Outline of marketing

The following outline is provided as an overview of and topical guide to marketing:

Marketing

Marketing – the social and managerial processes by which products, services, and value are exchanged in order to fulfill individuals' or groups' needs and wants. These processes include, but are not limited to, advertising, promotion, distribution, and product management.

Core concepts in marketing

Actors and relationships

Needs, wants and demand

A need is something required for a healthy life. A want is a desire or a wish. When needs and wants are backed by purchasing power, they have the potential to become demands.

Nature of exchange

Perceptions of value

Foundation economic concepts

Given that marketing has its roots in economics, it shares many foundation concepts with that discipline.

Planning levels and planning tools

Planning levels

Marketing planning is just one facet of the overall company's plans. Marketing plans therefore should be guided by the overall strategic plan. The distinction between strategic planning and managment planning is that they are two phases with different goals. Strategic planning is fundamentally concerned with the policies that will improve the firm's competitive position. On the other hand, marketing management is focused on the implementation of specific action plans designed to achieve objective targets. Strategic planning is sometimes called higher-order planning.

Marketing strategies


Growth strategies

Marketing warfare strategies

Planning tools and techniques

Analytical techniques used in marketing planning and strategy development

Techniques used in strategic planning

Techniques used in positioning analysis

Branches of Marketing

The book titled, The Marketing Book, 7th ed., Routledge, Oxon, UK, 2016 edited by Michael J. Baker and Susan Hart identifies the distinct branches of marketing practice as consumer marketing, Business-to-business marketing, relationship marketing, environmental marketing, international marketing, services marketing (including not-for-profit marketing and destination marketing), retailing and social marketing. For a more detailed breakdown of the relevant topics for each of these key themes, see Branches of Marketing: Detailed Topics on this page.

Marketing orientations

Marketing orientations are the philosophies or mindsets that guide and shape marketing planning and marketing practice.

The marketing management framework

Consumer behaviour

Consumer basics

Consumer decision-making

Influences on consumer decision-making

Market research and marketing research

Marketing research refers to research activities designed to understand the marketing environment, including competitors, the socio-cultural environment and the politico-legal operating environment. Market research specifically refers to research concerned with understanding the market, that is consumers and is designed to yield actionable consumer insights.

Specific research tools and techniques

Scale/Questionnaire Design

Quantitative research methods

Quantitative methods may also be known as [Scientific method]]s.

Qualitative research methods

Sampling

Market segmentation and targeting

List of abbreviations for market segments

Market segmentation

Specific approaches to segmenting markets
(a) Segmenting consumer markets
(b) Segmenting business or industrial markets
Measuring market segment size

Targeting

Proprietary segmentation databases and software

Statistical techniques used in segmentation analysis

Marketing management: The marketing program (also known as the marketing mix or the 4 Ps)

The marketing program, also known as the marketing mix or the 4 ps consists of the product, price, place and promotion.

Product

New product development (NPD)

Brand management

Branding strategies

Brand protection

Packaging and labelling

New product development

Price

Pricing strategies

Pricing tactics

Place (distribution)

The following methods are prohibited in most nations:

Promotion (also known as marketing communications or integrated marketing communications (IMC))

Elements of the promotional mix

Advertising

Advertising models: How does advertising work?

Advertising research
Advertising Media
Award-winning advertising campaigns
Internet
Main types of internet promotion
E-mail spam, e-mail marketing, post-click marketing, Website monetizing, Search engine marketing (SEM), search engine optimization (SEO), Display advertising, * Contextual advertising
Internet advertising methods
Advertising methods: Ad filtering, ad serving, central ad server, pop-up ad, contextual advertising, web banner
Search engine marketing payment methods
pay per click, click fraud, paid inclusion
Internet metrics
Click through rate (CTR), cost per action (CPA), cost per click (CPC), cost per impression (CPI), cost per mille (CPM), effective cost per mille (eCPM)

Advertainment

Direct and digital marketing

Personal selling

Sales promotion

Public relations

Sponsorship

Communications planning

Measuring communications effects

The extended marketing mix

The extended marketing mix is used in the marketing of services, ideas and customer experiences and typically refers to a model of 7 Ps and includes the original 4 Ps plus process, physical evidence and people. Some texts use a model of 8 Ps and include performance level (service quality) as an 8th P.

Process

Physical evidence

People

Measuring marketing performance: Marketing metrics

Special topics in marketing

Branches of Marketing: Detailed topics

Business Marketing

Environmental marketing

International marketing

Relationship marketing

Services Marketing

Social marketing

Retailing

Types of retailer


Types of retail outlet and shopping precincts

Special applications of marketing and promotion

History


Influential marketing thinkers

Influential trade magazines and academic journals

Marketing & advertising associations, societies and peak industry associations

Archives, museums and galleries (dedicated to marketing and/or advertising)

Lists

Marketing education


There is a marketing group call list marketing group

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