Category: Marketing

Marketing is the process of

  • creating,
  • communicating,
  • delivering, and
  • exchanging offerings that have value for customers, clients, partners, and society at large.

It involves identifying and understanding customer needs and wants, developing strategies to meet those needs, and communicating the value of products or services to potential customers.


  • Product: The goods or services being offered to customers.
  • Price: The amount charged for the product or service.
  • Place: The distribution channels used to deliver the product or service to customers.
  • Promotion: The activities used to communicate the value of the product or service to potential customers.


  • Segmentation: The process of dividing the market into smaller groups based on characteristics such as demographics, psychographics, and behavior.
  • Targeting: The process of selecting specific segments of the market to focus on.
  • Positioning: The process of creating a unique image and perception of the product or service in the minds of consumers.
  • Differentiation: The process of creating a unique selling proposition that sets the product or service apart from competitors

Marketing Channels

  • Advertising: paid promotional messages delivered through various media such as television, print, or digital.
  • Sales promotion: short-term incentives to encourage customers to buy the product or service, such as discounts or coupons.
  • Public relations: building and maintaining a positive image for the brand through media coverage, community involvement, and other public outreach activities.
  • Direct marketing: communicating with customers directly through channels such as email, mail, or telemarketing.
  • Personal selling: direct communication between sales representatives and potential customers.

New concepts and strategies regarding marketing

  • Digital: The use of digital channels such as search engines, social media, email, and mobile devices to reach and engage with customers.
  • Content: Creating and sharing valuable, relevant, and consistent content to attract and retain a clearly defined audience, with the goal of driving profitable customer action.
  • Influencer: Leveraging the influence of individuals with large social media followings to promote a brand or product.
  • Customer relationship management (CRM): The process of managing interactions and relationships with customers to improve satisfaction and loyalty.
  • Branding: The process of creating a unique name, design, or symbol that identifies and distinguishes a product or service from competitors.
  • Marketing research: The systematic gathering and analysis of information about customers, competitors, and the market to inform marketing decisions.
  • Marketing mix: The combination of product, price, place, and promotion strategies used to achieve marketing objectives.
  • Automation: The use of software to automate repetitive marketing tasks, such as email campaigns or social media posting.
  • Omnichannel: Creating a seamless and consistent customer experience across multiple channels and touchpoints, both online and offline.
  • Guerrilla: Unconventional and low-cost marketing tactics designed to generate buzz and capture attention.