Outline of marketing
Exchange, the act of giving or taking one thing of value in return for another is central to marketing activities.
Strategic planning requires sophisticated research and analysis to document the firm's current situation as well as to identify opportunities with the potential to be developed.
Strategic research is primarily concerned with the identification of new business opportunities and threats, which derive from the external operating environment.
The technique selected depends on the nature of the situation or problem to be investigated and the analyst's skill and experience.
In the process of understanding the consumer market to be served, marketers may need to consider such issues as: The main steps in the consumer's purchase decision process are: Need or problem recognition → Information search → Evaluation of alternatives → Product/Brand Choice → Post purchase evaluation Consumers purchase decisions are influenced by a range of internal and external factors including: Marketing research refers to research activities designed to understand the marketing environment, including competitors, the socio-cultural environment and the politico-legal operating environment.
Popular geo-demographic segmentation databases include: Popular psychometric tools include: The marketing program, also known as the marketing mix or the 4 ps consists of the product, price, place and promotion.
Innovation and New product development are an important part of a firm's long term growth strategy.
Sources of new product ideas include: Research and development; Consumers or Users; distributors, suppliers or crowdsourcing.
The following methods are prohibited in most nations: 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. Marketing activities are costly and represent an investment in a company or brand's long term future.
