Marketing

Marketing is the act of satisfying and retaining customers.^[3] It is one of the primary components of business management and commerce.^[4]

Marketing is usually conducted by the seller, typically a retailer or manufacturer. Products can be marketed to other businesses (B2B) or directly to consumers (B2C).^[5] Sometimes tasks are contracted to dedicated marketing firms, like a media, market research, or advertising agency. Sometimes, a trade association or government agency (such as the Agricultural Marketing Service) advertises on behalf of an entire industry or locality, often a specific type of food (e.g. Got Milk?), food from a specific area, or a city or region as a tourism destination.

Market orientations are philosophies concerning the factors that should go into market planning.^[6] The marketing mix, which outlines the specifics of the product and how it will be sold, including the channels that will be used to advertise the product,^[7]^[8] is affected by the environment surrounding the product,^[9] the results of marketing research and market research,^[10]^[11] and the characteristics of the product's target market.^[12] Once these factors are determined, marketers must then decide what methods of promoting the product,^[5] including use of coupons and other price inducements.^[13]

Definition

Marketing is currently defined by the American Marketing Association (AMA) as "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".^[14] However, the definition of marketing has evolved over the years. The AMA reviews this definition and its definition for "marketing research" every three years.^[14] The interests of "society at large" were added into the definition in 2008.^[15] The development of the definition may be seen by comparing the 2008 definition with the AMA's 1935 version: "Marketing is the performance of business activities that direct the flow of goods, and services from producers to consumers".^[16] The newer definition highlights the increased prominence of other stakeholders in the new conception of marketing.

Recent definitions of marketing place more emphasis on the consumer relationship, as opposed to a pure exchange process. For instance, prolific marketing author and educator, Philip Kotler has evolved his definition of marketing. In 1980, he defined marketing as "satisfying needs and wants through an exchange process",^[18] and in 2018 defined it as "the process by which companies engage customers, build strong customer relationships, and create customer value in order to capture value from customers in return".^[19] A related definition, from the sales process engineering perspective, defines marketing as "a set of processes that are interconnected and interdependent with other functions of a business aimed at achieving customer interest and satisfaction".^[20]

Some definitions of marketing highlight marketing's ability to produce value to shareholders of the firm as well. In this context, marketing can be defined as "the management process that seeks to maximise returns to shareholders by developing relationships with valued customers and creating a competitive advantage".^[21] For instance, the Chartered Institute of Marketing defines marketing from a customer-centric perspective, focusing on "the management process responsible for identifying, anticipating and satisfying customer requirements profitably".^[22]

In the past, marketing practice tended to be seen as a creative industry, which included advertising, distribution and selling, and even today many parts of the marketing process (e.g. product design, art director, brand management, advertising, inbound marketing, copywriting etc.) involve the use of the creative arts.^[23] However, because marketing makes extensive use of social sciences, psychology, sociology, mathematics, economics, anthropology and neuroscience, the profession is now widely recognized as a science.^[24] Marketing science has developed a concrete process that can be followed to create a marketing plan.^[25]

Concept

The "marketing concept" proposes that to complete its organizational objectives, an organization should anticipate the needs and wants of potential consumers and satisfy them more effectively than its competitors. This concept originated from Adam Smith's book The Wealth of Nations but would not become widely used until nearly 200 years later.^[26] Marketing and Marketing Concepts are directly related.

Given the centrality of customer needs, and wants in marketing, a rich understanding of these concepts is essential:^[27]

Needs: Something necessary for people to live a healthy, stable and safe life. When needs remain unfulfilled, there is a clear adverse outcome: a dysfunction or death. Needs can be objective and physical, such as the need for food, water, and shelter; or subjective and psychological, such as the need to belong to a family or social group and the need for self-esteem.

Wants: Something that is desired, wished for or aspired to. Wants are not essential for basic survival and are often shaped by culture or peer-groups.

Demands: When needs and wants are backed by the ability to pay, they have the potential to become economic demands.

Marketing research, conducted for the purpose of new product development or product improvement, is often concerned with identifying the consumer's unmet needs.^[28] Customer needs are central to market segmentation which is concerned with dividing markets into distinct groups of buyers on the basis of "distinct needs, characteristics, or behaviors who might require separate products or marketing mixes."^[29] Needs-based segmentation (also known as benefit segmentation) "places the customers' desires at the forefront of how a company designs and markets products or services."^[30] Although needs-based segmentation is difficult to do in practice, it has been proved to be one of the most effective ways to segment a market.^[31]^[28] In addition, a great deal of advertising and promotion is designed to show how a given product's benefits meet the customer's needs, wants or expectations in a unique way.^[32]

B2B and B2C marketing

The two major segments of marketing are business-to-business (B2B) marketing and business-to-consumer (B2C) marketing.^[5]

B2B marketing

B2B (business-to-business) marketing refers to any marketing strategy or content that is geared towards a business or organization.^[33] Any company that sells products or services to other businesses or organizations (vs. consumers) typically uses B2B marketing strategies. The 7 P's of B2B marketing are: product, price, place, promotion, people, process, and physical evidence.^[33] Some of the trends in B2B marketing include content such as podcasts, videos, and social media marketing campaigns.^[33]

Examples of products sold through B2B marketing include:

Major equipment
Accessory equipment
Raw materials
Component parts
Processed materials
Supplies
Venues
Business services^[5]

The four major categories of B2B product purchasers are:

Producers - use products sold by B2B marketing to make their own goods (e.g.: Mattel buying plastics to make toys)
Resellers - buy B2B products to sell through retail or wholesale establishments (e.g.: Walmart buying vacuums to sell in stores)
Governments - buy B2B products for use in government projects (e.g.: purchasing weather monitoring equipment for a wastewater treatment plant)
Institutions - use B2B products to continue operation (e.g.: schools buying printers for office use)^[5]

B2C marketing

Business-to-consumer marketing, or B2C marketing, refers to the tactics and strategies in which a company promotes its products and services to individual people.

Traditionally, this could refer to individuals shopping for personal products in a broad sense. More recently the term B2C refers to the online selling of consumer products.

C2B marketing

Consumer-to-business marketing or C2B marketing is a business model where the end consumers create products and services which are consumed by businesses and organizations. It is diametrically opposed to the popular concept of B2C or business-to-consumer where the companies make goods and services available to the end consumers. In this type of business model, businesses profit from consumers' willingness to name their own price or contribute data or marketing to the company, while consumers benefit from flexibility, direct payment, or free or reduced-price products and services. One of the major benefit of this type of business model is that it offers a company a competitive advantage in the market.^[34]

C2C marketing

Customer to customer marketing or C2C marketing represents a market environment where one customer purchases goods from another customer using a third-party business or platform to facilitate the transaction. C2C companies are a new type of model that has emerged with e-commerce technology and the sharing economy.^[35]

Differences in B2B and B2C marketing

The different goals of B2B and B2C marketing lead to differences in the B2B and B2C markets. The main differences in these markets are demand, purchasing volume, number of customers, customer concentration, distribution, buying nature, buying influences, negotiations, reciprocity, leasing and promotional methods.^[5]

Demand: B2B demand is derived because businesses buy products based on how much demand there is for the final consumer product. Businesses buy products based on customer's wants and needs. B2C demand is primarily because customers buy products based on their own wants and needs.^[5]
Purchasing volume: Businesses buy products in large volumes to distribute to consumers. Consumers buy products in smaller volumes suitable for personal use.^[5]
Number of customers: There are relatively fewer businesses to market to than direct consumers.^[5]
Customer concentration: Businesses that specialize in a particular market tend to be geographically concentrated while customers that buy products from these businesses are not concentrated.^[5]
Distribution: B2B products pass directly from the producer of the product to the business while B2C products may additionally go through a wholesaler or retailer.^[5]
Buying nature: B2B purchasing is a formal process done by professional buyers and sellers, while B2C purchasing is informal.^[5]
Buying influences: B2B purchasing is influenced by multiple people in various departments such as quality control, accounting, and logistics while B2C marketing is only influenced by the person making the purchase and possibly a few others.^[5]
Negotiations: In B2B marketing, negotiating for lower prices or added benefits is commonly accepted while in B2C marketing (particularly in Western cultures) prices are fixed.^[5]
Reciprocity: Businesses tend to buy from businesses they sell to. For example, a business that sells printer ink is more likely to buy office chairs from a supplier that buys the business's printer ink. In B2C marketing, this does not occur because consumers are not also selling products.^[5]
Leasing: Businesses tend to lease expensive items while consumers tend to save up to buy expensive items.^[5]
Promotional methods: In B2B marketing, the most common promotional method is personal selling. B2C marketing mostly uses sales promotion, public relations, advertising, and social media.^[5]

Marketing management orientations

A marketing orientation has been defined as a "philosophy of business management."^[6] or "a corporate state of mind"^[36] or as an "organizational culture."^[37] Although scholars continue to debate the precise nature of specific concepts that inform marketing practice, the most commonly cited orientations are as follows:^[38]

Product concept: mainly concerned with the quality of its product. It has largely been supplanted by the marketing orientation, except for haute couture and arts marketing.^[39]^[40]
Production concept: specializes in producing as much as possible of a given product or service in order to achieve economies of scale or economies of scope. It dominated marketing practice from the 1860s to the 1930s, yet can still be found in some companies or industries. Specifically, Kotler and Armstrong note that the production philosophy is "one of the oldest philosophies that guides sellers... [and] is still useful in some situations."^[41]
Selling concept: focuses on the selling/promotion of the firm's existing products, rather than developing new products to satisfy unmet needs or wants primarily through promotion and direct sales techniques,^[42] largely for "unsought goods"^[43] in industrial companies.^[44] A 2011 meta analyses^[45] found that the factors with the greatest impact on sales performance are a salesperson's sales related knowledge (market segments, presentation skills, conflict resolution, and products), degree of adaptiveness, role clarity, cognitive aptitude, motivation and interest in a sales role).

Marketing concept: This is the most common concept used in contemporary marketing, and is a customer-centric approach based on products that suit new consumer tastes. These firms engage in extensive market research, use R&D (Research & Development), and then use promotion techniques.^[46]^[47] The marketing orientation includes:
- Customer orientation: A firm in the market economy can survive by producing goods that people are willing and able to buy. Consequently, ascertaining consumer demand is vital for a firm's future viability and even existence as a going concern.
- Organizational orientation: The marketing department is of prime importance within the functional level of an organization. Information from the marketing department is used to guide the actions of a company's other departments. A marketing department could ascertain (via marketing research) that consumers desired a new type of product, or a new usage for an existing product. With this in mind, the marketing department would inform the R&D department to create a prototype of a product/service based on consumers' new desires. The production department would then start to manufacture the product. The finance department may oppose required capital expenditures since it could undermine a healthy cash flow for the organization.
Societal marketing concept: Social responsibility that goes beyond satisfying customers and providing superior value embraces societal stakeholders such as employees, customers, and local communities. Companies that adopt this perspective typically practice triple bottom line reporting and publish financial, social and environmental impact reports. Sustainable marketing or green marketing is an extension of societal marketing.^[48]

The marketing mix

A marketing mix is a foundational tool used to guide decision making in marketing. The marketing mix represents the basic tools that marketers can use to bring their products or services to the market. They are the foundation of managerial marketing and the marketing plan typically devotes a section to the marketing mix.

The 4Ps

The 4Ps refers to four broad categories of marketing decisions, namely: product, price, promotion, and place.^[7]^[49] The origins of the 4 Ps can be traced to the late 1940s.^[50]^[51] The first known mention has been attributed to a Professor of Marketing at Harvard University, James Culliton.^[52]

The 4 Ps, in its modern form, was first proposed in 1960 by E. Jerome McCarthy; who presented them within a managerial approach that covered analysis, consumer behavior, market research, market segmentation, and planning.^[53]^[54] Phillip Kotler, popularised this approach and helped spread the 4 Ps model.^[55]^[56] McCarthy's 4 Ps have been widely adopted by both marketing academics and practitioners.^[57]^[58]^[59]

Outline

Product: The product aspects of marketing deal with the specifications of the actual goods or services, and how it relates to the end-user's needs and wants. The product element consists of product design, new product innovation, branding, packaging, and labeling. The scope of a product generally includes supporting elements such as warranties, guarantees, and support. Branding, a key aspect of the product management, refers to the various methods of communicating a brand identity for the product, brand, or company.^[60]
Pricing: This refers to the process of setting a price for a product, including discounts. The price need not be monetary; it can simply be what is exchanged for the product or services, e.g. time, energy, or attention or any sacrifices consumers make in order to acquire a product or service. The price is the cost that a consumer pays for a product—monetary or not. Methods of setting prices are in the domain of pricing science.^[61]
Place (or distribution): This refers to how the product gets to the customer; the distribution channels and intermediaries such as wholesalers and retailers who enable customers to access products or services in a convenient manner. This third P has also sometimes been called Place or Placement, referring to the channel by which a product or service is sold (e.g. online vs. retail), which geographic region or industry, to which segment (young adults, families, business people), etc. also referring to how the environment in which the product is sold in can affect sales.^[61]
Promotion: This includes all aspects of marketing communications: advertising, sales promotion, including promotional education, public relations, personal selling, product placement, branded entertainment, event marketing, trade shows, and exhibitions. This fourth P is focused on providing a message to get a response from consumers. The message is designed to persuade or tell a story to create awareness.^[61]^[62]

Criticisms

One of the limitations of the 4Ps approach is its emphasis on an inside-out view.^[63] An inside-out approach is the traditional planning approach where the organization identifies its desired goals and objectives, which are often based around what has always been done. Marketing's task then becomes one of "selling" the organization's products and messages to the "outside" or external stakeholders.^[60] In contrast, an outside-in approach first seeks to understand the needs and wants of the consumer.^[64]

From a model-building perspective, the 4 Ps has attracted a number of criticisms. Well-designed models should exhibit clearly defined categories that are mutually exclusive, with no overlap. Yet, the 4 Ps model has extensive overlapping problems. Several authors stress the hybrid nature of the fourth P, mentioning the presence of two important dimensions, "communication" (general and informative communications such as public relations and corporate communications) and "promotion" (persuasive communications such as advertising and direct selling). Certain marketing activities, such as personal selling, may be classified as either promotion or as part of the place (i.e., distribution) element.^[65] Some pricing tactics, such as promotional pricing, can be classified as price variables or promotional variables and, therefore, also exhibit some overlap.

Other important criticisms include that the marketing mix lacks a strategic framework and is, therefore, unfit to be a planning instrument, particularly when uncontrollable, external elements are an important aspect of the marketing environment.^[66]

Modifications and extensions

To overcome the deficiencies of the 4P model, some authors have suggested extensions or modifications to the original model. Extensions of the four P's are often included in cases such as services marketing where unique characteristics (i.e. intangibility, perishability, heterogeneity and the inseparability of production and consumption) warrant additional consideration factors. Other extensions include "people", "process", and "physical evidence" and are often applied in the case of services marketing.^[67] Other extensions have been found necessary in retail marketing, industrial marketing and internet marketing.

The 4Cs

In response to environmental and technological changes in marketing, as well as criticisms towards the 4Ps approach, the 4Cs has emerged as a modern marketing mix model. Robert F. Lauterborn proposed a 4 Cs classification in 1990.^[68] His classification is a more consumer-orientated version of the 4 Ps^[69]^[70] that attempts to better fit the movement from mass marketing to niche marketing.^[68]^[71]^[72]

Outline

Consumer (or client)

The consumer refers to the person or group that will acquire the product. This aspect of the model focuses on fulfilling the wants or needs of the consumer.^[8]

Cost

Cost refers to what is exchanged in return for the product. Cost mainly consists of the monetary value of the product. Cost also refers to anything else the consumer must sacrifice to attain the product, such as time or money spent on transportation to acquire the product.^[8]

Convenience

Like "Place" in the 4Ps model, convenience refers to where the product will be sold. This, however, not only refers to physical stores but also whether the product is available in person or online. The convenience aspect emphasizes making it as easy as possible for the consumer to attain the product, thus making them more likely to do so.^[8]

Communication

Like "Promotion" in the 4Ps model, communication refers to how consumers find out about a product. Unlike promotion, communication not only refers to the one-way communication of advertising, but also the two-way communication available through social media.^[8]

Environment

The term "marketing environment" relates to all of the factors (whether internal, external, direct or indirect) that affect a firm's marketing decision-making/planning. A firm's marketing environment consists of three main areas, which are:

The macro-environment (Macromarketing), over which a firm holds little control, consists of a variety of external factors that manifest on a large (or macro) scale. These include: economic, social, political and technological factors. A common method of assessing a firm's macro-environment is via a PESTLE (Political, Economic, Social, Technological, Legal, Ecological) analysis. Within a PESTLE analysis, a firm would analyze national political issues, culture and climate, key macroeconomic conditions, health and indicators (such as economic growth, inflation, unemployment, etc.), social trends/attitudes, and the nature of technology's impact on its society and the business processes within the society.^[9]
The micro-environment, over which a firm holds a greater amount (though not necessarily total) control, typically includes: Customers/consumers, Employees, Suppliers and the Media. In contrast to the macro-environment, an organization holds a greater (though not complete) degree of control over these factors.^[9]
The internal environment, which includes the factors inside of the company itself.^[9] A firm's internal environment consists of: Labor, Inventory, Company Policy, Logistics, Budget, and Capital Assets.^[9]

Research

Marketing research is a systematic process of analyzing data that involves conducting research to support marketing activities and the statistical interpretation of data into information. This information is then used by managers to plan marketing activities, gauge the nature of a firm's marketing environment and to attain information from suppliers. A distinction should be made between marketing research and market research. Market research involves gathering information about a particular target market. As an example, a firm may conduct research in a target market, after selecting a suitable market segment. In contrast, marketing research relates to all research conducted within marketing. Market research is a subset of marketing research.^[10] (Avoiding the word consumer, which shows up in both,^[73] market research is about distribution, while marketing research encompasses distribution, advertising effectiveness, and salesforce effectiveness).^[74]

The stages of research include:

Define the problem
Plan research
Research
Interpret data
Implement findings^[11]

Well-known academic journals in the field of marketing with the best rating in VHB-Jourqual and Academic Journal Guide, an impact factor of more than 5 in the Social Sciences Citation Index and an h-index of more than 130 in the SCImago Journal Rank are

These are also designated as Premier AMA Journals by the American Marketing Association.

Segmentation

Market segmentation consists of taking the total heterogeneous market for a product and dividing it into several sub-markets or segments, each of which tends to be homogeneous in all significant aspects.^[12] The process is conducted for two main purposes: better allocation of a firm's finite resources and to better serve the more diversified tastes of contemporary consumers. A firm only possesses a certain amount of resources. Thus, it must make choices (and appreciate the related costs) in servicing specific groups of consumers. Moreover, with more diversity in the tastes of modern consumers, firms are noting the benefit of servicing a multiplicity of new markets.

Market segmentation can be defined in terms of the STP acronym, meaning Segmentation, Targeting, and Positioning.

Segmentation involves the initial splitting up of consumers into persons of like needs/wants/tastes. Commonly used criteria include:

Geographic (such as a country, region, city, town)
Psychographic (e.g. personality traits or lifestyle traits which influence consumer behaviour)
Demographic (e.g. age, gender, socio-economic class, education)
Gender
Income
Life-Cycle (e.g. Baby Boomer, Generation X, Millennial, Generation Z)
Lifestyle (e.g. tech savvy, active)
Behavioral (e.g. brand loyalty, usage rate)^[75]

Once a segment has been identified to target, a firm must ascertain whether the segment is beneficial for them to service. The DAMP acronym is used as criteria to gauge the viability of a target market. The elements of DAMP are:

Discernable – how a segment can be differentiated from other segments.
Accessible – how a segment can be accessed via Marketing Communications produced by a firm
Measurable – can the segment be quantified and its size determined?
Profitable – can a sufficient return on investment be attained from a segment's servicing?

The next step in the targeting process is the level of differentiation involved in a segment serving. Three modes of differentiation exist, which are commonly applied by firms. These are:

Undifferentiated – where a company produces a like product for all of a market segment
Differentiated – in which a firm produced slight modifications of a product within a segment
Niche – in which an organization forges a product to satisfy a specialized target market

Positioning concerns how to position a product in the minds of consumers and inform what attributes differentiate it from the competitor's products. A firm often performs this by producing a perceptual map, which denotes similar products produced in the same industry according to how consumers perceive their price and quality. From a product's placing on the map, a firm would tailor its marketing communications to meld with the product's perception among consumers and its position among competitors' offering.^[76]

Promotional mix

The promotional mix outlines how a company will market its product. It consists of five tools: personal selling, sales promotion, public relations, advertising and social media:

Personal selling involves a presentation given by a salesperson to an individual or a group of potential customers. It enables two-way communication and relationship building, and is most commonly seen in business-to-business marketing but can also be found in business-to-consumer marketing (e.g.: selling cars at a dealership).^[5]

Sales promotion involves short-term incentives to encourage the buying of products. Examples of these incentives include free samples, contests, premiums, trade shows, giveaways, coupons, sweepstakes and games. Depending on the incentive, one or more of the other elements of the promotional mix may be used in conjunction with sales promotion to inform customers of the incentives.^[5]
Public relations is the use of media tools to promote and monitor for a positive view of a company or product in the public's eye. The goal is to either sustain a positive opinion or lessen or change a negative opinion. It can include interviews, speeches/presentations, corporate literature, social media, news releases and special events.^[5]
Advertising occurs when a firm directly pays a media channel, directly via an in-house agency^[77] or via an advertising agency or media buying service, to publicize its product, service or message. Common examples of advertising media include:

TV
Radio
Magazines
Online
Billboards
Event sponsorship
Advertising mail (direct mail)
Transit ads^[5]

Social media is used to facilitate two-way communication between companies and their customers. Outlets such as Facebook, Instagram, Twitter, Tumblr, Pinterest, Snapchat, Tik Tok and YouTube allow brands to start a conversation with regular and prospective customers. Viral marketing can be greatly facilitated by social media and if successful, allows key marketing messages and content in reaching a large number of target audiences within a short time frame. These platforms can also house advertising and public relations content.^[5]

Marketing plan

The area of marketing planning involves forging a plan for a firm's marketing activities. A marketing plan can also pertain to a specific product, the introduction of a new product, the revision of current marketing strategies for existing products, as well as an organisation's overall marketing strategy. The plan is created to accomplish specific marketing objectives, outlining a company's advertising and marketing efforts for a given period, describing the current marketing position of a business, and discussing the target market and marketing mix to be used to achieve marketing goals.

An organization's marketing planning process is derived from its overall business strategy. Marketing plans start by identifying customer needs through market research and how the business can satisfy these needs. The marketing plan also shows what actions will be taken and what resources will be used to achieve the planned objectives.

Marketing objectives are typically broad-based in nature, and pertain to the general vision of the firm in the short, medium or long-term. As an example, if one pictures a group of companies (or a conglomerate), the objective might be to increase the group's sales by 25% over a ten-year period.

Product life cycle

The product life cycle (PLC) is a tool used by marketing managers to gauge the progress of a product, especially relating to sales or revenue accrued over time. The PLC is based on a few key assumptions, including:

A given product would possess introduction, growth, maturity, and decline stage
No product lasts perpetually on the market
A firm must employ differing strategies, according to where a product is on the PLC

In the introduction stage, a product is launched onto the market. To stimulate the growth of sales/revenue, use of advertising may be high, in order to heighten awareness of the product in question.

During the growth stage, the product's sales/revenue is increasing, which may stimulate more marketing communications to sustain sales. More entrants enter into the market, to reap the apparent high profits that the industry is producing.

When the product hits maturity, its starts to level off, and an increasing number of entrants to a market produce price falls for the product. Firms may use sales promotions to raise sales.

During decline, demand for a good begins to taper off, and the firm may opt to discontinue the manufacture of the product. This is so, if revenue for the product comes from efficiency savings in production, over actual sales of a good/service. However, if a product services a niche market, or is complementary to another product, it may continue the manufacture of the product, despite a low level of sales/revenue being accrued.^[5]

Ethics

Marketing ethics is an area of applied ethics which deals with the moral principles behind the operation and regulation of marketing. Some areas of marketing ethics (ethics of advertising and promotion) overlap with media and public relations ethics.

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^ "What Comes Next? Survey Analysis and Segmentation", Discover the Future of Research, Wiley, 12 January 2017
^ Ahmad, Rizal (May 2003). "Benefit segmentation". International Journal of Market Research. 45 (3): 1–13. doi:10.1177/147078530304500302. ISSN 1470-7853. S2CID 220319720.
^ du Plessis, D.F. Introduction to Public Relations and Advertising. p. 134.
^ Jump up to:^a ^b ^c Genovese, Shelby (20 September 2023). "What is B2B Marketing?". West Virginia University Marketing Communications.
^ Aspara, Jaakko; Grant, David B.; Holmlund, Maria (1 February 2021). "Consumer involvement in supply networks: A cubic typology of C2B2C and C2B2B business models". Industrial Marketing Management. 93: 356–369. doi:10.1016/j.indmarman.2020.09.004. ISSN 0019-8501. S2CID 226739953.
^ Tarver, Evan. "Customer to Customer – C2C". Investopedia. Retrieved 16 April 2020.
^ Kohli, A.K. and Jaworski, B.J., "Market Orientation: The Construct, Research Propositions, and Managerial Implications", Journal of Marketing, Vol. 54, April 1990, pp. 1–18
^ Narver, J.C.; Slater, S.F. (1990). "The Effect of a Market Orientation on Business Profitability". Journal of Marketing. 54 (4): 20–34. doi:10.2307/1251757. JSTOR 1251757.
^ Hollander, S.C.; Jones, D.G.B.; Dix, L. (2005). "Periodization in Marketing History". Journal of Macromarketing. 25 (1): 33–39. doi:10.1177/0276146705274982. S2CID 9997002.
^ Fillis, Ian (2006). "Art for Art's Sake or Art for Business Sake: An exploration of artistic product orientation". The Marketing Review. 6: 29–40. doi:10.1362/146934706776861573.
^ Sheth, J., Sisodia, R.S. and Sharma, A., "The Antecedents and Consequences of Customer-Centric Marketing", Journal of the Academy of Marketing Science, Vol. 28, No. 1, 2000, p. 55
^ Kotler, P., Armstrong, G., Principles of Marketing, 12th ed., Upper Saddle River: Pearson Education, 2008, p. 28
^ Kotler, Philip (1980). Principles of Marketing. Englewood Cliffs, NJ: Prentice-Hall Inc.
^ Kotler, P., Armstrong, G., Principles of Marketing, 12th ed., Upper Saddle River: Pearson Education, 2008, p. 29
^ Avlonitis, G.J. and Gounaris, S.P., "Marketing Orientation and Company Performance: Industrial vs. Consumer Goods Companies", Industrial Marketing Management, Vol. 26, 1997, pp. 385–402
^ Verbeke, Willem; Dietz, Bart; Verwaal, Ernst (2010). "Drivers of sales performance: A contemporary meta-analysis. Have salespeople become knowledge brokers?" (PDF). Journal of the Academy of Marketing Science. 39 (3): 407–28. doi:10.1007/s11747-010-0211-8. S2CID 53687035.
^ McGee, L.W. and Spiro, R.L., "The Marketing Concept in Perspective", Business Horizons, May–June 1988, pp. 40–45
^ Hooley, G., Fahy, J., Beracs, J., Fonfara, K. and Snoj, B., "Market Orientation in the Transition Economies of Central Europe: Tests of the Narver and Slater Market Orientation Scales", Journal of Business Research, Vol. 50, 2000, pp. 273–85. The most widely applied scale is that developed by Narver and Slater in Narver, J.C., and Slater, S.F., "The Effect of Marketing Orientation on Business Profitability", Journal of Marketing, Vo. 54, 1990, pp. 20–35
^ , Blackwell Reference, Kotler, P., "What consumerism means for marketers", Harvard Business Review, vol. 50, no. 3, 1972, pp. 48–57; Wilkie, W.L. and Moore, E.S., "Macromarketing as a Pillar of Marketing Thought", Journal of Macromarketing, Vol. 26 No. 2, December 2006, pp. 224–32 doi:10.1177/0276146706291067; Wilkie, W.L. and Moore, E.S., "Scholarly Research in Marketing: Exploring the "4 Eras" of Thought Development", Journal of Public Policy and Marketing, Vol. 22, No. 2, 2003, pp. 116–46
^ Grönroos, Christian (1 March 1994). "From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing". Management Decision. 32 (2): 4–20. doi:10.1108/00251749410054774. hdl:11323/385. ISSN 0025-1747.
^ Groucutt, Jon; Leadley, Peter; Forsyth, Patrick (2004). Marketing: Essential Principles, New Realities. Kogan Page Publishers. ISBN 978-0-7494-4114-2.
^ Hunt, S.F. and Goolsby, J., "The Rise and Fall of the Functional Approach to Marketing: A Paradigm Displacement Perspective", (originally published in 1988), reprinted in: Review of Marketing Research: Special Issue - Marketing Legends, Vol. 1, Naresh K. Malhotra, (ed), Bingley, UK, Emerald, 2011
^ Banting, P.M.; Ross, R.E. (1973). "The marketing mix: A Canadian perspective". Journal of the Academy of Marketing Science. 1 (1): 1973. doi:10.1007/BF02729310. S2CID 189884279.
^ McCarthy, E.J., Basic Marketing: A Managerial Approach Irwin, Homewood, Ill., 1960
^ Dominici, G. (September 2009). "From Marketing Mix to E-Marketing Mix: A Literature Review" (PDF). International Journal of Business and Management. 9 (4): 17–24. Archived from the original (PDF) on 29 August 2017.
^ Keelson, S.A>, "The Evolution of the Marketing Concepts: Theoretically Different Roads Leading to Practically the Same Destination!" in Global Conference on Business and Finance Proceedings, Volume 7, Number 1, 2012, ISSN 1941-9589
^ Kotler, P., Marketing Management, (Millennium Edition), Custom Edition for University of Phoenix, Prentice Hall, 2001, p. 9.
^ Constantinides, E., "The Marketing Mix Revisited: Towards the 21st Century Marketing", Journal of Marketing Management, vol. 22, 2006, pp. 407–438.
^ Bitner, M.J., "The Evolution of the Services Marketing Mix and its Relationship to Service Quality", in Service Quality: Multidisciplinary and Multinational Perspectives, Brown, S.W., Gummeson, E., Edvardson, B. and Gustavsson, B. (eds), Lexington, Canada, 1991, pp. 23–37.
^ Schultz, Don E; Tannenbaum, Stanley I; Lauterborn, Robert F (1993), Integrated marketing communications, NTC Business Books, ISBN 978-0-8442-3363-5
^ Jump up to:^a ^b Kerr, F., Patti, C. and Ichul, K., "An Inside-out Approach to Integrated Marketing Communications: An International Perspective", International Journal of Advertising, Vol. 27, No. 4, 2008, pp. 531–40
^ Jump up to:^a ^b ^c Borden, N., "The Concept of the Marketing Mix", Journal of Advertising Research, June 1964 pp. 2–7; van Waterschoot, W. and van den Bulte, C., "The 4P Classification of the Marketing Mix Revisited", Journal of Marketing, Vol. 56, No. 4, 1992, pp. 83–93
^ Online Etymology Encyclopedia, "Promotion | Etymology, origin and meaning of promotion by etymonline". Archived from the original on 8 January 2018. Retrieved 7 January 2018.>
^ Gareth, Morgan (1988). Riding the Waves of Change. Jossey-Bass. ISBN 978-1555420932.
^ Porcu, L., del Barrio-Garcia, S., and Kitchen, P.J., "How Integrated Marketing Communications (IMC) works? A theoretical review and an analysis of its main drivers and effects/ ¿Cómo funciona la Comunicación Integrada de Marketing (CIM)? Una revisión teórica y un análisis de sus antecedents Efectos", Comunicación y Sociedad, Vol. XXV, Núm. 1, 2012, pp. 313–48
^ van Waterschoot, W.; van den Bulte, C. (1992). "The 4P Classification of the Marketing Mix Revisited". Journal of Marketing. 56 (4): 83–93. doi:10.2307/1251988. JSTOR 1251988.
^ Constantinides, E., "The Marketing Mix Revisited: Towards the 21st Century Marketing", Journal of Marketing Management, Vo. 22, 2006, pp. 407–38
^ Fisk, R.P., Brown, W., and Bitner, M.J., "Tracking the Evolution of Services Marketing Literature", Journal of Retailing, vol. 41 (April), 1993; Booms, B. and Bitner, M.J. "Marketing Strategies and Organizational Structures for Service Firms" in James H. Donnelly and William R. George (eds), Marketing of Services, Chicago: American Marketing Association, 47–51; Rafiq, M. and Ahmed, P.K. "Using the 7Ps as a Generic Marketing mix: An Exploratory Survey of UK and European Marketing Academics", Marketing Intelligence & Planning, Vol. 13, no. 9, pp. 4–15
^ Jump up to:^a ^b Lauterborn, B (1990). "New Marketing Litany: Four Ps Passé: C-Words Take Over". Advertising Age. 61 (41): 26.
^ Kotler, P. and Keller, K. (2006), Marketing and Management, Pearson Prentice Hall, Upper Saddle River, NJ, US
^ Rodríguez, Ismael; Rabanal, Pablo; Rubio, Fernando (2017). "Business Hacks" (PDF). Applied Soft Computing. 55 (June 2017): 178–196. doi:10.1016/j.asoc.2017.01.036. ISSN 1568-4946.
^ Chaffey, Dave; Ellis-Chadwick, Fiona (2012). Digital marketing: strategy, implementation of and practice (5th ed.). Harlow: Pearson Education.
^ Bhatt, Ganesh D; Emdad, Ali F (2001). "An analysis of the virtual value chain in electronic commerce". Logistics Information Management. 14 (1/2): 78–85. doi:10.1108/09576050110362465.
^ US Census data is both for Market research and for Marketing research: "NAPCS Product List for NAICS 54191: Marketing Research" (PDF). data collection services for marketing research and public opinion surveys, by methods other than ... data collection services provided as part of a market research services package that includes
^ "Difference between Market Research and Marketing Research". 9 January 2018.
^ Moore, Karl; Pareek, Niketh (2010). Marketing: the Basics. New York, NY: Routledge. pp. 38–65. ISBN 978-0-415-77899-2.
^ Moutinho, Luiz (2000). Strategic Management in Tourism. New York, NY: CABI Publishing. pp. 121–166. ISBN 9780851992822.
^ Tiffany Hsu (28 October 2019). "The Advertising Industry Has a Problem: People Hate Ads". The New York Times.

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[31] Ahmad, Rizal (May 2003). "Benefit segmentation". International Journal of Market Research. 45 (3): 1–13. doi:10.1177/147078530304500302. ISSN 1470-7853. S2CID 220319720.

[32] u Plessis, D.F. Introduction to Public Relations and Advertising. p. 134.

[:10-33] Jump up to:^a ^b ^c Genovese, Shelby (20 September 2023). "What is B2B Marketing?". West Virginia University Marketing Communications.

[34] Aspara, Jaakko; Grant, David B.; Holmlund, Maria (1 February 2021). "Consumer involvement in supply networks: A cubic typology of C2B2C and C2B2B business models". Industrial Marketing Management. 93: 356–369. doi:10.1016/j.indmarman.2020.09.004. ISSN 0019-8501. S2CID 226739953.

[35] Tarver, Evan. "Customer to Customer – C2C". Investopedia. Retrieved 16 April 2020.

[36] Kohli, A.K. and Jaworski, B.J., "Market Orientation: The Construct, Research Propositions, and Managerial Implications", Journal of Marketing, Vol. 54, April 1990, pp. 1–18

[37] Narver, J.C.; Slater, S.F. (1990). "The Effect of a Market Orientation on Business Profitability". Journal of Marketing. 54 (4): 20–34. doi:10.2307/1251757. JSTOR 1251757.

[38] Hollander, S.C.; Jones, D.G.B.; Dix, L. (2005). "Periodization in Marketing History". Journal of Macromarketing. 25 (1): 33–39. doi:10.1177/0276146705274982. S2CID 9997002.

[39] Fillis, Ian (2006). "Art for Art's Sake or Art for Business Sake: An exploration of artistic product orientation". The Marketing Review. 6: 29–40. doi:10.1362/146934706776861573.

[40] Sheth, J., Sisodia, R.S. and Sharma, A., "The Antecedents and Consequences of Customer-Centric Marketing", Journal of the Academy of Marketing Science, Vol. 28, No. 1, 2000, p. 55

[41] Kotler, P., Armstrong, G., Principles of Marketing, 12th ed., Upper Saddle River: Pearson Education, 2008, p. 28

[42] Kotler, Philip (1980). Principles of Marketing. Englewood Cliffs, NJ: Prentice-Hall Inc.

[43] Kotler, P., Armstrong, G., Principles of Marketing, 12th ed., Upper Saddle River: Pearson Education, 2008, p. 29

[44] Avlonitis, G.J. and Gounaris, S.P., "Marketing Orientation and Company Performance: Industrial vs. Consumer Goods Companies", Industrial Marketing Management, Vol. 26, 1997, pp. 385–402

[45] Verbeke, Willem; Dietz, Bart; Verwaal, Ernst (2010). "Drivers of sales performance: A contemporary meta-analysis. Have salespeople become knowledge brokers?" (PDF). Journal of the Academy of Marketing Science. 39 (3): 407–28. doi:10.1007/s11747-010-0211-8. S2CID 53687035.

[46] McGee, L.W. and Spiro, R.L., "The Marketing Concept in Perspective", Business Horizons, May–June 1988, pp. 40–45

[47] Hooley, G., Fahy, J., Beracs, J., Fonfara, K. and Snoj, B., "Market Orientation in the Transition Economies of Central Europe: Tests of the Narver and Slater Market Orientation Scales", Journal of Business Research, Vol. 50, 2000, pp. 273–85. The most widely applied scale is that developed by Narver and Slater in Narver, J.C., and Slater, S.F., "The Effect of Marketing Orientation on Business Profitability", Journal of Marketing, Vo. 54, 1990, pp. 20–35

[48] , Blackwell Reference, Kotler, P., "What consumerism means for marketers", Harvard Business Review, vol. 50, no. 3, 1972, pp. 48–57; Wilkie, W.L. and Moore, E.S., "Macromarketing as a Pillar of Marketing Thought", Journal of Macromarketing, Vol. 26 No. 2, December 2006, pp. 224–32 doi:10.1177/0276146706291067; Wilkie, W.L. and Moore, E.S., "Scholarly Research in Marketing: Exploring the "4 Eras" of Thought Development", Journal of Public Policy and Marketing, Vol. 22, No. 2, 2003, pp. 116–46

[49] Grönroos, Christian (1 March 1994). "From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing". Management Decision. 32 (2): 4–20. doi:10.1108/00251749410054774. hdl:11323/385. ISSN 0025-1747.

[50] Groucutt, Jon; Leadley, Peter; Forsyth, Patrick (2004). Marketing: Essential Principles, New Realities. Kogan Page Publishers. ISBN 978-0-7494-4114-2.

[51] Hunt, S.F. and Goolsby, J., "The Rise and Fall of the Functional Approach to Marketing: A Paradigm Displacement Perspective", (originally published in 1988), reprinted in: Review of Marketing Research: Special Issue - Marketing Legends, Vol. 1, Naresh K. Malhotra, (ed), Bingley, UK, Emerald, 2011

[52] Banting, P.M.; Ross, R.E. (1973). "The marketing mix: A Canadian perspective". Journal of the Academy of Marketing Science. 1 (1): 1973. doi:10.1007/BF02729310. S2CID 189884279.

[53] McCarthy, E.J., Basic Marketing: A Managerial Approach Irwin, Homewood, Ill., 1960

[54] Dominici, G. (September 2009). "From Marketing Mix to E-Marketing Mix: A Literature Review" (PDF). International Journal of Business and Management. 9 (4): 17–24. Archived from the original (PDF) on 29 August 2017.

[55] Keelson, S.A>, "The Evolution of the Marketing Concepts: Theoretically Different Roads Leading to Practically the Same Destination!" in Global Conference on Business and Finance Proceedings, Volume 7, Number 1, 2012, ISSN 1941-9589

[:02-56] Kotler, P., Marketing Management, (Millennium Edition), Custom Edition for University of Phoenix, Prentice Hall, 2001, p. 9.

[57] Constantinides, E., "The Marketing Mix Revisited: Towards the 21st Century Marketing", Journal of Marketing Management, vol. 22, 2006, pp. 407–438.

[58] Bitner, M.J., "The Evolution of the Services Marketing Mix and its Relationship to Service Quality", in Service Quality: Multidisciplinary and Multinational Perspectives, Brown, S.W., Gummeson, E., Edvardson, B. and Gustavsson, B. (eds), Lexington, Canada, 1991, pp. 23–37.

[Schultz-59] Schultz, Don E; Tannenbaum, Stanley I; Lauterborn, Robert F (1993), Integrated marketing communications, NTC Business Books, ISBN 978-0-8442-3363-5

[:1-60] Jump up to:^a ^b Kerr, F., Patti, C. and Ichul, K., "An Inside-out Approach to Integrated Marketing Communications: An International Perspective", International Journal of Advertising, Vol. 27, No. 4, 2008, pp. 531–40

[:2-61] Jump up to:^a ^b ^c Borden, N., "The Concept of the Marketing Mix", Journal of Advertising Research, June 1964 pp. 2–7; van Waterschoot, W. and van den Bulte, C., "The 4P Classification of the Marketing Mix Revisited", Journal of Marketing, Vol. 56, No. 4, 1992, pp. 83–93

[62] Online Etymology Encyclopedia, "Promotion | Etymology, origin and meaning of promotion by etymonline". Archived from the original on 8 January 2018. Retrieved 7 January 2018.>

[63] Gareth, Morgan (1988). Riding the Waves of Change. Jossey-Bass. ISBN 978-1555420932.

[64] Porcu, L., del Barrio-Garcia, S., and Kitchen, P.J., "How Integrated Marketing Communications (IMC) works? A theoretical review and an analysis of its main drivers and effects/ ¿Cómo funciona la Comunicación Integrada de Marketing (CIM)? Una revisión teórica y un análisis de sus antecedents Efectos", Comunicación y Sociedad, Vol. XXV, Núm. 1, 2012, pp. 313–48

[65] van Waterschoot, W.; van den Bulte, C. (1992). "The 4P Classification of the Marketing Mix Revisited". Journal of Marketing. 56 (4): 83–93. doi:10.2307/1251988. JSTOR 1251988.

[66] Constantinides, E., "The Marketing Mix Revisited: Towards the 21st Century Marketing", Journal of Marketing Management, Vo. 22, 2006, pp. 407–38

[67] Fisk, R.P., Brown, W., and Bitner, M.J., "Tracking the Evolution of Services Marketing Literature", Journal of Retailing, vol. 41 (April), 1993; Booms, B. and Bitner, M.J. "Marketing Strategies and Organizational Structures for Service Firms" in James H. Donnelly and William R. George (eds), Marketing of Services, Chicago: American Marketing Association, 47–51; Rafiq, M. and Ahmed, P.K. "Using the 7Ps as a Generic Marketing mix: An Exploratory Survey of UK and European Marketing Academics", Marketing Intelligence & Planning, Vol. 13, no. 9, pp. 4–15

[Lauterborn-68] Jump up to:^a ^b Lauterborn, B (1990). "New Marketing Litany: Four Ps Passé: C-Words Take Over". Advertising Age. 61 (41): 26.

[Kotlerkeller-69] Kotler, P. and Keller, K. (2006), Marketing and Management, Pearson Prentice Hall, Upper Saddle River, NJ, US

[RodriguezRabanalRubio-70] Rodríguez, Ismael; Rabanal, Pablo; Rubio, Fernando (2017). "Business Hacks" (PDF). Applied Soft Computing. 55 (June 2017): 178–196. doi:10.1016/j.asoc.2017.01.036. ISSN 1568-4946.

[DM-71] Chaffey, Dave; Ellis-Chadwick, Fiona (2012). Digital marketing: strategy, implementation of and practice (5th ed.). Harlow: Pearson Education.

[An_analysis_of_the_virtual_value_ch-72] Bhatt, Ganesh D; Emdad, Ali F (2001). "An analysis of the virtual value chain in electronic commerce". Logistics Information Management. 14 (1/2): 78–85. doi:10.1108/09576050110362465.

[73] US Census data is both for Market research and for Marketing research: "NAPCS Product List for NAICS 54191: Marketing Research" (PDF). data collection services for marketing research and public opinion surveys, by methods other than ... data collection services provided as part of a market research services package that includes

[74] "Difference between Market Research and Marketing Research". 9 January 2018.

[75] Moore, Karl; Pareek, Niketh (2010). Marketing: the Basics. New York, NY: Routledge. pp. 38–65. ISBN 978-0-415-77899-2.

[76] Moutinho, Luiz (2000). Strategic Management in Tourism. New York, NY: CABI Publishing. pp. 121–166. ISBN 9780851992822.

[MarketingInHouse.NYT2019-77] Tiffany Hsu (28 October 2019). "The Advertising Industry Has a Problem: People Hate Ads". The New York Times.

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Typical Challenges	Urban Ignite Solutions
Info Overload	Structured analytics platform focusing on essential metrics
Unpredictable Consumer Preferences	Behavioral pattern acknowledgment with adaptive methods
Broad Audience Targeting	Advanced segmentation for tailored outreach

Common Digital Marketing Risk	Urban Ignite's Professional Method
Overloading channels with generic material	Curating personalized, data-backed stories customized for each audience segment
Neglecting real-time feedback	Leveraging AI-powered belief analysis to pivot methods quickly
Overlooking mobile optimization	Designing material that feels native and seamless on any gadget

Element	Typical Bad move	Urban Ignite Marketing's Method
Consistency	Disjointed messaging throughout channels	Unified brand guidelines and cross-platform audits
Audience Engagement	Generic material doing not have emotional resonance	Data-driven personality advancement and customized storytelling
Market Adjustment	Rigid positioning that neglects progressing patterns	Flexible brand name architecture making it possible for innovation

Marketing	Promotion includes activities that convey value and persuade customers. Its role is to drive sales and build brand awareness for Marketing.	https://en.wikipedia.org/wiki/Marketing
Market Segmentation	Market Segmentation splits a broad consumer group into smaller groups with shared characteristics. This lets businesses to customize their product promotion to more effectively satisfy the needs of particular customer segments.	https://en.wikipedia.org/wiki/Market_segmentation
Target Market	The Target Market is a particular group of consumers an organization aims to connect with with its products or services. Determining this group is crucial for customizing promotional efforts and maximizing business success.	https://en.wikipedia.org/wiki/Target_audience
Marketing Strategy	A complete game plan is crucial for effectively promoting goods or services. It guides decision-making and resource allocation to achieve promotional goals and increase impact.	https://en.wikipedia.org/wiki/Marketing_strategy
Marketing Plan	A promotion plan outlines tactics for reaching desired demographics and achieving business objectives. It guides promotional activities, ensuring efficient resource allocation and measurable results.	https://en.wikipedia.org/wiki/Marketing_plan
Marketing Research	Exploratory actions provide crucial understanding into consumer behavior and market trends. These insights inform thoughtful decision-making, improving product development and promotional activities for better consumer engagement.	https://en.wikipedia.org/wiki/Marketing_research
Product Management	Product Management defines the view and strategy for a service and leads its growth and release. It partners with promotion teams to assure the product gets to the appropriate market and attains commercial prosperity.	https://en.wikipedia.org/wiki/Product_management
Branding	Branding establishes a unique character and assurance for a product or service. It shapes consumer perceptions and influences their purchasing decisions within commerce.	https://en.wikipedia.org/wiki/Branding
Advertising	Marketing is a key part for promoting goods and services. It aids companies convey value and create brand awareness to attract prospective customers.	https://en.wikipedia.org/wiki/Advertising
Sales	Sales transforms promotional endeavors into revenue, driving business expansion. It's the crucial last step in linking products or services with customers after their interest has been developed.	https://en.wikipedia.org/wiki/Sales
Public Relations	PR forms brand image and cultivates connections with interested parties. It aids promotional campaigns by building credibility and managing reputation.	https://en.wikipedia.org/wiki/Public_relations
Direct Marketing	Direct Marketing involves talking straight to customers. It plays a major role in total advertising efforts.	https://en.wikipedia.org/wiki/Direct_marketing
Digital Marketing	Digital promotion utilizes online channels to reach potential customers. It plays a vital role in overall business strategy by broadening reach and boosting brand awareness.	https://en.wikipedia.org/wiki/Digital_marketing
Social Media Marketing	Social media promotion involves using online platforms to connect with audiences and foster relationships. It plays a critical role in overall business development by increasing brand awareness and enhancing customer engagement.	https://en.wikipedia.org/wiki/Social_media_marketing
Content Marketing	Content promotion involves developing and distributing valuable material to attract an audience. It plays a vital role in brand development and driving customer engagement.	https://en.wikipedia.org/wiki/Content_marketing
Search Engine Optimization	SEO boosts website visibility in search results. This improved visibility generates organic traffic, a crucial element in promotional strategies.	https://en.wikipedia.org/wiki/Search_engine_optimization
Customer Relationship Management	Customer Relationship Management helps businesses manage interactions and data throughout the customer lifecycle. This improves customer retention and drives income growth by optimizing outreach strategies.	https://en.wikipedia.org/wiki/Customer_relationship_management
Marketing Communications	This includes the strategies and tactics used to transmit information about a product or service to a target audience. This communication plays a critical role in influencing perceptions, increasing sales, and building brand loyalty within the consumer base.	https://en.wikipedia.org/wiki/Integrated_marketing_communications
Marketing Management	It's the structure discipline focused on the practical application of promotional techniques and management of a firm's promotional resources and activities. Efficient management in this area ensures a company's offerings reach the right audience and achieve desired business objectives.	https://en.wikipedia.org/wiki/Marketing_management
Marketing Mix	The combination encompasses product, price, place, and promotion, directing how businesses locate offerings. This calculated framework is essential to successful commercial activity and connecting with target audiences.	https://en.wikipedia.org/wiki/Marketing_mix
Pricing	Pricing tactics significantly affect customer view and sales volume. It's a key element in company strategy, impacting earnings and competitive positioning within the industry.	https://en.wikipedia.org/wiki/Pricing
Distribution	Distribution involves rendering products accessible to consumers through various channels. It is crucial for efficient product placement and reaching the target audience, impacting overall business success.	https://en.wikipedia.org/wiki/Distribution_(marketing)
Promotion	Promotion informs, convinces, and alerts customers about a company and its products. It plays a key role in driving sales and creating brand recognition within the business landscape.	https://en.wikipedia.org/wiki/Promotion_(marketing)
Consumer Behavior	Consumer Behavior studies how people make buying decisions. Grasping these actions is essential for successfully marketing goods and services.	https://en.wikipedia.org/wiki/Consumer_behaviour
Marketing Ethics	Ethical behavior in promotional activities creates trust and safeguards consumers. It ensures that convincing communication is truthful, fair, and socially accountable.	https://en.wikipedia.org/wiki/Marketing_ethics
Market Research	Market Research uncovers precious insights about consumers, competitors, and the surroundings. This information directs critical choices to advertise products and services effectively.	https://en.wikipedia.org/wiki/Market_research
Marketing Analytics	Data analysis helps evaluate marketing campaigns and customer behavior. Insightful insights improve strategies and optimize resource allocation for better results.	https://en.wikipedia.org/wiki/Marketing_analytics
Marketing Automation	Automation streamlines marketing efforts and customer relationships. It plays a critical role in optimizing campaign performance and enhancing audience engagement.	https://en.wikipedia.org/wiki/Marketing_automation
Brand Management	Brand Management molds consumer understanding and cultivates lasting connections. It's instrumental in advertising campaigns and placement of products tactics.	https://en.wikipedia.org/wiki/Brand_management
Demographic Segmentation	Demographic Segmentation splits a broad consumer group into segments based on shared characteristics like age, gender, and income. This lets companies to tailor their product development and promotional campaigns for specific audience segments.	https://en.wikipedia.org/wiki/Market_segmentation
Psychographic Segmentation	Psychographic Segmentation divides consumers based on personality, values, and lifestyle. It aids businesses tailor their strategies to better resonate with specific consumer groups.	https://en.wikipedia.org/wiki/Market_segmentation
Geographic Segmentation	Geographic Segmentation categorizes an audience by location, enabling businesses to reach consumers with location-specific offers. This strategy helps tailor product offerings and promotional strategies to resonate with local tastes and needs.	https://en.wikipedia.org/wiki/Market_segmentation
Behavioral Segmentation	Behavioral Segmentation categorizes consumers depending on their actions, offering understanding of purchasing habits, usage patterns, and brand interactions. This information aids organizations customize strategies to better interact with audiences and improve promotional effectiveness.	https://en.wikipedia.org/wiki/Market_segmentation
Segmentation Variables	Segmentation Variables split wide consumer or business markets into separate subsets based on shared traits. This enables organizations to tailor product creation and promotional activities to specific segments, improving engagement and return on investment for their promotional efforts.	https://en.wikipedia.org/wiki/Market_segmentation
Segmentation Criteria	Segmentation Criteria are the variables utilized to divide a broad customer or business market into segments with unique needs and preferences. This division is essential for customizing product creation and advertising activities to boost sales effectiveness.	https://en.wikipedia.org/wiki/Market_segmentation
Niche Market	A Niche Market focuses on a particular, well-defined segment of the population. This method lets businesses to tailor their advertising campaigns and offerings to more effectively cater to a particular group's needs.	https://en.wikipedia.org/wiki/Market_segmentation
Mass Marketing	Mass dissemination aims to reach the widest possible audience. It plays a key role in advertising activities by generating wide awareness and sparking initial interest in a product or service.	https://en.wikipedia.org/wiki/Mass_marketing
Product Differentiation	Product Differentiation is creating unique attributes that distinguish your product from the competition. This is crucial to affecting customer perception and increasing sales.	https://en.wikipedia.org/wiki/Product_differentiation
Value Proposition	A Value Proposition is a brief statement that communicates why customers should select a specific product or service. It highlights the distinct benefits and solutions provided to meet customer needs and affect their buying decisions.	https://en.wikipedia.org/wiki/Value_proposition
Stp Marketing Model	Stp Marketing Model helps firms identify and target certain customer groups. This approach optimizes marketing efforts and resource allocation for greater effectiveness.	https://en.wikipedia.org/wiki/Market_segmentation
Data Analysis	Data Analysis helps businesses understand customer behavior and trends. This comprehension permits for more efficient marketing strategies and improved customer interaction.	https://en.wikipedia.org/wiki/Data_analysis
Competitive Advantage	Competitive Advantage enables a firm outperform competitors, attracting customers and increasing earnings. It's vital for strategies that market and sell products or assistance successfully.	https://en.wikipedia.org/wiki/Competitive_advantage
Brand Positioning	Brand Positioning defines a specific space for a product in the consumer's perception. It guides marketing activities to ensure the offering appeals to the target audience and is different from competitors.	https://en.wikipedia.org/wiki/Positioning_(marketing)
Customer Profiling	Customer Profiling involves developing detailed representations of your perfect customers based on demographics, behaviors, and needs. This enables businesses to modify their strategies to more effectively reach and engage particular audience segments, eventually enhancing business success.	https://en.wikipedia.org/wiki/Customer_segmentation
Marketing Communication	This encompasses plans to share brand messages and interact with audiences. This Marketing Communication is essential for advertising products or services and reaching business goals.	https://en.wikipedia.org/wiki/Integrated_marketing_communications
Demographics	Population statistics offer essential insights into customer characteristics including age, gender, and income. This data guides strategies for product development and marketing activities, ensuring offerings appeal to target audiences.	https://en.wikipedia.org/wiki/Demographics
Psychographics	Psychographics classify consumers by mental attributes such as values and lifestyle choices. This understanding refines product development and advertising strategies to reach specific audience segments.	https://en.wikipedia.org/wiki/Psychographics
Geographics	Geographics helps companies grasp where their clients are located. Using this information enables tailored marketing plans relying on geographic traits.	https://en.wikipedia.org/wiki/Geographic_segmentation
Product Development	Product Development shapes offerings to satisfy consumer needs and wants. This procedure immediately influences promotion and sales plans by defining the product's worth.	https://en.wikipedia.org/wiki/New_product_development
Distribution Channels	Distribution Channels are the ways products follow to reach consumers. These channels are vital for businesses to effectively market and supply offerings to target audiences.	https://en.wikipedia.org/wiki/Distribution_(marketing)
Market Analysis	Market analysis involves researching industry forces and consumer behavior. It shapes advertising plans and assists businesses make informed choices.	https://en.wikipedia.org/wiki/Marketing_research
Competitive Analysis	Competitive Analysis is crucial for understanding your competitors' strong points and weaknesses. It aids companies improve their plans to gain an advantage in the consumer marketplace.	https://en.wikipedia.org/wiki/Competitive_analysis
Market Trends	Market Trends reveal changes in customer behavior and preferences. Understanding these patterns is crucial for creating effective promotional strategies and business decisions.	https://en.wikipedia.org/wiki/Marketing
Market Size	Market Size indicates the potential customer foundation and overall demand for a product or service. Grasping it is vital for shaping promotional strategies and business decisions.	https://en.wikipedia.org/wiki/Market_analysis
Market Share	Market share reflects a company's sales portion inside a particular industry. It is a vital measurement for evaluating competitive standing and devising successful promotional strategies.	https://en.wikipedia.org/wiki/Market_share
Buyer Persona	Customer Avatars are fictional, generalized portrayals of your perfect customers. They guide company strategies to more effectively reach and engage target audiences.	https://en.wikipedia.org/wiki/Marketing
Product Positioning	Product Positioning defines where your product belongs in the market and in the thoughts of consumers. It strongly affects promotional strategies and aids a business stand out from its competition.	https://en.wikipedia.org/wiki/Positioning_(marketing)
Swot Analysis	Swot Analysis assesses strong points, weaknesses, opportunities, and risks, providing key insights for tactical planning. Businesses utilize this framework to improve their marketing strategies and achieve a competitive edge.	https://en.wikipedia.org/wiki/SWOT_analysis
Email Marketing	Email Marketing is a vital component of a company's advertising endeavors, permitting for direct communication. It is a strong tool for developing leads, establishing customer relationships, and generating revenue through focused advertising campaigns.	https://en.wikipedia.org/wiki/Email_marketing
Key Performance Indicators	(KPIs) are crucial metrics that firms use to evaluate the effectiveness of their advertising campaigns. They aid firms quantify progress regarding certain goals, enabling for fact based adjustments to boost campaign performance.	https://en.wikipedia.org/wiki/Performance_indicator
Return On Investment	Return On Investment (ROI) measures the profitability of projects by contrasting net profit to the cost of capital. It's essential for judging the impact of promotional activities and asset distribution.	https://en.wikipedia.org/wiki/Return_on_investment
Marketing Budget	A economic plan assigning resources for advertising activities is critical. It guides resource allocation, ensuring campaigns align with business objectives and increase return on investment.	https://en.wikipedia.org/wiki/Marketing_plan#Budgeting
Pricing Strategy	Pricing Strategy establishes how a company sets the price of its items or services. This decision is essential for influencing consumer opinion and boosting sales inside the overall promotional efforts.	https://en.wikipedia.org/wiki/Pricing
Sales Strategy	Sales Strategy defines how a company will market its offerings and reach its sales goals. It guides marketing activities and customer engagement to drive revenue growth.	https://en.wikipedia.org/wiki/Marketing_strategy
Customer Acquisition	Customer Acquisition is the method of obtaining new customers, a key role for business expansion. It's a vital element of marketing strategies, increasing revenue and expanding the customer base.	https://en.wikipedia.org/wiki/Customer_acquisition
Sales Forecasting	Sales Forecasting predicts future sales, enabling informed decisions about resource allocation and promotional strategies. This anticipation of demand is vital for efficient product placement and advertising endeavors.	https://en.wikipedia.org/wiki/Demand_forecasting
Marketing Objectives	They determine what a business aims to achieve through its promotional efforts. These objectives guide strategy and measure success in reaching target customers and increasing sales.	https://en.wikipedia.org/wiki/Marketing_strategy
Executive Summary	An Executive Summary gives a top-level overview of a business strategy or proposal. It's crucial in promotional efforts for rapidly communicating important information to stakeholders.	https://en.wikipedia.org/wiki/Executive_summary
Mission Statement	The Mission Statement defines an organization's aim and values. It directs key decisions, influencing how the organization markets its offerings and engages its audience.	https://en.wikipedia.org/wiki/Mission_statement
Marketing Goals	Targets lead promotional activities and offer focus. They offer a quantifiable roadmap for success in reaching target audiences and achieving business growth.	https://en.wikipedia.org/wiki/Marketing_strategy
Promotion Strategy	Promotion Strategy involves communicating the value of a product or service to target customers. It plays a vital role in overall business success by building awareness, generating interest, and persuading consumers to make a purchase.	https://en.wikipedia.org/wiki/Marketing_strategy
Implementation Plan	The Implementation Plan describes the steps required to execute a promotional strategy. This guarantees campaigns are started effectively and achieve desired business goals.	https://en.wikipedia.org/wiki/Marketing_plan
Performance Metrics	Performance Metrics are vital for measuring the effectiveness of promotional activities and tactics. They offer data-based insights to enhance campaigns and achieve business goals.	https://en.wikipedia.org/wiki/Marketing_performance_measurement
Marketing Audit	A business evaluation that assesses a company's strategies and initiatives. It helps identify areas for improvement and improve promotional efforts for better results.	https://en.wikipedia.org/wiki/Marketing_strategy

21201	21201 is a Baltimore MD post code encompassing the Inner Harbor and city center business district. It features attractions such as the National Aquarium and a mix of residential and commercial properties.	https://en.wikipedia.org/wiki/List_of_ZIP_codes_in_Maryland
21202	21202 is a downtown Baltimore MD zip code including the Inner Harbor and nearby business district. It is a vibrant area with landmarks, offices, and residential towers.	https://en.wikipedia.org/wiki/ZIP_code
21203	21203 is a Baltimore MD postal code encompassing areas such as Fells Point and Little Italy. It's famous for its old waterfront, vibrant arts scene, and varied food selections.	https://en.wikipedia.org/wiki/Baltimore
21205	21205 is a Baltimore MD postal code including neighborhoods such as Berea and Broadway East. It's located north-east of downtown, with a mix of housing areas and commercial corridors.	https://en.wikipedia.org/wiki/Baltimore
21206	21206 is a Baltimore MD postal code associated with the areas of Northeastern Baltimore MD including Beverly Hills and Hillen. It is mainly residential with a mix of housing types and local businesses.	https://en.wikipedia.org/wiki/List_of_ZIP_codes_in_Maryland
21207	21207 is a Baltimore MD postal code encompassing neighborhoods like Gwynn Oak and West Hills. It's a mostly residential area with a mix of home styles and nearby businesses.	https://en.wikipedia.org/wiki/Baltimore
21208	21208 is a Baltimore MD postal code primarily covering the neighborhoods of Roland Park and Hampden. It's known for its historical architecture, lively arts scene, and closeness to attractions like the Avenue in Hampden.	https://en.wikipedia.org/wiki/List_of_ZIP_code_prefixes_(Baltimore)
21209	21209 is a postal code mainly in Baltimore MD, including neighborhoods such as Roland Park and Hampden. It is recognized for its historic buildings, green spaces, and lively local businesses.	https://en.wikipedia.org/wiki/Baltimore
21210	21210 in Baltimore MD is a diverse area encompassing residential communities and business districts. It's famous for Loyola University Maryland and close sites like Lake Roland.	https://en.wikipedia.org/wiki/Curtis_Bay,_Baltimore
21211	21211 is a Baltimore MD zip code covering the Roland Park, Hampden, and Remington neighborhoods. It's known for its historic architecture, dynamic arts community, and near proximity to Johns Hopkins University.	https://en.wikipedia.org/wiki/List_of_ZIP_codes_in_Maryland
21212	21212 is a Baltimore MD postal code including the Roland Park area and nearby residential locations. It is known for its historic architecture, green areas, and closeness to local services.	https://en.wikipedia.org/wiki/List_of_ZIP_codes_in_Maryland
21213	21213 is a Baltimore MD postal code associated with the Pen Lucy neighborhood. Residents there enjoy a mix of urban living and civic engagement.	https://en.wikipedia.org/wiki/Baltimore
21214	21214 is a Baltimore MD postal code linked with the Towson area. It covers domestic areas, business districts, and academic institutions like Towson University.	https://en.wikipedia.org/wiki/List_of_ZIP_codes_in_Maryland
21215	21215 is a Baltimore MD post code linked with the Roland Park area and close by locations. It has residential homes, schools, and nearby businesses.	https://en.wikipedia.org/wiki/List_of_ZIP_codes_in_Maryland
21216	21216 is a Baltimore MD postal code primarily covering the Mount Washington area. It's a mostly residential section recognized for its historic architecture and closeness to parks.	https://en.wikipedia.org/wiki/Curtis_Bay,_Baltimore
21217	21217 is a Baltimore MD zip code encompassing the Greenmount Eastern and Pen Lucy neighborhoods. It's characterized by a mix of housing, public parks, and local businesses.	https://en.wikipedia.org/wiki/List_of_ZIP_codes_in_Maryland
21218	21218 is a Baltimore MD postcode covering areas like Charles Village and Abell. It's renowned for its lively arts scene, historic architecture, and proximity to Johns Hopkins University.	https://en.wikipedia.org/wiki/Baltimore_County,_Maryland
21223	21223 is a Baltimore MD post code covering the Curtis Bay and Hawkins Point areas. The locations are mostly industrial and contain the location of the Quarantine Road Landfill.	https://en.wikipedia.org/wiki/Baltimore
21224	21224 is a Baltimore MD postal code primarily including Canton and Brewers Hill neighborhoods. It's a vibrant area known for its waterfront entry and historic architecture.	https://en.wikipedia.org/wiki/Baltimore_County,_Maryland
21225	21225 is a Baltimore MD postal code mainly covering the Frankford neighborhood. It's a housing area with a combination of housing types and local businesses.	https://en.wikipedia.org/wiki/Baltimore
21226	21226 is a Baltimore MD post code mainly including the Curtis Bay neighborhood. It's a largely industrial and residential location situated in the southern section of the city.	https://en.wikipedia.org/wiki/Baltimore_County,_Maryland
21227	21227 is a Baltimore MD post code covering areas like Violetville and Yale Heights. It issituated in the southwestern part of the city.	https://en.wikipedia.org/wiki/Baltimore
21228	The 21228 area code is a Baltimore MD postal code mostly covering the area of Catonsville. It is situated to the west of downtown Baltimore and borders Baltimore County.	https://en.wikipedia.org/wiki/Baltimore
21229	21229 is a Baltimore MD zip code including neighborhoods like Forest Park and Howard Park. It's a primarily residential area with a combination of home types and nearby shops.	https://en.wikipedia.org/wiki/Baltimore
21230	21230 is a Baltimore MD zip code encompassing the Inner Harbor and surrounding downtown district. It's a vibrant commercial, tourist, and residential center with landmarks such as the National Aquarium and Harborplace.	https://en.wikipedia.org/wiki/Medfield,_Baltimore
21231	The 21231 ZIP code in Baltimore MD, chiefly covers Canton, a waterfront neighborhood recognized for its historic rowhouses and lively bar scene. It also includes parts of Brewers Hill and Highlandtown, supplying a mixture of domestic and industrial spaces.	https://en.wikipedia.org/wiki/List_of_ZIP_codes_in_Maryland
21233	21233 is a Baltimore MD zip code mainly covering the East Baltimore Midway area. It is recognized for its housing streets and closeness to Johns Hopkins Hospital.	https://en.wikipedia.org/wiki/List_of_ZIP_codes_in_Maryland
21234	21234 is a Baltimore MD post code chiefly covering the Locust Point and Fort McHenry neighborhoods. It is a dynamic coastal community with historical significance and modern amenities.	https://en.wikipedia.org/wiki/Baltimore
21236	21236 in Baltimore MD, is a varied area with housing communities and business districts. It contains areas like Nottingham and Overlea, providing a combination of housing choices and nearby amenities.	https://en.wikipedia.org/wiki/Baltimore
21237	21237 is a Baltimore MD postal zip code encompassing the Hawkins Point and Wagner's Point areas. It is mainly an industrial area close to the Patapsco River and provides entry to the Francis Scott Key Bridge.	https://en.wikipedia.org/wiki/Baltimore_ZIP_codes
21239	21239 in Baltimore MD, sits in the northern part of the city and has residential areas. It is close to Cylburn Arboretum and Sinai Hospital.	https://en.wikipedia.org/wiki/Baltimore
21251	21251 encompasses the western portion of Baltimore County, such as areas like Pikesville. It includes a blend of residential neighborhoods, commercial areas, and parks.	https://en.wikipedia.org/wiki/Baltimore
21287	21287 is a Baltimore MD zip code mainly including Towson and Riderwood. It includes housing developments, businesses, and schools like Loyola University Maryland.	https://en.wikipedia.org/wiki/ZIP_code

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