Marketing

Marketing is the craft of linking the producers (or potential producers) of a product or service with customers, both existing and potential. It is an inevitable and necessary consequence of capitalism. However marketing is not limited to capitalist countries. Marketing techniques are applied in all political systems, and in many aspects of life. Marketing methods are informed by many of the social sciences, particularly psychology, sociology, and economics. Marketing research underpins these activities. Through advertising, it is also related to many of the creative arts.

What marketing involves

Contrary to the popular conception, marketing is not just about promotion -- it can be divided into four sections, often called the "four Ps". They are:

• Product - The Product management aspect of marketing deals with the specifications of the actual good or service, and how it relates to the end-user's needs and wants.
• Pricing - This refers to the process of setting a price for a product, including discounts.
• Promotion - This includes advertising, publicity, word of mouth, and personal selling, and refers to the various methods of promoting the product, brand, or company.
• Place or distribution refers to how the product gets to the customer; for example, point of sale placement or retailing.

These four elements are often referred to as the marketing mix. A marketer will use these variables to craft a marketing plan. For a marketing plan to be successful, the mix of the four "p's" must reflect the wants and desires of the consumers in the target market. Trying to convince a market segment to buy something they don't want is extremely expensive and seldom successful. Marketers depend on marketing research to determine what consumers want and what they are willing to pay for. Marketers hope that this process will give them a sustainable competitive advantage. Marketing management is the practical application of this process.

Finding marketing articles

• marketing fundamentals
  • consumer
  • customer
  • marketing mix
  • sustainable competitive advantage
  • core competency
  • experience curve effects
  • marketing myopia
  • market segment
  • target market
  • business model
  • value
    • value chain
    • value migration
  • market share
  • economies of scope
  • end-user
• product management
  • product
  • product differentiation
  • product life cycle management
    • diffussion
    • new product development
      • research and development
      • conjoint analysis
      • Quality Function Deployment
      • list of product failures
    • planned obsolescence
    • Crossing the Chasm
    • technology lifecycle
    • Life cycle cost analysis
  • product line
  • whole product
  • product portfolio
    • B.C.G. Analysis
    • G.E. Multi Factoral analysis
    • contribution margin analysis
    • cannibalization
    • product bundling
    • problems with portfolio models
  • positioning
    • perceptual mapping
    • factor analysis
    • multi dimensional scaling
    • discriminant analysis
    • preference regression
  • brand management
    • brand
    • brand equity
    • private brand
    • corporate branding
    • family branding
    • individual branding
    • corporate identity
    • trademark
      • genericized trademark

• pricing
  • price
  • price points
    • psychological pricing
  • pricing objectives
  • discounts and allowances
  • penetration pricing
    • price wars
  • variable pricing and real-time pricing
  • pricing for profit maximization
  • price discrimination
    • price skimming
    • two part tariff
  • price elasticity of demand
  • geographical pricing and price zoning
  • cost-plus pricing
    • markup
    • cost-plus pricing with elasticity considerations
    • break even analysis
  • rate of return pricing
  • competitor indexing
  • joint product pricing
  • transfer pricing
  • barter
  • loss leaders
• marketing management
  • marketing plan
  • strategic planning
  • implementation and control

• promotion
  • sales promotion
  • advertising
    • mind share
    • mass media
    • television commercial
    • advertising slogan
      • list of advertising slogans
    • subliminal advertising
    • product placement
    • Nielsen Ratings
    • sex in advertising
    • subvertising
  • personal selling
    • sales techniques
    • negotiation
    • shill
    • sales force management
      • sales force management system
  • publicity
    • buzz
    • word of mouth
    • viral marketing
    • undercover marketing
  • public relations
• e-marketing
  • personalized marketing
  • permission marketing
  • E-commerce
  • Business to Business Electronic Commerce (B2B)
  • Business to Consumer Electronic Commerce (B2C)
  • Online auction business model (C2C)
  • Search Engine Optimization
  • bricks and clicks business model
  • disintermediation
  • The dot com boom
  • customer relationship management(CRM)systems
  • web banner
  • spamming
  • multimedia

• distribution
  • retail
    • shopping mall
    • department store
      • list of department stores
    • supermarket
      • list of supermarkets
    • franchising
  • wholesaler
  • supply chain
  • supply chain management
  • logistics
  • logistic engineering
  • shrinkage
  • drop shipping
• direct marketing
  • database marketing
  • telemarketing
  • Multi-level marketing
  • specialty catalogs
  • pyramid scheme
    • LGAT
  • Direct Marketing Association

• marketing strategies
  • growth strategies
    • horizontal integration
    • vertical integration
    • innovation strategies
    • aggressiveness strategies
    • P.I.M.'s study
  • strategies for mature and decining markets
  • market dominance strategies
  • Porter generic strategies
  • mass customization
  • marketing warfare strategies
    • offensive marketing warfare strategies
    • defensive marketing warfare strategies
    • flanking marketing warfare strategies
    • guerrilla marketing warfare strategies
      • guerrilla marketing
• consumer behaviour
  • demographics
  • lifestyle
  • buyer decision processes
• evolution of marketing
  • production orientation
  • sales orientation
  • marketing orientation
  • personal marketing orientation

• marketing research
  • qualitative marketing research
    • focus group
  • quantitative marketing research
    • survey techniques
    • questionnaire construction
    • scales
    • sampling
      • simple random sampling
      • systematic sampling
      • stratified sampling
      • cluster sampling
      • multistage sampling
      • nonprobability sampling
  • experimental techniques
  • observational techniques
  • industry or market research
    • environmental scanning
    • SWOT Analysis
    • competitor analysis
    • ecological model of competition
    • Porter 5 forces analysis
  • data analysis techniques used in marketing research
    • cross tabs
    • logit analysis
    • intent scale translation
    • preference-rank translation
    • conjoint analysis
    • factor analysis
    • multi dimensional scaling
    • discriminant analysis
    • cluster analysis
    • preference regression
• services marketing
  • service
  • quality
  • gaps analysis
  • complaints handling
  • experience economy
  • service sector
  • service mark
• criticisms of marketing
  • propaganda
  • No Logo

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