Author Topic: What is marketing?  (Read 2102 times)

sally crocker

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What is marketing?
« on: February 05, 2015, 10:44:44 pm »
Simply put, marketing is the way a company or an organization producing goods or services communicates with the public, especially consumers. All companies and organizations market in some way, because if they do not, we wouldn't know they exist! Marketing is a broad category for this type of communication, and under the umbrella of "Marketing," some subcategories fall. The key subcategories of marketing are public relations, sales, and advertising. It is important to understand that each of these subcategories helps with marketing as a whole, and each subcategory has unique characteristics that impact the way the company or organization communicates with the audience.

Public relations is a one-sided and indirect form of communication. The company or organization provides information that it feels is important and valuable to the community and consumers and to various media outlets, such as magazines, newspapers, and television stations, in an attempt to have the media run a story or share that information. Companies and organizations do not pay the media outlets to run the stories, and they have no control over whether or not a story will run; all they can do is be persuasive and provide information.

Sales is a two-sided form of communication as the salesperson and the consumer interact directly. This allows for the salesperson to market directly to the consumer, share important information, answer questions, negotiate, and be persuasive while speaking with the consumer. While sales can be a very effective marketing tool, it has a very short reach, which means it can only inform and communicate with a small number of consumers due to the one-on-one delivery format.

Advertising is similar to public relations in that it allows a company or an organization to reach out and communicate with a large number of people at once. Advertising also includes the media, but unlike public relations, advertising is paid for by the company or organization. Companies can choose where their ads will run, who will see the ads, how often the ads will run, and exactly what the ads will look like. This differs from the uncertainty of public relations as the company or organization has 100% control over the message and advertising has a cost.