Marketing may be very different depending on who you are and how you are looking at it. Customers have a different perception of marketing than business owners. What might be an annoying telemarketer to you may be a very successful sales tool for a travel company.
There is also more to marketing than what you see as a customer or consumer. The retail marketing world is the primary one that most people know and live in.
Start to think about all the business-to-business marketing that is done throughout the world. For example, when a new airplane is sold to WestJet, marketing is taking place that the customer who flies via WestJet never sees. This is wholesale marketing. Another example would be when a road construction company needs to purchase a piece of equipment, such as a new grader. There are many parts to this marketing world as well. You can probably imagine many other areas of business-to-business marketing once you start looking.
There is also more to marketing than what you see as a customer or consumer. The retail marketing world is the primary one that most people know and live in.
Start to think about all the business-to-business marketing that is done throughout the world. For example, when a new airplane is sold to WestJet, marketing is taking place that the customer who flies via WestJet never sees. This is wholesale marketing. Another example would be when a road construction company needs to purchase a piece of equipment, such as a new grader. There are many parts to this marketing world as well. You can probably imagine many other areas of business-to-business marketing once you start looking.
Another area of marketing you may or may not have noticed is when manufacturers market their products. As consumers, you generally see an advertisement for a product or products and are then able to purchase a product directly from the business that created the ad. Sometimes, however, manufacturers (those creating the product) will market the product themselves. They are trying to increase demand for their product, or even build up their brand. They usually have their product available at many different retail outlets. Coca-Cola and Pepsi advertisements are good examples of this. They want to sell more of their product even though they do not sell it directly to the consumer. The consumer has to find a place to buy their products.
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Wholesaling includes the marketing activities involved in selling goods and services to stores. These stores then resell the goods and services directly to the public. Wholesalers support the retail business and provide a multitude of services, such as
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- Shopping products are typically mid- to high-priced items that the consumer will usually comparison shop for prior to purchasing. Some examples of shopping products are clothing, televisions, and so on.
There are three main types of business-to-business retailers—merchants, brokers, and agents. Merchant wholesalers take ownership of the product. They are generally large companies that have warehouses and are able to purchase large orders to resell to a number of retailers. Brokers are wholesalers that negotiate deals between manufacturers and retailers. Agents represent either the manufacturer or the retailer in the ordering process.
- The final face of marketing is around new product development. When companies develop brand new products, they must introduce them to the world—to their new potential customers. This is a special type of marketing information such as product awareness, product acceptance, and product feature attractiveness, which must be measured. The marketing is not only to increase sales, but also to learn how to create or change the product so it provides customer satisfaction.
Product quality is a major determining factor in the buying decisions of many consumers. Product quality raises the ability of the product to fulfill the need and/or want of the consumer. It can include things such as reliability, durability, ease of operation, and other attributes.
Packaging of products refers to all the activities of designing and producing the container or other wrapping for the product. It can include both primary packaging (for example, the tube that holds the toothpaste) and secondary packaging (the box the toothpaste comes in). There can also be shipping packaging.
Packaging of products refers to all the activities of designing and producing the container or other wrapping for the product. It can include both primary packaging (for example, the tube that holds the toothpaste) and secondary packaging (the box the toothpaste comes in). There can also be shipping packaging.
An online article containing an extensive list and description of the many types of marketing can be found by going to Design and Promote: The Many Types of Marketing.
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Assignment: Forms of Marketing
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