A Marketing Professionals Definition of Marketing

Topics: Marketing, Business-to-business, Business-to-consumer Pages: 8 (3132 words) Published: May 25, 2014
"Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably." The official academic definition from The Chartered Institute of Marketing (CIM).  

This means the ideas, the brand, how you communicate, the design, print process, measuring effectiveness, market research and the psychology of consumer behaviour all count as part of the bigger picture of ‘marketing’. Watch the videos below to find out more about marketing.

Marketing value
An understanding of what customers need and value, is central to marketing. Learning your customers' needs and how you can add value through marketing activities paves the way for a successful business in the long term.  

Watch the video below to find out how other marketing professionals define marketing and what it involves. WORKING IN MARKETING
Working in marketing is about being at the heart of business success Some marketing jobs primarily involve research skills or data analysis, others demand creativity and inter-personal skills, and many require a mix of logical thinking, drive, tenacity and excellent communication skills. What other profession can combine creativity, strategic thinking and being at the heart of the business decision making process? Marketing - a popular choice

Marketing’s popularity as a career choice is down to a number of factors. You don't have to have studied marketing to get into it. Students from various educational backgrounds can get into marketing, like generic business degrees, arts and humanities, creative design, journalism, etc. Marketing is very social and more importantly it offers excellent career prospects!  

Working "in house"
Many large firms have an internal marketing department. In medium to large sized companies, the marketing director may be a board member, influencing corporate decisions and business strategies. In most cases, the marketing director will head up a team of marketing managers, executives and assistants. If it is a very large conglomerate, they may have responsibility for a whole business unit or more commonly, will manage different product lines, brands or services. Working "agency side"

It is increasingly rare for any marketing department to try to undertake all the activities involved “in-house”. Agencies are generally employed to work in close partnership with the marketing department of an organisation. Famous advertising agencies include Saatchi and Saatchi, McCaan Erickson and Ogilvy. These agencies form an often complex network and may specialise in one particular area of marketing such as market research or a particular area of promotion, such as sales promotion, direct marketing, PR or advertising. The size of the company can affect the type of work you may be involved in. One of the benefits of working agency side is the number of different clients and industries you come in to contact with. Large companies provide more opportunity for hands-on learning whereas smaller agencies, may have more resources available for development and training. A brief overview of the marketing industry

Marketing is a diverse profession with opportunities to be involved in all kinds of businesses.   
1) B2B - marketing to other businesses
Business-to-business or B2B marketing involves products or services that are sold to other businesses or organisations. These products are often referred to as industrial goods which could include yarn for use in textile manufacture, installations - such as large-scale equipment, aircraft, production machinery and operating supplies like paper, pens, etc. Many roles require specialist technical or scientific knowledge.  

Marketing services are provided to both the public (for example mortgages, legal advice, and leisure) and to businesses (IT, tax consultancy, audit and accounting, recruitment, training provision).  

2) B2C and FMCG - marketing directly to consumers
Business-to-consumer marketing (B2C) relates to...
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