What is Marketing?
Marketing puts the customer at the center of business strategy. It consists of defining and analysing consumer needs using specific tools and methods. And as a result, it helps determine what actions to take to influence their behavior.
The objective of marketing is to build up a clientele and then to retain them, taking into account their satisfaction as a priority.
Marketing means that the product sold by a company is designed primarily to meet the expectations of consumers while also taking into account the characteristics of the company in terms of competition, the constraints of its sociological, demographic, cultural environment.
A distinction is made between strategic marketing the definition of objectives to be achieved in terms of customer targets and operational marketing the concrete actions implemented to achieve these objectives.
Marketing is based on 4 axes: market analysis, determination of objectives, implementation of actions to be taken and measurement of their effectiveness. We usually define the actions to be taken in the context of marketing by the rule of “4 Ps”:
Product policy: which product? What range? What logo? What slogan? What packaging, etc.
Price: how to fix it?
Placement: distribution of a product distribution networks, marketing channels,
Advertising: how to promote the product?
Within the company, the marketing-related professions are the marketing product manager, the marketing director, the merchandising manager or the social media manager. Marketing is intended to study customer needs through market research, qualitative and quantitative studies or related to consumer behavior.
Then, marketing operations can take the form of sales promotions, advertising communication, public relations operations, etc.
The definition in the broad sense of Marketing
Marketing is the activity, the collection of institutions and the processes of creating, communicating, delivering and exchanging offers that have value to customers, consumers, partners and society as a whole.
This involves the notion of “marketing research” which is the function that connects the consumer, client and audience to the marketer.
All this through information used to identify and define marketing opportunities and problems, generate, refine and evaluate marketing actions, monitor marketing performance and improve understanding of marketing as a process.
Marketing research specifies the information necessary to address these questions, designs the method of collecting the information, manages and implements the data collection process, analyzes the results and communicates the findings and their implications.
What is marketing for a business?
Marketing is a business technique essential to the life and development of a business, whether large or small. The main objective of this technique is to adapt the offer of a company to the needs and wishes of its customers and those targeted.
In this sense, marketing is an essential tool in the decision-making of a company, which is at the very heart of other commercial policies, advertising, etc. It helps the company to define goals to be achieved for the future.
This is called strategic marketing, that is, marketing that defines the positioning of a company over the long term. This is why strategic marketing is a function of the management of the company.
Marketing also has an impact on the performance of a business. With the aim of influencing the needs and behavior of consumers, the company must indeed constantly adapt its production tools and its commercial action, in a word always do better to be able to develop its sales and acquire new markets, by surpassing the competition.
Marketing also feeds on strategies adopted previously while improving them.
What is a brand in marketing?
A trademark is a name, term, design, symbol or other characteristic that identifies a seller’s good or service as being distinct from those of other sellers. Recent ISO branding standards add that a brand “is an intangible asset which aims to create “distinctive images and associations in the minds of stakeholders, thereby generating economic benefits values.
What are the different types of marketing?
According to the Association of National Advertisers ANA, influencer marketing focuses on exploiting the individuals who influence potential buyers and directing marketing activities around those individuals to get a message across. brand in the wider market.
In influencer marketing, rather than going directly to a large group of consumers, a brand inspires or compensates influencers (which can include celebrities, content creators, customer advocates, and employees) to do get the message across on their behalf.
According to the Association of National Advertisers (ANA), relationship marketing refers to the strategies and tactics of segmenting consumers to build loyalty. This is the basis of marketing that wants to be close to its market and its customers.
Relationship marketing uses database marketing, behavioral advertising and analytics to precisely target consumers and create loyalty programs.
Viral marketing is a marketing phenomenon that facilitates and encourages people to deliver a marketing message. Nicknamed “viral” because the number of people exposed to a message mimics the process of transmitting a virus or disease from person to person.
A new trend that we love at Adgenzia.com, “green marketing” refers to the development and marketing of products presumed to be safe for the environment (that is, designed to minimise negative effects on the physical environment or to improve its quality).
This term can also be used to describe efforts to produce, promote, package and recover products in a way that is sensitive or addresses ecological concerns. This aspect is a marketing concept for Corsica which is of great interest to island businesses.
Keyword marketing involves placing a marketing message in front of users based on the specific key words and phrases they use to conduct research. One of the main benefits of this method is that it allows marketers to reach the right people with the right message at the right time.
For many marketers, keyword marketing means placing an ad when certain keywords are entered. Note that for SEO purposes, this term refers to getting top-notch placement in the search results themselves.
Guerrilla marketing describes an unconventional and creative marketing strategy aimed at achieving maximum results with minimum resources. It is often employed by non-profit associations or for very small businesses without a marketing budget.
The 4 Ps of Marketing: The Determinants!
A product is defined as a set of attributes (characteristics, functions, advantages and uses) that can be exchanged or used; it is usually a mixture of tangible and intangible forms.
Thus, a product can be an idea, a physical entity (a good), or a service, or any combination of the three. It exists for the purpose of exchange for the satisfaction of individual and organisational goals.
Although the term “goods and services” is sometimes used, the term “product” includes both goods and services.
Price is the formal ratio that indicates the amount of money, goods or services needed to acquire a given quantity of goods or services. This is the amount a customer has to pay to purchase a product.
Position or distribution
Distribution refers to the act of marketing and transporting products to consumers. It is also used to describe the extent of market coverage for a given product. In 4Ps, distribution is represented by location or placement.
According to the Association of National Advertisers ANA, promotional marketing includes tactics that encourage short-term buying, influence