Marketing is the management process through which goods and services move from concept to the customer. It includes the coordination of four elements called the 4 P’s of marketing:
- identification, selection and development of a product,
- determination of its price,
- selection of a distribution channel to reach the customer’s place, and
- development and implementation of a promotional strategy.
For example, new Apple products are developed to include improved applications and systems, are set at different prices depending on how much capability the customer desires, and are sold in places where other Apple products are sold. In order to promote the device, the company featured its debut at tech events and is highly advertised on the web and on television during its marketing campaign.
Marketing is based on thinking about the business in terms of customer needs and their satisfaction. Marketing differs from selling because (in the words of Harvard Business School’s retired professor of marketing Theodore C. Levitt) “Selling concerns itself with the tricks and techniques of getting people to exchange their cash for your product. It is not concerned with the values that the exchange is all about. And it does not, as marketing invariable does, view the entire business process as consisting of a tightly integrated effort to discover, create, arouse and satisfy customer needs.” In other words, marketing has less to do with getting customers to pay for your product as it does developing a demand for that product and fulfilling the customer’s needs.
What Is Marketing About?
Marketing is about communicating the value of a product, service or brand to customers or consumers for the purpose of promoting or selling that product, service, or brand. The oldest – and perhaps simplest and most natural form of marketing – is ‘word of mouth’ (WOM) marketing, in which consumers convey their experiences of a product, service or brand in their day-to-day communications with others. These communications can of course be either positive or negative. In recent times, the internet has provided a platform for mass, electronic WOM marketing (e-WOM), with consumers actively engaged in rating and commenting on goods and services.
In for-profit enterprise the main purpose of marketing is to increase product sales and therefore the profits of the company. In the case of non-profit marketing, the aim is to increase the take-up of the organization’s services by its consumers or clients. Governments often employ social marketing to communicate messages with a social purpose, such as a public health or safety message, to citizens. In for-profit enterprise marketing often acts as a support for the sales team by propagating the message and information to the desired target audience.
Marketing techniques include choosing target markets through market analysis and market segmentation, as well as understanding consumer behavior and advertising a product’s value to the customer.
From a societal point of view, marketing provides the link between a society’s material requirements and its economic patterns of response.
Marketing satisfies these needs and wants through the development of exchange processes and the building of long-term relationships.
Marketing can be considered a marriage of art and applied science (such as behavioural sciences) and makes use of information technology.
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The Creative Ninja offers affordable and flexible payment terms for all clients. A REQUIRED deposit of 50% of the project price is required as a down payment before the project will begin. A payment schedule for the remaining balance will be negotiated and agreed upon at milestones through the project lifecycle (usually 1-3 additional payments depending on the project). This payment schedule will be clearly displayed on the final agreement and its acceptance is indicated when the deposit is received by The Creative Ninja. Final projects will not be released to the client until the balance of the account has been released. Client will receive and own all copyright materials, original design files and materials to be delivered after final payment of account/project is made. The Creative Ninja reserves the right to use materials created for clients for marketing and portfolio reasons only.