Difference between revisions of "Marketing"

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