Difference between revisions of "Marketing"

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==Core concepts==
 
==Core concepts==
* '''Market'''
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===Market===
*# Market, seller vs buyer
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*# [[Market]], [[market actor]], [[buyer choice]], ''marketing'', [[seller]] vs [[marketer]], [[market intermediary]]
*# Market exchange, delivery vs communication vs customer-support channels
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*# [[Market offering]] vs [[marketable]], price vs compensation vs cost
*# Market offering, offer mix, value proposition
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*# [[Market presence]], [[#Impressions|impression]] vs [[#Intercourses|intercourse]] vs distribution vs compensation vs [[customer support]]
*# Market deliverables, consumables vs properties vs accesses vs work vs experiences vs actions
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*# [[Buyer]] vs [[tire kicker]], [[buyer need]] vs [[buyer want]] vs [[buyer demand]]
*# Competitive forces, 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
*# Marketing funnel, unaware-to-aware, aware-to-educated, educated-to-customer, customer-to-advocate conversions
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*# [[Prospective buyer]], unaware consumer vs prospect lead vs marketing-qualified prospect vs sales-qualified prospect
* '''Impressions'''
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*# [[Competition]], [[Porter's Five-Forces Model]], rivals vs new-entrants vs buyers-power vs suppliers-power vs substitutes
*# Market impressions, manufacturer vs seller impressions
 
*# Branding, deliverable vs organization brands
 
*# Communication mix, advertising vs publicity vs personal sales vs promotions
 
*# Paid vs owned vs earned media
 
* '''Buyer'''
 
*# Needs vs wants vs demands
 
* '''Seller'''
 
*# Market segmentation, target segment
 
*# Positioning, points of parity vs points of difference
 
*# Seller-growth opportunities
 
*# Marketing vs sales vs production
 
  
===Needs, wants, and demands===
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===Intercourses===
===Target markets, positioning, and segmentation===
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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]]
===Offerings and brands===
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*# [[Marketer objective]], inform objective vs persuade objective vs assist objective vs remind objective vs reinforce objective
===Marketing channels===
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*# [[Market exchangeable]]s, ownership transfer, consumables vs possessions
===Paid, owned, and earned media===
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*# [[Service]]s, accesses vs work vs experiences vs communications, [[value co-creation]]
===Impressions and engagement===
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*# [[User experience]] ([[User experience|UX]]), [[usability]], [[UX design]], [[persona]]
===Value and satisfaction===
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*# [[Marketing conversion]], unaware-to-aware, aware-to-educated, educated-to-customer, customer-to-advocate conversions
===Supply chain===
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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]])
===Competition===
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===Marketing environment===
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===Impressions===
 +
*# [[Market impression]], product vs producer vs endorser vs channel impressions, [[satisfaction]], [[customer satisfaction]]
 +
*# [[Market communicable]], message vs media, message source, media trustworthiness, promise vs reality
 +
*# [[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]][[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