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What is Marketing? Definition and meaning

Marketing is a business term that has been defined by experts in dozens of ways. People may understand terms Definition and meaning. It is basically a management process where products and services move from concept to consumer. This includes product identification. Determining requirements includes deciding on price and choosing distribution channels, developing and implementing promotional strategies for external and internal marketing.

Collins dictionary has the following definition of the term:

“Marketing is the organization of selling a product, for example by determining its price, which areas to supply and how to promote it.”

Here is a definition from the American Marketing Association:

“Marketing is the activity, the set of organizations and processes to create, communicate, deliver and exchange offers that have value for customers, clients, partners and society in general.”

Marketing refers to business activities related to buying and selling a product or service. This includes knowing what customers want and determining whether it can be produced at the right price. The company then manufactures and sells it.

According to, marketing covers a broad area of business including:

  • how you communicate
  • the brand
  • the design
  • pricing
  • market research
  • consumer psychology
  • measuring effectiveness

At the heart of marketing is what customers need and value. The long-term success of the company depends on knowing the needs of the customers. It then looks for ways to add value through different channels.

Business to Business Marketing

This includes targeting other industries. We also call it business-to-business or B2B marketing. This includes providing goods or services to other businesses.

Physical goods that companies sell to other companies are ‘manufactured goods’. Industrial products can be raw materials for plastic companies, yarn used in the textile trade. This includes airlines and military aircraft.

In fact, the term “technical supplies” refers to anything that a business or organization needs and buys.

B2B services may include legal advice, business advice, tax advice or training. IT services and temporary labor are also examples of B2B services. IT means information technology.

If you are interested in B2B marketing, you must have a LinkedIn account. Here is an article on best practices for managing multiple LinkedIn accounts.

Direct sales to consumers

We also call it B2C. The term refers to the targeting of individuals who purchase products and use services. Especially those who bought things for their own use.

These can be FMCG (fast-moving consumer goods) such as food, beverages, and toiletries or durable goods. For example, cars, televisions, refrigerators, and other household goods are durable goods. “Instruments” are large devices that traditionally have a white enamel top.

B2B + B2C marketing strategy

Most large companies have an integrated marketing strategy. In other words, they focus on both individual clients and businesses at the same time.

For example, the Coca-Cola Company knows that its B2C business must be successful. Simply put; It should provide shelf space for supermarkets and small shops – B2B.

Most sustainable producers also have an integrated marketing strategy. For example, Haier Group focuses on personal consumers (B2C). But it also focuses on supermarkets, department stores and other stores (B2B). Haier Group is the world’s largest manufacturer of electronics and home appliances.

Recruitment Marketing

Recruitment marketing encompasses all the tools and strategies employers use to engage, attract and ultimately hire talented individuals. Its purpose is to encourage people to join the organization.

The practice uses data analytics, omnichannel communication, social media and other digital marketing channels.

According to Adrian Cernat, CEO and co-founder of SmartDreamers:

“Recruitment marketing is a method of attracting and hiring talented people. It includes the strategies and tactics employers use to attract, hire, and recruit talented employees before they apply for a job.

Business planning

A company’s marketing strategy should integrate all its objectives into a single and comprehensive plan. In other words, he should not focus on one perspective at the expense of others.

He should use market research data to formulate his strategy. A company needs to focus on the best product mix to get the best profit. The right mix of content is also important to sustain a business.

According to, “The best marketing strategy allows you to specifically target your products and services to the right customers who are most likely to buy them.”

An effective and successful business strategy depends on the right strategy. A company’s strategy should start with goals that support its overall goals.

Then develop a strategy to achieve those goals.

According to CIM:

“Strategy can include research into product or service development, how the product or service gets to market (channels), and how consumers learn about it (communication).”

“It also seeks to define a unique positioning to differentiate a product or company from competitors.”

Sales and marketing aim to do the same thing. They are trying to increase revenues and customers. They see things differently. Marketing focuses on market trends, sales on product features. Sales focuses on convincing customers to buy the product. Some sales managers disagree with this image and insist that sales continues after the product is sold.

Typical marketing divisions

Marketing has many different divisions. Each division may have a different name. Here is a list of most popular divisions (Source: London School of Economics).


Advertising Promoting an idea or product in the market through placing ads on the media

Community Involvement

This term refers to working in the community. This is great for the company’s reputation locally and for customer loyalty. It is also good for morale within the company.

Examples of include chairing meetings, sponsoring local events and volunteering at schools or youth centers.

Customer Services

This basically means that the seller provides advice and assistance to customers who have purchased the product. Many sellers offer this service to customers prior, during, or after a sale.

Good customer service produces satisfied customers. Their experience is satisfactory or better than their expectations. You will lose market share if your competitors offer great customer service.

Direct Marketing

This method involves communicating your message directly with consumers through leaflets, forms and catalogs as well as street promotions.


Distribution is an integral part of the management chain. This involves moving one product from storage to a store or supermarket.

Market Research

Market research involves the gathering and analysis of information. This data will help the company to understand how customers will react to its products.

Market research is a constant activity for business owners. Market research is what business owners do when they speak to customers about their company. Market research is when someone tries to determine what their competition is doing.

Market research is a great way to gather valuable information about customers, products, and the market.

Media Planning

Advertising is closely related to media planning. This is an advertising strategy that we use to target consumers through a variety of informational outlets.

This type of work is usually done by media planning or advertising agencies. They search for the best media outlets that reach their target market.

Media outlets can include posters, television, radio, and physical newspapers, as well as magazines.

Product pricing

You should consider the cost of producing and shipping the item when setting the price. It is also important to consider the price of competitors, quality, and brand.

Prices for most products don’t stay the same for very long. Prices can change due to production costs, rising salaries, and competitors offering discounts or raising prices. Every factor that affects price must be considered.

Public Relations

The PRSA states that a strategic communication strategy is one that creates mutually beneficial relationships among organizations and their customers.


Sales involve planning and supporting sales teams by achieving sales targets. This includes creating a plan for reaching potential customers and existing clients. These are the targets that salespeople strive to achieve.

One to One Marketing

One-to-one Marketing involves talking directly with each customer. The company adapts its approach to suit the customer’s preferences and tastes.

Impression Management

Impression management is the art of changing people’s perceptions about things, other persons, places, and events.

It is about getting customers to see your products and services in a positive light.

Internet and marketing

Inbound Marketing has grown in popularity with the introduction of the Internet and ad blocking software. It involves using content – newsletters, blogs, podcasts, reviews, etc. To lure online users in, you need to know what they like.

In the past, salespeople were the experts. However, today’s experts are the consumers.

Internet marketing experts use the “bounce rate”. This refers to how many people leave a website after viewing a page.

They bounce out, and instead of clicking on another page in the site, they click on the link. The better, the lower the bounce rate.

Global Marketing is the process of promoting and placing a business’ products or services on the global market. It is a highly skilled skill. Executives who can implement a strategy that works are able to take their company to the next level.

Many Japanese business practices were developed in the 1960s and 1970s. They later spread around the globe. Sometimes marketing and engineering overlapped. Kansei Engineering is an engineering that is based upon human emotions. Kansei engineers do not only focus on the product’s capabilities but also on how they make customers feel.

Marketing principles

Marketing principles are agreed-upon marketing ideas that marketers use to create a winning marketing strategy. It is also known as the principles of marketing.

Many companies use the 4Ps strategy to determine the product, price, location, and promotion. It is also known as the 4P Marketing Mix. Others may use the 7Ps strategy to determine product, place, and price as well as promotion and people.