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, seller vs buyer
  2. Market offering, marketable, charge requirement
  3. Market deliverable, market exchangeables vs market provider, ownership transfer, consumables vs possessions
  4. Services, accesses vs work vs experiences vs communications, value co-creation
  5. Competition, Porter's Five-Forces Model, rivals vs new-entrants vs buyers-power vs suppliers-power vs substitutes

Engagements

• 1. Market engagement, motivation, needs vs wants vs demands and supplies
  2. Marketing channel, market transaction
  3. Market delivery, communication vs distribution vs customer support
  4. Marketing conversion, unaware-to-aware, aware-to-educated, educated-to-customer, customer-to-advocate conversions, marketing-conversion funnel
  5. Satisfaction, customer satisfaction.

Communications

• 1. Marketing communications, communication delivery, message vs media, media mix, paid vs owned vs earned media
  2. Marketing communications mix, advertising vs publicity vs personal communications vs promotional campaigns
  3. Market impressions, producer vs seller impressions
  4. Branding, deliverable vs organization brands
  5. Target impression, promise vs reality

Marketing function

• 1. Marketing, choice, competitive strategy, product strategy, product lifecycle
  2. Competitive advantage, marketing intelligence, communications vs sales vs production vs product marketing, supply chain
  3. Market segmentation, target segment, BCG matrix
  4. Positioning, points of parity vs points of difference, value proposition
  5. Seller-growth opportunities, Ansoff Matrix