Marketing

is an organizational function and a set of processes of creation, and the promotion of a product or service to customers and managing relationships with them for the benefit of the organization. is the process of planning and implementation of design, pricing, promotion and implementation of ideas, goods and services through the exchange of satisfying the goals of individuals and organizations (The American Marketing Association). provides the link between a society's material requirements and its economic patterns of response (societal point of view).

Need, Demand, Product, Exchange, Transaction, Market, Segment, Suppliers, Competitors, Resellers, Consumers, Assortment, Emblem, Competitive advantages, Macromedia, Microenvironment Company

Factors of influence on marketing strategies Regulatory: This refers to laws and legality (governmental policies) that may affect the way marketing can be characterized. For example, government restriction on the importation of a particular product might hinder the marketers playing in that particular field. Economic. Various trends in the economic business cycle, including inflation, recessions, deficit, or income level. Each of these factors can have a direct impact on marketing which may have to be re-evaluated and overhauled as a result. Social: The social forces refer to the structure and dynamics of individuals and groups and their behaviors, beliefs, thought patterns, and lifestyles, friendships, etc. When consumers change their needs and wants, this directly affects marketing strategies. Political: The socio-economic conditions are closely related to the state of the governmental institutions. Depending on the governmental impact on bureaucracy, corruption, freedom of speech, and other limitations (or opportunities), the marketing strategies will adapt to the political conditions. Competitive: Competition refers to the numbers of similar competitive product brands. A new competitor entering the market will directly affect the marketing strategies of the incumbent companies. Technological: The marketing strategies often adapt to the pace of development of the consumer demand and exponential technological progression.

SIVA  This system is basically the four Ps renamed and reworded to provide a customer focus. The SIVA Model provides a demand/customer-centric alternative to the well-known 4Ps supply side model (product, price, placement, promotion) of marketing management.

S I V A Product → Solution Promotion Information Price Value Place (Distribution) Access

RTB and rising online marketing culture A new technology known as "real-time bidding" (RTB) as emerged, beginning to transform the online marketplace.

Organizational orientation In this sense, a firm's marketing department is often seen as of prime importance within the functional level of an organization. Information from an organization's marketing department would be used to guide the actions of other departments within the firm. Organizational orientation

Herd behavior Herd behavior in marketing is used to explain the dependencies of customers' mutual behavior. The Economist reported a recent conference in Rome on the subject of the simulation of adaptive human behavior. It shared mechanisms to increase impulse buying and get people "to buy more by playing on the herd instinct."

Further orientations An emerging area of study and practice concerns internal marketing, or how employees are trained and managed to deliver the brand in a way that positively impacts the acquisition and retention of customers, see also employer branding. Diffusion of innovations research explores how and why people adopt new products, services, and ideas. With consumers' eroding attention span and willingness to give time to advertising messages, marketers are turning to forms of permission marketing such as branded content, custom media, and reality marketing.

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