Marketing refers to the process an organization undertakes to engage its target audience, build strong relationships[2] to create value in order to capture value in return.
As a fundamental component of corporate management and trade, it deserves special attention. Business-to-business marketers can target their goods to other companies (B2B marketing)[3], or they can advertise directly to consumers (direct marketing) (B2C marketing)[4]. Regardless of who is being advertised to, numerous things must be considered, including the marketing viewpoint that will be used. Market orientations[5] are what marketers use to determine how they will approach the planning portion of the marketing process.
The environment around the product, the results of marketing research[6] and market research, and the features of the product's target market all have an impact on the marketing mix, which specifies the specifications of the product and how it will be marketed. Once these criteria have been established, marketers must select how they will advertise the product, including the use of coupons and other pricing inducements.
Marketing, also known as customer attraction, includes information acquired from studying the management of trade relationships and is the commercial process of recognizing, predicting, and meeting consumers' needs and desires.
Marketing is 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". AMA reviews this definition and its definition for "marketing research" every three years.[7]
Recent definitions of marketing place more emphasis on the consumer relationship, as opposed to the pure exchange process. A related definition, from a 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".
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". 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. Some definitions of marketing highlight marketing's ability to produce value to shareholders of the firm as well.
According to the marketing idea, an organization should anticipate and meet potential customers' requirements and wants better than rivals. This idea came from Adam Smith's book The Wealth of Nations, although it wasn't extensively used for over 200 years. These two terms are synonymous.
Given the centrality of customer needs, and wants in marketing, a rich understanding of these concepts is essential:
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,[8]Consumer research, whether for new product creation or product enhancement, frequently focuses on unmet requirements. Market segmentation[9]Lỗi chú thích: Mã <ref> sai; thẻ ref không có tên thì phải có nội dung divides markets into various groups of consumers based on "unique requirements, traits, or behaviors that may need separate goods or marketing mixes." It "places the customer's wishes at the forefront of how a firm creates and advertises products or services." Although challenging to implement in reality, needs-based segmentation has been proven to be highly successful. Also, a lot of advertising and marketing shows how a product's advantages satisfy the customer's requirements, wants, or expectations.
B2B (business-to-business) marketing refers to any marketing strategy or content that is geared towards a business or organization. Any company that sells products or services to other businesses or organizations (vs. consumers) typically uses B2B marketing strategies.
Examples of products sold through B2B marketing include:
Tập tin:B2B-Marketing-Trends.webpB2B (business-to-business) marketing refers to any marketing strategy or content that is geared towards a business or organization. Any company that sells products or services to other businesses or organizations (vs. consumers) typically uses B2B marketing strategies.
Business-to-consumer marketing,[11] 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.
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.
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.
^More Great Ideas A Day: 365 more business ideas for each day of the year. (1 tháng 4 năm 2013). "Business-To-Business Marketing". Marshall Cavendish International Asia Pte.
^"Export Marketing Research and the Effect of Export Experience in Industrial SMEs". Department of Marketing, University of Strathclyde, Glasgow,Scotland, UK: Susan J. Hart; John R. Webb; Marian V. Jone.
^Cengage Learning. ((2016)). Principles of Marketing. Lamb, Charles; Hair, Joseph; McDaniel, Carl. Kiểm tra giá trị ngày tháng trong: |year= (trợ giúp)
^“What Is B2C?”. BUSINESS NEW DAILY. Retrieved 16 April 2020. Kiểm tra giá trị ngày tháng trong: |ngày= (trợ giúp)
