Marketing

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For the magazine, see Marketing (magazine).
Marketing
Marketing Marketing management
Key concepts[show]
Promotional content[show]
Promotional media[show]
v t e
Marketing is the study and management of exchange relationships.[1][2] The Ameri
can Marketing Association has defined marketing as "the activity, set of institu
tions, and processes for creating, communicating, delivering, and exchanging off
erings that have value for customers, clients, partners, and society at large."
[3]
The techniques used in marketing include choosing target markets through market
analysis and market segmentation, as well as understanding methods of influence
on the consumer behavior.
From a societal point of view, marketing provides the link between a society's m
aterial requirements and its economic patterns of response. This way marketing s
atisfies these needs and wants through the development of exchange processes and
the building of long-term relationships.
In the case of nonprofit organization marketing, the aim is to deliver a message
about the organization's services to the applicable audience. Governments often
employ marketing to communicate messages with a social purpose, such as a publi
c health or safety message, to citizens.
Recent approaches in marketing include relationship marketing which focuses on t
he consumer, business marketing or industrial marketing which focuses on an orga
nisation or institution and social marketing with focus on benefits to society.[
7] Newer forms of marketing also use the Internet and are therefore called Inter
net marketing or more generally e-marketing, online marketing, 'digital marketin
g', search engine marketing, or 'desktop advertising'. It attempts to perfect th
e segmentation strategy used in traditional marketing. It targets its audience m
ore precisely, and is sometimes called personalized marketing or one-to-one mark
eting. 'Direct marketing' is used by those organisations, such as insurance serv
ices and health clubs, that have a defined customer or membership base they wish
to develop strong, on-going relationships with via personalized communications
traditionally through 'direct mail' (postal) communications and more recently, v
ia e-mail. Additionally, direct marketing will employ broadcast mechanisms such
as press, print, or television campaigns with a strong call to action to attract
new customers or members. Internet marketing is sometimes considered to be broa
d in scope, because it not only refers to marketing on the Internet, but also in
cludes marketing done via e-mail, wireless media as well as driving audiences fr
om traditional marketing methods like radio and billboard to internet properties
or a landing page.
Orientation
Profit driver Western European timeframe
Description
Relationship marketing / Relationship management[7]
Building and keeping goo
d customer relations
1960s to present day
Emphasis is placed on the whole
relationship between suppliers and customers. The aim is to provide the best pos
sible customer service and build customer loyalty.
Business marketing / Industrial marketing
Building and keeping relationshi
ps between organizations
1980s to present day
In this context, marketi
ng takes place between businesses or organizations. The product focus lies on in
dustrial goods or capital goods rather than consumer products or end products. D
ifferent forms of marketing activities, such as promotion, advertising and commu

nication to the customer are used.

Societal marketing[7] Benefit to society
1990s to present day
Similar
characteristics to marketing orientation but with the added proviso that there w
ill be a curtailment of any harmful activities to society, in either product, pr
oduction, or selling methods.
Branding
Brand value
1980s to present day
In this context, "brandi
ng" refers to the main company philosophy and marketing is considered to be an i
nstrument of branding philosophy.