Marketing is always evolving and changing, influenced by trends and consumer insights. But one thing remains constant: marketing is an important part of a business’s success, particularly when their focus is on selling a consumer-facing product or service. In recent years, digital marketing has exploded in popularity, merging with traditional marketing methods to create a massive impact on how businesses communicate with consumers. This means marketers need to be on their toes to keep up with all the changes, which can be challenging—but being a marketer can also be thrilling and rewarding!
According to the American Marketing Association, marketing is 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. In layman’s terms, marketing is the practice of communicating about goods, services, and company mandates to the public at large. It's about meeting consumer wants, increasing customer satisfaction, introducing new products, and overall achieving connections to consumers. In the case of companies that are selling a new product or sharing a service, marketing is used to share information about that quality product and how it can support consumer wants and needs. But marketing can also be used long-term to communicate a company’s mandate, establish their brand, and build trust.
Marketing is used by every type of business. If you’ve ever heard of Nike, Coke, Disney, and the like, it’s because of marketing. Similarly, whenever a big movie comes out, it’s accompanied by a huge marketing push to make sure consumers know about it. Financial institutions use marketing to get the word out about their offerings, and even city services such as water and power departments use marketing to offer support and business insight to their clientele. Fast food companies use marketing strategy and market research to evaluate what kinds of food to offer to satisfy customers. Marketing serves as a powerful tool to help support a business’s success by keeping their clientele in the loop on what they have to offer.
Putting together a solid marketing plan relies on the 7 P’s, which are:
Product: The first and arguably most important step is figuring out what exactly you’re selling. Whether it’s a product or service, every aspect of your message should revolve around this “P” so you know how to position it in the marketplace and figure out the best methods for sharing information about it.
Price: How much does your product or service cost? Is it a one-time fee, or is there a subscription model? Are there discounts or promotions that customers can take advantage of? It’s important to be very clear about the pricing structure of a product or service so consumers aren’t taken by surprise. Market research is key in helping determine the price for a product.
Promotion: This “P” encompasses all the activities that help get the word out about a product or service, such as launch parties, direct marketing, influencer partnerships, in-store promos, live streams, product placements, collaborations and other like-minded events. Effective marketing strategy relies heavily on promotion to understand how to connect promotion with customers.
Place: While referring to both the physical and theoretical place a product takes up space in a consumer’s life, marketers should pay close attention to where a physical product is placed in-store to grab consumer attention. In the theoretical approach, marketers should have a good idea of how the product or service fits into a customer’s lifestyle and meshes with their purchasing patterns so they can be targeted during an optimal buying cycle.
People: Marketing a product is about meeting a consumer need, but it’s also about how those consumers communicate their feelings about that product. Referrals are a powerful way to get the word out, which is why online reviews have become a massive entity. The other part of the “people” equation is how the people associated with the product interact with intended consumers. This means customer service representatives, salespeople, and even email communications and chat bots. Everyone should be on the same page about how to share information about the product or service that’s being marketed.
Process: Another key aspect of a marketing plan is determining how the product or service gets to a customer and whether or not there are components of the delivery that need to be communicated to support brand awareness. Social responsibility is a critical part of processes. For example, does it come in eco-friendly packaging, shipped with carbon-neutral methods, or other key points that could strengthen brand loyalty? Additionally, purchasing and shipping information should be clear so the consumer knows what to expect when ordering.
Physical Evidence: What is the experience of interacting with your product like for the consumer? This information should be included across multiple communications such as product packaging, store displays, website content, and even social media posts.
Marketing concepts are related to the strategy used by marketers to appeal to customers, but they also help ice out the competition by maximizing profit through increased sales. The five marketing concepts are:
Production Concept: One of the oldest marketing concepts in the book, Production Concept refers to consumers who prefer products that are inexpensive and readily available. The more approachable and easy-to-purchase a product is, the better chance a marketer has of selling it to a customer.
Product Concept: Whenever you see a line around the Apple store that’s a mile long, that’s due to Product Concept. This concept is based on a consumer’s thirst for quality, performance, and innovative features. This can mean continual improvements and upgrades to an existing product (such as the various iterations of the iPhone), or it could refer to something new to market that breaks the mold. This marketing strategy is crucial for success in selling.
Selling Concept: Some companies go all-out on their marketing and promotion efforts to the point of saturation. The selling concept approach is focused on creating sales transactions when a company believes a consumer won’t buy enough of the product unless there’s a large push behind it. As a result, the focus is on quantity of customers rather than quality.
Marketing Concept: This concept tends to be a marketing sweet spot, as it focuses on addressing customer needs and wants and fulfilling them—often better than their competitors do. Here, the customer—rather than the product—becomes the focal point, but the product becomes the solution that the customer has been searching for.
Societal Marketing Concept: This is another sweet spot of marketing concepts, as it addresses consumer and societal needs in equal measure. The idea behind the societal marketing concept it is that the product or service will deliver value to a customer while also improving societal well-being. For example, think of eco-friendly, low-waste or recyclable products.
A Marketing Mix is an element of marketing management that is made up of several of the 7 P’s—namely, product, price, place, and promotion. The Mix refers to the foundational model that businesses use to pursue their marketing objectives, with the arrangement of these P’s playing a major part in the success of a company’s marketing campaigns. Specific marketing tactics are created surrounding these elements and ideally result in a strong consumer connection that translates directly to sales.
Using the Marketing Mix approach, businesses rely on a variety of methods to reach their intended consumer. Some examples of outreach can include creating a web landing page or entire website for a product, using SEO terms to encourage high search engine placements; purchasing ad space on billboards, in magazines, on radio and television; and even doing trade shows and in-store demonstrations to drum up consumer interest. Using a variety of approaches allows a business to spread the word about their product or service and gain a greater hold on the attention of their intended customer.
The term “target market” relates directly to an ideal consumer group as identified by a business selling a product or service. These groups can be identified by income, gender, demographics, lifestyle, geography, and a variety of other factors to help marketers devise a communications plan that can speak directly to their desired consumer.
Marketers often use data to determine their target market, poring over purchasing patterns, spending habits, and even competitor information to create a complete picture of their ideal consumer. Using this information, marketers can design their outreach plans to speak directly to this consumer to ensure their product or service is being presented to the individuals who can benefit most from it.
Branding is another important tool in a marketer’s toolbox, as it helps create a business’ identity—and ideally, cements itself in the consumer psyche. Think of the Nike swoosh, the Coke white-on-red wave, the unmistakable Disney font, usually in front of a cut-out of a castle. And then there’s the golden arches of McDonalds, which are forever burned in people’s brains whether they like it or not.
Branding can also include characters, such as Chester Cheetah, Tony the Tiger, and—you guessed it—Ronald McDonald. A business’s name can also be its brand—Glossier is an example of this—and even taglines or specific terms can count toward a company or product’s brand. Ultimately, branding serves to create an indelible connection with consumers, with the hope that said connection translates into sales.
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Product: The first and arguably most important step is figuring out what exactly you're selling. Whether it's a product or service, every aspect of your message should revolve around this “P” so you know how to position it in the marketplace and figure out the best methods for sharing information about it.What are the 3 questions that a good marketing plan should have to answer? ›
- Demystifying Popular Marketing Jargon.
- Conversion. ...
- Impression. ...
- Click-Through Rate (CTR) ...
- Engagement Rate. ...
- Call to Action (CTA) ...
- Bounce Rate. ...
- A/B Testing.
- Know Your Customer. ...
- Get the Right Marketing Mix. ...
- Stay Consistent with your Message. ...
- Stay consistent with your brand. ...
- Track usage to determine ROI. ...
- Allow enough time to be effective. ...
- Follow up with engaged customers.
The modern marketing concepts are:
Learning and comprehending the wants/needs of the consumer through online interaction. Creating products that meet the needs of the target consumer. Leading the competition in customer satisfaction. Making sure a business' efforts make a profit for the organization.
The marketing concept is the use of marketing data to focus on the needs and wants of customers in order to develop marketing strategies that not only satisfy the needs of the customers but also the accomplish the goals of the organization.What are the basics concept of marketing? ›
For all its complexity, at its core, marketing revolves around four things: product, price, promotion, and place. Tactics and channels change, but these are the concepts everything else revolves around, and they're principles that never change. Some models expand these basic principles to 7 P's, or another variation.What are the 5 A's in marketing? ›
Named by Dr. Philip Kotler, the five stages (Awareness, Appeal, Ask, Act and Advocacy) allow marketing and sales professionals to create a map of the customer's needs and priorities during the different parts of their purchase process.What are 6 main points of marketing strategy? ›
The building blocks of an effective marketing strategy include the 6 P's of marketing: product, price, place, promotion, people, and presentation. The effective integration of the 6 P's of marketing can serve as the foundation for an effective growth strategy.What are the 4 points of marketing? ›
What are the 4Ps of marketing? (Marketing mix explained) The four Ps are product, price, place, and promotion. They are an example of a “marketing mix,” or the combined tools and methodologies used by marketers to achieve their marketing objectives.
THE THREE Cs - STRATEGIC MARKETING
It consists of the company, the customer, and the competition, which are the three critical components to creating a successful strategy.
- Generating leads.
- Building brand awareness.
- Increasing website traffic.
- Converting leads into customers.
- Developing customer loyalty.
- Market Research. Before you can effectively create a marketing strategy, research is key. ...
- Adequate Data. When trying to carry out effective marketing, having adequate data is also another key component. ...
- Focus on the Quality of Your Content.
C's Model of Customer Experience.” The principles include: Clarity, Convenience, Choice, Communication, Cast, Control, Consistency and Connection.What are the 8 P in marketing? ›
The 8 Ps of marketing is product, price, place, promotion, people, positioning, processes, and performance. The goal is to get them working together for your marketing mix. If you can you'll have a much better chance to attract and convert your potential customers.What are the 10 principles of marketing? ›
- Insight comes before inspiration. ...
- Don't repurpose, re-imagine. ...
- There's no business without show business. ...
- Want control? ...
- It's good to play games with your customers. ...
- Products are the new services. ...
- Mobile is where it's at. ...
- Always keep surprises in-store.
In today's marketing, the Golden Rule asks you to focus on your wants, needs, and perspectives. However, the greatest marketing out there focuses on your audience's wants, needs, and perspectives.Who gave 7 C's of marketing? ›
The 7Cs Compass Model
In 1973, the professor Koichi Shimizu presented an alternative model to the 4Cs of marketing mix and finally depicted it in his first edition of Advertising theory and strategies published in 1989.
The history of marketing starts much earlier than most people think. While there is some dispute around how marketing truly began, many historians believe the concept started as early as 1500 BCE (before common era) when Mesopotamian societies started mass production of goods that required quality control.What is trending in marketing now? ›
The major trends for advertising for 2022 include metaverse marketing, social media and content marketing including live content and short-form videos, etc.
Video content and social selling are the most trending new features on popular social media platforms for 2022 and beyond. With the rise of TikTok, video and Livestream have become more popular than ever.What are the 5 marketing concepts PDF? ›
These are; (1) production concept, (2) product concept, (3) selling concept, (4) marketing concept, and (5) societal marketing concept. Marketing is a department of management that tries to design strategies to build profitable relationships with target consumers.Who is the father of marketing concept? ›
Philip Kotler, the Father of Modern Marketing, Will Never Retire.What are the 5 C's in advertising? ›
The 5Cs are Company, Collaborators, Customers, Competitors, and Context.What are the 7 important functions of the marketing process? ›
The 7 functions of marketing are promotion, selling, product/service management, marketing information management, pricing, financing and distribution. Understanding the core functions of marketing can help you better focus your efforts and strategies to support your business.What are 4 key pillars of marketing? ›
The 4Ps of Marketing, often referred to as the Marketing Mix, are Product, Price, Place and Promotion. Consideration of these four elements should form the basis of any good marketing strategy.What is 4p and 4c in marketing? ›
The 4Ps of product, price, place, and promotion refer to the products your company is offering and how to get them into the hands of the consumer. The 4Cs refer to stakeholders, costs, communication, and distribution channels which are all different aspects of how your company functions.What are the 2 Ps of marketing? ›
Product, price, promotion, and place form the four Ps of the marketing mix. These are the key factors that are involved in introducing a product or service to the public.What are the 4p's of TQM? ›
The TQM model has four hard components – four P's – processes, people, planning and performance, which are the keys to delivering quality products and services to customers and continuously improving overall performance.What is the meaning of 4 Ps? ›
The marketing mix, also known as the four P's of marketing, refers to the four key elements of a marketing strategy: product, price, place and promotion.
Efficient market research and market segmentation help to save a lot of useful time, money, and resources invested in the marketing campaign. Also as the customers are grouped as per their needs, commonalities, choices, statuses, etc. it becomes easy to target the audience for the marketers.
- Set a Goal and a Budget. ...
- Leverage Influencer Marketing. ...
- Focus On a Single Social Channel. ...
- Leverage Email Marketing. ...
- Focus On SEO and Content Marketing.
The traditional four Ps of marketing include product, people, price and place — but many veteran marketers are rethinking everything in the digital age. The four Ps of marketing refer to the traditional elements surrounding a service or product that a business owner or marketer has to consider and evaluate to succeed.What are the 5rs of marketing? ›
5R's of Digital Marketing and Social Media Engagement: Renew, Review, Repute, Replace and Respond.What is step 5 of the marketing plan? ›
SWOT Analysis. Your marketing plan's Business Summary also includes a SWOT analysis, which stands for the business's strengths, weaknesses, opportunities, and threats. Be patient with your business's SWOT analysis; you'll write most of it based on your market research from the sections above and your strategy below.What are the 8 parts of marketing? ›
- Market Research. First, you need to understand the environment that you are selling in by using tools like a SWOT Analysis. ...
- Target Audience. ...
- Market Strategies. ...
- Goals & Objectives. ...
- Media & Tactics. ...
- Budget and Action Plan. ...
- Metrics. ...
- Content Plan & Schedule.
- Fulfill a need. Your content should answer some unmet need or question for your customer. ...
- Stay consistent. ...
- Be human. ...
- Have a point of view. ...
- Step away from the sales-speak. ...
- Be the best of the breed.
Go paperless in the workplace to reduce paper usage. Buy office supplies in bulk, and that have little or no packaging. Stock the office cleaning supply closet with non-toxic, biodegradable cleaning products. Turn on energy-saving settings on office computers.Why is 5Rs important? ›
As mentioned in the 5Rs of Zero Waste, by reusing and recycling things, we can lessen the burden placed upon poorer countries, suffering the consequences of our buy and throw away habits. In addition, it creates a sustainable environment by saving scarce natural resources for future generations too.Why is 5p important in marketing? ›
It forces you to think about which areas of your business you can change or improve on, to help you meet the needs of your target market, add value and differentiate your product or service from your competitors. The 5 areas you need to make decisions about are: PRODUCT, PRICE, PROMOTION, PLACE AND PEOPLE.
What Is Market Segmentation? Market segmentation is a marketing strategy in which select groups of consumers are identified so that certain products or product lines can be presented to them in a way that appeals to their interests.What is the effect of marketing? ›
A well-defined marketing strategy leads to an increase in the business sales and marketing. This directly impacts the revenue generated as the more you reach out to people, the more they reach out to your business or brand. Of course, the marketing of a business is directly related to the sales it generates.