Difference between revisions of "Marketing"

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==Core concepts==
 
==Core concepts==
 
===Market===
 
===Market===
*# [[Market]], [[market actor]], [[market intermediary]], [[buyer choice]], [[seller]] vs [[marketer]]
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*# [[Market]], [[market actor]], [[buyer choice]], ''marketing'', [[seller]] vs [[marketer]], [[market intermediary]]
*# [[Market offering]] vs [[marketable]], price vs cost
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*# [[Market offering]] vs [[marketable]], price vs compensation vs cost
*# [[Buyer]], needs vs wants vs demands
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*# [[Market presence]], [[#Impressions|impression]] vs [[#Intercourses|intercourse]] vs distribution vs compensation vs [[customer support]]
*# Offer-response behavior, participation vs research vs trial vs purchase vs donation vs vote
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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
 
*# [[Prospective buyer]], unaware consumer vs prospect lead vs marketing-qualified prospect vs sales-qualified prospect
 
*# [[Prospective buyer]], unaware consumer vs prospect lead vs marketing-qualified prospect vs sales-qualified prospect
*# [[Market presence]], impression vs distribution vs [[customer support]] vs transaction facilitation
 
 
*# [[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
 +
 +
===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]]
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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]])
  
 
===Impressions===
 
===Impressions===
*# [[Market impression]], product vs producer vs endorser vs channel impressions
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*# [[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
 
*# [[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]]
 
*# [[Attitude]], [[cognitive attitude]] vs [[affective attitude]] vs [[behavioral attitude]], proactive interest vs trial vs adoption, [[motivation]]
*# [[Branding]], brands of brands, [[reputation management]]
+
*# [[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
 
*# [[Marketing communications]], [[marketing communications mix]], [[advertising]] vs [[publicity]] vs sale promotions vs personal communications vs [[false flag operation]]s
 
*# Direct vs indirect communications, words of mouth, [[integrated marketing communications]]
 
*# Direct vs indirect communications, words of mouth, [[integrated marketing communications]]
 
*# [[Marketing media]], [[marketing media mix]], paid vs owned vs earned media
 
*# [[Marketing media]], [[marketing media mix]], paid vs owned vs earned media
  
===Engagements===
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===Marketing management===
*# [[Market engagement]], [[marketer objective]], inform objective vs persuade objective vs remind objective vs reinforce objective
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*# [[Marketing management]], [[business model]], [[Business Model Canvas]], product vs production, [[competitive strategy]]
*# [[Market exchangeable]]s, ownership transfer, consumables vs possessions
+
*# [[Competitive advantage]], [[core competency]], [[supply chain]] vs [[value network]] vs [[value chain]], product marketing vs sales
*# [[Service]]s, accesses vs work vs experiences vs communications, [[value co-creation]]
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*# [[Public relations]] vs [[customer relationship management]] ([[customer relationship management|CRM]]), [[marketing intelligence]], [[marketing research]], [[human factors]], [[help desk]]
*# [[User experience]] ([[User experience|UX]]), [[usability]], [[UX design]], [[persona]]
 
*# [[Marketing conversion]], unaware-to-aware, aware-to-educated, educated-to-customer, customer-to-advocate conversions
 
*# [[Marketing-conversion funnel]], [[ToFu]], [[MoFu]], [[BoFu]]
 
*# [[Market transaction]], [[marketing channel]], [[integrated marketing channel system]], [[satisfaction]], [[customer satisfaction]], [[customer relationship management]] ([[customer relationship management|CRM]])
 
 
 
===Marketing function===
 
*# ''Marketing'', [[business model]], [[Business Model Canvas]], [[value chain]], product vs production, [[competitive strategy]]
 
*# [[Competitive advantage]], [[core competency]], [[marketing intelligence]] vs [[public relations]] vs sales vs product marketing, [[supply chain]]
 
 
*# [[Market segmentation]], [[target market]]
 
*# [[Market segmentation]], [[target market]]
 
*# [[Customer-value hierarchy]], core benefit vs basic product vs expected product vs augmented product vs potential product
 
*# [[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]]
 
*# [[Market positioning]], points of parity vs points of difference, [[value proposition]]
*# [[Marketing management]], [[value network]], [[marketing research]], [[human factors]], [[help desk]]
 
 
*# [[Business development]], [[Ansoff Matrix]], [[product lifecycle]], [[BCG matrix]]
 
*# [[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