72 Definition Marketing.docx
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72 Definition Marketing.docx
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72DefinitionMarketing
WhatisMarketing?
Marketingcomesinawidevarietyofflavorsbasedonaudience,mediaplatformandbusinessintoday’sevolvinganddynamicmarketplace.Therefore,it’snosurprisethatmarketersdefinewhattheydodifferently.Inspiredbythe31PRDefinitionsarticle,here’saroundupofseventy-twomarketingdefinitionsbyexperiencedpractitionersacrossdifferentspecialties.
MarketingDefinitions
Tostart,hereareexplanationsfromtheAmericanMarketingAssociation(AMA),marketing’sprofessionalorganization,andDr.PhilipKotler,theauthorofbusinessschoolmarketingclassics.They’refollowedbytheotherdefinitionsinalphabeticalorderbyauthor’slastname.
1.AccordingtotheAmericanMarketingAssociation(AMA)BoardofDirectors,Marketingistheactivity,setofinstitutions,andprocessesforcreating,communicating,delivering,andexchangingofferingsthathavevalueforcustomers,clients,partners,andsocietyatlarge.
2.Dr.PhilipKotlerdefinesmarketingas“thescienceandartofexploring,creating,anddeliveringvaluetosatisfytheneedsofatargetmarketataprofit. Marketingidentifiesunfulfilledneedsanddesires.Itdefines,measuresandquantifiesthesizeoftheidentifiedmarketandtheprofitpotential.Itpinpointswhichsegmentsthecompanyiscapableofservingbestanditdesignsandpromotestheappropriateproductsandservices.”
3.Marketingisthemessagesand/oractionsthatcausemessagesand/oractions. JayBaer–President,Convince&Convert.AuthorwithAmberNaslund ofTheNowRevolution
4.Marketingistraditionallythemeansbywhichanorganizationcommunicatesto,connectswith,andengagesitstargetaudiencetoconveythevalueofandultimatelysellitsproductsandservices. However,sincetheemergenceofdigitalmedia,inparticularsocialmediaandtechnologyinnovations,ithasincreasinglybecomemoreaboutcompaniesbuildingdeeper,moremeaningfulandlastingrelationshipswiththepeoplethattheywanttobuytheirproductsandservices.Theever-increasinglyfragmentedworldofmediacomplicatesmarketers’abilityconnectand,atthesame,timepresentsincredibleopportunitytoforgenewterritory. JulieBarile–VicePresidentofeCommerce,FairwayMarket
5.Marketingincludesresearch,targeting,communications(advertisinganddirectmail)andoftenpublicrelations. Marketingistosalesasplowingistoplantingforafarmer—itpreparesanaudiencetoreceiveadirectsalespitch. MaryEllenBianco–DirectorMarketing&Communications,GetzlerHenrich&AssociatesLLC
6.Marketingisanongoingcommunicationsexchangewithcustomersinawaythateducates,informsandbuildsarelationshipovertime.Theovertimepartisimportantbecauseonlyovertimecantrustbecreated.Withtrust,acommunitybuildsorganicallyaroundproductsandservicesandthosecustomersbecomeasexcitedabouttheproductsasyouare—theybecomeadvocates,loyalevangelists,repeatcustomersandoften,friends.Marketingisareallygreatwaytoidentifywhatgrabspeopleandgetsthemexcitedaboutyourbrandandgiveittothem,involvethemintheprocess,andyeah,thebestpart,buildgreatfriendshipsintheprocess.ReneeBlodgett–ChiefExecutiveOfficer/Founder,MagicSauceMedia
7.ProfessorPhilipKotlerexplainedthatmarketingwas“meetingtheneedsofyourcustomerataprofit.”Formethatdefinitionextendsbeyondjustcommunicatingproductfeatures.Marketersareresponsiblefora360-degreeexperience.Forexample,inthesocialmediaworld,acustomer’sTwitterneedsmaydifferfromherneedsto“playwiththebrand”intermsofasocialgamepromotion.Everycustomertouchpointfromcustomerservicetosalestoaccountingandmorearepartofthe“newmarketing.” TobyBloomberg–BloombergMarketing/DivaMarketing
8.Marketingwhendonewellis(a)thestrategyofthebusiness–itsvalueproposition,gotomarketstrategy,andbrandpositioningandimagetotheworld. Marketingwhennotdonewellis(b)anendlesschecklistofadvertisingandpromotionalto-dosthatcanneverbecompleted. Marketinginthetwenty-firstcenturymustbe(c)largely,butnotentirely,measurableandaccountablearounddrivingbusinessgoals. Marketingwhendonebrilliantlyisdrivenby(a)includesasmall,disciplinedsubsetof(b),andissteepedinacultureof(c).MattBlumberg–ChairmanandChiefExecutiveOfficer,ReturnPath
9.Marketingistheprocessbywhichafirmprofitablytranslatescustomerneedsintorevenue. MarkBurgess–ManagingPartner,BlueFocusMarketing
10.Intuitivebydesign,marketingmatchestherightmessage/causetotherightperson.Findingsomeonewhohasapersonalconnectionwithyourproduct,serviceorcauseinawaythatisunobtrusiveandinviting.Marketingcanbeassimpleasnetworkingataneventorascomplexasamulti-milliondollarglobalcampaignthatintegratesprint,digital,PR,socialmediaandbroadcastdeliveringaspecificmessagewithoneunifiedgoal.Someofthebestmarketingoutcomescomefromthesimplestinitiatives.Keepingitsimpleissometimesthebeststrategy. LisaBuyer–PresidentandChiefExecutiveOfficer,TheBuyerGroup
11.Marketingisbuildingyourbrand,convincingpeoplethatyourbrand(meaningyourproduct/service/company)isthebestandprotectingtherelationshipsyoubuildwithyourcustomers. MarjorieClayman–DirectorofClientDevelopment,ClaymanAdvertising,Inc.
12.Marketingismeetingtheneedsandwantsofaconsumer. AndrewCohen–President, TheATeam(Disclaimer:
I’mnotrelatedtoAndrew.)
13.Inlinewiththefirm’sbusinessgoals,marketingattractsconsumers’scarceresources,attentionanddisposableincome,todriveprofitablerevenues.Marketingistheprocessofgettingaproductorservicefromacompanytoitsendcustomersfromproductdevelopmentthroughtothefinalsaleandpostpurchasesupport.Tothisend,marketingstrategyconsistsofbusinessgoals,targetcustomers,marketingstrategies,marketingtacticsandrelatedmetrics.Asafunction,marketingextendsacrossthecustomer’sentirepurchaseprocessincludingresearch,engagement,purchase,post-purchase(includingsupplementalsupportandreturns)andadvocacy. HeidiCohen–President,RiversideMarketingStrategies
14.Marketingiscreatingirresistibleexperiencesthatconnectwithpeoplepersonallyandcreatethedesiretosharewithothers.SaulColt–HeadofMagic,FreshBooks
15.Marketingishowyoutellyourstorytoattractcustomers,partners,investors,employeesandanyoneelseyourcompanyinteractswith. It’sthescriptthathelpsusersdecideifthey’llwelcomeyouintotheirlivesasastaple,nice-to-haveornecessaryannoyance. It’sthewaythateveryoneinteractswithyourbrand. It’simpression,first,lastandeverythinginbetween. JeffCutler–ExecutiveVicePresidentandGeneralManager,V
16.Marketingisproductsthatdon’tcomebackandconsumersthatdo. SteveDawson–President,WalkersShortbreadInc.
17.Marketingismakingconnectionsbetweencustomerswithyourproducts,brand(s)andbusiness,suchthattheyarelikelytobuyfromyou.OrasRegisMcKennasaid,“Marketingiseverything.” SamDecker–Co-founderandChiefExecutiveOfficer,MassRelevance
18.Marketinghaslittletodowiththeserviceproviderandeverythingtodowiththecustomer.Marketingeducatesandengagesthecustomer,satisfyingtheirneedswhilesimultaneouslypositioningtheserviceproviderasatrustedadvisorandsource.Goodmarketingisatwowaystreet.Greatmarketingunderstandswhatthecustomerwantsandgivesittothem. ShennandoahDiaz–PresidentandMasterofMayhem,BrassKnucklesMedia
19.Marketingisdelightingaconsumer,customerand/orusertoachieveaprofitorotherpre-establishedgoal. SteveDickstein–ChiefExecutiveOfficer, HugoNaturals
20.Marketingisessentiallyinvolvedinoutwardcommunication,inpromoting thecorporategoalsofthecompanyitisserving.Itistheprocessthroughwhichcompaniesacceleratereturnsbyaligningallcommunicationobjectives(advertising,marketing,sales,etc),intoonedepartmenttomoreefficientlyachievetheoverallcorporategoals. AntoineDidienne
21.Marketingisbranding,naming,pricing,andthebridgebetweenpaidandearnedmedia.ItisNOTsales.GiniDietrich–ChiefExecutiveOfficer,ArmentDietrich,Inc.
22.Marketingtodayisfinallycustomer-focused.Socialmediamadethathappen.Marketsareonceagainconversations.Marketingisaboutknowingthemarket,creatingtherightproduct,creatingdesireforthatproductandlettingtherightpeopleknowyouhaveit.Theoldadagethatsays,“Ifyoubuildabettermousetrappeoplewillbeatapathtoyourdoor”doesn’tholdtruewithoutmarketing.Youmightindeedhaveabettermousetrap,butifpeopledon’tknowyouhaveit,andtheydon’tknowwhereyourdooris,therewillbenopathbeatingandnoconversationgoingon. SallyFalkow–APR,PRESSfeed
23.Marketingishelpingpeoplebuyyourproductorservice. JasonFalls– SocialMediaExplorer
24.Marketingisthebusiness’play-maker.Aswithsuccessfulhockeyfranchises,themostvaluableplayerisnotalwaystheplayerwhoscoresthemostgoalsbuttheplayerwhocreatestheplaythatallowsotherstoscore(thinkGretzky,CrosbyorOrr).Agreatmarketingteamassessesthebrand’splayingfield,quicklycapturestheircompetitor’sposition,strengthsandweaknesses,mapsitagainsttheirteam’sposition,strengthsandweaknessesandputsthepuckonthestickofthesalespersonwiththegreatestopportunitytoscore.”SamFiorella–Web/SocialMediaStrategist,TheSocialRoadmap
25.Marketingistheactofdevelopinganengagingrelationshipwitheverysinglehumanbeingthatshowsaninter
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