Marketing

Strategic business unit (SBU)

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

• 1. Market, market actor, market intermediary, buyer choice
  2. Market offering vs marketable, price vs cost, seller vs marketer
  3. Market presence, impression vs distribution vs customer support vs transaction facilitation
  4. Buyer, needs vs wants vs demands
  5. Offer-response behavior, participation vs research vs trial vs purchase vs donation vs vote
  6. Prospective buyer, unaware consumer vs prospect lead vs marketing-qualified prospect vs sales-qualified prospect
  7. Competition, Porter's Five-Forces Model, rivals vs new-entrants vs buyers-power vs suppliers-power vs substitutes

Engagements

• 1. Market engagement vs market transaction, marketing channel, integrated marketing channel system
  2. Marketer objective, inform objective vs persuade objective vs assist objective vs remind objective vs reinforce objective
  3. Market exchangeables, ownership transfer, consumables vs possessions
  4. Services, accesses vs work vs experiences vs communications, value co-creation
  5. User experience (UX), usability, UX design, persona
  6. Marketing conversion, unaware-to-aware, aware-to-educated, educated-to-customer, customer-to-advocate conversions
  7. Marketing-conversion funnel, ToFu, MoFu, BoFu

Impressions

• 1. Market impression, product vs producer vs endorser vs channel impressions, satisfaction, customer satisfaction, customer relationship management (CRM)
  2. Market communicable, message vs media, message source, media trustworthiness, promise vs reality
  3. Attitude, cognitive attitude vs affective attitude vs behavioral attitude, proactive interest vs trial vs adoption, motivation
  4. Branding, identity vehicle, brands of brands, reputation management
  5. Marketing communications, marketing communications mix, advertising vs publicity vs sale promotions vs personal communications vs false flag operations
  6. Direct vs indirect communications, words of mouth, integrated marketing communications
  7. Marketing media, marketing media mix, paid vs owned vs earned media

Marketing function

• 1. Marketing, business model, Business Model Canvas, value chain, product vs production, competitive strategy
  2. Competitive advantage, core competency, marketing intelligence vs public relations vs sales vs product marketing, supply chain
  3. Market segmentation, target market
  4. Customer-value hierarchy, core benefit vs basic product vs expected product vs augmented product vs potential product
  5. Market positioning, points of parity vs points of difference, value proposition
  6. Marketing management, value network, marketing research, human factors, help desk
  7. Business development, Ansoff Matrix, product lifecycle, BCG matrix