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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[30] "What Comes Next? Survey Analysis and Segmentation", Discover the Future of Research, Wiley, 12 January 2017

[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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Common Obstacles	Urban Ignite Solutions
Details Overload	Structured analytics platform focusing on key metrics
Unpredictable Consumer Preferences	Behavioral pattern recognition with adaptive strategies
Broad Audience Targeting	Advanced division for personalized outreach

Common Digital Marketing Pitfall	Urban Ignite's Specialist Approach
Overwhelming channels with generic material	Curating personalized, data-backed stories tailored for each audience segment
Overlooking real-time feedback	Leveraging AI-powered sentiment analysis to pivot strategies quickly
Overlooking mobile optimization	Designing content that feels native and seamless on any device

Element	Common Misstep	Urban Ignite Marketing's Method
Consistency	Disjointed messaging throughout channels	Unified brand name standards and cross-platform audits
Audience Engagement	Generic content lacking psychological resonance	Data-driven persona development and customized storytelling
Market Adaptation	Stiff positioning that ignores evolving trends	Flexible brand architecture making it possible for development

Marketing	Advertising encompasses activities that convey value and persuade customers. Its role is to boost sales and build brand awareness for Marketing.	https://en.wikipedia.org/wiki/Marketing
Market Segmentation	Market Segmentation splits a wide consumer group into sub-groups with similar characteristics. This allows businesses to tailor their product advertising to better meet the demands of specific customer segments.	https://en.wikipedia.org/wiki/Market_segmentation
Target Market	The Target Market is a specific group of consumers a company intends to reach with its products or services. Identifying this group is crucial for customizing promotional efforts and maximizing business success.	https://en.wikipedia.org/wiki/Target_audience
Marketing Strategy	A full strategy is crucial for successfully promoting products or services. It guides choices and resource distribution 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 activities provide vital understanding into consumer behavior and market trends. These insights inform thoughtful decision-making, optimizing product development and promotional activities for better consumer engagement.	https://en.wikipedia.org/wiki/Marketing_research
Product Management	Product Management determines the vision and approach for a product and directs its evolution and launch. It collaborates with promotion teams to assure the product arrives at the correct audience and gains commercial success.	https://en.wikipedia.org/wiki/Product_management
Branding	Branding establishes a distinct character and assurance for a product or service. It forms client views and impacts their buying choices within business.	https://en.wikipedia.org/wiki/Branding
Advertising	Marketing is a crucial component for promoting products and services. It aids businesses communicate value and create brand awareness to attract potential customers.	https://en.wikipedia.org/wiki/Advertising
Sales	Sales transforms advertising endeavors into revenue, driving business growth. It's the essential last step in connecting products or services with customers after their interest has been nurtured.	https://en.wikipedia.org/wiki/Sales
Public Relations	Public Relations shapes brand perception and fosters connections with stakeholders. It aids marketing campaigns by building trust and managing reputation.	https://en.wikipedia.org/wiki/Public_relations
Direct Marketing	Direct Marketing involves communicating straight to consumers. It plays a vital role in total advertising efforts.	https://en.wikipedia.org/wiki/Direct_marketing
Digital Marketing	Digital marketing utilizes online channels to reach potential customers. It plays a vital role in overall business strategy by extending reach and enhancing brand awareness.	https://en.wikipedia.org/wiki/Digital_marketing
Social Media Marketing	Social media promotion involves utilizing online platforms to connect with audiences and foster relationships. It plays a critical role in overall business development by boosting 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 engage an audience. It plays a crucial role in brand building and driving customer engagement.	https://en.wikipedia.org/wiki/Content_marketing
Search Engine Optimization	SEO boosts website visibility in search results. This improved presence attracts organic traffic, a key element in marketing strategies.	https://en.wikipedia.org/wiki/Search_engine_optimization
Customer Relationship Management	Customer Relationship Management helps companies handle interactions and information during the customer lifecycle. This improves customer retention and drives income growth by improving outreach plans.	https://en.wikipedia.org/wiki/Customer_relationship_management
Marketing Communications	This includes the plans and methods used to communicate information about a product or service to a target audience. This communication plays a key role in influencing perceptions, driving sales, and building brand loyalty within the consumer base.	https://en.wikipedia.org/wiki/Integrated_marketing_communications
Marketing Management	This is the organizational discipline focused on the realistic application of promotional techniques and management of a firm's promotional resources and activities. Effective 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 position offerings. This calculated framework is fundamental to successful commercial activity and reaching target audiences.	https://en.wikipedia.org/wiki/Marketing_mix
Pricing	Pricing tactics significantly influence consumer view and number of sales. It's a crucial element in company strategy, impacting profitability and competitive positioning within the industry.	https://en.wikipedia.org/wiki/Pricing
Distribution	Distribution involves making products obtainable to consumers via different channels. It is essential for effective product placement and reaching the target audience, impacting overall business success.	https://en.wikipedia.org/wiki/Distribution_(marketing)
Promotion	Promotion informs, persuades, and reminds customers about a company and its products. It plays a key role in driving sales and creating brand awareness within the commercial landscape.	https://en.wikipedia.org/wiki/Promotion_(marketing)
Consumer Behavior	Consumer Behavior explores how individuals make purchasing decisions. Understanding these actions is essential for effectively marketing products and services.	https://en.wikipedia.org/wiki/Consumer_behaviour
Marketing Ethics	Moral behavior in promotional activities builds trust and protects consumers. It ensures that convincing communication is truthful, just, and socially responsible.	https://en.wikipedia.org/wiki/Marketing_ethics
Market Research	Market Research uncovers useful insights about users, competitors, and the environment. This information directs strategic choices to advertise products and services efficiently.	https://en.wikipedia.org/wiki/Market_research
Marketing Analytics	Analytics helps gauge promotions and customer behavior. Actionable insights improve strategies and optimize resource allocation for better results.	https://en.wikipedia.org/wiki/Marketing_analytics
Marketing Automation	Mechanization optimizes marketing efforts and customer interactions. It plays a vital role in improving campaign performance and boosting audience engagement.	https://en.wikipedia.org/wiki/Marketing_automation
Brand Management	Brand Management molds customer understanding and nurtures lasting relationships. It's instrumental in advertising activities and placement of products approaches.	https://en.wikipedia.org/wiki/Brand_management
Demographic Segmentation	Demographic Segmentation splits a wide consumer base into segments based on shared characteristics such as age, gender, and income. This lets businesses to tailor their product creation and promotional activities for certain audience segments.	https://en.wikipedia.org/wiki/Market_segmentation
Psychographic Segmentation	Psychographic Segmentation divides consumers according to personality, values, and lifestyle. It aids businesses customize their strategies to better appeal to specific consumer groups.	https://en.wikipedia.org/wiki/Market_segmentation
Geographic Segmentation	Geographic Segmentation splits an audience by location, enabling businesses to target consumers with location-specific promotions. This method helps adapt product selections and promotional strategies to align with local tastes and needs.	https://en.wikipedia.org/wiki/Market_segmentation
Behavioral Segmentation	Behavioral Segmentation groups consumers based on their actions, offering insights into purchasing habits, usage patterns, and brand interactions. This information helps organizations modify strategies to more effectively connect with audiences and enhance promotional effectiveness.	https://en.wikipedia.org/wiki/Market_segmentation
Segmentation Variables	Segmentation Variables split wide consumer or business markets into separate segments depending on common characteristics. This allows organizations to customize product creation and marketing campaigns to specific segments, enhancing engagement and return on investment for their marketing endeavors.	https://en.wikipedia.org/wiki/Market_segmentation
Segmentation Criteria	Segmentation Criteria are the variables used to split a broad customer or business market into segments with distinct needs and preferences. This division is vital for customizing product creation and advertising activities to boost sales effectiveness.	https://en.wikipedia.org/wiki/Market_segmentation
Niche Market	A Niche Market centers on a particular, clearly defined segment of the population. This method lets businesses to customize their promotional campaigns and products to better cater to a specific group's needs.	https://en.wikipedia.org/wiki/Market_segmentation
Mass Marketing	Widespread dissemination aims to reach the largest achievable audience. It has a vital role in promotional activities by generating wide awareness and driving initial interest in a product or service.	https://en.wikipedia.org/wiki/Mass_marketing
Product Differentiation	Product Differentiation is building special features that set your service from competitors. This is essential to shaping consumer view and driving sales.	https://en.wikipedia.org/wiki/Product_differentiation
Value Proposition	A Value Proposition is a brief statement that conveys why customers should select a particular 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 helps companies identify and target particular customer groups. This strategy optimizes promotional efforts and resource allocation for greater effectiveness.	https://en.wikipedia.org/wiki/Market_segmentation
Data Analysis	Data Analysis helps businesses understand customer actions and trends. This understanding permits for more efficient promotional strategies and improved customer engagement.	https://en.wikipedia.org/wiki/Data_analysis
Competitive Advantage	Competitive Advantage enables a company outperform rivals, drawing in customers and boosting profits. It's crucial for strategies that promote and offer 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 mind. It steers promotional activities to guarantee the service resonates with the target audience and distinguishes itself from competitors.	https://en.wikipedia.org/wiki/Positioning_(marketing)
Customer Profiling	Customer Profiling involves creating thorough representations of your perfect customers based on demographics, behaviors, and needs. This enables businesses to tailor their strategies to better reach and engage specific audience segments, ultimately enhancing commercial success.	https://en.wikipedia.org/wiki/Customer_segmentation
Marketing Communication	It encompasses strategies to convey brand messaging and engage with audiences. This Marketing Communication is essential for promoting goods or services and reaching business goals.	https://en.wikipedia.org/wiki/Integrated_marketing_communications
Demographics	Demographics provide key insights into customer characteristics such as age, gender, and income. This data informs strategies for product development and promotional activities, making sure offerings resonate with target audiences.	https://en.wikipedia.org/wiki/Demographics
Psychographics	Psychographics classify consumers by psychological attributes like values and lifestyle choices. This knowledge improves product development and advertising strategies to connect with specific audience groups.	https://en.wikipedia.org/wiki/Psychographics
Geographics	Geo assists companies comprehend the location of their customers are situated. Leveraging this information allows tailored promotional approaches based on regional characteristics.	https://en.wikipedia.org/wiki/Geographic_segmentation
Product Development	Product Development forms products to satisfy consumer needs and wants. This process directly impacts promotion and sales plans by defining the product's worth.	https://en.wikipedia.org/wiki/New_product_development
Distribution Channels	Distribution Channels are the paths products take to reach consumers. These channels are vital for businesses to successfully market and deliver products to intended audiences.	https://en.wikipedia.org/wiki/Distribution_(marketing)
Market Analysis	Market analysis involves researching industry trends and consumer conduct. It shapes promotional tactics and assists businesses reach informed choices.	https://en.wikipedia.org/wiki/Marketing_research
Competitive Analysis	Competitive Analysis is essential for understanding your competitors' strengths and shortcomings. It helps companies refine their strategies to gain an edge in the customer marketplace.	https://en.wikipedia.org/wiki/Competitive_analysis
Market Trends	Market Trends reveal changes in customer behavior and preferences. Grasping these patterns is crucial for crafting effective advertising strategies and business decisions.	https://en.wikipedia.org/wiki/Marketing
Market Size	Market Size indicates the possible customer base and overall demand for a product or service. Grasping it is essential for shaping promotional plans and business decisions.	https://en.wikipedia.org/wiki/Market_analysis
Market Share	Market Share shows a company's selling portion inside a particular industry. It is a vital metric for evaluating competitive positioning and developing successful advertising strategies.	https://en.wikipedia.org/wiki/Market_share
Buyer Persona	Customer Avatars can be described as made-up, generalized representations of your ideal customers. They guide company strategies to more effectively reach and interest specific audiences.	https://en.wikipedia.org/wiki/Marketing
Product Positioning	Product Positioning defines where your product fits in the market and in the minds of consumers. It greatly impacts promotional tactics and assists a business distinguish itself from its competition.	https://en.wikipedia.org/wiki/Positioning_(marketing)
Swot Analysis	Swot Analysis evaluates strengths, weaknesses, chances, and threats, offering crucial insights for tactical planning. Businesses leverage this framework to optimize their advertising plans and attain a competitive advantage.	https://en.wikipedia.org/wiki/SWOT_analysis
Email Marketing	Email Marketing represents a key part of a company's advertising endeavors, allowing for straightforward communication. This is a strong tool for cultivating leads, building customer relationships, and boosting revenue through targeted promotional campaigns.	https://en.wikipedia.org/wiki/Email_marketing
Key Performance Indicators	Key Performance Indicators are crucial indicators that companies use to evaluate the triumph of their promotional efforts. They assist firms quantify progress toward particular aims, enabling for data based modifications to enhance campaign performance.	https://en.wikipedia.org/wiki/Performance_indicator
Return On Investment	Return On Investment (ROI) assesses the profitability of initiatives by weighing net profit to the cost of investment. It's crucial for judging the effectiveness of promotional activities and resource management.	https://en.wikipedia.org/wiki/Return_on_investment
Marketing Budget	An economic plan assigning resources for advertising activities is critical. It guides resource allocation, ensuring campaigns are aligned with business objectives and maximize return on investment.	https://en.wikipedia.org/wiki/Marketing_plan#Budgeting
Pricing Strategy	Pricing Strategy establishes how a business establishes the cost of its products or services. This decision is crucial for shaping consumer view and increasing sales within the overall promotional efforts.	https://en.wikipedia.org/wiki/Pricing
Sales Strategy	Sales Strategy defines how a company will sell its offerings and achieve its sales targets. It guides promotional activities and customer engagement to boost revenue growth.	https://en.wikipedia.org/wiki/Marketing_strategy
Customer Acquisition	Customer Acquisition is the procedure of acquiring new customers, a key role for business expansion. It's a vital component of promotional plans, increasing revenue and growing the clientele.	https://en.wikipedia.org/wiki/Customer_acquisition
Sales Forecasting	Sales Forecasting predicts upcoming sales, allowing informed decisions about resource allocation and marketing strategies. This expectation of demand is essential for efficient product placement and advertising endeavors.	https://en.wikipedia.org/wiki/Demand_forecasting
Marketing Objectives	These define what a business seeks to achieve through its advertising 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 provides a high-level overview of a business strategy or proposition. It's crucial in marketing endeavors for quickly communicating key information to stakeholders.	https://en.wikipedia.org/wiki/Executive_summary
Mission Statement	The Mission Statement defines an organization's purpose and values. It guides key decisions, shaping how the organization promotes its offerings and connects with its audience.	https://en.wikipedia.org/wiki/Mission_statement
Marketing Goals	Objectives guide promotional activities and give focus. They offer a quantifiable roadmap for success in connecting with target audiences and achieving business growth.	https://en.wikipedia.org/wiki/Marketing_strategy
Promotion Strategy	Promotion Strategy involves conveying the worth of a product or service to target customers. It plays a vital role in overall business achievement by creating awareness, producing interest, and persuading consumers to make a purchase.	https://en.wikipedia.org/wiki/Marketing_strategy
Implementation Plan	The Implementation Plan describes the steps needed to carry out a promotional strategy. This guarantees campaigns are started efficiently and attain desired business goals.	https://en.wikipedia.org/wiki/Marketing_plan
Performance Metrics	Performance Metrics are critical for evaluating the effectiveness of promotional actions and tactics. They offer data-based insights to enhance promotions and reach business objectives.	https://en.wikipedia.org/wiki/Marketing_performance_measurement
Marketing Audit	A company assessment that assesses a company's strategies and initiatives. It helps pinpoint areas for improvement and optimize 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 area. It includes 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 encompassing the Inner Harbor and surrounding business district. It is a vibrant area with sights, offices, and residential towers.	https://en.wikipedia.org/wiki/ZIP_code
21203	21203 is a Baltimore MD postal code encompassing neighborhoods like Fells Point and Little Italy. It is famous for its old waterfront, vibrant arts scene, and diverse culinary offerings.	https://en.wikipedia.org/wiki/Baltimore
21205	21205 is a Baltimore MD postal code including neighborhoods such as Berea and Broadway East. It is located northeast 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 neighborhoods of Northeast Baltimore MD including Beverly Hills and Hillen. It is primarily a residential area with a mix of housing styles and nearby businesses.	https://en.wikipedia.org/wiki/List_of_ZIP_codes_in_Maryland
21207	21207 is a Baltimore MD postal code including areas such as Gwynn Oak and West Hills. It is a primarily housing area with a mix of home styles and local businesses.	https://en.wikipedia.org/wiki/Baltimore
21208	21208 is a Baltimore MD postal code mainly covering the areas of Roland Park and Hampden. It's known for its historical architecture, lively arts community, and proximity 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's recognized for its historic architecture, green spaces, and vibrant shops.	https://en.wikipedia.org/wiki/Baltimore
21210	21210 in Baltimore MD is a varied area encompassing residential neighborhoods and commercial 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 including the Roland Park, Hampden, and Remington communities. It's known for its historic architecture, vibrant 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 adjacent residential locations. It's recognized for its historical architecture, green spaces, and proximity 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 area. Residents there enjoy a mix of metropolitan living and civic engagement.	https://en.wikipedia.org/wiki/Baltimore
21214	21214 is a Baltimore MD postal code related to the Towson locale. It encompasses residential neighborhoods, commercial areas, and academic establishments such as 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 areas. It has domestic homes, schools, and local businesses.	https://en.wikipedia.org/wiki/List_of_ZIP_codes_in_Maryland
21216	21216 is a Baltimore MD postal code mainly encompassing the Mount Washington area. It's a largely residential area known for its historic architecture and closeness to parks.	https://en.wikipedia.org/wiki/Curtis_Bay,_Baltimore
21217	21217 is a Baltimore MD zip code including the Greenmount Eastern and Pen Lucy neighborhoods. It's known by a mix of residential areas, public parks, and nearby 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 known for its vibrant arts community, historical architecture, and proximity to Johns Hopkins University.	https://en.wikipedia.org/wiki/Baltimore_County,_Maryland
21223	21223 is a Baltimore MD zip code encompassing the Curtis Bay and Hawkins Point locations. These locations are mostly manufacturing and include the site of the Quarantine Road Landfill.	https://en.wikipedia.org/wiki/Baltimore
21224	21224 is a Baltimore MD postal code primarily covering Canton and Brewers Hill areas. It's a lively area known for its waterfront access and historic architecture.	https://en.wikipedia.org/wiki/Baltimore_County,_Maryland
21225	21225 is a Baltimore MD zip code mainly covering the Frankford area. It is a residential area with a mix of housing types and local establishments.	https://en.wikipedia.org/wiki/Baltimore
21226	21226 is a Baltimore MD post code primarily covering the Curtis Bay neighborhood. It is a mostly industrial and residential location situated in the southern part of the city.	https://en.wikipedia.org/wiki/Baltimore_County,_Maryland
21227	21227 is a Baltimore MD post code encompassing areas such as Violetville and Yale Heights. It'slocated in the south west part of the city.	https://en.wikipedia.org/wiki/Baltimore
21228	21228 is a Baltimore MD zip code mainly covering the area of Catonsville. It is located west of downtown Baltimore and borders Baltimore County.	https://en.wikipedia.org/wiki/Baltimore
21229	21229 is a Baltimore MD zip code encompassing areas such as Forest Park and Howard Park. It's a primarily housing area with a mix of home types and local businesses.	https://en.wikipedia.org/wiki/Baltimore
21230	21230 is a Baltimore MD zip code encompassing the Inner Harbor and nearby downtown area. It is a vibrant commercial, tourist, and residential hub with landmarks like the National Aquarium and Harborplace.	https://en.wikipedia.org/wiki/Medfield,_Baltimore
21231	The 21231 ZIP code in Baltimore MD, largely covers Canton, a waterfront neighborhood known for its historic rowhouses and dynamic bar scene. It also includes parts of Brewers Hill and Highlandtown, supplying a combination of domestic and industrial spaces.	https://en.wikipedia.org/wiki/List_of_ZIP_codes_in_Maryland
21233	21233 is a Baltimore MD zip code primarily encompassing the East Baltimore Midway neighborhood. It is known for its housing roads 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 mainly including the Locust Point and Fort McHenry neighborhoods. It is a lively coastal community with historical significance and modern amenities.	https://en.wikipedia.org/wiki/Baltimore
21236	21236 in Baltimore MD, is a varied area with residential communities and business districts. It contains areas like Nottingham and Overlea, providing a combination of accommodation options and local amenities.	https://en.wikipedia.org/wiki/Baltimore
21237	21237 is a Baltimore MD postal code including the Hawkins Point and Wagner's Point sections. It is mainly an manufacturing zone close to the Patapsco River and includes 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 town 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 mix of residential neighborhoods, commercial districts, and parks.	https://en.wikipedia.org/wiki/Baltimore
21287	21287 is a Baltimore MD zip code mainly including Towson and Riderwood. It encompasses housing developments, companies, and educational institutions like Loyola University Maryland.	https://en.wikipedia.org/wiki/ZIP_code

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