF). data collection services for marketing research and public opinion surveys, by methods other than ... data collection services provided as part of a market research services package that includes

[74] "Difference between Market Research and Marketing Research". 9 January 2018.

[75] Moore, Karl; Pareek, Niketh (2010). Marketing: the Basics. New York, NY: Routledge. pp. 38–65. ISBN 978-0-415-77899-2.

[76] Moutinho, Luiz (2000). Strategic Management in Tourism. New York, NY: CABI Publishing. pp. 121–166. ISBN 9780851992822.

[MarketingInHouse.NYT2019-77] Tiffany Hsu (28 October 2019). "The Advertising Industry Has a Problem: People Hate Ads". The New York Times.

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Obstacle	Urban Ignite Marketing Solution
Unforeseeable Algorithm Updates	Constant adaptation with advanced SEO audits and flexible strategies
Poor Website Visibility	Advanced keyword combination and enhanced site architecture
Low User Engagement	Engaging material production customized to audience intent

Technique	Benefit	Professional Pointer
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Inconsistent publishing schedule	Reduces brand name trustworthiness	Strategy editorial calendars carefully

Marketing	Advertising includes activities that convey value and persuade customers. Its role is to boost sales and build brand awareness for Marketing.	https://en.wikipedia.org/wiki/Marketing
Market Segmentation	Market Segmentation divides a broad consumer base into smaller groups with similar characteristics. This lets businesses to tailor their product promotion to more effectively satisfy the demands of specific customer segments.	https://en.wikipedia.org/wiki/Market_segmentation
Target Market	A Target Market is a particular group of consumers an organization intends to connect with with its products or services. Identifying this group is essential for customizing promotional efforts and increasing business success.	https://en.wikipedia.org/wiki/Target_audience
Marketing Strategy	A complete strategy is vital for successfully advertising goods or services. It guides decision-making and resource allocation to achieve promotional goals and maximize impact.	https://en.wikipedia.org/wiki/Marketing_strategy
Marketing Plan	The promotion plan outlines tactics for reaching desired demographics and achieving business objectives. It guides promotional activities, ensuring efficient resource allocation and measurable results.	https://en.wikipedia.org/wiki/Marketing_plan
Marketing Research	Investigative activities provide vital understanding into consumer behavior and market trends. These insights inform strategic decision-making, optimizing product development and promotional activities for better consumer engagement.	https://en.wikipedia.org/wiki/Marketing_research
Product Management	Product Management determines the perspective and plan for a product and guides its evolution and introduction. It works with promotion teams to assure the service arrives at the correct market and gains financial achievement.	https://en.wikipedia.org/wiki/Product_management
Branding	Branding establishes a distinct character and promise for a item or offering. It forms consumer views and impacts their buying decisions within business.	https://en.wikipedia.org/wiki/Branding
Advertising	Marketing is a key part for marketing products and offerings. It aids companies convey value and build brand awareness to reach potential customers.	https://en.wikipedia.org/wiki/Advertising
Sales	Sales transforms advertising efforts into revenue, fueling business expansion. It's the crucial last step in linking products or services with customers after their interest has been nurtured.	https://en.wikipedia.org/wiki/Sales
Public Relations	Public Relations forms brand image and nurtures relationships with stakeholders. It assists marketing activities by establishing trust and managing reputation.	https://en.wikipedia.org/wiki/Public_relations
Direct Marketing	Direct Marketing involves communicating straight to customers. It plays a vital role in overall advertising efforts.	https://en.wikipedia.org/wiki/Direct_marketing
Digital Marketing	Digital promotion uses online platforms to engage potential customers. It plays a critical role in overall business strategy by extending reach and enhancing brand awareness.	https://en.wikipedia.org/wiki/Digital_marketing
Social Media Marketing	Social media promotion involves using online platforms to engage audiences and build relationships. It plays a vital role in overall business development by increasing brand awareness and driving customer engagement.	https://en.wikipedia.org/wiki/Social_media_marketing
Content Marketing	Content promotion involves creating and sharing valuable material to attract an audience. It plays a vital role in brand building and boosting customer engagement.	https://en.wikipedia.org/wiki/Content_marketing
Search Engine Optimization	Search Engine Optimization improves website presence in search results. This increased visibility drives organic traffic, a vital element in marketing strategies.	https://en.wikipedia.org/wiki/Search_engine_optimization
Customer Relationship Management	Customer Relationship Management assists businesses manage communications and information during the customer lifecycle. This improves customer loyalty and drives income growth by improving outreach plans.	https://en.wikipedia.org/wiki/Customer_relationship_management
Marketing Communications	This includes the plans and tactics used to convey information about a product or service to a target audience. This communication plays a critical role in shaping perceptions, increasing sales, and building brand loyalty within the consumer base.	https://en.wikipedia.org/wiki/Integrated_marketing_communications
Marketing Management	This is the organizational discipline focused on the practical application of promotional techniques and management of a firm's promotional resources and activities. Efficient management in this area ensures a company's offerings reach the right audience and achieve desired business objectives.	https://en.wikipedia.org/wiki/Marketing_management
Marketing Mix	The "blend" encompasses product, price, place, and promotion, directing how businesses position offerings. This strategic framework is essential to successful commercial activity and reaching target audiences.	https://en.wikipedia.org/wiki/Marketing_mix
Pricing	Pricing tactics greatly influence customer perception and sales volume. It's a key element in business strategy, affecting earnings and market positioning within the industry.	https://en.wikipedia.org/wiki/Pricing
Distribution	Distribution involves making products accessible to consumers via different channels. It is crucial for effective product placement and reaching the target audience, affecting overall business success.	https://en.wikipedia.org/wiki/Distribution_(marketing)
Promotion	Promotion informs, persuades, and alerts customers about a company and its products. It plays a key role in boosting sales and building brand recognition within the business landscape.	https://en.wikipedia.org/wiki/Promotion_(marketing)
Consumer Behavior	Consumer Behavior investigates how individuals make purchasing decisions. Understanding these behaviors is essential for effectively promoting products and services.	https://en.wikipedia.org/wiki/Consumer_behaviour
Marketing Ethics	Moral conduct in advertising activities creates trust and safeguards consumers. It ensures that convincing communication is honest, just, and socially accountable.	https://en.wikipedia.org/wiki/Marketing_ethics
Market Research	Market Research uncovers useful knowledge about users, competitors, and the surroundings. This data guides critical decisions to advertise goods and offerings successfully.	https://en.wikipedia.org/wiki/Market_research
Marketing Analytics	Analytics helps gauge promotional campaigns and customer behavior. Insightful insights improve strategies and optimize resource allocation for better results.	https://en.wikipedia.org/wiki/Marketing_analytics
Marketing Automation	Mechanization streamlines marketing efforts and customer interactions. It plays a critical role in optimizing campaign performance and boosting audience engagement.	https://en.wikipedia.org/wiki/Marketing_automation
Brand Management	Brand Management forms customer perception and fosters enduring relationships. It's vital in promotional campaigns and placement of products approaches.	https://en.wikipedia.org/wiki/Brand_management
Demographic Segmentation	Demographic Segmentation splits a wide consumer group into subgroups depending on shared characteristics like age, gender, and income. It allows companies to customize their product creation and promotional campaigns for certain audience segments.	https://en.wikipedia.org/wiki/Market_segmentation
Psychographic Segmentation	Psychographic Segmentation divides consumers according to personality, values, and lifestyle. It helps businesses tailor their strategies to better appeal to specific consumer groups.	https://en.wikipedia.org/wiki/Market_segmentation
Geographic Segmentation	Geographic Segmentation categorizes an audience according to location, allowing businesses to reach consumers with location-specific promotions. This strategy helps customize product choices and promotional tactics to resonate with local desires and needs.	https://en.wikipedia.org/wiki/Market_segmentation
Behavioral Segmentation	Behavioral Segmentation clusters consumers based on their actions, providing understanding of purchasing habits, usage patterns, and brand interactions. This information assists organizations tailor strategies to better engage audiences and boost promotional effectiveness.	https://en.wikipedia.org/wiki/Market_segmentation
Segmentation Variables	Segmentation Variables split broad consumer or business markets into distinct subsets based on common characteristics. This allows companies to tailor product development and promotional activities to specific segments, enhancing engagement and return on investment for their promotional efforts.	https://en.wikipedia.org/wiki/Market_segmentation
Segmentation Criteria	Segmentation Criteria are the variables utilized to split a wide customer or business market into segments with distinct needs and preferences. This division is crucial for customizing product creation and promotional activities to increase sales effectiveness.	https://en.wikipedia.org/wiki/Market_segmentation
Niche Market	A Niche Market centers on a particular, clearly defined segment of the population. This method lets businesses to customize their promotional efforts and products to better cater to a particular group's needs.	https://en.wikipedia.org/wiki/Market_segmentation
Mass Marketing	Mass dissemination intends to get to the widest achievable audience. It has a vital role in promotional activities by generating wide awareness and sparking initial interest in a product or service.	https://en.wikipedia.org/wiki/Mass_marketing
Product Differentiation	Product Differentiation is creating special aspects that distinguish your service from competitors. This is key to affecting consumer view and boosting sales.	https://en.wikipedia.org/wiki/Product_differentiation
Value Proposition	A Value Proposition is a short statement that communicates why customers should choose a particular product or service. It highlights the special benefits and solutions offered to meet customer needs and affect their buying decisions.	https://en.wikipedia.org/wiki/Value_proposition
Stp Marketing Model	Stp Marketing Model helps companies identify and target certain customer groups. This strategy optimizes advertising efforts and resource allocation for greater effectiveness.	https://en.wikipedia.org/wiki/Market_segmentation
Data Analysis	Data Analysis helps businesses comprehend customer behavior and trends. This comprehension permits for more effective marketing strategies and enhanced customer interaction.	https://en.wikipedia.org/wiki/Data_analysis
Competitive Advantage	Competitive Advantage allows a firm exceed competitors, attracting clients and enhancing earnings. It's essential for plans that market and offer goods or assistance successfully.	https://en.wikipedia.org/wiki/Competitive_advantage
Brand Positioning	Brand Positioning defines a specific space for a product in the consumer's mind. It directs promotional activities to guarantee the service appeals to the target audience and distinguishes itself from competitors.	https://en.wikipedia.org/wiki/Positioning_(marketing)
Customer Profiling	Customer Profiling involves creating thorough representations of your ideal customers utilizing demographics, behaviors, and needs. This allows businesses to modify their strategies to more effectively reach and engage particular audience segments, ultimately boosting business success.	https://en.wikipedia.org/wiki/Customer_segmentation
Marketing Communication	It encompasses plans to convey brand messaging and engage with audiences. This Marketing Communication is critical for advertising goods or services and reaching business objectives.	https://en.wikipedia.org/wiki/Integrated_marketing_communications
Demographics	Population statistics provide key insights into customer characteristics including age, gender, and income. This data shapes strategies for product development and promotional activities, making sure offerings appeal to target audiences.	https://en.wikipedia.org/wiki/Demographics
Psychographics	Psychographics classify consumers by psychological attributes such as values and lifestyle selections. This knowledge refines product development and promotional strategies to connect with specific audience groups.	https://en.wikipedia.org/wiki/Psychographics
Geographics	Geographics assists businesses grasp the location of their customers are situated. Using this data enables personalized marketing strategies drawing from geographic attributes.	https://en.wikipedia.org/wiki/Geographic_segmentation
Product Development	Product Development shapes offerings to meet customer needs and wants. This procedure immediately impacts promotion and selling strategies by determining the product's worth.	https://en.wikipedia.org/wiki/New_product_development
Distribution Channels	Distribution Channels are the ways products follow to get to consumers. The channels are crucial for businesses to effectively market and deliver products to target audiences.	https://en.wikipedia.org/wiki/Distribution_(marketing)
Market Analysis	Market Analysis involves examining industry trends and consumer conduct. It directs advertising tactics and helps businesses reach informed decisions.	https://en.wikipedia.org/wiki/Marketing_research
Competitive Analysis	Competitive Analysis is vital for comprehending your rivals' strengths and shortcomings. It aids companies improve their plans to get an advantage in the customer marketplace.	https://en.wikipedia.org/wiki/Competitive_analysis
Market Trends	Market Trends reveal changes in consumer behavior and preferences. Understanding these patterns is vital for creating effective promotional strategies and business decisions.	https://en.wikipedia.org/wiki/Marketing
Market Size	Market Size indicates the potential customer base and overall demand for a product or service. Understanding it is essential for shaping promotional strategies and business decisions.	https://en.wikipedia.org/wiki/Market_analysis
Market Share	Market Share indicates a company's sales portion within a specific industry. It is a key measurement for assessing rival positioning and developing winning promotional strategies.	https://en.wikipedia.org/wiki/Market_share
Buyer Persona	Customer Avatars can be described as fictional, broad representations of your ideal customers. They direct company strategies to better connect with and interest target audiences.	https://en.wikipedia.org/wiki/Marketing
Product Positioning	Product Positioning defines where your product sits in the market and in the thoughts of consumers. It strongly affects promotional strategies and aids a business stand out from its competition.	https://en.wikipedia.org/wiki/Positioning_(marketing)
Swot Analysis	Swot Analysis assesses strengths, weaknesses, chances, and threats, providing key insights for strategic planning. Businesses leverage this framework to improve their marketing plans and achieve a competitive advantage.	https://en.wikipedia.org/wiki/SWOT_analysis
Email Marketing	Email Marketing is a vital component of a company's advertising efforts, allowing for straightforward communication. It is a strong tool for nurturing leads, building customer relationships, and driving revenue through focused advertising campaigns.	https://en.wikipedia.org/wiki/Email_marketing
Key Performance Indicators	(KPIs) are crucial metrics that firms use to evaluate the effectiveness of their promotional efforts. They aid companies measure progress toward certain objectives, allowing for data-driven modifications to improve effort performance.	https://en.wikipedia.org/wiki/Performance_indicator
Return On Investment	Return On Investment (ROI) assesses the profitability of initiatives by weighing net profit to the cost of investment. It's crucial for assessing the efficiency of promotional activities and resource management.	https://en.wikipedia.org/wiki/Return_on_investment
Marketing Budget	A financial plan allocating resources for promotional activities is critical. It guides resource allocation, ensuring campaigns align with business objectives and increase return on investment.	https://en.wikipedia.org/wiki/Marketing_plan#Budgeting
Pricing Strategy	Pricing Strategy shapes how a business establishes the price of its items or offerings. This decision is essential for influencing customer view and driving sales within the overall promotional campaigns.	https://en.wikipedia.org/wiki/Pricing
Sales Strategy	Sales Strategy defines how a company will market its offerings and reach its sales targets. It guides marketing actions and customer interaction to drive revenue increase.	https://en.wikipedia.org/wiki/Marketing_strategy
Customer Acquisition	Customer Acquisition is the procedure of obtaining new clients, a vital role for business growth. It's a key component of marketing plans, increasing revenue and growing the customer base.	https://en.wikipedia.org/wiki/Customer_acquisition
Sales Forecasting	Sales Forecasting predicts future sales, enabling informed decisions about resource allocation and promotional strategies. This anticipation of demand is crucial for effective product placement and advertising endeavors.	https://en.wikipedia.org/wiki/Demand_forecasting
Marketing Objectives	They define what a business intends to achieve through its advertising efforts. These objectives guide strategy and measure success in reaching target customers and increasing sales.	https://en.wikipedia.org/wiki/Marketing_strategy
Executive Summary	An Executive Summary gives a high-level overview of a business strategy or proposition. It is critical in marketing endeavors for quickly communicating important information to stakeholders.	https://en.wikipedia.org/wiki/Executive_summary
Mission Statement	The Mission Statement describes an organization's purpose and values. It guides key decisions, shaping how the organization markets its offerings and connects with its audience.	https://en.wikipedia.org/wiki/Mission_statement
Marketing Goals	Aims direct advertising activities and offer focus. They offer a quantifiable roadmap for success in connecting with target audiences and achieving business growth.	https://en.wikipedia.org/wiki/Marketing_strategy
Promotion Strategy	Promotion Strategy involves communicating the value of a product or service to intended customers. It plays a key role in overall business success by building awareness, producing interest, and convincing consumers to make a purchase.	https://en.wikipedia.org/wiki/Marketing_strategy
Implementation Plan	An Implementation Plan details the actions required to execute a promotional strategy. This ensures campaigns are started efficiently and attain intended business goals.	https://en.wikipedia.org/wiki/Marketing_plan
Performance Metrics	Performance Metrics are essential for assessing the success of marketing activities and tactics. They give data-driven information to improve campaigns and reach business objectives.	https://en.wikipedia.org/wiki/Marketing_performance_measurement
Marketing Audit	A company evaluation that evaluates a company's strategies and initiatives. It helps pinpoint areas for improvement and improve promotional efforts for better results.	https://en.wikipedia.org/wiki/Marketing_strategy

21201	21201 is a Baltimore MD post code encompassing the Inner Harbor and downtown business district. It features attractions such as the National Aquarium and a mix of residential and commercial buildings.	https://en.wikipedia.org/wiki/List_of_ZIP_codes_in_Maryland
21202	21202 is a downtown Baltimore MD zip code encompassing the Inner Harbor and surrounding business district. It's a dynamic area with sights, offices, and residential towers.	https://en.wikipedia.org/wiki/ZIP_code
21203	21203 is a Baltimore MD postal code including areas like Fells Point and Little Italy. It's famous for its old waterfront, vibrant arts scene, and diverse culinary selections.	https://en.wikipedia.org/wiki/Baltimore
21205	21205 is a Baltimore MD postal code including neighborhoods like Berea and Broadway East. It's located northeast of downtown, with a mix of housing areas and business districts.	https://en.wikipedia.org/wiki/Baltimore
21206	21206 is a Baltimore MD postal code associated with the neighborhoods of Northeastern Baltimore including Beverly Hills and Hillen. It is mainly residential with a mix of housing types and nearby businesses.	https://en.wikipedia.org/wiki/List_of_ZIP_codes_in_Maryland
21207	21207 is a Baltimore MD postal zip code including neighborhoods such as Gwynn Oak and West Hills. It's a primarily residential area with a mix of housing types and local businesses.	https://en.wikipedia.org/wiki/Baltimore
21208	21208 is a Baltimore MD postal code primarily covering the areas of Roland Park and Hampden. It's recognized for its historical architecture, lively arts scene, and proximity to attractions like the Avenue in Hampden.	https://en.wikipedia.org/wiki/List_of_ZIP_code_prefixes_(Baltimore)
21209	21209 is a zip code mainly in Baltimore MD, encompassing areas such as Roland Park and Hampden. It's recognized for its historical architecture, parks, and vibrant local businesses.	https://en.wikipedia.org/wiki/Baltimore
21210	21210 in Baltimore MD is a diverse area encompassing residential neighborhoods and commercial areas. It's known for Loyola University Maryland and nearby attractions like Lake Roland.	https://en.wikipedia.org/wiki/Curtis_Bay,_Baltimore
21211	21211 is a Baltimore MD zip code including the Roland Park, Hampden, and Remington neighborhoods. It's famous for its historic architecture, vibrant arts community, and near proximity to Johns Hopkins University.	https://en.wikipedia.org/wiki/List_of_ZIP_codes_in_Maryland
21212	21212 is a Baltimore MD postal code including the Roland Park neighborhood and nearby residential locations. It's recognized for its historic architecture, green areas, and proximity to local services.	https://en.wikipedia.org/wiki/List_of_ZIP_codes_in_Maryland
21213	21213 is a Baltimore MD postal code linked to the Pen Lucy neighborhood. Locals there experience a mix of urban living and community engagement.	https://en.wikipedia.org/wiki/Baltimore
21214	21214 is a Baltimore MD postal code associated with the Towson area. It encompasses residential neighborhoods, commercial districts, and academic establishments like Towson University.	https://en.wikipedia.org/wiki/List_of_ZIP_codes_in_Maryland
21215	21215 is a Baltimore MD post code linked with the Roland Park neighborhood and close by areas. It features residential homes, schools, and nearby businesses.	https://en.wikipedia.org/wiki/List_of_ZIP_codes_in_Maryland
21216	21216 is a Baltimore MD postal code mainly covering the Mount Washington neighborhood. It's a mostly residential area known for its historical architecture and closeness to parks.	https://en.wikipedia.org/wiki/Curtis_Bay,_Baltimore
21217	21217 is a Baltimore MD zip code including the Greenmount Eastern and Pen Lucy neighborhoods. It is known by a blend of housing, public parks, and nearby businesses.	https://en.wikipedia.org/wiki/List_of_ZIP_codes_in_Maryland
21218	21218 is a Baltimore MD postal code covering neighborhoods like Charles Village and Abell. It is known for its vibrant arts community, historical architecture, and closeness to Johns Hopkins University.	https://en.wikipedia.org/wiki/Baltimore_County,_Maryland
21223	21223 is a Baltimore MD zip code covering the Curtis Bay and Hawkins Point locations. These areas are largely industrial and contain the site of the Quarantine Road Landfill.	https://en.wikipedia.org/wiki/Baltimore
21224	21224 is a Baltimore MD postal code primarily including Canton and Brewers Hill areas. It is a lively area recognized for its waterfront access and historic architecture.	https://en.wikipedia.org/wiki/Baltimore_County,_Maryland
21225	21225 is a Baltimore MD postal code primarily covering the Frankford area. It's a residential area with a combination of house styles and local businesses.	https://en.wikipedia.org/wiki/Baltimore
21226	21226 is a Baltimore MD post code primarily covering the Curtis Bay community. It is a mostly industrial and residential location situated in the southern section of the city.	https://en.wikipedia.org/wiki/Baltimore_County,_Maryland
21227	21227 is a Baltimore MD post code covering areas like Violetville and Yale Heights. It'slocated in the south west part of the city.	https://en.wikipedia.org/wiki/Baltimore
21228	The 21228 area code is a Baltimore MD zip code mostly covering the neighborhood of Catonsville. It is situated to the west of downtown Baltimore and is adjacent to Baltimore County.	https://en.wikipedia.org/wiki/Baltimore
21229	21229 is a Baltimore MD zip code including neighborhoods such as Forest Park and Howard Park. It's a mainly residential area with a combination of housing styles and nearby shops.	https://en.wikipedia.org/wiki/Baltimore
21230	21230 is a Baltimore MD postal code encompassing the Inner Harbor and nearby downtown district. It's a dynamic commercial, tourist, and residential hub with landmarks such as the National Aquarium and Harborplace.	https://en.wikipedia.org/wiki/Medfield,_Baltimore
21231	That 21231 ZIP code in Baltimore MD, mainly covers Canton, a waterfront neighborhood recognized for its historic rowhouses and dynamic bar scene. It also includes parts of Brewers Hill and Highlandtown, supplying a blend of domestic and industrial spaces.	https://en.wikipedia.org/wiki/List_of_ZIP_codes_in_Maryland
21233	21233 is a Baltimore MD zip code mainly covering the East Baltimore Midway neighborhood. It is recognized for its housing roads and closeness to Johns Hopkins Hospital.	https://en.wikipedia.org/wiki/List_of_ZIP_codes_in_Maryland
21234	21234 is a Baltimore MD post code chiefly covering the Locust Point and Fort McHenry neighborhoods. It is a vibrant coastal community with historic significance and contemporary amenities.	https://en.wikipedia.org/wiki/Baltimore
21236	21236 in Baltimore MD, is a varied region with housing neighborhoods and business districts. It contains areas like Nottingham and Overlea, providing a combination of housing choices and nearby amenities.	https://en.wikipedia.org/wiki/Baltimore
21237	21237 is a Baltimore MD postal code encompassing the Hawkins Point and Wagner's Point sections. It is primarily an industrial zone close to the Patapsco River and provides access to the Francis Scott Key Bridge.	https://en.wikipedia.org/wiki/Baltimore_ZIP_codes
21239	21239 in Baltimore MD, lies in the north part of the town and has residential neighborhoods. It is close to Cylburn Arboretum and Sinai Hospital.	https://en.wikipedia.org/wiki/Baltimore
21251	The 21251 zip code encompasses the western portion of Baltimore County, including areas like Pikesville. It presents a blend of residential areas, commercial districts, and parks.	https://en.wikipedia.org/wiki/Baltimore
21287	21287 is a Baltimore MD zip code primarily including Towson and Riderwood. It includes residential areas, companies, and educational institutions such as Loyola University Maryland.	https://en.wikipedia.org/wiki/ZIP_code

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