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 adjustment with advanced SEO audits and flexible techniques
Poor Site Exposure	Advanced keyword combination and enhanced website architecture
Low User Engagement	Compelling content production customized to audience intent

Method	Advantage	Professional Suggestion
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Irregular publishing schedule	Decreases brand trustworthiness	Strategy editorial calendars rigorously

Marketing	Promotion encompasses activities that communicate value and influence customers. Its role is to drive sales and build brand awareness for Marketing.	https://en.wikipedia.org/wiki/Marketing
Market Segmentation	Market Segmentation separates a wide consumer group into sub-groups with shared characteristics. This allows businesses to tailor their product promotion to more effectively meet the needs of specific customer segments.	https://en.wikipedia.org/wiki/Market_segmentation
Target Market	A Target Market is a particular group of consumers an organization aims to reach with its products or services. Determining this group is vital for tailoring promotional efforts and maximizing business success.	https://en.wikipedia.org/wiki/Target_audience
Marketing Strategy	A full game plan is vital for successfully promoting goods or services. It guides decision-making and resource distribution to achieve promotional goals and increase impact.	https://en.wikipedia.org/wiki/Marketing_strategy
Marketing Plan	A promotion strategy outlines tactics for reaching target audiences 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 actions provide key 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 view and plan for a service and directs its growth and introduction. It works with promotion teams to assure the product reaches the appropriate public and gains commercial success.	https://en.wikipedia.org/wiki/Product_management
Branding	Branding creates a unique identity and assurance for a product or offering. It shapes consumer views and influences their purchasing decisions within commerce.	https://en.wikipedia.org/wiki/Branding
Advertising	Marketing is a crucial part for promoting goods and services. It helps companies communicate value and build brand awareness to reach prospective customers.	https://en.wikipedia.org/wiki/Advertising
Sales	Sales transforms advertising efforts into income, fueling business expansion. It's the essential last step in linking products or services with customers after their interest has been nurtured.	https://en.wikipedia.org/wiki/Sales
Public Relations	PR shapes brand perception and nurtures connections with interested parties. It aids marketing campaigns by establishing credibility and managing reputation.	https://en.wikipedia.org/wiki/Public_relations
Direct Marketing	Direct Marketing involves communicating straight to consumers. It plays a key role in total advertising efforts.	https://en.wikipedia.org/wiki/Direct_marketing
Digital Marketing	Digital promotion uses online avenues to engage potential customers. It plays a vital role in overall business strategy by extending reach and boosting brand awareness.	https://en.wikipedia.org/wiki/Digital_marketing
Social Media Marketing	Social media marketing involves utilizing online platforms to connect with audiences and foster relationships. It plays a critical role in overall business development by increasing brand awareness and enhancing customer engagement.	https://en.wikipedia.org/wiki/Social_media_marketing
Content Marketing	Content promotion involves creating and sharing valuable material to engage an audience. It plays a vital role in brand building and driving customer engagement.	https://en.wikipedia.org/wiki/Content_marketing
Search Engine Optimization	SEO improves website visibility in search results. This improved presence drives organic traffic, a crucial element in marketing strategies.	https://en.wikipedia.org/wiki/Search_engine_optimization
Customer Relationship Management	Customer Relationship Management assists companies manage interactions and information throughout the customer lifecycle. This improves customer loyalty and boosts income growth by optimizing outreach strategies.	https://en.wikipedia.org/wiki/Customer_relationship_management
Marketing Communications	This covers the strategies and tactics used to convey information about a product or service to a target audience. This communication plays a key role in affecting perceptions, boosting sales, and building brand loyalty within the consumer base.	https://en.wikipedia.org/wiki/Integrated_marketing_communications
Marketing Management	It's the structure discipline focused on the realistic 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 combination encompasses product, price, place, and promotion, directing how businesses position offerings. This calculated framework is fundamental to successful commercial activity and reaching target audiences.	https://en.wikipedia.org/wiki/Marketing_mix
Pricing	Pricing tactics greatly influence consumer perception and number of sales. It's a vital element in business strategy, impacting earnings and market stance within the industry.	https://en.wikipedia.org/wiki/Pricing
Distribution	Distribution involves making products obtainable to consumers via various channels. It is vital for effective product placement and connecting with the target audience, impacting overall business success.	https://en.wikipedia.org/wiki/Distribution_(marketing)
Promotion	Promotion informs, persuades, and reminds customers about a business and its offerings. It plays a critical role in boosting sales and creating brand recognition within the business landscape.	https://en.wikipedia.org/wiki/Promotion_(marketing)
Consumer Behavior	Consumer Behavior studies how individuals make purchasing decisions. Grasping these behaviors is vital for successfully promoting goods and services.	https://en.wikipedia.org/wiki/Consumer_behaviour
Marketing Ethics	Moral behavior in advertising activities builds trust and protects consumers. It ensures that convincing communication is honest, just, and socially accountable.	https://en.wikipedia.org/wiki/Marketing_ethics
Market Research	Market Research discovers valuable insights about users, rivals, and the environment. This information directs critical decisions to advertise goods and services successfully.	https://en.wikipedia.org/wiki/Market_research
Marketing Analytics	Analytics helps assess promotions and customer behavior. Data-driven insights improve strategies and optimize resource allocation for better results.	https://en.wikipedia.org/wiki/Marketing_analytics
Marketing Automation	Mechanization optimizes advertising campaigns and customer relationships. It plays a vital role in optimizing campaign performance and boosting audience engagement.	https://en.wikipedia.org/wiki/Marketing_automation
Brand Management	Brand Management molds consumer perception and cultivates lasting connections. It's essential in advertising activities and product placement tactics.	https://en.wikipedia.org/wiki/Brand_management
Demographic Segmentation	Demographic Segmentation divides a broad consumer base into segments based on shared characteristics such as age, gender, or income. This lets businesses to tailor their product creation and promotional activities for certain audience segments.	https://en.wikipedia.org/wiki/Market_segmentation
Psychographic Segmentation	Psychographic Segmentation splits consumers according to personality, values, and lifestyle. It aids businesses customize their strategies to more effectively appeal to specific consumer groups.	https://en.wikipedia.org/wiki/Market_segmentation
Geographic Segmentation	Geographic Segmentation separates an audience on the basis of location, letting businesses to reach consumers with location-specific promotions. This strategy helps customize product selections and promotional strategies to align with local tastes and needs.	https://en.wikipedia.org/wiki/Market_segmentation
Behavioral Segmentation	Behavioral Segmentation categorizes consumers based on their actions, offering insights into purchasing habits, usage patterns, and brand interactions. This information assists organizations tailor strategies to more effectively engage audiences and boost promotional effectiveness.	https://en.wikipedia.org/wiki/Market_segmentation
Segmentation Variables	Segmentation Variables divide broad consumer or business markets into separate subsets based on common traits. This allows organizations to tailor product development and marketing campaigns to particular groups, improving interaction and return on investment for their marketing endeavors.	https://en.wikipedia.org/wiki/Market_segmentation
Segmentation Criteria	Segmentation Criteria are the factors utilized to split a wide customer or business market into segments with distinct needs and preferences. This division is crucial for tailoring product development and promotional activities to increase sales effectiveness.	https://en.wikipedia.org/wiki/Market_segmentation
Niche Market	A Niche Market focuses on a specific , clearly defined segment of the population. This approach allows businesses to customize their advertising efforts and products to better cater to a particular group's needs.	https://en.wikipedia.org/wiki/Market_segmentation
Mass Marketing	Widespread dissemination aims to get to the biggest achievable audience. It has a key role in advertising activities by creating broad awareness and sparking initial interest in a product or service.	https://en.wikipedia.org/wiki/Mass_marketing
Product Differentiation	Product Differentiation is developing distinct attributes that set your offering apart from the competition. It's essential to affecting consumer understanding and driving sales.	https://en.wikipedia.org/wiki/Product_differentiation
Value Proposition	A Value Proposition is a short statement that conveys why customers should select a specific product or service. It emphasizes the distinct benefits and solutions offered to meet customer needs and influence their buying decisions.	https://en.wikipedia.org/wiki/Value_proposition
Stp Marketing Model	Stp Marketing Model helps firms identify and target certain customer segments. This approach optimizes promotional efforts and resource allocation for greater effectiveness.	https://en.wikipedia.org/wiki/Market_segmentation
Data Analysis	Data Analysis helps businesses comprehend customer actions and trends. This understanding permits for more efficient marketing strategies and enhanced customer interaction.	https://en.wikipedia.org/wiki/Data_analysis
Competitive Advantage	Competitive Advantage permits a company outperform rivals, luring clients and increasing earnings. It's crucial for strategies that market and sell products 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 perception. It directs promotional activities to guarantee the product resonates with the target audience and is different from competitors.	https://en.wikipedia.org/wiki/Positioning_(marketing)
Customer Profiling	Customer Profiling involves creating thorough portrayals of your ideal customers utilizing demographics, behaviors, and needs. This enables businesses to modify their strategies to better reach and engage specific audience segments, ultimately boosting business success.	https://en.wikipedia.org/wiki/Customer_segmentation
Marketing Communication	This encompasses plans to convey brand messaging and engage with audiences. This Marketing Communication is critical for promoting goods or services and reaching business objectives.	https://en.wikipedia.org/wiki/Integrated_marketing_communications
Demographics	Demographics offer essential insights into consumer characteristics including age, gender, and income. This data shapes strategies for product development and marketing activities, making sure offerings resonate with target audiences.	https://en.wikipedia.org/wiki/Demographics
Psychographics	Psychographics classify consumers by mental attributes such as values and lifestyle selections. This understanding refines product development and promotional strategies to reach specific audience groups.	https://en.wikipedia.org/wiki/Psychographics
Geographics	Geo aids companies grasp where their clients are located. Leveraging this data allows personalized promotional approaches based on regional traits.	https://en.wikipedia.org/wiki/Geographic_segmentation
Product Development	Product Development shapes products to satisfy customer needs and desires. This procedure immediately influences advertising and selling plans by determining the product's worth.	https://en.wikipedia.org/wiki/New_product_development
Distribution Channels	Distribution Channels are the ways products take to get to consumers. These channels are vital for businesses to effectively promote and deliver products to target audiences.	https://en.wikipedia.org/wiki/Distribution_(marketing)
Market Analysis	Market analysis involves examining industry forces and consumer conduct. It shapes advertising tactics and assists businesses reach informed choices.	https://en.wikipedia.org/wiki/Marketing_research
Competitive Analysis	Competitive Analysis is essential for understanding your rivals' strengths and shortcomings. It helps businesses refine their strategies to gain an edge in the consumer marketplace.	https://en.wikipedia.org/wiki/Competitive_analysis
Market Trends	Market Trends reveal changes in consumer behavior and preferences. Grasping these patterns is vital for crafting effective promotional strategies and business decisions.	https://en.wikipedia.org/wiki/Marketing
Market Size	Market Size indicates the potential customer base and total demand for a product or service. Grasping it is vital for shaping promotional strategies and business decisions.	https://en.wikipedia.org/wiki/Market_analysis
Market Share	Market share indicates a company's selling part within a specific industry. It's a key measurement for evaluating competitive positioning and developing successful promotional strategies.	https://en.wikipedia.org/wiki/Market_share
Buyer Persona	Customer Avatars are made-up, generalized representations of your perfect customers. They guide business strategies to more effectively reach and engage specific audiences.	https://en.wikipedia.org/wiki/Marketing
Product Positioning	Product Positioning defines where your product belongs in the market and in the minds of consumers. It heavily influences promotional tactics and aids a business stand out from its competition.	https://en.wikipedia.org/wiki/Positioning_(marketing)
Swot Analysis	Swot Analysis evaluates strong points, weaknesses, opportunities, and threats, offering crucial understanding for tactical planning. Businesses utilize this model to optimize their promotional plans and gain a competitive edge.	https://en.wikipedia.org/wiki/SWOT_analysis
Email Marketing	Email Marketing is a crucial component of a company's promotional endeavors, permitting for direct communication. It is a potent tool for developing leads, building customer relationships, and boosting revenue through focused promotional campaigns.	https://en.wikipedia.org/wiki/Email_marketing
Key Performance Indicators	Key Performance Indicators are essential metrics that firms use to assess the success of their advertising campaigns. They assist organizations quantify progress toward certain aims, permitting for data based adjustments to enhance initiative performance.	https://en.wikipedia.org/wiki/Performance_indicator
Return On Investment	Return On Investment (ROI) assesses the success of ventures by weighing net profit to the cost of investment. It's essential for evaluating the efficiency of advertising efforts and asset distribution.	https://en.wikipedia.org/wiki/Return_on_investment
Marketing Budget	A financial plan assigning resources for advertising activities is essential. It directs resource allocation, ensuring campaigns are aligned with business objectives and maximize return on investment.	https://en.wikipedia.org/wiki/Marketing_plan#Budgeting
Pricing Strategy	Pricing Strategy decides how a company establishes the cost of its items or offerings. This choice is essential for influencing customer perception and driving sales within the overall promotional campaigns.	https://en.wikipedia.org/wiki/Pricing
Sales Strategy	Sales Strategy defines how a company will sell its offerings and achieve its sales goals. It guides promotional actions and customer engagement to boost revenue growth.	https://en.wikipedia.org/wiki/Marketing_strategy
Customer Acquisition	Customer Acquisition is the method of gaining new clients, a vital role for business growth. It's a critical component of promotional strategies, boosting revenue and expanding the customer base.	https://en.wikipedia.org/wiki/Customer_acquisition
Sales Forecasting	Sales Forecasting predicts upcoming sales, enabling informed decisions about resource allocation and promotional strategies. This anticipation of demand is vital for effective product placement and advertising endeavors.	https://en.wikipedia.org/wiki/Demand_forecasting
Marketing Objectives	They determine what a business intends to achieve through its promotional 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 provides a high-level overview of a business strategy or proposition. It's crucial in marketing efforts for rapidly communicating important information to stakeholders.	https://en.wikipedia.org/wiki/Executive_summary
Mission Statement	The Mission Statement defines an organization's aim and values. It directs strategic decisions, shaping how the organization promotes its products and connects with its audience.	https://en.wikipedia.org/wiki/Mission_statement
Marketing Goals	Targets lead promotional activities and offer focus. They offer a measurable roadmap for success in connecting with target audiences and achieving business growth.	https://en.wikipedia.org/wiki/Marketing_strategy
Promotion Strategy	Promotion Strategy involves conveying the value of a product or service to intended customers. It plays a vital role in overall business success by building awareness, producing interest, and persuading consumers to make a purchase.	https://en.wikipedia.org/wiki/Marketing_strategy
Implementation Plan	An Implementation Plan describes the actions needed to carry out a promotional strategy. This guarantees campaigns are started successfully and achieve desired business goals.	https://en.wikipedia.org/wiki/Marketing_plan
Performance Metrics	Performance Metrics are critical for measuring the success of promotional activities and strategies. They give data-driven understanding to optimize promotions and reach business objectives.	https://en.wikipedia.org/wiki/Marketing_performance_measurement
Marketing Audit	A business assessment that evaluates a company's strategies and initiatives. It helps pinpoint areas for improvement and optimize promotional efforts for better results.	https://en.wikipedia.org/wiki/Marketing_strategy

National Aquarium	The National Aquarium in Baltimore, MD, showcases a varied array of marine life in engaging exhibits, including a breathtaking tropical rainforest and a fascinating shark tank. It provides educational programs and interactive experiences that highlight aquatic conservation and environmental awareness.	https://en.wikipedia.org/wiki/National_Aquarium
Inner Harbor	The Inner Harbor in Baltimore, MD, is a vibrant waterfront area known for its scenic views, historic ships, and lively entertainment options. It features attractions like the National Aquarium, museums, stores, and restaurants, making it a favored destination for both locals and tourists.	https://en.wikipedia.org/wiki/Inner_Harbor
Fort McHenry National Monument and Historic Shrine	Fort McHenry National Monument and Historic Shrine in Baltimore, MD is a historic coastal fort renowned for its role in the War of 1812, motivating the U.S. national anthem. Visitors can explore the well-preserved fortifications and discover its importance in American history.	https://en.wikipedia.org/wiki/Fort_McHenry
Oriole Park at Camden Yards	Oriole Park at Camden Yards is a classic baseball stadium in Baltimore MD, known for its timeless design and contemporary amenities. It serves as the home of the Baltimore Orioles and is renowned for renewing the ballpark experience in Major League Baseball.	https://en.wikipedia.org/wiki/Oriole_Park_at_Camden_Yards
American Visionary Art Museum	The American Visionary Art Museum in Baltimore, MD, displays unique, autodidact art created by visionary artists. It presents eclectic exhibitions that celebrate creativity, imagination, and outsider art.	https://en.wikipedia.org/wiki/American_Visionary_Art_Museum
Walters Art Museum	The Walters Art Museum in Baltimore, MD, contains an extensive collection of art spanning from ancient times to the 19th century, presenting works from around the world. It delivers visitors a rich cultural experience through its wide-ranging exhibitions and educational programs.	https://en.wikipedia.org/wiki/Walters_Art_Museum
Baltimore Museum of Art	The Baltimore Museum of Art showcases an vast collection of 19th-century, modern, and contemporary art, including the largest collection of works by Henri Matisse. It is a cultural institution in Baltimore MD, presenting diverse exhibitions, educational programs, and community events.	https://en.wikipedia.org/wiki/Baltimore_Museum_of_Art
Maryland Science Center	The Maryland Science Center in Baltimore MD offers interactive displays and hands-on experiences that demonstrate various scientific concepts. It features an observatory, a sky theater, and educational educational programs for attendees of all ages.	https://en.wikipedia.org/wiki/Maryland_Science_Center
Historic Ships in Baltimore	Historic Ships in Baltimore showcases a collection of preserved naval vessels offering a glimpse into maritime history. Visitors can explore iconic ships such as the USS Constellation and the Lightship Chesapeake, enjoying Baltimore's deep naval heritage firsthand.	https://en.wikipedia.org/wiki/Historic_Ships_in_Baltimore
Fell's Point	Fell's Point is a historic waterfront community in Baltimore MD, renowned for its cobblestone streets, energetic nightlife, and well-preserved 18th-century architecture. It offers a combination of distinctive shops, restaurants, and scenic views of the Inner Harbor.	https://en.wikipedia.org/wiki/Fell%27s_Point,_Baltimore
Little Italy	Little Italy in Baltimore, MD is a lovely neighborhood known for its rich Italian heritage and authentic dining experiences. It features cobblestone streets, lively festivals, and family-owned restaurants offering traditional Italian cuisine.	https://en.wikipedia.org/wiki/Little_Italy,_Baltimore
Federal Hill Park	Federal Hill Park in Baltimore, MD, provides stunning panoramic views of the Inner Harbor and cityscape. This historic site boasts a large green space with walking trails, picnic spots, and a monument honoring its Civil War significance.	https://en.wikipedia.org/wiki/Federal_Hill,_Baltimore
Cylburn Arboretum	Cylburn Arboretum is a historic green space and natural reserve in Baltimore MD, featuring diverse plant collections and picturesque walking trails. It offers visitors a tranquil environment for outdoor recreation, horticultural education, and seasonal events.	https://en.wikipedia.org/wiki/Cylburn_Arboretum
Druid Hill Park	Druid Hill Park is a historic city park in Baltimore MD, MD, featuring lush landscapes, a spacious lake, and recreational facilities. It offers visitors hiking paths, a conservatory, and the Maryland Zoo, making it a favored destination for outdoor activities and family outings.	https://en.wikipedia.org/wiki/Druid_Hill_Park
Patterson Park	Patterson Park is a historic park in Baltimore, Maryland, known for its lovely walking trails, playgrounds, and the iconic Pagoda offering panoramic city views. It serves as a popular community gathering space for al fresco activities and cultural events.	https://en.wikipedia.org/wiki/Patterson_Park_(Baltimore)
Edgar Allan Poe House and Museum	The Edgar Allan Poe House and Museum in Baltimore, MD, is the preserved historic home of the famous American writer known for his grim and haunting tales. Visitors can discover expositions about Poe's life, works, and his enduring influence on literature.	https://en.wikipedia.org/wiki/Edgar_Allan_Poe_House_and_Museum
Babe Ruth Birthplace and Museum	The Babe Ruth Birthplace and Museum in Baltimore, MD, celebrates the legacy and legacy of hall of famer Babe Ruth. It offers exhibits highlighting his history, memorabilia, and the historic home where he was born.	https://en.wikipedia.org/wiki/Babe_Ruth_Birthplace_and_Museum
Reginald F Lewis Museum of Maryland African American History and Culture	The Reginald F. Lewis Museum of Maryland African American History and Culture in Baltimore MD showcases the valuable history and achievements of African Americans in Maryland. It features exhibits on art, culture, and history, highlighting influential figures and events.	https://en.wikipedia.org/wiki/Reginald_F._Lewis_Museum_of_Maryland_African_American_History_and_Culture
Maryland Zoo in Baltimore	The Maryland Zoo in Baltimore is a popular destination featuring a diverse collection of animals and engaging exhibits. It offers learning programs and conservation efforts, making it a family-friendly destination in Baltimore, MD.	https://en.wikipedia.org/wiki/Maryland_Zoo
Lexington Market	Lexington Market is a historic bazaar in Baltimore MD, Maryland, known for its wide-ranging food vendors and dynamic atmosphere. It offers a broad range of fresh seafood, local produce, and authentic Baltimore dishes, drawing in both locals and tourists.	https://en.wikipedia.org/wiki/Lexington_Market
Mount Vernon Place	Mount Vernon Place in Baltimore MD, is a historic urban square known for its breathtaking architecture and the emblematic Washington Monument at its center. The zone displays impressively preserved 19th-century buildings, galleries, and vibrant cultural attractions.	https://en.wikipedia.org/wiki/Mount_Vernon_Place
Washington Monument	The Washington Monument in Baltimore, MD, is a historic obelisk dedicated to George Washington, standing boldly in Mount Vernon Place. It is a significant landmark and favored tourist attraction, offering breathtaking views of the city from its observation deck.	https://en.wikipedia.org/wiki/Washington_Monument_(Baltimore)
Baltimore Basilica	The Baltimore Basilica, also known as the National Shrine Basilica of the Assumption of the Blessed Virgin Mary, is the initial Roman Catholic cathedral established in the United States. Located in Baltimore, MD, it is renowned for its beautiful neoclassical architecture and historical significance.	https://en.wikipedia.org/wiki/Basilica_of_the_National_Shrine_of_the_Assumption_of_the_Blessed_Virgin_Mary
Holocaust Memorial	The Holocaust Memorial in Baltimore, MD, is a solemn tribute commemorating the victims and survivors of the Holocaust. It serves as a place for contemplation, learning, and memory of the horrors committed during World War II.	https://en.wikipedia.org/wiki/Baltimore_Holocaust_Memorial
B&O Railroad Museum	The B&O Railroad Museum in Baltimore, MD, features the heritage of American railroading with an comprehensive collection of locomotives and railroad artifacts. It offers interactive exhibits and historic train rides, drawing history and train enthusiasts.	https://en.wikipedia.org/wiki/B%26O_Railroad_Museum
Visionary Village	Visionary Village in Baltimore, MD, is a imaginative community hub highlighting innovative art, design, and technology. It serves as a dynamic space for partnership, shows, and cultural events.	https://en.wikipedia.org/wiki/American_Visionary_Art_Museum
The Maryland Center for History and Culture	The Maryland Center for History and Culture in Baltimore showcases the vibrant history and varied culture of Maryland through engaging exhibits and programs. It functions as a hub for research, education, and preservation of the region's heritage.	https://en.wikipedia.org/wiki/Maryland_Historical_Society
Port Discovery Children's Museum	Port Discovery Children's Museum in Baltimore, MD, offers hands-on exhibits and participatory activities meant to encourage creativity and learning for children of all ages. It offers a enjoyable and educational environment where kids can engage with science, art, and imaginative play.	https://en.wikipedia.org/wiki/Port_Discovery
Pier Six Pavilion	Pier Six Pavilion is a popular outdoor amphitheater located on the Inner Harbor in Baltimore, MD, known for hosting live music and live entertainment. It offers scenic waterfront views and a energetic atmosphere, attracting both locals and visitors.	https://en.wikipedia.org/wiki/Pier_Six_Pavilion
Power Plant Live	Power Plant Live is a vibrant entertainment center in Baltimore MD, featuring a variety of restaurants, bars, and live music venues. It is a favorite destination for nightlife and social gatherings in the city's Inner Harbor area.	https://en.wikipedia.org/wiki/Power_Plant_(Baltimore)

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