Difference between revisions of "Marketing"

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[[Marketing]] is a set of endeavors that an market actor undertakes to complete a market exchange.
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[[File:Value-chain-redefined.png|400px|thumb|right|[[Strategic business unit]] ([[Strategic business unit|SBU]])]][[Marketing]] is a set of endeavors that an market actor undertakes to complete a market exchange.
  
==Definition==
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==Definitions==
 
According to [[Marketing Management by Keller and Kotler (15th edition)]],
 
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.
 
:[[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.
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According to [[Juran's Quality Handbook by Defeo (7th edition)]],
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:[[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.
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According to [[Managerial Accounting by Braun, Tietz (5th edition)]],
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:[[Marketing]]. Promotion and advertising of products or services.
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According to the [[ASME EMBOK]],
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:[[Marketing]]. Strategies and activities that focus on assessing the needs and wants of potential customers and then meeting those needs.
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==Core concepts==
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===Market===
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*# [[Market]], [[market actor]], [[buyer choice]], ''marketing'', [[seller]] vs [[marketer]], [[market intermediary]]
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*# [[Market offering]] vs [[marketable]], price vs compensation vs cost
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*# [[Market presence]], [[#Impressions|impression]] vs [[#Intercourses|intercourse]] vs distribution vs compensation vs [[customer support]]
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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
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*# [[Competition]], [[Porter's Five-Forces Model]], rivals vs new-entrants vs buyers-power vs suppliers-power vs substitutes
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===Intercourses===
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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]]
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*# [[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]])
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===Impressions===
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*# [[Market impression]], product vs producer vs endorser vs channel impressions, [[satisfaction]], [[customer satisfaction]]
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*# [[Market communicable]], message vs media, message source, media trustworthiness, promise vs reality
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*# [[Attitude]], [[cognitive attitude]] vs [[affective attitude]] vs [[behavioral attitude]], proactive interest vs trial vs adoption, [[motivation]]
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*# [[Branding]], identity vehicle, branding mix, [[reputation management]]
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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
  
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===Marketing management===
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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]]
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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]]
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[[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