Marketing Essentials

Business-to-Business Marketing Learning Outcome: By the end of this lesson, you will be able to distinguish business-to-business marketing from business-to-consumer marketing and explain the main types of B2B customer. What Is Business-to-Business Marketing? Business-to-business, or B2B, marketing covers the exchange of goods and services that organisations purchase for purposes other than their own personal consumption,…

Learning outcome: By the end of this lesson, you will be able to describe the five stages of the buyer decision process and explain how the same process applies to both individual and organisational purchases. What Is the Buyer Decision Process? The buyer decision process is the sequence of stages a buyer moves through before,…

Learning outcome: By the end of this lesson, you will be able to define customer satisfaction, explain why it depends on expectations rather than product quality alone, and describe why different customer segments need different satisfaction targets. What Is Customer Satisfaction? The purpose of marketing centres on creating value and a long-term customer relationship, and…

The decision Making Unit (DMU) is a collection or team of individuals who participate in a buyer decision process. Generally DMU relates to business or organisational buying decisions rather than to those of a family for example.

Learning Outcome: By the end of this lesson, you will be able to explain what diversity in marketing means, describe the evidence for its commercial effects, and identify the main risks a brand takes on when it represents diverse groups badly or inconsistently. What Is Diversity in Marketing? Diversity in marketing refers to the portrayal…

Family life cycle is defined as what type of family the target market consumer is in. DINKS are “double income no kids” and SINKS are “single income no kids”. Marketers love to target the DINKS and SINKS because they have lots of discretionary income and no children to spend it on, so they spend their…

Learning Outcome: By the end of this lesson, you will be able to explain what inclusivity in marketing means in practice, and identify the concrete design, language, and accessibility choices that make marketing communications genuinely inclusive. What Is Inclusivity in Marketing? Inclusivity in marketing is often confused with diversity, but the two are different jobs.…

Branding is a strategy that is used by marketers. Branding as Strategy to differentiate products and companies, and to build economic value for both the consumer and the brand owner. Brand occupies space in the perception of the consumer, and is what results from the totality of what the consumer takes into consideration before making…

The marketing audit is a fundamental part of the marketing planning process. It is conducted not only at the beginning of the process, but also at a series of points during the implementation of the plan. The marketing audit considers both internal and external influences on marketing planning, as well as a review of the…

Learning outcome: By the end of this lesson, you will be able to explain the marketing concept and distinguish it from the production, product and selling orientations a business can take instead. What Is the Marketing Concept? The marketing concept holds that achieving an organisation’s goals depends on knowing the needs and wants of a…

There is no planning without control. If an objective states where you want to be and the plan sets out a road map to your destination, then control tells you if you are on the right route or if you have arrived at your destination.

Learning outcome: By the end of this lesson, you will be able to define the marketing exchange process, identify the conditions needed for an exchange to take place, and explain how it extends into longer-term relationship marketing. What Is the Marketing Exchange Process? At the start of any marketing course it is worth appreciating how…

Place as part of the marketing mix is considered in this FREE lesson from Marketing Teacher.

Marketing plans are vital to marketing success. They help to focus the mind of companies and marketing teams on the process of marketing i.e. what is going to be achieved and how we intend to do it. There are many approaches to marketing plans.

There are many ways to price a product. Let’s have a look at some of them and try to understand the best policy/strategy in various situations.

SMART objectives are simple and quick to learn. The objective is the starting point of the marketing plan. Once environmental analyses (such as SWOT, Five Forces Analysis, and PEST) and marketing audit have been conducted, their results will inform objectives. SMART objectives should seek to answer the question ‘Where do we want to go?’.

Learning Outcome: By the end of this lesson, you will be able to explain what sustainable marketing means, distinguish it from greenwashing, and describe how sustainability claims measurably affect consumer trust and buying behaviour. What Is Sustainability in Marketing? Sustainable marketing is the practice of developing, communicating, and delivering value to customers in a way…

How many times throughout the day do people make product decisions? If you stop to think about it, many product decisions are made every day, some without much thought. What should I wear? What should I eat? What am I going to do today? Many product decisions are answered routinely every day and they help…

There are many definitions of marketing. The better definitions are focused upon customer orientation and satisfaction of customer needs.