Marketing

According to the American Marketing Association, marketing is an activity that involves a vast range of institutions and processes dedicated to the creation, communication, delivery and exchange of offers. The process of marketing locates unmet needs and develops products and services catering to them. Eventually, it creates value for clients, partners, buyers and the society in general.
The Four Ps of Marketing

Professor Neil Borden of the Harvard Business School studied various company specific actions that influence a consumer’s buying decision and proposed a marketing mix of four elements:

    * Product: It includes product related specifications and their impact on the final need of the end user.

    * Pricing: This deals with the pricing of products in terms of monetary as well as other aspects related to time and energy.

    * Place: It comprises of elements related to the distribution and positioning of products among customers.
    * Promotion: This includes domains like advertising, publicity and branding as well as other activities that are governed by the basic tenet of gaining visibility among the target audience.

The other important marketing activities include:

    * Need identification

    * Competitor analysis

    * Packaging decisions

    * Sales

    * Media relations

    * Customer service and customer satisfaction

Brand Marketing

Marketing has evolved into a wide domain that includes an amalgamation of different activities including advertising, publicity, research and creating a web presence. Brand marketing involves creating a company’s identify or image and actively spreading its awareness in the marketplace. Brand marketing may fall under one of the following two categories:

    * Above the line marketing: The distribution of promotional messages through the use of mass media, such as the radio, newspapers or the television, is known as above the line marketing.

    * Below the line marketing: This involves delayed or instant incentives offered to potential customers in cash or kind. These incentives are offered for a short term to boost the popularity and sales of a product.

Both direct and indirect forms of marketing have their own advantages. While reaching customers on a one-on-one basis has a greater impact, publicizing through media has a wider reach. Faced with cutthroat competition, marketers prefer to deploy an eclectic marketing strategy.
Sales & Marketing

    * Marketing Industry, Marketing Trade
    * Sales Industry, Sales Trade
    * The Sales Funnel

Marketing for Dummies Guides

    * Marketing for Dummies
    * Marketing Plan
    * Marketing Strategy
    * Positioning
    * Differentiation
    * Brand Equity
    * Brand Marketing
    * Direct Marketing
    * RFM - Recency Frequency Monetary
    * Breakeven Response Rate
    * Customer Profitability
    * CLV - Customer Lifetime Value
    * Loyalty Program
    * The 4 Ps
    * The Campaign Framework
    * The Marketing Budget
    * The Marketing Mix

Measuring, Marketing, Metrics & KPIs

    * KPI - The One Key Marketing Metric
    * Marketing KPIs and Metrics
    * Measuring Marketing
    * ROMI - Return on Marketing Investment
    * Marketing Finance
    * Financial KPIs
    * Market Share
    * Mind Share
    * Customer Satisfaction (Cust Sat)
    * Net Promoter Score
    * Kano Model

Online Marketing/ Digital Marketing

    * CPM Advertising
    * CPC Advertising
    * CPA Marketing
    * Click Through Rate (CTR or Click Thru Rate)
    * Conversion Rate
    * SEO Marketing
    * SERP: Search Engine Ranking Page
    * Behavioral Email
    * Guerilla Marketing

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Related Links

    * Brand Equity
    * CPC Advertising
    * Behavioral Email
    * Sales Industry, Sales Trade
    * Breakeven Response Rate
    * Customer Satisfaction (Cust Sat)
    * Conversion Rate
    * CPA Marketing
    * Financial KPIS - Financial Metrics
    * The Marketing Mix
    * Marketing Industry, Marketing Trade
    * Marketing Plan
    * CLV - Customer Lifetime Value
    * Positioning
    * The Marketing Budget
    * CPM Advertising
    * Measuring Marketing
    * SEO Marketing
    * The Sales Funnel
    * Direct Marketing
    * Guerilla Marketing
    * Marketing for Dummies
    * Marketing Finance
    * KPI - The One Key Marketing KPI
    * The 4 Ps: Product, Price, Place, Promotion
    * Mind Share
    * The Campaign Framework
    * Customer Profitability
    * Net Promoter Score
    * Differentation
    * ROMI - Return On Marketing Investment
    * Brand Marketing
    * What is Market Share? Market Share Metrics, Market Share Formula
    * Loyalty Program
    * Click Through Rate (CTR)
    * Kano Model
    * Marketing KPIs and Metrics
    * RFM - Recency Frequency Monetary
    * SERP - Search Engine Ranking Page
    * Marketing Strategy