Editing Marketing (section)

{{short description|Study and process of exploring, creating, and delivering value to customers}}
{{pp|small=yes}}
{{distinguish|Marketing (magazine)}}
{{Use dmy dates|date=March 2024}}
{{use American English|date=March 2021}}
{{marketing}}[[File:Steve Jobs and Macintosh computer, January 1984, by Bernard Gotfryd - edited.jpg|thumb|[[Steve Jobs]]'s marketing skills have been credited for reviving [[Apple Inc.]] and turning it into one of the [[List of most valuable brands|most valuable brands]].<ref name="The Real Story">{{cite web |access-date=16 March 2019|url=https://www.forbes.com/sites/onmarketing/2011/12/14/the-real-story-behind-apples-think-different-campaign/ |title=The Real Story Behind Apple's 'Think different' Campaign |work=[[Forbes]]|date=14 December 2011 |last = Siltanen|first = Rob }}</ref><ref>{{Cite news |url=http://boingboing.net/2012/08/09/kottke.html |title=Searching for Magic in India and Silicon Valley: An Interview with Daniel Kottke, Apple Employee #12 |newspaper=Boing Boing |url-status=live |archive-url=https://web.archive.org/web/20140111073600/http://boingboing.net/2012/08/09/kottke.html |archive-date=11 January 2014 |access-date=30 August 2012|date=9 August 2012 }}</ref>]]

'''Marketing''' is the act of satisfying and retaining [[customer]]s.<ref>{{Cite web|title=The Role of Customers in Marketing {{!}} Introduction to Business|url=https://courses.lumenlearning.com/suny-hccc-introbusiness/chapter/the-role-of-customers-in-marketing/|access-date=11 August 2021|website=}}</ref> It is one of the primary components of [[Business administration|business management]] and [[commerce]].<ref>{{Cite book|title=The Practice of Management |last=Drucker |first=Peter |year=1954 |publisher=[[Harper (publisher)|Harper & Row]]|location=New York |pages=32
|author-link=Peter Drucker}}</ref>

Marketing is usually conducted by the seller, typically a retailer or manufacturer. Products can be marketed to other businesses ([[B2B Marketing|B2B]]) or directly to consumers ([[B2C]]).<ref name=":0" /> Sometimes tasks are contracted to dedicated marketing firms, like a [[Media agency|media]], [[market research]], or [[advertising agency]]. Sometimes, a [[trade association]] or government agency (such as the [[Agricultural Marketing Service]]) advertises on behalf of an entire industry or locality, often a specific type of food (e.g. [[Got Milk?]]), food from a specific area, or a city or region as a tourism destination.

Market orientations are philosophies concerning the factors that should go into market planning.<ref name=":5" /> The marketing mix, which outlines the specifics of the product and how it will be sold, including the channels that will be used to advertise the product,<ref name=":6" /><ref name=":3" /> is affected by the environment surrounding the product,<ref name=":4" /> the results of [[marketing research]] and [[market research]],<ref name=":9">{{Cite journal |last=Diaz Ruiz |first=Carlos A. |date=2022 |title=The Insights Industry: Towards a Performativity Turn in Market Research |url=http://journals.sagepub.com/doi/10.1177/14707853211039191 |journal=International Journal of Market Research |language=en |volume=64 |issue=2 |pages=169–186 |doi=10.1177/14707853211039191 |s2cid=238711288 |issn=1470-7853}}</ref><ref name=":7"/> and the characteristics of the product's target market.<ref name=":8" /> Once these factors are determined, marketers must then decide what methods of promoting the product,<ref name=":0" /> including use of coupons and other price inducements.<ref name=MarketingCig.NYT>{{cite news |newspaper=[[The New York Times]]
|url=https://www.nytimes.com/2006/03/10/business/media/for-tobacco-stealth-marketing-is-the-norm.html
|title=For Tobacco, Stealth Marketing Is the Norm
|author=Julie Bosman |date=10 March 2006}}</ref>