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Marketing

1. Business Marketing is the practice of individuals, ororganizations, including commercial

businesses, governments and institutions, facilitating the sale of their products or services to

other companies or organizations that in turn resell them, use them as components in products or

services they offer, or use them to support their operations. Also known as industrial marketing,

business marketing is also called business-to-business marketing, or B2B marketing, for short.

2. Consumer behaviouris the study of when, why, how, and where people do or do not buyaproduct. It blends elements frompsychology,sociology,socialanthropologyandeconomics. It

attempts to understand the buyer decision making process, both individually and in groups. It

studies characteristics of individual consumers such asdemographicsand behavioural variables

in an attempt to understand people's wants. It also tries to assess influences on

theconsumerfrom groups such as family, friends, reference groups, and society in general.

3. Integrated Marketing Communication:- (IMC) is defined as customer centric, data driven method of

communicating with the customers. IMC is the coordination and integration of all marketing

communication tools, avenues, functions and sources within a company into a seamless program that

maximizes the impact on consumers and other end users at a minimal cost.[1]

This management concept

is designed to make all aspects of marketing communication such as advertising, sales promotion, public

relations, and direct marketing work together as a unified force, rather than permitting each to work in

isolation.

4. International Marketing:- refers tomarketingcarried out by companies overseas or across national

borderlines. This strategy uses an extension of the techniques used in the home country of a firm .[1]

It

refers to the firm-level marketing practices across the border including market identification and targeting,

entry mode selection, marketing mix, and strategic decisions to compete in international

markets.[2]

According to theAmerican Marketing Association (AMA)"international marketing is the

multinational process of planning and executing the conception, pricing, promotion and distribution of

ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. "[3]

In

contrast to the definition of marketing only the wordmultinationalhas been added.[3]

In simple words

international marketing is the application of marketing principles to across national boundaries. However,

there is a crossover between what is commonly expressed as international marketing and global

marketing, which is a similar term.

5. Marketing Finance:- refer to any effort to quantify the contribution of marketing to increased business

value.6. Customer Relationship Management:-is a widely implemented model for managing a companys interactions

withcustomers, clients, and sales prospects. It involves using technology to organize, automate, and

synchronize business processesprincipallysalesactivities, but also those formarketing,customer

service, andtechnical support.[1]

The overall goals are to find, attract, and win new clients; nurture and

retain those the company already has; entice former clients back into the fold; and reduce the costs of

marketing and client service.[2]

Customer relationship management describes a company-wide business

strategy including customer-interface departments as well as other departments.[3]

Measuring and valuing

customer relationships is critical to implementing this strategy.[4]

7. Marketing Research:- Marketing research is the systematic gathering, recording, and analysis of data

about issues relating tomarketingproducts and services. The goal of marketing research is to identify

and assess how changing elements of themarketing miximpactscustomer behavior. The term is

commonly interchanged withmarket research; however, expert practitioners may wish to draw adistinction, in that marketresearch is concerned specifically withmarkets, while marketingresearch is

concerned specifically about marketing processes.[1]

It has been described as "the function that links the

consumers, customers, and public to the marketer through information 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 required to address these issues, designs the method for collecting information,

manages and implements the data collection process, analyzes the results, and communicates the

findings and their implications."[2]

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8. Marketing Strategy:- is a process that can allow an organization to concentrate its limited resources on

the greatest opportunities to increase sales and achieve a sustainablecompetitive advantage.[1]

9. Product / Brand Management:- Brand management is the application ofmarketingtechniques to a

specificproduct,product line, orbrand.

The discipline of brand management was started at Procter & Gambleas a result of a famous memo

10. Retail Marketing

11. Rural & Social Marketing

12. Sales & Distribution Management

13. Services Marketing & Marketing of Financial Services

14. Quantitative Techniques in Marketing

What is Marketing?

Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a

profit. Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market

and the profit potential. It pinpoints which segments the company is capable of serving best and it designs and promotes

the appropriate products and services.

In simple terms, Marketing activities and strategies result in making products available that satisfy customers while making

profits for the companies that offer those products.

Working vocabulary of a marketing professional include following terms:

Segmentation, targeting, positioning, needs, wants, demand, offerings, brands, value and satisfaction, exchange,

transactions, relationships and networks, marketing channels, supply chain, competition, the marketing environment, and

marketing programs.

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