Difference between revisions of "Marketing"
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==Core concepts== | ==Core concepts== | ||
| + | 1. Market, marketing channels | ||
| + | 2. Market exchange, buyer vs seller | ||
| + | 3. Market deliverables, goods vs accesses vs work vs experiences | ||
| + | 4. Needs vs wants vs demands | ||
| + | 5. Market offering, offer mix, value proposition | ||
| + | 6. Target market, segmentation, positioning | ||
| + | 7. Communication mix | ||
| + | 8. Paid vs owned vs earned media | ||
| + | 9. Growth opportunity | ||
| + | |||
===Needs, wants, and demands=== | ===Needs, wants, and demands=== | ||
===Target markets, positioning, and segmentation=== | ===Target markets, positioning, and segmentation=== | ||
Revision as of 11:33, 3 May 2023
Marketing is a set of endeavors that an market actor undertakes to complete a market exchange.
Contents
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
1. Market, marketing channels 2. Market exchange, buyer vs seller 3. Market deliverables, goods vs accesses vs work vs experiences 4. Needs vs wants vs demands 5. Market offering, offer mix, value proposition 6. Target market, segmentation, positioning 7. Communication mix 8. Paid vs owned vs earned media 9. Growth opportunity
