Difference between revisions of "Marketing"

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==Core concepts==
 
==Core concepts==
 
===Market===
 
===Market===
*# [[Market]], [[seller]] vs [[buyer]] vs [[market actor]], choice
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*# [[Market]], [[market actor]], [[buyer choice]], ''marketing'', [[seller]] vs [[marketer]], [[market intermediary]]
*# [[Market offering]], [[marketable]], [[value proposition]]
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*# [[Market offering]] vs [[marketable]], price vs compensation vs cost
*# [[Market exchangeable]]s, consumables vs possessions vs services
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*# [[Market presence]], [[#Impressions|impression]] vs [[#Intercourses|intercourse]] vs distribution vs compensation vs [[customer support]]
*# [[Service]]s, accesses vs work vs experiences vs communications
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*# [[Buyer]] vs [[tire kicker]], [[buyer need]] vs [[buyer want]] vs [[buyer demand]]
*# [[Competition]], rivals vs new-entrants vs buyers-power vs suppliers-power vs substitutes
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*# [[Offer-response behavior]], participation vs research vs trial vs purchase vs donation vs agreement vs vote
 +
*# [[Prospective buyer]], unaware consumer vs prospect lead vs marketing-qualified prospect vs sales-qualified prospect
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*# [[Competition]], [[Porter's Five-Forces Model]], rivals vs new-entrants vs buyers-power vs suppliers-power vs substitutes
 +
 
 +
===Intercourses===
 +
*# [[Market intercourse]] vs [[business transaction]] vs [[marketing channel]], [[business-to-consumer]] ([[business-to-consumer|B2C]]) vs [[business-to-business]] ([[business-to-business|B2B]]) vs [[business-to-employee]] ([[business-to-employee|B2E]]), [[integrated marketing channel system]]
 +
*# [[Marketer objective]], inform objective vs persuade objective vs assist objective vs remind objective vs reinforce objective
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*# [[Market exchangeable]]s, ownership transfer, consumables vs possessions
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*# [[Service]]s, accesses vs work vs experiences vs communications, [[value co-creation]]
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*# [[User experience]] ([[User experience|UX]]), [[usability]], [[UX design]], [[persona]]
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*# [[Marketing conversion]], unaware-to-aware, aware-to-educated, educated-to-customer, customer-to-advocate conversions
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*# [[Purchase funnel]], [[marketing-conversion funnel]], [[top of the funnel]] ([[Top of the funnel|ToFu]]), [[middle of the funnel]] ([[Middle of the funnel|MoFu]]), [[bottom of the funnel]] ([[Bottom of the funnel|BoFu]])
  
 
===Impressions===
 
===Impressions===
*# Market impressions, manufacturer vs seller impressions
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*# [[Market impression]], product vs producer vs endorser vs channel impressions, [[satisfaction]], [[customer satisfaction]]
*# Branding, deliverable vs organization brands
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*# [[Market communicable]], message vs media, message source, media trustworthiness, promise vs reality
*# Communication mix, advertising vs publicity vs personal communications vs promotional campaigns
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*# [[Attitude]], [[cognitive attitude]] vs [[affective attitude]] vs [[behavioral attitude]], proactive interest vs trial vs adoption, [[motivation]]
*# Media mix, paid vs owned vs earned media
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*# [[Branding]], identity vehicle, branding mix, [[reputation management]]
 
+
*# [[Marketing communications]], [[marketing communications mix]], [[advertising]] vs [[publicity]] vs sale promotions vs personal communications vs [[false flag operation]]s
===Seller===
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*# Direct vs indirect communications, words of mouth, [[integrated marketing communications]]
*# Market segmentation, target segment
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*# [[Marketing media]], [[marketing media mix]], paid vs owned vs earned media
*# Positioning, points of parity vs points of difference
 
*# Seller-growth opportunities
 
*# Marketing vs sales vs production vs product orientations
 
 
 
===Engagements===
 
*# Needs vs wants vs demands and supplies
 
*# [[Marketing channel]], [[market transaction]], delivery vs communication vs customer-support channels
 
*# Market-engagement funnel, unaware-to-aware, aware-to-educated, educated-to-customer, customer-to-advocate conversions
 
  
===Value and satisfaction===
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===Marketing management===
===Supply chain===
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*# [[Marketing management]], [[business model]], [[Business Model Canvas]], product vs production, [[competitive strategy]]
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*# [[Competitive advantage]], [[core competency]], [[supply chain]] vs [[value network]] vs [[value chain]], product marketing vs sales
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*# [[Public relations]] vs [[customer relationship management]] ([[customer relationship management|CRM]]), [[marketing intelligence]], [[marketing research]], [[human factors]], [[help desk]]
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*# [[Market segmentation]], [[target market]]
 +
*# [[Customer-value hierarchy]], core benefit vs basic product vs expected product vs augmented product vs potential product
 +
*# [[Market positioning]], points of parity vs points of difference, [[value proposition]]
 +
*# [[Business development]], [[Ansoff Matrix]], [[product lifecycle]], [[BCG matrix]]
  
 
[[Category: Marketing Management]][[Category: Articles]][[Category: Quality Management]][[Category: Management]]
 
[[Category: Marketing Management]][[Category: Articles]][[Category: Quality Management]][[Category: Management]]

Latest revision as of 19:20, 13 June 2023

Marketing is a set of endeavors that an market actor undertakes to complete a market exchange.


Definitions

According to Marketing Management by Keller and Kotler (15th edition),

Marketing. 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.

According to Juran's Quality Handbook by Defeo (7th edition),

Marketing. The process of promotion, including activities to provide product labeling for warnings, dangers, antidotes; training of the field force in the contract provisions; supplying of safety information to distributors and dealers; setup of exhibits on safety procedures; conducting of tests after installation and training of users in safety; publication of a list of dos and don’ts relative to safety; establishment of a customer relations climate that minimizes animosity and claims.

According to Managerial Accounting by Braun, Tietz (5th edition),

Marketing. Promotion and advertising of products or services.

According to the ASME EMBOK,

Marketing. Strategies and activities that focus on assessing the needs and wants of potential customers and then meeting those needs.

Core concepts

Market

Intercourses

Impressions

Marketing management