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Essay on Digital Marketing | Short and Long Essays on Digital Marketing for Students and Children in English

February 14, 2024 by Prasanna

Essay on Digital Marketing: Digital marketing is when any product is promoted through a minimum of one form of electronic media. This form of marketing is vastly different from traditional marketing. Digital marketing consists of various methods and channels that allow any organization or company to have and study this form of marketing to find out what works for them and what does not.

The core of this sort of marketing is the internet. The internet, as it is, is a potent tool to help us achieve a lot. It helps in marketing as well as it assists sellers in promoting their products across the across. Advertisements on various forms of social media and other sites, emails, and YouTube can be used by organizations to sell their products.

You can also find more  Essay Writing  articles on events, persons, sports, technology and many more.

Digital marketing makes selling and buying products extremely simple. It is good progress that the world has seen over the last few years.

Very Short Essay on Digital Marketing 150 Words in English

Digital marketing is, as the word suggests, the use of digital media to market products. There are multiple websites like Amazon, Myntra, Flipkart, etc., where people can buy products. This applies to products such as clothes, technical tools, groceries, medicines, food, and so much more. So much so that one doesn’t have to leave the house if one doesn’t want to.

The challenge is for the right information of the right products to reach the right customer. This is where digital marketing comes in. Through data mining, it is easy for marketers to target the right audience with the right advertisement of products that they might need. This is what makes digital marketing successful more than anything. Finding and targeting the right audience can increase sales drastically. Some tools can be used to analyze and suggest better options for marketing as well. This helps sellers market their products.

Short Essay on Digital Marketing 200 Words in English

Digital Marketing can be seen as a new philosophy and business practice emerging with improvements in technology. Goods, services, and even ideas and information can be marketed using the internet today. Traditional marketing still exists, but it may slowly begin to dissolve for a majority of the market in the coming decades. Digital marketing makes shopping easier for the consumer. If a seller knows what his target audience wants, it makes marketing so much more easier.

This is exactly how digital marketing helps. It gives you to analyze what worked where, for who, and how much. So that, the next time, they can target a more specific audience.

Digital marketing often works in the form of advertisements or any other form of promotion. Promotions of products these days are not just limited to ads. Many celebrities or influencers that promote products play a significant role in helping the sellers market their products. There are also gurus of sorts that review products as well. This can be about goods, services, and even brands themselves.

Marketing also helps in building a brand and its reputation. If used right, digital marketing can provide a significant boost in selling anything.

Long Essay on Digital Marketing 250 Words in English

Introduction to Essay on Digital Marketing: Digital marketing can majorly benefit the promotion of any business. Be it service provision, application development, or anything practically that can be sold. Compared to traditional marketing, digital marketing provides more benefits. Some of these are as follows.

Affordability: If a company or an organization wants to invest money in marketing and advertising a product or service, they will not invest in newspapers, televisions, and such, as much as they would in online advertising. For one, the latter is a lot cheaper than the former and vastly cost-effective.

At lower prices, a wider audience can be captured. And not just any audience, a very targeted audience that increases the sales.

Better ROI (Return On Investment): Digital marketing has the ability as well as the potential to provide returns on investments. As mentioned in the point above, this form of marketing is cost-effective and enables you to reach a larger, more targeted audience. The return on investment from this type of marketing is considerably larger than in traditional advertising.

Tracking and Measuring Gains: Due to analytical tools and very clear data that is available, it is easy to determine what caused success and what did not. This is almost immediate and helps companies rethink and change campaigns and strategies that do not work almost immediately.

Conclusion on Digital Marketing Essay

Digital marketing is a major boon to the business industry. It also gives small businesses a good chance at promoting their business. It works for everyone and is also not very expensive to use to help in the promotion of goods or services.

Very Long Essay on Digital Marketing 400 Words in English

Introduction on Digital Marketing Essay: Digital marketing is a very good tool that organizations and companies can use to promote their goods and services. There are about nine different types of digital marketing. They are as follows:

SEO (Search Engine Optimization)

Search Engine Optimization helps with the expansion of online visibility in results that come up in search engines. What happens is that if your business ranks high on the search engine results page (SERP), the amount of traffic that your website gets is increased. With the use of SEOs, passive visits to your page can become active and receive more traction.

Search Engine Marketing

Search Engine Marketing is a technique where a business or a company can buy a particular advertising space. This can be seen on search platforms like Bing Ads, Facebook Paid Promotions, or even Google or Instagram. One example is Pay Per Click advertising. It is, as the name suggests that the marketer pays the search engine for every click that a user makes.

Social Media Marketing

Social media now plays a very crucial role in the promotion of the goods and services of any company. It gives the marketer a way to engage with potential consumers in a targeted manner. It connects with a much more comprehensive range of people in a more intimate way. It is easy to gain feedback or engagement from social media. Social media is also used to place orders, which makes it so much simpler for the user to find the page, see if it is trustworthy, based on interactions by other customers, and also place orders with no hassle.

These companies don’t just post content that relates to their product. Making statements on current situations or having posts only for the sake of engagement and witty commentary can all help have a large customer base. This enables visibility and also promotion of the product itself.

Content Marketing

To amplify visibility, reputation, and to advertise itself, a lot of attention and effort has to be put into the content. The content has to be precise, good quality, transparent, and sharp so that it stands out and boosts SEOs.

These various forms of digital marketing are all available at the click of a finger at a much cheaper price than traditional advertising. It is not difficult to see why so many businesses prefer this form of marketing for promotion. It is cost-effective in multiple ways and can even help small businesses.

Very Long Essay on Digital Marketing 800 Words in English

Introduction to Digital Marketing Essay: In today’s technologically advanced world, digital marketing is the new way to promote and sell products. Compared to traditional marketing, it is cost-effective, easily managed, and simple to analyze and learn. Campaigns can almost immediately be changed to do better and sell more. But due to data mining, it has also become dangerous and more than a tool. It is almost as if the customer can become the product due to information sold. Let’s explore both sides of that in this essay.

Importance of Digital Marketing

As already mentioned, today we live in a technologically advanced world where anything is possible through the internet. Digital marketing functions and is possible only because of the internet and nothing else. It is the core of what digital marketing is.

In a society where we struggle with scarcity and rising prices, digital marketing is the way to turn that around. The internet is easily accessible by everyone in any part of the globe. It is no longer only for a specific class of society. It is easier to connect with people and without even having to meet them. Digital marketing is an advantage for businesses in this era.

It is incredibly convenient for people to buy anything required from the internet without taking a foot outside of their homes. It saves time and shows a person the various reviews people have left. A person can easily compare prices on multiple websites and pick what is best suited to their needs. It is beneficial to those who are disabled and can help them get their work done and live a life of independence.

It also helps businesses themselves, big or small. The traders can advertise for less money, or even for free if one knows how to do it well. Products can often go viral without any money being invested in marketing. It helps small businesses majorly and helps them get traction.

Types of Digital Marketing

• Search Engine Optimization or SEO: This medium helps place your website right at the top of the results that search engines bring. This increases the number of visitors and therefore helps in marketing. This works when certain SEO words are used in the content that is put up on the website.
• Social Media Marketing: This is one of the most effective forms of marketing and also helps engage with people and form a relationship of trust with them. It is incredibly effective and cost-effective. It helps a business read a wider but targeted audience as compared to traditional forms of advertising. One meme or one viral video can make the products of any business famous. One example is the Bernie Sanders meme of him sitting on a chair with mittens. The person who made those mittens got thousands of orders, and her business took off.
• Email Marketing:  Email marketing is advertising done through emails. It brings advertisements right to the person’s inbox unobtrusively. This mainly happens when people log in to shopping websites and such with their emails.
• YouTube Channel:  This is also a form of marketing that comes under social media but has another side to it. Often people make videos reviewing products and services to a large fanbase. If the reviews are good, many people flood in to buy the product or service.

The Problem With Digital Marketing

One main problem with digital marketing is data mining. No rules or laws have been put in place to curb the buying of users’ data. It is used to such an extent that it has been said that the user has become a product.

It is spoken as a conspiracy theory that we are being spied upon. But that is not far from the truth. Former employees of Google, Twitter, Instagram, Facebook, etc., have spoken of how much data is stored by websites of users that use social media sites. This information is sold to marketers so they can target specific audiences with their products. These sites are designed to keep the person coming back and engaging with the sites. Almost like an addiction. Proof of this is how much the rates of online shopping increased during the lockdown. This means that social media is unsafe and has become more than a tool.

Conclusion on Digital Marketing Essay

Digital marketing majorly helps all businesses, big and small, take off. It is vital in this day and age and even helps with the employment problem. This form of marketing is how one can take advantage of technology and further their business. But it is also crucial for users to be careful of what information is put out on the internet to stay safe. There must be a balance of both, and companies should be taxed on the amount of data they have.

Promoting trading ideas of Bank Nifty Pivot Point Calculator is also a digital marketing purpose.

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103 Digital Marketing Essay Topic Ideas & Examples

Inside This Article

Digital marketing is a constantly evolving field that requires creativity, strategic thinking, and a deep understanding of consumer behavior. With the rise of social media, online advertising, and search engine optimization, businesses are constantly looking for ways to stand out in the digital landscape.

If you're a student or professional looking for inspiration for your next digital marketing essay, look no further. Here are 103 digital marketing essay topic ideas and examples to help you get started:

• The impact of social media influencers on consumer behavior
• The role of storytelling in digital marketing campaigns
• The rise of video marketing in the digital age
• The importance of personalization in email marketing
• The future of artificial intelligence in digital marketing
• The effectiveness of influencer marketing compared to traditional advertising
• The impact of user-generated content on brand perception
• The role of data analytics in digital marketing strategies
• The benefits of content marketing for small businesses
• The ethics of targeted advertising on social media platforms
• The effectiveness of mobile marketing in reaching younger audiences
• The role of virtual reality in immersive marketing experiences
• The impact of voice search on SEO strategies
• The importance of social listening in digital marketing campaigns
• The benefits of using chatbots for customer service in digital marketing
• The role of gamification in engaging consumers in digital marketing campaigns
• The impact of influencer marketing on brand loyalty
• The effectiveness of email marketing in driving conversions
• The role of social media advertising in reaching new audiences
• The benefits of using data-driven insights to optimize digital marketing campaigns
• The impact of video content on social media engagement
• The effectiveness of using memes in digital marketing campaigns
• The role of virtual events in digital marketing strategies
• The benefits of using interactive content in email marketing campaigns
• The ethics of data collection in digital marketing campaigns
• The impact of social media algorithms on organic reach
• The role of artificial intelligence in personalized marketing experiences
• The effectiveness of using user-generated content in social media campaigns
• The benefits of using influencers for brand collaborations
• The impact of visual storytelling in digital marketing campaigns
• The role of customer reviews in building trust with consumers
• The effectiveness of using social proof in digital marketing strategies
• The benefits of using micro-influencers for niche marketing campaigns
• The impact of social media contests on brand awareness
• The role of brand partnerships in reaching new audiences
• The effectiveness of using retargeting ads in digital marketing campaigns
• The benefits of using interactive quizzes in email marketing
• The impact of personalized recommendations on e-commerce sales
• The role of user-generated content in building community around a brand
• The effectiveness of using augmented reality in digital marketing campaigns
• The benefits of using social media listening tools to track brand sentiment
• The impact of social media influencers on brand perception
• The role of storytelling in building emotional connections with consumers
• The effectiveness of using social media polls to engage audiences
• The benefits of using user-generated content in social media campaigns
• The impact of influencer marketing on brand authenticity
• The role of customer journey mapping in optimizing digital marketing strategies
• The effectiveness of using chatbots for customer service in e-commerce
• The benefits of using social media ads to drive traffic to a website
• The impact of using personalized landing pages in email marketing campaigns
• The role of social media influencers in promoting sustainability initiatives
• The effectiveness of using social media analytics to track campaign performance
• The benefits of using video testimonials in digital marketing campaigns
• The role of data visualization in presenting marketing insights
• The effectiveness of using social media contests to engage audiences
• The benefits of using storytelling to humanize a brand
• The impact of using emojis in social media marketing campaigns
• The role of influencer marketing in promoting diversity and inclusion
• The effectiveness of using social listening tools to track brand sentiment
• The benefits of using user-generated content to build brand advocacy
• The impact of social media influencers on consumer trust
• The role of customer reviews in building credibility for a brand
• The effectiveness of using personalized email campaigns to drive conversions
• The benefits of using interactive content to educate consumers about a product
• The impact of social media influencers on brand loyalty
• The role of data analytics in optimizing digital marketing campaigns
• The effectiveness of using social proof in e-commerce sales
• The benefits of using chatbots for lead generation
• The role of influencer marketing in promoting social causes

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118 Digital Marketing Essay Topics

🏆 best essay topics on digital marketing, ✍️ digital marketing essay topics for college, 🎓 most interesting digital marketing research titles, 📌 easy digital marketing essay topics, ❓ digital marketing research questions.

• Digital Marketing and Social Media
• McDonald’s Digital Marketing Campaign Analysis
• The Optifast Firm’s Digital Marketing Plan
• Body Shop: Marketing and Markets in a Digital World
• Shake Shack’s Digital Marketing Strategy and Plan
• Netflix: Digital Marketing Strategy
• Digital Marketing in International Business
• Digital Marketing in the Fashion Industry This essay presents how the fashion industry uses digital marketing technologies to attract new customers and increase customer engagement.
• Differences Between Traditional and Digital Marketing The current report highlights the differences between traditional marketing and digital marketing. The main purpose of this report is to identify the reasons for selecting these methods by companies.
• Digital Marketing in Tourism and Hospitality The purpose of the research is to assess the effectiveness of the implementation of digital marketing in the tourism and hospitality industry on customer satisfaction.
• Digital Marketing Strategies in Hotel Chains The underlying assumption for hotel operations is that travellers and hotel guests will exercise an independent opinion every time they use the services of a particular hotel.
• Sears Company’s Digital Marketing Strategies Sears has partnered with 13 websites to develop virtual worlds, custom animations and social networking applications that will build their online portal, “Arrive Lounge”.
• Zipcar: A Comprehensive Digital Marketing Strategy Zipcar adopted a comprehensive digital marketing strategy that is designed to meet the interests of the product’s target audience.
• De Beers Company’s Digital Marketing Communication The essay analyzes De Beers, its strategies in digital marketing communication and proposes a new digital campaign using e-mail marketing, content advertising, etc.
• The Toyota Firm’s Digital Strategy and Marketing Digital strategy is establishing an effective flow of information for the target audience, which will promote Toyota’s products and services.
• Digital Marketing, Its Forms, Pros and Cons Digital marketing refers to a marketing strategy that involves the promotion of the products or services online.
• Amazon.com, Inc.: Digital Marketing Strategy Amazon.com, Inc.’s upcoming digital marketing strategy will walk the customers on an ethical business path, taking key customer service management opportunities.
• Digital Marketing: Search Engines Digital marketing, also known as e-marketing, involves the use of online platforms to advertise products and services to prospective buyers surfing the Internet.
• Asian Hotel Industry and Digital Marketing Strategy This paper determines whether the hotel industry in Asia has a well-established framework of performance metrics to evaluate their digital marketing strategies.
• Gucci: A Portfolio of Digital Marketing Instruments The RACE goals, which stand for reach, act, convert, and engage, are actively employed by the Gucci brand to attract more young clients.
• Advantages of SEO as a Strategy in Digital Marketing Among the many strategies for digital marketing, search engine optimization (SEO) appears to be consistently superior to others.
• Digital Marketing Activities to Sell High-Involvement Products The consumer decision-making process can be broken down into five stages. For organizations selling high-engagement products, these processes are more pronounced.
• Right Digital Marketing Channels for Business Any business needs to find ways to be easily available to customers and clients. This goal is accomplished by adopting a marketing strategy.
• Digital Marketing Plan for Taylor St. Baristas Company This paper develops two digital marketing objectives for Taylor St Baristas, focusing on improving customer acquisition through social media marketing Facebook.
• The Shake Shack Firm’s Digital Marketing Audit This report contains a digital marketing audit of Shake Shack, an American regional chain of fast-food restaurants.
• “Action” and “Control” in Digital Marketing Planning This essay will critically discuss the nuances of tactics under the “Action” section and approaches to performance monitoring under the “Control” section.
• Tesla Company’s Future Digital Marketing Campaign This assessment summarizes the marketing campaign for Tesla, an American car vehicle company that can be launched in the future.
• Aspects of Digital Marketing The latest digital campaign is the one of the pizza giant Domino. The company paired a game-like reward system with innovative technology.
• Digital Marketing in Fashion Industry The projections show that about 10,000 similar outlets are set to close their operations this year because of similar reasons.
• Direct Interactive and Digital Marketing Digital marketing is an advertising strategy where brands are marketed using digital Medias such as the internet, televisions and phones.
• Gaia Foundation Digital Marketing and Communication Plan Through marketing, this report intends to raise awareness of the Gaia card outside of the United Kingdom. Gaia wants to expand its business operations beyond the United Kingdom.
• Lou’s Shoes Digital Marketing Analysis Nowadays, the digital era brings an opportunity for small businesses to pose themselves on the market as independent retailers, and Lou’s Shoes cannot miss it.
• Digital Marketing vs. Digital Media Digital marketing is the component of marketing that uses digital media to build a relationship with customers. To succeed, digital marketing needs to implement strategies.
• Five Stages of the Profitable Digital Marketing Any progressive brand that needs to excel in the current business environment should embrace digital marketing investment strategies as a feature of its general procedure.
• Aspects of Digital Marketing Mistakes Digital marketing is subject to a few mistakes that include spamming, focusing on traffic, a failure to use social trends, and overusing mobile marketing techniques.
• Changes in Marketing, Digital Marketing Marketing has altered in recent years, as technological progress allows for more comprehensive ways of delivering information and motivating people to purchase goods and services.
• Global Digital Marketing Trends for 2020 The use of AI is the leading trend in global marketing. It can use data from social media platforms and blog posts to help companies understand how customers find products and services.
• Digital Marketing and Advertising Landscape In modern days, digital marketing is a widespread and all-encompassing area of advertising. Most companies use digital space at least in some capacity.
• Digital Marketing Excellence: Planning, Optimizing, and Integrating Online Marketing
• New Paradigm of Digital Marketing in Emerging Markets: From Social Media to Social Customer Relationship Management
• How Media Is Bought: The Digital Marketing Ecosystem
• Digital Marketing, Online Trust, and Online Purchase Intention of E-Commerce Customers
• Digital Marketing in Non-Profit Organizations: Essential Techniques for the New Era
• Mobile Social Media: The New Hybrid Element of Digital Marketing Communications
• Digital Marketing Actions to Achieve a Better Attraction and Loyalty of Users
• Using Data Sciences in Digital Marketing: Framework, Methods, and Performance Metrics
• Effect of Digital Marketing on the Business Performance of MSMEs During the COVID-19 Pandemic
• Personalized Digital Marketing Perspectives & Practices in the Tourism Industry
• Digital Marketing Tools in the Value Chain of an Innovative Product
• Power of Digital Marketing in Building Brands: A Review of Social Media Advertisement
• Quality Service & Digital Marketing: SMEs Sales Performance in the Digital Era
• Digital Marketing Strategies to Increase Online Business Sales Through Social Media
• Opportunities & Challenges of Content Marketing as a Way of Digital Marketing Communications
• Artificial Intelligence: The Cutting-Edge Technology to Revolutionize the Digital Marketing
• Digital and Social Media Marketing Usage in the B2B Industrial Environment
• How Digital Marketing Adds Value to Customer Experience
• The Progressive Role of Machine Learning in Enhancing the Effectiveness of Digital Marketing
• Digital Marketing Strategies Implementation Through Social Media Marketing, Supply Chain Management, and Online Sales
• Millennial & Generation Z Digital Marketing Communication and Advertising Effectiveness
• Disruptive Innovations in Digital Marketing: Blockchain in Revolutionizing the Advertising Industry
• Interactive Digital Marketing in Improving Customer Satisfaction
• Digital Marketing for Private Practice: How to Attract New Patients
• Video Marketing as a New Tool of Advertising in Digital Marketing
• Measuring Effectiveness of Campaigns Using Digital Marketing & Its Impact on Youth
• Impact of Digital Marketing on Online Purchase Intention: Mediation Effect of Customer Relationship Management
• The Importance of Cybersecurity in Digital Marketing
• Optimization of Digital Marketing Strategy With Implementation of the SOSTAC Method
• Digital Marketing Research: Assessing the Characteristics of Effective Social Media Marketing Messages
• The Gold Rush of Digital Marketing: Prospects of Building Brand Awareness Overseas
• Digital and Interactive Marketing Communications in Sports
• Impact of Digital Marketing and E-Commerce on the Real Estate Industry
• Targeting Young Voters: Digital Marketing in Political Campaigns & Elections
• Optimizing Digital and Social Media Marketing Strategy: From Push to Pull To Performance
• Digital Marketing Adoption and Success for SMEs: DIY and Technology Acceptance Models
• The History and Evolution of Digital Marketing Over the Years
• Digital Marketing Automation Tools: Save Time & Get More Done
• Digital Marketing in Creating an Information System Conducive to Social Development
• Systematic Approach for Digital Marketing Strategy Through Data Mining Technology
• Digital Marketing Strategies That Millennials Find Appealing, Motivating, or Just Annoying
• The Effects of Digital Marketing of Unhealthy Commodities on Young People
• Ethics in Digital Marketing: Does Brand Morality Matter?
• Digital Marketing in the Hospitality Industry: Social Media Competitive Analysis and Text Mining
• Overcoming Data Privacy Challenges in Digital Marketing
• Issues and Challenges With Fake Reviews in Digital Marketing
• Using Social Media and Digital Marketing Tools to Develop Brand Equity
• Digital Marketing Audit: What It Is and How It Is Done
• Impact of Digital Marketing as a Tool of Marketing Communication: A Behavioral Perspective on Consumers
• How to Improve Customer Loyalty With Digital Marketing
• What Is Digital Marketing in Real Estate?
• What Knowledge Is Required for Digital Marketing?
• What Does a Digital Marketing Company Do?
• Why Has Digital Marketing Grown to Be This Huge Compared to Offline Marketing?
• What Are Some of the Popular Digital Marketing Tools?
• What Are the Types of Digital Marketing in the Industry?
• How Do Digital Marketing Agencies Work?
• What Are the Disadvantages of Digital Marketing?
• What Are the Digital Marketing Trends for This Year?
• How Can You Measure the Success of an Organization in Digital Marketing?
• What Are Digital Marketing Strategies?
• What Is Trafficking in Digital Marketing?
• How Much Does Digital Marketing Cost?
• What Does Organic Mean in Digital Marketing?
• What Are the Components of a Digital Marketing Strategy?
• What Is Lead Generation in Digital Marketing?
• How Does Freelance Digital Marketing Work?
• How Can Businesses Capture a Social Presence in Digital Marketing?
• How Is Digital Marketing Adding Value to Business?
• What’s the Difference Between Digital Marketing and Social Media Marketing?
• Is Email Marketing Digital Marketing?
• How Does Digital Marketing Influence Consumers?
• What Is a Certified Digital Marketing Professional?
• What Is the Difference Between Affiliate Marketing and Digital Marketing?
• Are Digital Marketing Strategies Ethical?
• What Is the Scope of Machine Learning in Digital Marketing?
• How Can a Website Improve Quality Score in Digital Marketing?
• What Is the Target Audience in Digital Marketing?
• How Is Digital Marketing Changing Global Marketing?
• What Services Do Digital Marketing Agencies Offer?

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Home — Essay Samples — Sociology — Digital Communication — The Tool of Modernity: Digital Marketing

The Tool of Modernity: Digital Marketing

• Categories: Digital Communication Social Media Marketing

About this sample

Words: 3556 |

18 min read

Published: Oct 11, 2018

Words: 3556 | Pages: 8 | 18 min read

• Online behavioral advertising is the practice of collecting information about a user's online activity over time, "on a particular device and across different, unrelated websites, in order to deliver advertisements tailored to that user's interests and preferences
• Collaborative Environment: A collaborative environment can be set up between the organization, the technology service provider, and the digital agencies to optimize effort, resource sharing, reusability, and communications. Additionally, organizations are inviting their customers to help them better understand how to service them. This source of data is called User Generated Content. Much of this is acquired via company websites where the organization invites people to share ideas that are then evaluated by other users of the site. The most popular ideas are evaluated and implemented in some form. Using this method of acquiring data and developing new products can foster the organization's relationship with their customer as well as spawn ideas that would otherwise be overlooked. UGC is low-cost advertising as it is directly from the consumers and can save advertising costs for the organization.
• Data-driven advertising: Users generate a lot of data in every step they take on the path of customer journey and Brands can now use that data to activate their known audience with data-driven programmatic media buying. Without exposing customers' privacy, users' Data can be collected from digital channels (e.g.: when customer visits a website, reads an e-mail, or launches and interact with brand's mobile app), brands can also collect data from real-world customer interactions, such as brick and mortar stores visits and from CRM and Sales engines datasets. Also known as People-based marketing or addressable media, Data-driven advertising is empowering brands to find their loyal customers in their audience and deliver in real time a much more personal communication, highly relevant to each customers' moment and actions. An important consideration today while deciding on a strategy is that the digital tools have democratized the promotional landscape.
• Remarketing: Remarketing plays a major role in digital marketing. This tactic allows marketers to publish targeted ads in front of an interest category or a defined audience, generally called searchers in web speaks, they have either searched for particular products or services or visited a website for some purpose.
• Game advertising: Game ads are advertisements that exist within a computer or video games. One of the most common examples of in-game advertising is billboards appearing in sports games. In-game ads also might appear as brand-name products like guns, cars, or clothing that exist as gaming status symbols. The new digital era has enabled brands to selectively target their customers that may potentially be interested in their brand or based on previous browsing interests. Businesses can now use social media to select the age range, location, gender and interests of whom they would like their targeted post to be seen by. Furthermore, based on a customer's recent search history they can be ‘followed’ on the internet so they see advertisements from similar brands, products, and services, This allows businesses to target the specific customers that they know and feel will most benefit from their product or service, something that had limited capabilities up until the digital era.
• Social Networking
• Game advertising - In-Game advertising is defined as "inclusion of products or brands within a digital game." The game allows brands or products to place ads within their game, either in a subtle manner or in the form of an advertisement banner.

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100+ Marketing Essay Topics

Crafting an outstanding marketing essay is a journey that often begins with selecting a compelling topic. At WriteOnDeadline, we understand the importance of this initial step. That’s why we’ve dedicated this post to sharing inspiring marketing essay topics that will not only ignite your passion but also appeal to your professors.

Table of Contents

What is a Marketing Essay?

A marketing essay is a unique academic document that delves into various facets of marketing analysis, strategies, concepts, and applications. It requires students to explore, critically analyze, and present arguments on marketing theories, market strategies, consumer behavior, product promotion, or other related themes. These essays not only test your knowledge of marketing principles but also your ability to research, analyze trends, and convey complex ideas succinctly.

Choosing the Right Marketing Essay Topic: A Mini Guide

Selecting a topic for your marketing essay should be a strategic process. Here’s a quick guide on how to do it:

Start by understanding the requirements for your assignment, as these will narrow down your scope. Then, brainstorm areas of interest within marketing, considering current trends, controversial issues, or gaps in research that intrigue you. Always opt for a topic that resonates with your passions but also challenges you—this balance will make your writing process enjoyable and academically rewarding. Validate your chosen topic by researching initial literature, ensuring there’s enough information available. Finally, seek feedback from peers or instructors before finalizing your topic, ensuring it’s compelling and feasible.

Exciting Marketing Essay Topics to Consider

Choosing a topic can be daunting, so we’ve compiled a diverse list of 30 engaging areas you could explore in your marketing essay.

Understanding Consumer Behavior

• The psychological triggers behind impulsive buying
• How cultural differences influence purchasing decisions
• The impact of social media on consumer behavior

Digital Marketing Strategies

• The effectiveness of influencer marketing
• SEO tactics that dominate current digital marketing
• Evaluating the success of email marketing

Branding and Brand Management

• The journey of building a resilient brand image
• Celebrity endorsements and their impact on brand perception
• Crisis management: Reviving a tarnished brand

Ethical Considerations in Marketing

• Exploring the effects of deceptive advertising
• Ethical marketing: Is honesty more profitable?
• The societal impact of marketing unhealthy food to children

Innovation in Marketing

• How virtual reality is reshaping marketing experiences
• The role of artificial intelligence in personalized marketing
• Sustainable marketing: Shifting towards eco-friendly practices

Global Marketing

• Overcoming cultural barriers in international marketing
• Strategies for Successful Global Brand Expansion
• Localizing products in foreign markets: Best practices

Content Marketing

• The power of storytelling in content marketing
• Strategies for Effective Content Marketing
• Measuring the impact of content marketing

Challenges in Marketing

• Combating digital ad fraud: Strategies and practices
• Navigating marketing strategies during political unrest
• The future of marketing in post-pandemic retail

Foundations of Marketing

• Evolution and transformation of marketing through the ages
• The core principles of marketing and why they matter
• A comparative analysis of the marketing mix: 4Ps vs. 7Ps

Consumer Behavior Insights

• Analyzing the role of emotions in buying decisions
• Generational marketing: How baby boomers and millennials differ in their purchase behaviors
• The increasing role of social proof in the digital age

Trends in Digital Marketing

• The rise and implications of voice search marketing
• Augmented reality: The next big thing in online marketing?
• Chatbots and their effectiveness in customer engagement

Branding Dynamics

• The science behind memorable logos and brand colors
• Merging brands: Challenges and rewards of brand consolidation after M&As
• The anatomy of a successful brand launch

Social Media Marketing

• TikTok and its revolutionary impact on digital marketing strategies
• The ongoing battle for organic reach on Facebook
• Strategies to optimize user engagement on Instagram

Ethics and Morality in Marketing

• The thin line between persuasion and manipulation in advertising
• Greenwashing: Deceptive eco-friendly marketing and its consequences
• Marketing to vulnerable populations: Ethical implications and safeguards

Marketing in the Age of Technology

• Internet of Things (IoT) and its implications for marketers
• Predictive analytics: Harnessing big data for targeted marketing campaigns
• Blockchain technology and its potential uses in marketing

Relationship Marketing

• Building brand loyalty in the era of instant gratification
• Customer relationship management (CRM) tools and their efficacy in retaining consumers
• The art and science of customer journey mapping

Integrated Marketing Communications

• The role of public relations in holistic marketing strategies
• Offline and online marketing synergy: Best practices
• Crafting compelling brand narratives through transmedia storytelling

Niche and Guerrilla Marketing

• The rise of pet influencers: Analyzing niche marketing strategies
• Effective guerrilla marketing campaigns of the last decade: A case study approach
• The balance between risk and reward in ambush marketing

Future of Marketing

• Preparing for the metaverse: Next-generation digital marketing strategies
• The role of biometrics in personalized marketing campaigns
• Adapting to the post-cookie era: New strategies for online ad targeting

Retail and E-commerce Marketing

• The resurgence of pop-up shops in the e-commerce era
• Omnichannel marketing: Bridging the gap between offline and online retail
• Consumer psychology behind free shipping and its impact on online sales

B2B Marketing

• The unique challenges and rewards of B2B influencer marketing
• Crafting compelling case studies as a B2B marketing tool
• Account-based marketing (ABM): Tailored strategies for high-value clients

Marketing and Psychology

• The power of color in influencing consumer choices
• Understanding the anchoring effect in pricing strategies
• Decoding the paradox of choice: Does more variety deter buyers?

Emerging Markets

• Strategies for introducing a product in a newly developing market
• Navigating marketing challenges in BRICS countries
• The role of cultural sensitivity in marketing to emerging economies

Marketing in Healthcare

• Ethical considerations in direct-to-consumer pharmaceutical advertising
• Marketing strategies for telemedicine in a post-pandemic world
• The role of content marketing in healthcare: Educating and promoting

Non-Profit Marketing

• Challenges and strategies for marketing without a profit motive
• The power of storytelling in non-profit marketing campaigns
• Mobilizing social media influencers for charitable causes

Experiential Marketing

• Crafting unforgettable brand experiences for consumers
• Measuring the return on investment (ROI) of experiential marketing campaigns
• The shift from product marketing to experience marketing

Marketing Analytics

• The promise and pitfalls of marketing attribution models
• Utilizing machine learning for predictive marketing analytics
• Integrating qualitative insights into a data-driven marketing strategy

Sustainability in Marketing

• Strategies for marketing eco-friendly products to skeptical consumers
• The long-term benefits of sustainable supply chain marketing
• Authenticity in green marketing: Beyond the buzzwords

Order Essay

Are you inspired but need that extra boost or strapped for time? Here at WriteOnDeadline, our expert writers specialize in crafting customized marketing essays designed for academic acclaim. Don’t let deadlines or academic pressure hold you back. Contact us today, and let’s turn that chosen topic into a masterpiece of insight and research excellence!

Useful References

To ensure your marketing essay is grounded in credible information, consider these authoritative sources:

• American Marketing Association – Journals and insights from leading marketing experts.
• Google Scholar – Access a wide range of scholarly articles on various marketing topics.
• HBR (Harvard Business Review) – Explore articles from industry leaders and academics.
• The Journal of Consumer Research – Find in-depth studies on consumer behavior.
• AdAge – Stay updated on the latest trends and news in advertising and marketing.

Essay on Marketing: A Comprehensive Guide to Writing

In today's digital age, it's fascinating to realize that we are constantly bombarded by marketing messages. On any given day, whether you're scrolling through social media, watching TV, driving on the highway, or simply walking down the street, you're likely to encounter an astonishing number of advertisements – somewhere between 4,000 and 10,000, to be more precise. These messages are strategically designed to catch your attention, evoke emotions, and ultimately influence your choices as a consumer. It's this very power of marketing that makes it an incredibly captivating subject to explore and understand. If you're a chief content officer or tasked with writing an essay on marketing, get ready to dive into the world of marketing messages and the psychology that influences how people make choices.

Essay on Marketing: Short Description

In this guide, professional essay writer will lead you through the process of creating a powerful marketing essay. Marketing is a dynamic subject, and we've designed this guide to equip you with essential tools. We'll start by defining a marketing essay's purpose and structure, ensuring logical flow. We'll then detail the steps, from choosing a relevant topic to organizing research effectively. Additionally, we'll provide expert tips to help your essay excel academically and make a lasting impact. So, let's embark on this educational journey together as we dive deep into the captivating realm of marketing and equip you with the knowledge and skills to create an essay that shines!

Purpose of the Marketing Essay

So, why exactly are you diving into the world of marketing essays? Well, it's not just an academic exercise; it's an opportunity to unravel the fascinating layers of marketing. Your marketing essay serves as a window into understanding how businesses capture your attention, influence your choices, and create brand loyalty.

But it's not all about business. A marketing essay is your chance to explore the psychology behind consumer behavior, the impact of persuasive techniques, and the ever-evolving trends in this fast-paced industry.

Moreover, it's your ticket to honing essential skills. You'll learn to research meticulously, craft a persuasive essay on marketing, and present your thoughts coherently – talents that are valuable not only in academia but also in the real world.

Essay on Marketing: Steps to Create an Effective One

Crafting a compelling essay on marketing isn't just an academic task; it's your gateway to unraveling the secrets of an industry that shapes our choices daily. From the moment you encounter thousands of advertisements daily to the psychology behind consumer decisions, marketing is a dynamic world worth exploring. In the following sections, experts from our marketing essay writing service will unveil the steps to create a powerful essay on marketing and advertising that meets academic standards and equips you with skills and insights to navigate this captivating realm.

Choose a Marketing Topic

Picking the right marketing subject, like writing an essay about marketing ethics, is the crucial first step in creating an excellent essay. Your choice not only influences your engagement with the subject matter but also determines the relevance and appeal of your essay to your audience.

First, let's understand why your choice of topic matters. In the dynamic field of marketing, topics can range from traditional concepts like branding and consumer behavior to emerging trends like influencer marketing and digital advertising. The key is to select a topic that piques your interest and aligns with your essay's purpose.

Tips for Choosing the Right Topic

• Passion and Interest: Start by identifying areas of marketing that genuinely fascinate you. Writing about a topic you're passionate about will not only make the process more enjoyable but also result in a more compelling essay.
• Example : If you're an avid social media user, exploring the impact of social media marketing on consumer behavior might be a natural choice.
• Relevance: Consider the relevance of your chosen topic to current marketing trends and debates. Timely topics often resonate more with your readers.
• Example : In today's digital age, a topic like 'The Role of Artificial Intelligence in Marketing' would be highly relevant.
• Scope and Depth: Balance the scope and depth of your topic. Ensure it's neither too broad nor too narrow. You want to have enough material to explore without overwhelming yourself or your readers.
• Example : Instead of a broad topic like 'Marketing Strategies,' narrow it down to 'Content Marketing Strategies for Small Businesses.'
• Uniqueness: While common topics can be appealing, consider adding a unique twist or perspective to stand out. Find an angle or question that hasn't been extensively explored.
• Example : Instead of a generic analysis of Coca-Cola's branding, you might focus on 'Coca-Cola's Sustainability Initiatives and Branding.'
• Research Availability: Ensure there is enough research material available on your chosen topic. This will make the research process smoother.
• Example : Before committing to a topic, check if there are academic papers, books, or recent articles discussing it.

Research and Gather Information

With your marketing topic selected, the next crucial step in crafting an effective essay is thorough research. This phase is the backbone of your essay, providing you with the knowledge and evidence needed to support your arguments and insights. 

Research is the process of exploring existing literature, data, and insights related to your chosen marketing topic. It serves several vital purposes:

• Understanding the Topic: Research helps you gain a deep understanding of the subject matter, allowing you to approach it from an informed perspective.
• Supporting Your Claims: It provides evidence and data that support the arguments and claims you make in your essay, lending credibility to your work.
• Exploring Diverse Perspectives: Research exposes you to various viewpoints, enabling you to present a well-rounded analysis of your topic.

Practical Steps for Effective Research

• Use Reliable Sources: Start by identifying reputable sources for your research. Academic journals, books, industry reports, and government publications are excellent places to begin.
• Example : If you're researching influencer marketing, look for peer-reviewed articles in marketing journals or reports from marketing research firms.
• Dive into Primary and Secondary Sources: Primary sources, such as interviews, surveys, or original data, provide firsthand information. Secondary sources, like books or articles that analyze primary data, offer valuable context.
• Example : If your essay on marketing research examines consumer behavior, you might conduct surveys (primary) and also reference academic papers discussing similar surveys (secondary).
• Organize Your Notes: As you gather information, organize your notes systematically. This will make it easier to retrieve and cite information when you start writing.
• Stay Current: Marketing is ever-evolving. Ensure that your research includes up-to-date information and recent trends, especially if you're working on an essay on digital marketing or technology.
• Example : In the rapidly changing landscape of digital advertising, information from just a few years ago may already be outdated.
• Critical Evaluation: Don't accept information at face value. Evaluate the credibility and relevance of your sources. Be critical and discerning in your analysis.
• Example : If you find a statistic in an article, check the source of that statistic and assess its reliability.
• Take Notes and Cite Sources: Keep detailed notes of all the sources you consult, including page numbers, publication dates, and URLs. Properly cite these sources in your essay to avoid plagiarism.
• Example : Use citation styles like APA, MLA, or Chicago as required by your academic institution.

Master the Marketing Essay Structure

Now that you've conducted thorough research on your chosen marketing topic, it's time to delve into the art of structuring your paper effectively. A well-structured essay on marketing concept not only enhances readability but also ensures that your ideas flow logically. In this step, we'll break down the essential components of a marketing essay structure, providing you with a roadmap for crafting a compelling piece of writing.

Components of a Marketing Essay Structure

• Introduction: Begin your essay with an engaging introduction. Here, you should:
• Provide a clear and concise thesis statement that outlines the main argument or purpose of your essay.
• Create a hook or attention-grabbing statement to captivate your readers.
• Offer a brief overview of the key points you'll discuss in the essay.

Example : If your essay explores the impact of social media marketing, your introduction might begin with a startling statistic about social media usage.

• Body Paragraphs: The body of your essay should be divided into multiple paragraphs, each addressing a distinct point or aspect of your topic. Here, you should:
• Start each paragraph with a clear topic sentence that relates to your thesis.
• Provide evidence, examples, and data to support your arguments.
• Ensure that your paragraphs flow logically, with smooth transitions between ideas.

Example : In a paragraph discussing the effectiveness of influencer marketing, you might present case studies and statistics to support your claims.

• Conclusion: Conclude your essay by summarizing the key points and reiterating your thesis statement. Here, you should:
• Avoid introducing new ideas; instead, recap the main arguments.
• Provide a thought-provoking closing statement that leaves a lasting impression on your readers.

Example : In a conclusion about social media marketing's future trends, you might emphasize the need for marketers to adapt to changing consumer behavior.

Write Your Marketing Essay

With your topic selected, research completed, and a solid essay structure in place, it's time to roll up your sleeves and start writing your marketing essay. This is where you bring together all your research and ideas to create a compelling, well-structured piece of writing. Now let’s dive into the specifics of crafting your own paper:

• Start with a Strong Thesis Statement: Begin your essay by restating your thesis statement from the introduction. This serves as a reminder of your main argument and helps orient your readers.
• Example : If your thesis is about the influence of online reviews on consumer purchasing decisions, remind your readers of this focus.
• Use Clear and Concise Language: Avoid jargon, first-person narration, or overly complex language that might confuse your readers. Aim for a unique voice and simplicity in your writing.
• Example : Instead of saying 'utilizing novel paradigms for customer engagement,' you can write 'using new methods to engage potential clients.'
• Support Your Points with Evidence: Throughout your essay, back up your arguments with evidence from your research. This can include statistics, case studies, expert opinions, or real-life examples.
• Example : If you're discussing the effectiveness of email marketing, provide data on open rates, click-through rates, and conversion rates.
• Maintain a Logical Flow: Ensure that your ideas flow smoothly from one paragraph to the next. Use transition words and phrases to guide your readers through your essay on online marketing.
• Example : Use transitional phrases like 'Furthermore,' 'In addition,' or 'However' to connect ideas.
• Balance Perspectives: If your topic involves contrasting viewpoints, acknowledge and address counterarguments. This shows that you've considered various angles and strengthens your essay's credibility.
• Example : If discussing the pros and cons of influencer marketing, present arguments from both sides before stating your position.

Steps After Completing Your Writing

Congratulations! You've successfully completed the writing phase of your marketing essay. However, the journey isn't over yet. What comes next is equally crucial, as it involves refining and polishing your work to ensure it shines brightly. In this section, our marketing essay writing service experts will explore the vital steps that follow the completion of your essay, helping you take your work from good to exceptional.

Editing and Proofreading

Now that you have your marketing essay written, it's time to shift your focus to the critical task of editing and proofreading. This step is like giving your essay a fine polish, ensuring that it's free from errors, flows smoothly, and communicates your ideas with clarity. Editing and proofreading serve several essential purposes:

• Error Elimination: It's your opportunity to catch and correct grammar, spelling, punctuation, and formatting errors that might have slipped through during the writing process.
• Clarity Enhancement: You can refine your sentences for clarity, ensuring that your ideas are expressed precisely and concisely.
• Consistency: Check for consistent formatting, style, and citation throughout your essay.
• Readability: Ensure that your essay flows logically, with smooth transitions between paragraphs and sections, enhancing overall readability.

Practical Tips for Effective Editing and Proofreading

• Take a Break: After completing your essay, give yourself some distance from it. Returning to your work with fresh eyes makes it easier to spot errors and awkward phrasing.
• Read Aloud: Reading your essay aloud helps you identify issues with sentence structure and flow. It's an excellent way to detect awkward or unclear sentences.
• Focus on One Element at a Time: When proofreading, concentrate on specific elements in each pass. For example, in one round, focus solely on grammar and punctuation, and in the next, concentrate on clarity and coherence.
• Use Editing Tools: Utilize grammar and spell-checking tools like Grammarly or Microsoft Word's built-in proofreading tools. However, don't rely solely on these; they can miss nuanced errors.
• Print and Review: Sometimes, seeing your essay on paper rather than on a screen can help you spot errors more effectively.
• Proofread Backward: When proofreading for spelling and grammar errors, start at the end of your essay and work your way backward. This forces you to focus on individual words rather than the content as a whole.
• Don't Rush: Take your time during the editing and proofreading process. Rushing can lead to missed errors.

References and Citations

Properly referencing and citing your sources is not only an academic requirement but also a mark of intellectual honesty and rigor. It showcases your commitment to acknowledging the work of others and adds credibility to your marketing essay. According to our experts, references and citations serve several crucial purposes:

• Credit to Sources: They give credit to the original authors and sources of the information and ideas you've used in your essay.
• Avoiding Plagiarism: Proper citations demonstrate that you have not plagiarized others' work, a serious academic offense.
• Verification: They allow readers to verify the information you've presented and find additional resources on the topic.

Practical Tips for References and Citations

• Know Your Citation Style: Familiarize yourself with the specific citation style required by your academic institution or instructor (e.g., APA, MLA, Chicago). Each style has its own guidelines for formatting citations.
• Create a Reference List: Compile a list of all the sources you've used in your essay. This list typically appears at the end of your essay and is called the 'References,' 'Works Cited,' or 'Bibliography' page, depending on the citation style.
• Follow the Citation Style: Ensure that your in-text citations and reference list adhere to the rules of your chosen citation style. This includes formatting, punctuation, and capitalization.
• Use Citation Tools: Consider using citation management tools like Zotero, EndNote, or Citation Machine. These tools can help you format citations correctly and manage your references efficiently.
• Understand In-Text Citations: Learn how to properly use in-text citations to indicate where you've used information from a particular source within your essay.
• Be Consistent: Ensure that your citation style is consistent throughout your essay. For instance, if you're using APA style, maintain APA style for all citations, including quotations, paraphrases, and references.

What's a Short Essay About Marketing?

A short essay on what is marketing is a concise written piece that explores specific aspects of marketing, often within a limited word count. These essays aim to provide insights into marketing concepts, strategies, or trends while maintaining brevity. Short marketing essays are typically used in academic settings to assess students' understanding of marketing topics or in professional contexts to communicate key marketing ideas succinctly.

What Is Marketing in Just 250 Words?

Marketing is the multifaceted process of promoting and selling products or services. It encompasses a wide range of activities, from understanding consumer needs and preferences to designing effective advertising campaigns. Marketing involves the four essential elements known as the '4 Ps': Product (creating and offering the right product), Price (setting a competitive price), Place (making the product accessible to consumers), and Promotion (communicating the product's value and benefits).

In a world that's constantly evolving, marketing has embraced digital platforms, social media, and data-driven insights. It's not just about selling anymore; it's about building lasting customer relationships, enhancing brand visibility, and adapting to changing consumer behaviors.

In 250 words, it's challenging to cover all aspects of marketing comprehensively, but this brief overview highlights its central role in connecting businesses with their target audiences, driving sales, and shaping consumer choices in today's competitive marketplace.

Why Is Marketing So Crucial?

Marketing is crucial because it is the bridge between businesses and their customers. It not only introduces products and services to the world but also cultivates a deep understanding of consumer needs. In a crowded marketplace, effective marketing sets businesses apart by capturing attention, building trust, and driving sales. It's the cornerstone of brand success and a vital tool for navigating the ever-evolving landscape of consumer behavior and preferences. In essence, marketing isn't just important; it's the lifeblood of businesses seeking growth and sustainability.

From choosing the perfect topic to mastering the intricacies of essay structure, conducting research, and refining your writing, you've acquired the tools and insights needed to craft compelling narratives. Whether you're working on an essay on global marketing or delving into a specific niche, keep in mind that a meticulously crafted composition serves a purpose beyond academics—it's your gateway to exploring the dynamics of persuasion and consumer behavior.

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Essay on Marketing

Students are often asked to write an essay on Marketing in their schools and colleges. And if you’re also looking for the same, we have created 100-word, 250-word, and 500-word essays on the topic.

Let’s take a look…

100 Words Essay on Marketing

The world of marketing.

Marketing is about spreading the word on products and services. It helps companies connect with customers.

Understanding Customers

Effective marketing begins with understanding what customers want and need. Companies study people’s preferences and behaviors.

Creating Products

Using customer insights, businesses develop products that solve problems or bring joy.

Communication is Key

Marketing involves telling people about products through ads, social media, and more. Clear communication is crucial.

Building Brands

Adapting and growing.

Marketing strategies change based on feedback. Companies adapt to stay relevant and successful.

Marketing is like sharing stories that connect what people need with what companies offer. It’s an exciting way to make products part of our lives.

Also check:

250 Words Essay on Marketing

Understanding the power of marketing.

Marketing: a concept that shapes the modern world. It’s more than just ads and promotions; it’s the engine driving business success. Let’s explore its significance.

The Essence of Marketing

At its core, marketing is all about connecting products or services with people’s needs and desires. It’s about creating value, not just selling. Effective marketing answers the question, “Why should customers choose us?”

Segmentation and Targeting

Value creation through branding.

Branding isn’t just a logo; it’s the emotions and perceptions associated with a product. Strong brands build trust and loyalty, allowing companies to command premium prices.

The Digital Revolution

The digital age has revolutionized marketing. Social media, search engines, and online ads allow for precision targeting and personalized communication. It’s not about bombarding, but about engaging.

Content is King

Analyzing and adapting.

Marketing isn’t a one-shot deal. It’s a constant process of analyzing results and adapting strategies. Tools like analytics help track what works and what doesn’t, leading to informed decisions.

Ethics in Marketing

With great power comes great responsibility. Marketing should be ethical, transparent, and respectful. Deceptive practices might bring short-term gains, but they erode trust in the long run.

The Bottom Line

In a nutshell, marketing is the bridge that connects what you offer with those who need it. It’s not just about selling but about creating lasting value. Understanding its principles can propel businesses toward success in the modern world.

500 Words Essay on Marketing

Marketing: connecting the dots for successful business.

Marketing is like a magical thread that weaves businesses and customers together, creating a world where products and services find their perfect match. In this modern age, new-age techniques like Virtual and Augmented Reality (VR/AR), Chatbots and Conversational Marketing, Programmatic SEO , Social Commerce, and Neuromarketing have added exciting dimensions to this field. Let’s delve into the basics of marketing and explore how these techniques have transformed the way businesses reach out to us.

Imagine you’ve baked the most delicious cookies in town. You want everyone to know how tasty they are. That’s where marketing comes into play. Marketing involves all the activities that help you promote and sell your products or services. It’s about understanding what people want, creating something they’ll love, and then letting them know it exists.

Meeting New Friends: Customers and Businesses

In the world of marketing, two important players dance together: customers and businesses. Customers are people like you and me who need things. Businesses are the ones that make those things. Marketing helps these two groups find each other.

Traditional vs. Modern Marketing

Traditional marketing used to be all about newspapers, TV ads, and posters. But today, things have changed a lot. Businesses use new-age techniques to grab our attention in creative ways. Virtual and Augmented Reality (VR/AR) let us experience products almost like they’re real. Chatbots talk to us on websites and social media, making shopping feel like chatting with a friend. Social Commerce lets us buy things through platforms like Instagram and Facebook, as if we’re shopping with friends online.

Getting Found: SEO

Think about searching for something online. How often do you go past the first page of search results? That’s why businesses use SEO. It’s like making sure your cookie recipe appears at the top when someone searches for “delicious cookies.” This technique helps businesses get noticed by improving their online visibility.

Understanding Your Brain: Neuromarketing

Ever wondered why some ads just stick in your head? Neuromarketing dives into how our brains respond to ads. Businesses use this technique to create ads that connect with us on a deeper level. It’s like making sure your cookie commercial triggers happy thoughts every time you see it.

Chatting with Businesses: Conversational Marketing

Have you ever had a chat with a robot on a website? That’s Conversational Marketing. Businesses use chatbots to talk to us, answer our questions, and even help us choose the right products. It’s like having a helpful assistant while shopping.

Shopping in Your Pajamas: Social Commerce

Putting it all together.

Marketing is like a puzzle where every piece matters. Businesses create amazing products, use modern techniques like VR/AR, Chatbots, Programmatic SEO, Social Commerce, and Neuromarketing to make us notice them, understand us better, and make shopping a breeze.

In conclusion, marketing is the bridge that connects what we need with what businesses offer. Through traditional and new-age techniques, it has evolved into a captivating journey that is all about understanding, connecting, and engaging with customers. Whether it’s through the immersive experiences of VR/AR, the friendly conversations of chatbots, the smart visibility of SEO, the emotional impact of Neuromarketing, or the convenience of Social Commerce, marketing continues to shape the way we discover, choose, and enjoy the products and services that make our lives better.

If you’re looking for more, here are essays on other interesting topics:

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Essay on Marketing: Top 9 Essays on Marketing

Essay on‘Marketing’. Find paragraphs, long and short term papers on ‘Marketing’ especially written for school and college students.

Essay on Marketing

Term Paper Contents:

• Essay on the Challenges and Opportunities of Marketing

Essay # 1. Introduction to Marketing:

ADVERTISEMENTS:

Marketing is everywhere. Everything from presenting yourself for a job interview to selling your products includes marketing. Main objective of any company is to gain profits which can be achieved only through marketing of the products. Marketing enables the companies to create demand and earn profits. If these two aspects are not taken care of, then the company will not survive in the market.

“Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers, and for managing customer relationships in ways that benefit the organization and its stakeholders.” – (American Marketing Association)

“Marketing is a social process by which individuals and groups obtain what they need and want through creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.” – (Philip Kotler)

Thus it can be safely said that a company reaches its customer through marketing and communicates to them about the products and services offered by the company.

ADVERTISEMENTS: (adsbygoogle = window.adsbygoogle || []).push({}); Essay # 2. Evolution of Marketing :

In earlier days, an organization was mainly concerned with production of goods. It used to believe on mass production and paid less or negligible attention on quality of the product and the customer’s demand.

After some time, the focus of organization shifted from production of the product to the sale of the product. The concept of marketing emerged gradually in 1970’s after the production and sales era. It took many years for organizations to realize that a customer is the key for making profits in the long run. The marketing concept is evolved through various stages.

These stages are explained below:

1. Production Era :

The production era began with the Industrial Revolution in the 17th century and continued till 1920s. Say’s law – Supply creates its own demand – was applicable in this era. The demand for products was more than the supply in the market; thus, it was a seller’s market. In the production era, the main aim of an organization was to manufacture products faster and at low prices. In this era, customers were concerned only about the availability of products and no importance was given to features and quality of products.

2. Sales Era :

The sales era came into existence in 1920s and continued till the mid of 1950s. This era was marked by the great depression of 1923. The depression proved that manufacturing products was not everything because the sale of the products was also important for organizations to earn profit.

Thus, the need for developing promotion and distribution strategies emerged to sell products. The organizations started advertising their products to increase their sales. Many organizations created specialized market research departments to collect and analyze the prevailing market data.

3. Marketing Era :

The sales era merely focused on selling the goods and ignored the consumers’ needs and demands. The year 1970 marked the advent of marketing era. In the marketing era, organizations realized the importance of customers and started designing the products as per customers’ needs.

Therefore, the marketing era led to the development of customer-centered activities over the production and selling activities. Organizations came up with different techniques, such as customer survey, to collect and analyze data for understanding the customer’s expectations, needs, and wants.

ADVERTISEMENTS: (adsbygoogle = window.adsbygoogle || []).push({}); Essay # 3. Approaches to the Study of Marketing:

The meaning of marketing is different to different people. In common parlance, marketing is the process of selling something at a market place. To a salesman it means selling whereas to an advertising manager it means advertising. To some it means the study of individual commodities and their movement in the market place, to some others marketing means the study of institutions and persons who move their products or study of the economic contributions.

Thus, there are different approaches to the study of marketing:

1. Commodity Approach:

The commodity approach focuses a specific commodity and includes the sources and conditions of supply, nature and extent of demand, the distribution channels used and the functions, such as buying, selling, financing, advertising storage etc. various agencies perform. Prof. Paul Mazur defined as “the delivery of a standard of living to society. Prof. Malcolm McNair expanded the definition to “the creation and delivery of a standard of living”.

2. Institutional Approach:

The institutional approach focuses on the study of various middlemen and facilitating agencies.

3. Functional Approach:

The functional approach considers different kinds of functions recognized for their repetitive occurrences and necessarily performed to consummate market transactions. Converse, Huegy and Mitchell define marketing as the “business of buying and selling and as including those business activities involved in the flow of goods and services between producers and consumers.” American Marketing Association, perhaps, gives more factual or descriptive definition. It defined marketing as the performance of business activities that direct the flow of goods and services from producer to consumer or user.

4. Managerial Approach:

The managerial approach concentrates on the decision making process involved in the performance of marketing functions at the level of a firm. Howard, Phelps and Westing and Lazo and Corbin are the pioneers of the managerial approach.

5. Societal Approach:

The societal approach consider the interactions between the various environmental factors (socio-logical, cultural, political, legal) and marketing decisions and their impact on the well- being of society. Kotler, Feldman and Gist, were the main proponents of the societal approach.

6. Systems Approach:

The systems’ approach is based on Von Bartalanffy’s general systems theory. He defined system as a “set of objects together with the relationships among them and their attributes”. This approach recognizes the inter-relations and inter-connections among the components of a marketing system in which products, services, money, and equipment and information flow from marketers to consumers that largely determine the survival and growth capacities of a firm.

7. Modern Concept:

The new managerial awareness and desire reflected in the consumer orientation for all all-out commitment to the market consideration and to connect all marketing operations to the consumer needs has given birth to a new operational concept. Felton views the marketing concept as “a corporate state of mind that insists on the integration and coordination of all marketing functions that, in turn, are welded with all other corporate functions, for the basic objective of producing maximum long-range corporate profits.

According to Kotler, the marketing concept is a customer orientation backed by integrated marketing aimed at generating customer satisfaction as the key to satisfying organizational goals. According to McNamara,” marketing concept is … a philosophy of business management, based upon a company- wide acceptance of the need for customer orientation, profit orientation, and recognition of the important role of marketing in communicating the needs of the market to all major corporate departments”.

Lazo and Cobin describe marketing concept as ” the recognition on the part of management that all business decisions of a firm must be made in the light of customer needs and wants; hence, that all marketing activities must be under one supervision and that all activities of a firm must be coordinated at the top, in the light of market requirements”. King has given one of the most comprehensive descriptions of the marketing concept. He defined it as, “a managerial philosophy concerned with the mobilization, utilization and control of total corporate effort for the purpose of helping consumers solve selected problems in ways compatible with planned enhancement of the profit position of the firm”.

These definitions suggest that marketing is only concerned with the movement of goods and services from the plant to the consumer. This is thus a production-oriented definition more appropriate for a sellers’ market and dangers in case of buyers’ market. In fact, marketing is related with the sophisticated strategy of attempting to offer what the consumer may want and at a profit.

ADVERTISEMENTS: (adsbygoogle = window.adsbygoogle || []).push({}); Essay  # 4. Objectives of Marketing:

According to Peter F. Drucker, “Marketing means such a perfect understanding of the customer that the product fits him totally and sells itself. Marketing would result in a customer who is ready to buy all that, what should be needed then is to make the product available.”

Organization’s marketing strategies are designed in tune with various marketing objectives.

The objectives of marketing aim at:

1. Creating demand for the products by identifying the needs and wants of customers. The consumers get familiar with the usage of products through different promotional programs, such as advertising and personal selling. This helps in creating demand for the products by the customers.

2. Increasing the market share of the organization. The marketing efforts, such as promotion, create the product awareness in the market. The product awareness helps in capturing the reasonable share in the market by organization.

3. Building the goodwill of the organization in the market. Every organization tries to earn reputation in the market by providing quality goods to the customers. It builds its goodwill by popularizing products supported by advertising, reasonable prices, and high quality.

4. Increasing profits and achieving long-term goals through customer satisfaction. All the marketing activities revolve around the customer. These activities fulfill the organization’s long-term goal of profitability, growth, and stability by satisfying the customer’s demands. All the departments, such as production, finance, human resource, and marketing, coordinate with each other to fulfill the customer’s expectations keeping the maximization of profit as the focus.

Essay # 5. Marketing Process:

Marketing Process —– The marketing process is one that invol­ves the following chain of business activities:

1. Identification and study of the desires, needs, and requirements of the^ consumers;

2. Testing the validity of the consumers’ reaction in respect of product features, price, distribution outlets, new product concepts, and new product introduction;

3. Matching the consumers’ needs with the firm’s offerings and capa­bilities;

4. Creating effective marketing communications and programmes with emphasis on lower price, mass distribution channels and mass advertising to reach numerous market segments so that the consumers know about the product’s availability; and

5. Establishment of resource allocation procedures among the various marketing components like sales promotion, advertisement, distribution, product design, etc. 

Outline of functions in the Marketing Process : In order to place the goods in the hands of the consumers, an integrated group of activities is involved in marketing. Marketing functions cover all those activi­ties which are required for the journey of goods from the producer to the consumer. Goods require some preparations, undergo many operations and pass several hands before they reach the final consumer.

In consideration of the above factors, Clark has divided the modem marketing process into three broad categories as under:

(i) Concentration

(ii) Dispersion

(iii) Equalisation.

These are explained below.

1. Concentration – In a marketing process, concentration is that business activity in which the goods flow from many manufacturers/producers toward a central point or market. If we think of international trade, we find that the customers of a particular corporation or firm world reputation are scattered in different countries and even located thousands of miles, away, and the products are transhipped to points accessible to than. Similar scene is found even in the case of national trade. With the development of trade and commerce, the efforts in the direction of concentration acti­vity have to place more stress on the functions like collection, storage, transportation and inventory of goods in the central markets, and processing of customer’s orders. In addition, the aspects of financing and risk-bearing are also to be taken into consideration.

In India, the concentration activity is undertaken by the Governments at the Central and State levels. Food example, The Food Corporation of India undertakes this activity in case of grains, rice, sugar, etc.

2. Dispersion – In a marketing process, dispersion is that busi­ness activity in which the goods flow from the central locations to the final consumers. The wholesalers and retailers play a great role in this activity. This activity involves many other supporting activities like classification, gradation, storage and transportation of goods. The func­tional aspects of finance and risk-bearing need important considerations.

In India, the agencies like The State Trading Corporation of India, The Minerals and Metals Trading Corporation of India, and The Food Corpora­tion of India undertake this dispersion or distribution activity in respect of certain specified goods. Sane large scale manufacturing companies have, of late, undertaken this activity as a part of their marketing activities.

3. Equalisation – In a marketing process, equalisation refers to the adjustment of supply to demand on the basis of tint, quality, and quantity. This process helps to maintain the state of equilibrium between the forces of demand and supply. The primary responsibility of a business unit towards the consumers and customers is to make available the right products of right qualities at the right tine, in right quantity, at the right place and at the right price. The equalisation activity can serve these objectives.

Essay # 6. Integrated Marketing Communication Process:

Marketers operate is a very dynamic environment characterised by changing customer needs and wants, severe competition, changing process technology, advancements in information technology, government regulations, etc. That is why, they are adopting Integrated Marketing Communication (IMC).

Integrated Marketing Communication (IMC) involves integration of company’s various communication channels to deliver a clear, consistent and compelling message about the company and its products and brands. Most of the companies communicate with target customers by using promotion tools like advertising, personal selling, sales promotion, public relations and direct marketing. Through each of these tools, some message is transmitted to the target customers. IMC calls for careful blending of these promotional tools to ensure effective communication.

Integrated Marketing Communication (IMC) requires developing a total marketing communication strategy that recognises that all of a firm’s marketing activities (not just promotion) communicate with its customers. Everything a marketer does sends a message to the target market.

The EMC approach is an improvement over the traditional approach of treating various promotional activities as totally separate. It helps to develop the most suitable and effective method to contact customers and other stakeholders.

Often different tools play different roles in attracting, informing and persuading target customers. These tools are carefully coordinated under IMC so that they provide the same clear and consistent information about the company and its products/brands.

IMC leads to a total marketing communication strategy aimed at building strong customer relationships by showing how the company and its products can help customers solve their problems. It ties together all of the company’s messages and images.

The company’s television and print advertisements have the same message, look, and feel as its e-mail and personal selling communications. And its public relations materials project the same image as its Website or social network presence.

Communication Process:

Definition of Communication:

The term ‘communication’ is derived from the Latin word ‘communis’ which means common. That means if a person communicates with another, he establishes a common group of understanding. According to Newman, Summer and Warren, “Communication is an exchange of facts, ideas, opinions or emotions by two or more persons”.

Communication does not mean merely sending or receiving message. It involves understanding also. It is, in fact, a bridge of meaning and understanding between two or more people. Thus, communication is a two- way process.

The salient features of communication are as follows:

(i) Communication involves at least two persons—one who sends the message and the second who receives the message.

(ii) Communication is a two-way traffic. The process of communication is not completed until the message has been understood by the receiver. Understanding is an essential part of communication, but it does not imply agreement.

(iii) The basic purpose of communication is to create an understanding in the mind of the receiver of information.

(iv) Communication may take several forms, e.g., order, instruction, report, suggestion grievance, observation, etc. The message may be conveyed through words spoken or written, or gestures.

Elements of Communication:

Communication is a process involving exchange of facts, viewpoints and ideas between persons placed in different positions in the organisation to achieve mutual understanding as shown in Fig. 11.5. The communication process starts when the sender or communicator has a message communicate to some other person known as receiver. It will be completed when the receiver gets the information and sends feedback to the communicator.  

The essential elements of communication are described below:

(i) Sender or Communicator:

The person who conveys the message is known as communicator or sender. By initiating the message, the communicator attempts to achieve understanding and change in the behaviour of the receiver. In case of marketing it is the marketer (sender) who starts the communication process.

(ii) Message:

It is the subject-matter of any communication. It may involve any fact, opinion or information. It must exist in the mind of the communicator if communication process is to be initiated. In marketing, the marketer’s message relates to product, price and place.

(iii) Encoding:

The sender of information organises his idea into a series of symbols (words, signs, etc.) which, he feels, will communicate to the intended receiver or receivers. This is called encoding of message. Communication may take place through physical gestures also.

(iv) Media or Communication Channel:

The communicator has to choose the channel for sending the information. Communication channels are the media through which the message passes. It may be either formal or informal. In marketing, media may be salespersons, advertisement and publicity.

(v) Receiver:

The person who receives the message is called receiver. The communication process is incomplete without the existence of receiver of the message. It is the receiver who receives and tries to understand the message. The receiver in case of marketing is the prospective or present customer.

(vi) Decoding:

After the appropriate channel or channels are selected, the message enters the decoding stage of the communication process. Decoding is done by the receiver. Once the message is received and examined, the stimulus is sent to the brain for interpreting, in order to assign some type of meaning to it. It is this processing stage that constitutes decoding. The receiver begins to interpret the symbols sent by the sender, translating the message to his own set of experiences in order to make the symbols meaningful.

(vii) Response:

Response refers to the set of reactions that the receiver has after being exposed to the message. In case of advertising, a response may mean developing a favourable attitude towards the product as a result of an advertising campaign. However, in many cases, measuring such responses is not easy.

(viii) Feedback:

Communication is completed when the communicator receives feedback information from the receiver. The feedback may reveal that the receiver has understood the message. It may also contain information about the action taken by the receiver on the basis of message sent by the communicator. Thus, feedback is the backbone of effective communication.

(ix) Noise:

Noise is a very common thing we observe in our day-to-day interaction with others. At times it affects adversely the effectiveness of communication. For example, if a person is talking over the phone to another and there is a noise around him, he will feel great difficulty in listening to the person at the other end of the phone. Even the noise can affect the voice of the sender of the message.

Hurdles or Difficulties in Marketing Communication:

There are four factors which might create hurdles or problems in communication between the marketer and the target customer.

These hurdles include noise, selective attention, selective distortion and selective retention as discussed below:

Noise is a sort of interfering sound in the communication process anywhere along the way from the sender to the receiver and vice versa. It can be sound of running bus, two persons talking close at hand or someone shouting around. Noise of any kind has the potential of creating disruption or barrier to effective communication. The sources of noise can be both internal and external. Noise within the office can be controlled, but it is very difficult to control the external noise.

Noise is one of the biggest obstacles in marketing communication. For example, a driver’s need to provide safety to the traffic sidetracks the role of billboards, banners, etc. during disturbed weather conditions —wind, dust storm, rain, etc. Similarly, too much advertisement exposure during the day of purchase of tyre for a car, would disturb the planned purchasing.

These constitute noise in the communication process. The level of noise may not allow a customer to receive the message as intended. The effectiveness of communication depends upon the level of congruity and compatibility between different elements of the communication.

(ii) Selective Attention:

A person may be exposed to hundreds or thousands of ads or brand communications in a day. Because a person cannot possibly attend to all of these, most stimuli will be screened out. This process is called selective attention. Because of this, the marketers have to work hard to attract consumer’s notice. Generally, people are more likely to notice stimuli that relate to a current need.

Thus, a person who is motivated to buy a car is most likely to notice car ads. The process of selective attention explains why advertisers make extra efforts to grab the audience’s attention through fear, music, or bold headlines.

(iii) Selective Distortion:

Selective distortion is the tendency to interpret information in a way that fit one’s perception. Consumers often distort information to be consistent with prior brand and product beliefs. Thus, the target audience will hear what fits into their belief systems.

As a result, receivers often add things to the message that are not there and do not notice other things that are there. The advertiser’s task is to strive for simplicity, clarity, interest and repetition to get the main points across.

(iv) Selective Retention:

People retain in their long-term memory only a small fraction of the messages that reach them. If the receiver’s initial attitude towards the brand is positive and he rehearses support arguments (that is, tells himself things such as the product is in fashion or that it is reasonably priced or that it delivers good value, etc.), the message is likely to be accepted and have high recall.

If the initial attitude towards the brand is negative and the person rehearses counter arguments (that is, tells himself that the product is highly overpriced or that the competing products offer more value to customers or that the brand is not doing well in the market, etc.) the message is likely to be rejected but to stay in long-term memory.

Thus, the advertiser’s task is two-fold here. He not only has to create an initial favourable attitude towards the brands but also through his ads communicate to the audience strong points about the brands so that the customers can rehearse the same and the brand is positively placed in the long-term memory of the customers.

Essay # 7. Role of Marketing in Economic Development :

In today’s era of globalization role of marketing is increasing to fulfill different needs and requirements of people. Due to increase in scale of production and expansions of markets, producers need support of marketing tools to distribute their goods and services to the real customer.

High competition in market and product diversification has increased the marketing activities like advertising, storage, sales promotion, salesmanship etc. Now high profits can be attained by high sales volume and good quality of products and services. Marketing has acquired an important place for the economic development of the whole country. It has also become a necessity for attaining the objective of social welfare and high quality of life.

The importance of marketing can be explained as under:

(a) Importance of Marketing to a Firm:

Marketing is considered to be the prime activity among all the business activities. Success of any business depends on success of marketing. Peter F. Drucker has rightly said that, “Marketing is the business.” Objective and goals of any organization can be achieved through efficient and effective marketing polices. The success of an enterprise depends to a large extent upon the success of its marketing activities.

The importance of marketing to the firm can be explained as under:

1. Marketing in Business Planning and Decision Making:

Marketing research is helpful in searching opportunities and potential in market. It is necessary for an organization to decide what can be sold before deciding that what can be produced. Unless and until these key decisions are taken, it is not practical to take the decisions regarding production, quality of product, type of product and quantity of production etc.

Marketing is very helpful in taking all such decisions therefore its plays an important role in business planning. Marketing provides valuable information regarding production policies, pricing policies, advertisement and sales promotion policies of competitors, so that a suitable policy may be formulated by the top management.

2. Increase in the Profits:

The main objective of every firm is to increase the profitability by successful operations of its activities. Maximization of profits can be possible only through the successful operations of its activities. Marketing department need the help of other departments as well for discharging its duties successfully, marketing department coordinate with other departments like finance, production, to fulfill the needs of customers and regular supply according to market demand.

3. Flow of Marketing Communication:

Integrated marketing communication makes it possible to flow marketing information to intermediaries, publics and customers. Marketing acts as a medium of communication between the society and the firm. Various information regarding trends, needs, attitudes, fashions, taste preferences etc., are collected by marketing department.

(b) Importance of Marketing to the Society:

1. To Uplift Standard of Living:

Ultimate objective of marketing is to produce goods and services for the society according to their needs and tastes at reasonable prices. Marketing discovers the needs and wants of the society, produces the goods and services according to their needs, creates demand for these goods and services encourages consumers to consume them and thus improves the standard of living of the society. By advertising utility and importance of products and services are communicated to the people.

2. To Decreases the Total Marketing Cost:

Next important responsibility of marketing is to control the cost of marketing. Distribution cost and production cost can be decreased by creation of high demand in market. Decrease in cost of production will have two impacts, firstly the high profitability of organization and secondly to increase in the market share of the firm.

3. Increase in the Employment Opportunities:

Marketing provides direct and indirect employment in society. Employment opportunities are directly related with the development of marketing. Successful operation of marketing activities requires the services of different enterprises and organizations such logistics, warehousing, transportation, retailing finance, etc.

4. In controlling Business Fluctuations:

Business fluctuations like recession and depression causes unemployment, and deflation. Marketing helps in protecting society against all these problems. Marketing helps in innovation and discovery of new markets for the goods, modifications and alterations in the quality of the product and development of alternative uses of the product. It reduces the cost of production and protects the business enterprise against the problem of recession.

5. Increase Per Capita Income:

Marketing operations create, maintain and increase the demand for goods and service. Marketing activities flow money from one part of economic system to other. By generation of new employment opportunities it helps to increases income of people.

(c) Importance of Marketing in Economic Development:

Marketing plays an important role in the development of a country. Most of developed countries like USA, Japan, and Germany are having strong marketing system, they are moving towards global marketing. Industrial growth and development need support of marketing, large scale of production requires new markets. In these countries, the production exceeds the demand it need marketing system to be much more effective so that the produced goods and services can be sold.

Marketing has a vital role to play in the development of an underdeveloped and developing economy. In developing economies the industrialization and urbanization is increasing at a faster rate and so the importance of marketing is also increasing as it is required for selling the produced goods and services. A rapid development of underdeveloped economy is possible only if the modern techniques of marketing are used in these countries marketing activities are increasing at a fast rate in developing countries.

Essay # 8. Importance of Marketing :

Role of Marketing in a Firm :

Efficient marketing management is a pre-requisite for the successful operation of any business enterprise. A business organisation is differentiated from other organisations by the fact that it produces and sells products.

The importance of marketing in modern business is discussed below:

Marketing is the beating heart of the business organisation. The chief executive of a business cannot plan, the production manager cannot produce, the purchase manager cannot purchase, and the financial controller cannot budget until the basic marketing decisions have been taken. Many departments in a business enterprise are essential for its growth, but marketing is still the sole revenue producing activity. Marketing function is rightly considered the most important function of management.

Marketing gives top priority to the needs of customers. Quality of goods, storage, display, advertisement, packaging, etc. are all directed towards the satisfaction of customer.

Marketing helps in the creation of place, time and possession utilities. Place utility is created by transporting the goods from the place of production to consumption centres. Time utility is created by storing the goods in warehouses until they are demanded by customers. Possession or ownership utility is created through sale of goods. The significance of marketing lies in the creation of these utilities to satisfy the needs of the customers and thereby earn profit. It a firm is able to satisfy its customers, it will have better chances of survival and growth even in the fast changing environment.

Marketing generates revenue for the business firm. Marketing is an important activity these days, particularly in the competitive economies. Marketing generates revenue for the business enterprises. No firm can survive in the long-run unless it is able to market its products. In fact, marketing has become the nerve-centre of all human activities.

Role of Marketing in the Economy :

Marketing plays a significant role in the growth and development of an economy. It acts as a catalyst in the economic development of a country by ensuring better utilisation of the scarce resources of the nation. Since a business firm generates revenues and earns profits by its marketing efforts, it will engage in better utilisation of resources of the nation to earn higher profits.

Marketing determines the needs of the customers and sets out the pattern of production of goods and services necessary to satisfy their needs. Marketing also helps to explore the export markets.

Marketing helps in improving the standards of living of people. It does so by offering a wide variety of goods and services with freedom of choice. Marketing treats the customer as the king around whom all business activities revolve. Besides product development, pricing, promotion, and physical distribution of products are carried out to satisfy the customer.

Marketing generates employment for people. A large number of people are employed by modern business houses to carry out the functions of marketing. Marketing also gives an impetus to further employment facilities. In order to ensure that the finished product reaches the customer, it passes through wholesalers and retailers and in order to perform numerous jobs, many people are employed.

On the whole, marketing leads to economic development of a nation. It increases the national income by bringing about rise in consumption, production and investment. It mobilises unknown and untapped resources and also facilitates full utilisation of production capacity and other assets. It helps in the integration of industry, agriculture and other sectors of the economy. It also contributes to the development of entrepreneurial and managerial talent in the country.

Essay # 9. Challenges and Opportunities of Marketing:

A large number of changes have taken place in the recent years which have influenced the field of marketing as discussed below:

1. Globalisation :

The term ‘globalisation’ means the process of integration of the world economy into one huge market through the removal of all trade barriers or restrictions among countries. In India, restrictions on imports and exports and inflow and outflow of capital and technology have been lifted by the Central Government so that Indian business may become globally competitive.

The broad features of globalisation are as follows:

(i) Free flow of goods and services across national frontiers through removal or reduction of trade barriers.

(ii) Free flow of capital across nations.

(iii) Free flow of technology across nations.

(iv) Free movement of human resources across nations.

(v) Global mechanism for the settlement of economic disputes.

The aim of globalisation is to look upon the world as a ‘global village’ which would allow free flow of goods, capital, technology and labour between different countries. Because of globalisation, there has been a tremendous impact on marketing strategies of business firms, particularly engaged in international marketing. They have to design product, price, promotion, place or distribution strategies to meet the challenges of global marketing.

2. Information Technology (IT) :

Information technology has enabled real-time access and sharing of digital information through digital networks, information database, and computer graphics. It has brought about many changes in the business landscape.

Electronic technology has facilitated purchase and sale of goods and services electronically. E-Commerce can be used not only to market product, but also to build better customer relationships. Thus, marketers are facing new challenges as regards booking of e-orders, e-deliveries of intangible products, receiving e-payments and Customer Relation Management (CRM).

3. Increased Leisure Time :

As a result of shorter working week, vacations, and labour-saving devices available for domestic use, most wage-earners now enjoy more leisure time. So there has grown a market for articles used for recreational purposes to enjoy the leisure time. In the developing countries also, cinema shows, holiday trips, sports and games have come into importance.

4. Changing Role of Women :

Throughout the world more and more women are taking up jobs and have gained economic independence to a large extent. They accept even challenging jobs. They also exert greater influence on buying decisions of their families. It may happen that husband buys a commodity according to the decision of the wife. This has necessitated special study of the buying motives of the working women.

5. Demand for Services :

Over the years, consumers’ demand for services is on the rise as in case of tour and travel, educational, medical, repair and maintenance services, etc. Due to growing complexity, business firms also need expert services like accounting, taxation, advertising, customer care, etc.

6. Increased Competition :

Business has become more competitive these days and this has brought about many changes in the field of marketing, e.g., product differentiation, competitive pricing, competitive advertising, customer support services, etc.

7. Social Emphasis :

Marketing is now concerned with the long-term health and happiness of consumers and well-being of society. Marketers in are getting involved in improving the quality of life of consumers and preventing or minimising the evil effects of environmental pollution on the society by practising green marketing.

Emerging Concepts in Marketing :

1. Social Marketing:

It refers to the design, implementation, and control of programs seeking to increase the acceptability of a social idea, cause, or practice among a target group. For instance, a recent publicity campaign for prohibition of smoking in Delhi explained the place where one can and can’t smoke in Delhi.

2. Relationship Marketing:

It is the process of creating, maintaining, and enhancing strong value-laden relationships with customers and other stakeholders. For example, British Airways offers special lounges with showers at many airports for frequent flyers. Thus, providing special benefits to valuable the customers to strengthen bonds will go a long way in building relationships.

To achieve relationship marketing, a marketer has to keep in touch with the regular customers, identify most loyal customers to provide additional services to them, design special recognition and reward schemes, and use them for building long-term relationships.

3. Direct Marketing:

It means marketing through various advertising media that interact directly with consumers, generally calling for the consumer to make a direct response. Direct marketing includes Catalogue Selling, Mail Order, Tele computing, Electronic Marketing, Selling, and TV Shopping.

4. Service Marketing:

It is applying the concepts, tools, and techniques, of marketing to services. Service is any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Services may be financial, insurance, transportation, banking, savings, retailing, educational or utilities.

5. Non-Business Marketing:

Marketing is applied not only to business firms but also to non-business organisations. Voluntary institutions are adopting principles and practices of marketing to promote their ideologies, schemes and programs among the target groups.

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• Essay on Marketing: Top 5 Essays | Marketing Management
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• Marketing Features: 4 Major Features of Marketing – Explained!
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What Is Digital Marketing? Types, Strategies & Best Practices

Updated: Feb 16, 2024, 7:37pm

Table of Contents

What is digital marketing, why digital marketing is important, types and strategies of digital marketing, benefits of digital marketing, digital marketing best practices, bottom line, frequently asked questions (faqs).

Digital marketing is one of the most popular and powerful ways to generate awareness, interest and sales for your products or services. As the name implies, digital marketing is conducted via digital avenues, including social media, websites, search engines, email and text messaging.

For optimal results, you must understand which digital marketing tactics will work best for your target audience. This post offers an in-depth look at the most effective digital marketing strategies and best practices for achieving your business goals.

Also known as online marketing or internet marketing , digital marketing communicates messages through digital channels accessed through electronic devices, including phones, computers and tablets.

Digital marketing and traditional marketing, such as print ads and direct mail, share the same ultimate goal: generating product awareness and influencing purchasing decisions to drive sales. The main difference between traditional and digital marketing is that digital marketing uses internet-connected technologies to communicate and engage with targeted audiences.

The launch of the World Wide Web in 1989 set the stage for the emergence of digital marketing. The proliferation of business websites, advancements in email technologies and the introduction of wildly popular social channels have sparked meteoric growth in digital marketing. Online marketing is now a key component in most businesses’ marketing plans primarily because of the widespread use of digital technologies but also because it can deliver outstanding results.

To succeed, businesses must find effective ways to spread the word about their products and services and that’s never been more challenging than today. Consumers face more choices from more providers, all clamoring for their attention. Deploying compelling content on digital marketing platforms is one way to stand out from the crowd.

Another reason digital marketing is so important to businesses is simply this: it’s where your ideal customer is hanging out. According to the research experts at Statista, as of 2023, there are 5.19 billion internet users and 4.88 social media users worldwide. On average, internet users spend six hours and 40 minutes online every day.

This enormous, highly engaged online audience presents tremendous opportunities for businesses that want to gain visibility for their goods and services. Digital marketing offers near-endless opportunities for connecting with potential customers and is a vital component of nearly every business’s marketing mix .

Creating a solid digital marketing strategy for your business begins with a better understanding of the types of digital marketing methods that yield the best returns. Below, we introduce you to six types of digital marketing: social media marketing, search engine marketing (SEO), pay-per-click (PPC) advertising, email marketing, mobile marketing and content marketing.

• Social Media Marketing

Social media marketing is one of the most popular forms of digital marketing. In the United States alone, over 308 million people access a social network at least once per month. People of all ages use social media for entertainment, interacting with others, gaining information about specific interests and shopping.

For businesses hoping to gain visibility and sales, social media statistics reveal that incorporating social media into your marketing mix can be a sound strategy. Social media is the go-to source for brand information for 78% of internet users. Nearly half of U.S. consumers report they’ve made a purchase through social media.

Top social platforms include YouTube, Facebook, TikTok, Instagram, WhatsApp, Pinterest, LinkedIn, Snapchat and X (formerly Twitter). New platforms, such as BeReal and Poparazzi, are entering the market regularly.

The social landscape is ever-evolving. For example, Twitter, now X, was once a top platform, but the social channel now appears to be struggling. Twitter has lost approximately 32 million users since Elon Musk purchased the platform in 2022. TikTok didn’t even come on the international scene until 2017, but now has more than 1.7 billion monthly active users . Digital marketers need to remain attentive to social media channel changes.

Search engine optimization (SEO) is a vital digital marketing strategy for businesses that benefit from driving traffic to their websites. SEO is the process of optimizing your website so search engines, such as Google rank your website high on search engine results pages (SERPs).

SEO is all about driving organic traffic to your site. Unlike paid advertising, with SEO, visitors who find your site come from unpaid searches. Approximately 8.5 billion searches are done on Google daily, which presents a lot of opportunities for businesses that want to promote their product and services. Ranking high on Google is key to driving more traffic to your website.

In a survey conducted by Search Engine Journal , 49% of respondents reported that SEO delivers the highest return on investment (ROI) of any digital marketing channel. You can get started with SEO on your own for free by learning more about Google Ranking Factors or with the help of top SEO tools and software . You can also work with an SEO service or agency to create an SEO plan and manage your SEO for you.

PPC Advertising

PPC advertising is precisely what the name implies: you pay a fee every time someone clicks on your digital ads. The amount you’ll pay is determined by the platform you’re advertising on, the potential traffic for your promoted post and the number of competitors willing to pay for similar ads.

Google Ads is the largest PPC platform in the world. Many businesses who engage in SEO marketing also engage in PPC advertising on Google. Paid ads on Google appear above organic search results and that positioning advantage can drive even more traffic to your website.

Google Ads is not your only avenue for PPC advertising. You can also purchase PPC ads via the Microsoft Search Network on Bing and partner sites as well as on top social channels, including YouTube, Facebook, Instagram, Snapchat, LinkedIn, Amazon and TikTok.

Email Marketing

Email marketing is another top digital marketing strategy you’ll likely want to add to your marketing mix. According to Statista, businesses earn an average of at least $32 for every dollar spent on email marketing. For some sectors, such as retail, e-commerce and consumer goods, that number is $45.

To be effective at email marketing, you must develop a strategy for collecting email addresses from clients and prospects. Many businesses collect emails with every customer encounter, sometimes offering a special incentive for joining an email list. Your business website is also a terrific place to offer incentives to visitors so you can grow your email database.

Growing and nurturing your email list is vital to successful email marketing . You also must respect the communication preferences of your list and only send relevant information that your base wants to receive. Also, failing to manage the legal aspects of email marketing, including staying compliant with CAN/SPAM Act mandates, is paramount for email marketing success.

Rather than managing business email manually, most marketers acquire email marketing software. The best email marketing software makes it effortless to keep your email database updated, handling new subscribers and unsubscribes for you.

Your email software should also make it easy to segment your email database based on customer interests, create attractive email designs, manage email scheduling and measure email metrics, including open rates, click-through rates (CTR), conversion rates and bounce rates.

Mobile Marketing

There are more than 310 million smartphone users in the U.S. alone, so it should be no surprise that mobile marketing has become a popular digital marketing strategy for businesses.

Mobile marketing typically is conducted via text, also called short message service (SMS). Text open rates are estimated to be as high as 98%, which is one reason mobile marketing can be so effective. While text messaging is the most common way to market via mobile devices, notifications from mobile apps and social channels can also be received on smartphones. The business applications for mobile marketing are expanding every day.

• Content Marketing

Every form of digital marketing relies on compelling content to attract interest and engage prospects and customers. Content marketing is the term used to describe the different types of content you can develop to deploy in your digital marketing campaigns.

Content marketing can take many forms, including blogs, infographics, whitepapers, ebooks, videos, podcasts, quizzes, slide decks and webinars. Unlike advertising, content marketing is not blatantly promotional but instead employs more subtle tactics to inform, educate or influence a desired target market.

You can use content marketing to establish authority on particular subjects or create buzz for your brand. One of the key advantages of content marketing is that you can do it on virtually any budget. A do-it-yourself (DIY) approach to content marketing will cost you mere pennies or, if your budget allows, you can work with copywriters, videographers, designers and other content development experts to create content for your business.

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There are several key advantages of using digital marketing. Here are the top benefits:

• Budget-friendly: You can engage in some forms of digital marketing, such as email and social media, with little to no money.
• Measurable results: Most forms of digital marketing allow you to measure key performance metrics, including total number of impressions, CTRs, cost per conversion, overall conversion rates and more.
• Improved brand awareness: With so many people using digital devices to access social channels, texts and emails, you have near-unlimited potential to generate awareness for your brand and products.
• Strong engagement: Digital marketing lets you create compelling content via text, images and video, leading to strong customer engagement.
• Strong ROI potential: Digital marketing often earns a more substantial ROI than traditional marketing and advertising tactics.
• Global and regional reach: Depending on the digital marketing tactics you choose, you can limit your reach to a local or regional area or use digital channels, such as YouTube and TikTok, where your content can reach a global audience.
• Flexibility: You can change or adopt new digital marketing strategies relatively quickly.

While digital marketing can be very effective for building business results, you must understand the drivers of success. When you embrace direct marketing best practices, you’re far more likely to achieve the stellar results you want.

Establish Your Digital Marketing Goals

Before engaging in any type of digital marketing, you must establish SMART goals . Specifically, what do you want to accomplish? Examples of top digital marketing goals include:

• Increase website traffic
• Build brand awareness
• Boost brand engagement
• Become known as an expert in your industry
• Generate more qualified leads
• Expand your email prospect database
• Increase sales

Define Your Target Audience

You must have a well-defined audience in mind before selecting digital marketing channels and content marketing strategies. Otherwise, you risk creating messaging or using digital marketing tactics that are off the mark.

Defining your target audience begins with identifying shared attributes, including age, gender, income and education levels, geographic locations, interests and purchasing patterns. Next, you need to identify the specific problems your audience is facing or the pressing desires they have. Once your target audience is defined clearly, you can develop digital marketing messaging that highlights how your business solves their top problems or satisfies their needs.

Determine Your Digital Marketing Budget

Establishing a digital marketing budget will keep you from under or overspending. Setting clear marketing goals and success targets will ensure your digital marketing spend is on target.

You may choose to establish a budget for each digital channel or an overall budget for all efforts. It’s important to have a good handle on digital marketing costs to set a strong budget. Be sure to consider the technologies you’ll need to deploy your digital marketing efforts, including SEO software, email marketing software, website hosting services and social media management tools.

If you plan to do PPC advertising, you must research costs related to the platforms you intend to use. PPC costs are platform-specific and Google Ads and most social media channels offer extensive information about PPC costs on their advertising portals.

Other costs you may need to incorporate into your digital marketing budget include marketing services for copywriting, videography and design. If your budget allows, you can work with a traditional marketing agency, which can cost anywhere from $75 to $300 per hour. If you’re on a shoestring budget, you may want to hire freelancers from popular gig sites, such as Upwork, Fiverr and Freelancer.com, which can cost as little as $15 per hour.

Select Your Digital Marketing Methods

Launching a company website is the first step in digital marketing for many businesses. The additional digital marketing methods you choose depend on what you’re selling, where your ideal audience is spending their time and how much money you want to spend on digital marketing. Social media, SEO and email are the most popular digital marketing techniques, but you may find a different mix works best for your target market.

Track and Analyze Results

The beauty of digital marketing is that it’s relatively easy to track results. In setting your goals, you establish what you’re hoping to achieve. In the analysis stage of digital marketing, you measure how well you’re performing against established goals.

Set a cadence for how often you’ll monitor digital marketing performance data: daily (which is only advised in initial stages or when digital marketing spending is high), weekly or monthly. Very few digital efforts achieve stellar results out of the gate, so don’t be disheartened if you aren’t hitting stretch goals on the first iteration of your marketing efforts. Learn from your analyses to refine your digital marketing strategies accordingly going forward.

Digital marketing is one of the most powerful tools businesses have to generate attention and sales for their products and services. Several digital marketing techniques, including social media marketing, email marketing, SEO, PPC advertising and content marketing, offer exceptional ROI potential. You don’t need a large budget to get started, so digital marketing can be an effective tool for all types of businesses.

What is digital marketing in simple words?

Digital marketing is a business strategy that uses online platforms to generate awareness and sales for products or services. There are many ways to conduct digital marketing, including through social media, email, SEO, PPC and content marketing.

What exactly does a digital marketer do?

A digital marketer uses digital devices and digital marketing techniques, such as social media marketing, SEO and content marketing to drive awareness, interest and sales of business products and services. To be an effective digital marketer, you need to be adept with a variety of digital media as well as possess strong marketing skills.

How much money do I need to start digital marketing?

To get started with digital marketing, you’ll need a computer and an internet connection, which will involve an initial outlay of around $500 to $1000, plus $50-$120 per month. You’ll also need appropriate software, such as email marketing software , SEO software and marketing automation and customer relationship management (CRM) software . Together, these software programs can cost between $0 and $500 per month.

In addition to the software and hardware you’ll need to start digital marketing, you may also need digital marketing training. You can develop digital marketing skills via self-study for free or participate in a training program that could cost anywhere from $150 for a digital marketing certificate to $100,000 or more for a full four-year degree.

How can I do digital marketing with no experience?

There are several ways to get started in digital marketing, even if you have no experience. You could enroll in a digital marketing certificate program or take digital marketing courses online or at your local college. If you already have some general business or marketing skills, you can get an internship in a marketing department specializing in digital marketing.

What are the top digital marketing platforms?

Social media marketing, SEO and email marketing are three of the top digital marketing platforms business marketers use. The top marketing automation tools used for digital marketing include HubSpot , Marketo and Salesforce .

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Janette Novak is a freelance journalist and consultant who specializes in teaching online business and small business marketing. Previously, Janette owned a boutique marketing agency and served as a Chief Marketing Officer for a leading professional training services provider.

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What Is a Marketing Essay

The definition of marketing essay describes it as a written piece, exploring product promotion in detail. Such pieces entitle authors to conduct research, study terms, and argumentation. Writing process engages cognitive abilities as well as analytical and critical thinking. While writing, students educate themselves and improve skills in writing and argumentation.

Creating a competent scholarly piece about commerce is always challenging for young authors. College kids should read various data sources and select credible ones. Data must be organized and structured beforehand. Presentation of data, argumentation, as well as reasoning also add many problems for authors. Such papers must be written in compliance with requirements following strict guidelines.

Free Marketing Paper Examples to Download

Website offers countless marketing essay examples of any size and complexity. Browse through a wide selection of topics, opinions, and formats. Each pdf sample is available for free with no registration. All papers were donated by former students. They demonstrate unique approaches to tackling this uneasy task.

Use these text samples as a source of inspiration, guidance, or templates. Extract wording, argumentation techniques, and convincing tactics. Reading sample pieces before writing brings fresh marketing essay ideas. Example articles present perfect language, strong structuring, and smart narration.

Learn new storytelling tricks and perfect personal writing skills by copying selected articles. Look how other students managed to create memorable, well-designed, researched pieces. You may need a human resource management essay; find it in our library. Apply new knowledge in custom papers – boost overall quality and final grades.

Marketing Reflective Essay Examples

A marketing reflective essay challenges authors with critical assessment and taking an analytical look. In reflective pieces, students demonstrate in-depth subject understanding as well as superb writing skills. Such qualities can be achieved either by time-consuming learning or by copying successful papers. Proposed examples demonstrate sublime knowledge of both the article's subject and vocabulary. Here’s how even one reading session of a free marketing essay pdf example can change a student’s style:

• Improved wording, incision

Learn new topic-specific vocables for a big improvement in morphological variability as well as readability.

• Better paper structuring

Check out modern effective methods or text design for more narrative consistency and coherency.

• Thorough informational support

Examine how each statement is backed up by credible information from trustworthy data sources.

Marketing Analysis Paper Examples

Marketing analysis essay takes it further. Similar papers consist mostly of critique and researched material. Students demonstrate extensive academic knowledge and analysis skills. Writing process starts with subject studying and reading competent data sources. A good author must design a clean structure. Create a diverse plan that’ll allow for in-depth coverage. Paper must be kept informative yet captivating. Readers should be entertained and eager to read more.

If you’re short on marketing paper ideas, read proposed paper samples. Articles were donated by students who got the highest scores for these pieces. They present a wide variety of possible topics and analytical approaches. Check out business essays and what made these works great in analysis quality and data presentation. Try indirectly copying smart tricks as well as effectively improving personal writing skills. Make your writing excellent!

Write My Marketing Essay for Me!

To all students out there, here’s a short essay writing marketing online guide. Skim through it, then follow each step to create unique, competent scholarly works.

• Conduct in-depth research. Study all available data regarding the article's subject before essay writing in marketing. Thorough subject exploration is important.
• Arrange arguments. Carefully select only credible, relevant, and important data. Separate it from unchecked or controversial for better academic value.
• Design an outline. Plan narration by creating an article’s structure. Specify which data is mentioned and where. Follow this outline while writing.
• Make drafts. Write two-three versions of your article. Each one will be closer to perfection. After you’re satisfied with the achieved results, do the next step.
• Edit mistakes out. Proofread an article to eliminate spelling errors, grammar faults, and word repetitions. Check for plagiarism to be sure your article is unique.

If you need more help – contact us directly. Our service will be happy to help you tackle this uneasy marketing essay writing assignment.

Great Marketing Essay Topics Ideas

Want more assistance with finding new marketing topics to write about? The chance of creating an interesting scholarly piece significantly improves if the topic is fascinating. Select such a topic in marketing that you’d be eager to share thoughts. With that said, here’s a list of great paper subjects:

• How can consumers protect themselves from viral advertisements?
• Direct sell or a hidden call-to-action? Describe pros/cons of each approach.
• Explore effective methods of selling a bottle of water to a drowning man.
• Online product promotion as a part of modern retail strategies.
• Explain how advertisements can be more effective on social media.
• Business model of TikTok – analyze it in detail.
• How can a company create its image and earn clients’ loyalty?

Hint: Marketing is closely related with communication. So, browse more than one essay on communication in our database. 

Topics Related to Marketing

Picking one of marketing related topics instead of purely market-targeted gives additional possibilities. Students get a wider variety of arguments and more abilities to showcase particular knowledge. Subject-related articles develop cognitive skills as well as teach the concept application. We’ve compiled some marketing paper topics that are not entirely about marketing:

• How can kids improve revenues of a lemonade stand?
• Now people are products big companies buy/sell.
• Where to find the best customer for your business? (Consult: essay about business management .)
• Explore first forms of advertisement in Ancient Rome.
• Small entrepreneur struggles of the 21st century.
• How symbols are used in advertising/selling?
• Who was Steve Jobs – market genius or a fraud?
• Instagram and TikTok as the best platforms for selling stuff.

FAQ About Marketing Essays

Numerous free essays on marketing and related subjects are available to any internet user. The website offers countless options for each student to select the right paper sample. Download them as pdf files or examine free samples online. Use these free papers to improve personal grades and perfect writing abilities.

Short papers on marketing focus on densely packing information. Such articles require immense writing skills and experience to complete. Brief papers often are the hardest ones since all the data must be squeezed into a tiny amount. Multiple examples of short scholarly pieces can be downloaded free from this website.

Successful essays on marketing are started with topic statement sentences. Authors supply readers with essential information necessary for text understanding. The first paragraph only hooks attention without providing any concrete facts or arguments. Look at examples for guidance and inspiration. Samples showcase various takes on the article's introduction – choose yours!

All proposed essays about marketing were already submitted by their authors. The papers you see were donated by students. Copy-paste will result in poor originality percentage and grades. Teachers use plagiarism checkers on each submitted work. If you’re aiming at something better than “F”, you better write unique works.

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Marketing career: crafting triumph through creativity and strategy.

The modern world is an intricate web of connections and communications, and at its core lies the vibrant marketing career. In this essay, we embark on a journey through the exciting realm of marketing, exploring its multifaceted nature, the skills it demands, and the opportunities...

A Brief Analysis of Samsung's Marketing Aim and Strategies

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A Few Marketing Plans to Strengthen Malaysia Airlines’ Brand

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Non-profit and For-Profit Organizations

Non-profit and for-profit organizations share similarities and also have their differences. For-profit organisations stray far from non-profit organisations in their motives; for-profits are driven to boost revenue where non-profits hold more selfless motives and won’t suffer financial difficulties or loss. This difference flows into their...

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Best topics on Marketing

1. Marketing Career: Crafting Triumph through Creativity and Strategy

2. A Brief Analysis of Samsung’s Marketing Aim and Strategies

3. Misleading Marketing Schemes in Australia and Their Impact

4. Combination of Success: the Blend of Marketing and Customer Value

5. A Few Marketing Plans to Strengthen Malaysia Airlines’ Brand

6. Successful Marketing Strategy Starts With Great Advertisement

7. The Pros and Cons of Digital Marketing Methods

8. Non-profit and For-Profit Organizations

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What is Marketing, and What's Its Purpose?

Updated: January 24, 2022

Published: February 25, 2021

Dictionary.com defines marketing as, "the action or business of promoting and selling products or services, including market research and advertising."

If you work in a marketing role like I do, it's probably difficult for you to define marketing even though you see and use it every day -- the term marketing is a bit all-encompassing and variable for a straightforward definition.

This definition feels unhelpful.

The selling part, for instance, overlaps a little too snuggly with a "what is sales" definition, and the word advertising makes me think of Mad Men brainstorming sessions.

But upon digging deeper, I began seeing that actually, marketing does overlap heavily with advertising and sales. Marketing is present in all stages of the business, beginning to end.

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What is marketing?

Marketing refers to any actions a company takes to attract an audience to the company's product or services through high-quality messaging. Marketing aims to deliver standalone value for prospects and consumers through content, with the long-term goal of demonstrating product value, strengthening brand loyalty, and ultimately increasing sales.

At first, I wondered why marketing was a necessary component during product development, or a sales pitch, or retail distribution. But it makes sense when you think about it -- marketers have the firmest finger on the pulse of your consumer persona.

The purpose of marketing is to research and analyze your consumers all the time, conduct focus groups, send out surveys, study online shopping habits, and ask one underlying question: "Where, when, and how does our consumer want to communicate with our business?"

Here, let's explore the purposes of marketing, along with types of marketing, the 4 P's of marketing, and the difference between marketing and advertising.

Whether you're a seasoned marketer looking to refresh your definitions, or a beginner looking to understand what marketing is in the first place, we've got you covered. Let's dive in. 

Purpose of Marketing

Marketing is the process of getting people interested in your company's product or service. This happens through market research, analysis, and understanding your ideal customer's interests. Marketing pertains to all aspects of a business, including product development, distribution methods, sales, and advertising.

Modern marketing began in the 1950s when people started to use more than just print media to endorse a product. As TV -- and soon, the internet -- entered households, marketers could conduct entire campaigns across multiple platforms. And as you might expect, over the last 70 years, marketers have become increasingly important to fine-tuning how a business sells a product to consumers to optimize success.

In fact, the fundamental purpose of marketing is to attract consumers to your brand through messaging. Ideally, that messaging will helpful and educational to your target audience so you can convert consumers into leads.

Today, there are literally dozens of places one can carry out a marketing campaign -- where does one do it in the 21st century?

Types of Marketing

Where your marketing campaigns live depends entirely on where your customers spend their time. It's up to you to conduct market research that determines which types of marketing -- and which mix of tools within each type -- is best for building your brand. Here are several types of marketing that are relevant today, some of which have stood the test of time:

• Internet marketing: Inspired by an Excedrin product campaign that took place online, the very idea of having a presence on the internet for business reasons is a type of marketing in and of itself.
• Search engine optimization: Abbreviated "SEO," this is the process of optimizing content on a website so that it appears in search engine results. It's used by marketers to attract people who perform searches that imply they're interested in learning about a particular industry.
• Blog marketing: Blogs are no longer exclusive to the individual writer. Brands now publish blogs to write about their industry and nurture the interest of potential customers who browse the internet for information.
• Social media marketing: Businesses can use Facebook, Instagram, Twitter, LinkedIn, and similar social networks to create impressions on their audience over time.
• Print marketing: As newspapers and magazines get better at understanding who subscribes to their print material, businesses continue to sponsor articles, photography, and similar content in the publications their customers are reading.
• Search engine marketing: This type of marketing is a bit different than SEO, which is described above. Businesses can now pay a search engine to place links on pages of its index that get high exposure to their audience. (It's a concept called "pay-per-click" -- I'll show you an example of this in the next section).
• Video marketing: While there were once just commercials, marketers now put money into creating and publishing all kinds of videos that entertain and educate their core customers.

Marketing and Advertising

If marketing is a wheel, advertising is one spoke of that wheel.

Marketing entails product development, market research, product distribution, sales strategy, public relations, and customer support. Marketing is necessary in all stages of a business's selling journey, and it can use numerous platforms, social media channels, and teams within their organization to identify their audience, communicate to it, amplify its voice, and build brand loyalty over time.

On the other hand, advertising is just one component of marketing. It's a strategic effort, usually paid for, to spread awareness of a product or service as a part of the more holistic goals outlined above. Put simply, it's not the only method used by marketers to sell a product.

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• A Planning Template to Outline Timeline, Budget, and Goals
• A Project Pitch Presentation Deck to Share With Stakeholders

Here's an example (keep reading, there's a quiz at the end of it):

Let's say a business is rolling out a brand new product and wants to create a campaign promoting that product to its customer base. This company's channels of choice are Facebook, Instagram, Google, and its company website. It uses all of these spaces to support its various campaigns every quarter and generate leads through those campaigns.

To broadcast its new product launch, it publishes a downloadable product guide to its website, posts a video to Instagram demonstrating its new product, and invests in a series of sponsored search results on Google directing traffic to a new product page on its website.

Now, which of the above decisions were marketing, and which were advertising?

The advertising took place on Instagram and Google . Instagram generally isn't an advertising channel, but when used for branding, you can develop a base of followers that's primed for a gentle product announcement every now and again. Google was definitely used for advertising in this example; the company paid for space on Google -- a program known as pay-per-click (PPC) -- on which to drive traffic to a specific page focused on its product. A classic online ad.

Where did the marketing take place? This was a bit of a trick question, as the marketing was the entire process . By aligning Instagram, Google, and its own website around a customer-focused initiative, the company ran a three-part marketing campaign that identified its audience, created a message for that audience, and delivered it across the industry to maximize its impact.

It’s important to know that this type of marketing campaign requires proper coordination and monitoring of multiple channels. You need to adapt your approach to each specific channel, yet get them to yield the same results -- generate revenue.

This is where a unified marketing software solution can come in handy. It includes the tools necessary to monitor and manage campaigns across multiple channels -- from websites to emails, and online advertisements.

The 4 Ps of Marketing

In the 1960's, E Jerome McCarthy came up with the 4 Ps of marketing: product, price, place, promotion.

Essentially, these 4 Ps explain how marketing interacts with each stage of the business.

Download Now: Free Marketing Mix Templates

Let's say you come up with an idea for a product you want your business to sell. What's next? You probably won't be successful if you just start selling it.

Instead, you need your marketing team to do market research, interpret marketing analytics data into actionable insights, and answer some critical questions: Who's your target audience? Is there market fit for this product? What messaging will increase product sales, and on which platforms? How should your product developers modify the product to increase likelihood of success? What do focus groups think of the product, and what questions or hesitations do they have?

Marketers use the answers to these questions to help businesses understand the demand for the product and increase product quality by mentioning concerns stemming from focus group or survey participants.

Your marketing team will check out competitors' product prices, or use focus groups and surveys, to estimate how much your ideal customer is willing to pay. Price it too high, and you'll lose out on a solid customer base. Price it too low, and you might lose more money than you gain. Fortunately, marketers can use industry research and consumer analysis to gauge a good price range.

It's critical that your marketing department uses their understanding and analysis of your business's consumers to offer suggestions for how and where to sell your product. Perhaps they believe an ecommerce site works better than a retail location, or vice versa. Or, maybe they can offer insights into which locations would be most viable to sell your product, either nationally and internationally.

This P is likely the one you expected from the get-go: promotion entails any online or print advertisement, event, or discount your marketing team creates to increase awareness and interest in your product, and, ultimately, lead to more sales. During this stage, you'll likely see methods like public relations campaigns, advertisements, or social media promotions.

Hopefully, our definition and the four Ps help you understand marketing's purpose and how to define it. Marketing intersects with all areas of a business, so it's important you understand how to use marketing to increase your business's efficiency and success.

Editor's note: This post was originally published in May 2018 and has been updated for comprehensiveness.

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Essay on Online Shopping 1000+ Words

Online shopping has transformed the way we buy goods and services. With the advent of the internet, the world of commerce has shifted to digital platforms, making shopping easier, more convenient, and accessible to millions. In this essay, we will explore the many advantages of online shopping, from its convenience and affordability to its impact on traditional retail stores and its role in our modern lives.

Convenience at Your Fingertips

Online shopping offers unparalleled convenience. Shoppers can browse and buy products from the comfort of their homes, avoiding long queues and crowded stores. This convenience is especially valuable for people with busy schedules or limited mobility.

A Vast Selection of Products

Online stores provide a vast array of products that cater to diverse tastes and needs. Whether you’re searching for clothing, electronics, books, or specialty items, the internet offers an extensive selection with just a few clicks.

Competitive Prices and Discounts

Online retailers often offer competitive prices and frequent discounts. The ability to compare prices from different sellers allows shoppers to find the best deals, saving them money. Additionally, online coupons and promotions further enhance the affordability of online shopping.

Access to Customer Reviews

Before making a purchase, online shoppers can read customer reviews and ratings. This valuable information helps buyers make informed decisions, ensuring they select high-quality products that meet their expectations.

Convenient Payment Options

Online shopping platforms offer a variety of payment options, including credit cards, digital wallets, and online banking. This flexibility makes transactions convenient and secure for shoppers.

Doorstep Delivery

One of the most significant advantages of online shopping is doorstep delivery. Shoppers no longer need to travel to physical stores; instead, their purchases are delivered to their homes, saving time and effort.

Avoiding Impulse Buying

Online shopping can help shoppers avoid impulse buying. In physical stores, tempting displays and in-store promotions can lead to unplanned purchases. Online, buyers have more control over their choices and can stick to their budgets.

Accessibility for All

Online shopping breaks down geographical barriers. People in remote areas or those with limited access to physical stores can now access a wide range of products and services, leveling the playing field for all consumers.

Impact on Traditional Retail

The rise of online shopping has led to changes in the traditional retail landscape. Many brick-and-mortar stores have expanded their online presence to remain competitive. Additionally, some traditional retailers now offer online shopping options to meet the changing preferences of consumers.

Environmental Benefits

Online shopping can have environmental benefits. With fewer people driving to physical stores, there may be a reduction in carbon emissions. Additionally, some online retailers are committed to eco-friendly packaging and sustainable practices.

Conclusion of Essay on Online Shopping

In conclusion, online shopping has revolutionized the way we shop and has become an integral part of our modern lives. Its convenience, affordability, vast selection, and accessibility have made it a preferred choice for millions of consumers worldwide. As technology continues to advance, online shopping will likely become even more accessible and efficient.

While online shopping offers numerous advantages, it’s essential to exercise caution and practice responsible consumerism. Shoppers should be mindful of their budgets, protect their personal information, and support reputable online retailers.

Online shopping is not just a trend; it’s a reflection of our evolving society and the way we adapt to new technologies. As we embrace the convenience and benefits it offers, let us also be conscious consumers who make informed choices, ensuring that online shopping continues to enhance our lives while respecting the principles of responsible shopping and sustainability.

Also Check: The Essay on Essay: All you need to know

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How to Write a Short Essay

Last Updated: January 17, 2024 Fact Checked

This article was co-authored by Christopher Taylor, PhD . Christopher Taylor is an Adjunct Assistant Professor of English at Austin Community College in Texas. He received his PhD in English Literature and Medieval Studies from the University of Texas at Austin in 2014. There are 12 references cited in this article, which can be found at the bottom of the page. This article has been fact-checked, ensuring the accuracy of any cited facts and confirming the authority of its sources. This article has been viewed 116,387 times.

Essay writing is a common assignment in high school or college courses, especially within the humanities. You’ll also be asked to write essays for college admissions and scholarships. In a short essay (250-500 words), you will need to provide an introduction with a thesis, a body, and a conclusion, as you would with a longer essay. Depending on the essay requirements, you may also need to do academic or online research to find sources to back up your claims.

Picking a Topic and Gathering Research

• If you have any questions about the topic, ask your instructor. If your essay doesn't respond to the prompt, you likely won't receive full credit.

• If you're writing an essay for an in-class test or for an application, tailor the essay to the given prompt and topic. Quickly brainstorm a few ideas; for example, think of positive things you can say about yourself for a college-entrance essay.
• For example, the topic “depression in American literature” is far too broad. Narrow down your topic to something like “Willie Loman’s depression in Death of a Salesman .”
• Or, you could write about a narrow topic like “the increase in the USA’s national debt in the 1950s” rather than a broad topic like “the American economy in the 20th century.”

• Depending on the field in which you’re writing the essay—e.g., hard sciences, sociology, humanities, etc.—your instructor will direct you towards appropriate databases. For example, if you’re writing a high-school or college-level essay for your English class, visit online literary databases like JSTOR, LION, and the MLA Bibliography.
• If you're writing the essay for a college or graduate-school application, it's unlikely that you'll need to include any secondary sources.
• If you're writing a timed or in-class essay, you may not be able to find research articles. But, still do draw information from texts and sources you've studied both in and out of class, and build from points made in any provided reading passages.

• If you’re writing about current events or journalism topics, read articles from well-known news sites like CNN or the BBC.
• Avoid citing unreliable websites like blogs or any sites that have a clear bias about the topic they’re reporting on.

Composing the Essay

• If you write the essay without outlining, the essay will be poorly organized.

• This thesis statement is far too weak: “ Death of a Salesman shows the difficulty of living in America after WWII.”
• Instead, hone your thesis to something like: “Arthur Miller uses Death of a Salesman to show that the American Dream is materialist and impractical.”

• So, avoid beginning the paragraph by writing something like, “Since the beginning of time, all people have been consumed with the desire for their father’s approval.”
• Instead, write something like, “In the play Death of a Salesman , Willie Loman’s sons compete for their father’s approval through various masculine displays."
• Then, you can say, "To examine this topic, I will perform a close reading of several key passages of the play and present analyses by noted Arthur Miller scholars."

• In a short essay, the conclusion should do nothing more than briefly restate your main claim and remind readers of the evidence you provided.

• So, take the example about Death of a Salesman . The first body paragraph could discuss the ways in which Willie’s sons try to impress him.
• The second body paragraph could dive into Willie’s hopelessness and despair, and the third paragraph could discuss how Miller uses his characters to show the flaws in their understanding of the American Dream.

• Always cite your sources so you avoid charges of plagiarism. Check with your instructor (or the essay prompt) and find out what citation style you should use.
• For example, if you’re summarizing the inflation of the American dollar during the 1930s, provide 2 or 3 years and inflation-rate percentages. Don’t provide a full-paragraph summary of the economic decline.
• If you're writing an in-class essay and don't have time to perform any research, you don't need to incorporate outside sources. But, it will impress your teacher if you quote from a reading passage or bring up pertinent knowledge you may have gained during the class.

• If no one agrees to read the essay, read over your own first draft and look for errors or spots where you could clarify your meaning. Reading the essay out loud often helps, as you’ll be able to hear sentences that aren’t quite coherent.
• This step does not apply to essays written during a timed or in-class exam, as you won't be able to ask peers to read your work.

• It’s always a mistake to submit an unrevised first draft, whether for a grade, for admissions, or for a scholarship essay.
• However, if you're writing an essay for a timed exam, it's okay if you don't have enough time to combine multiple drafts before the time runs out.

Condensing Your Essay

• So, if you’re writing about Death of a Salesman , an article about symbolism in Arthur Miller’s plays would be useful. But, an article about the average cost of Midwestern hotels in the 1940s would be irrelevant.
• If you’re writing a scholarship essay, double-check the instructions to clarify what types of sources you’re allowed to use.

• A common cliche you might find in an essay is a statement like, "I'm the hardest working student at my school."
• For example, this sentence is too verbose: “I have been a relentlessly stellar student throughout my entire high school career since I am a seriously dedicated reader and thoroughly apply myself to every assignment I receive in class.”
• Shortened, it could read: “I was a stellar student throughout my high school career since I was a dedicated reader and applied myself to every assignment I received.”

• Avoid writing something like, “Willie Loman can be seen as having achieved little through his life because he is not respected by his sons and is not valued by his co-workers.”
• Instead, write, “Arthur Miller shows readers that Willie’s life accomplishments have amounted to little. Willie’s sons do not look up to him, and his co-workers treat him without respect.”

• For example, if you’re trying to prove that WWII pulled the USA out of the Great Depression, focus strictly on an economic argument.
• Avoid bringing in other, less convincing topics. For example, don’t dedicate a paragraph to discussing how much it cost the USA to build fighter jets in 1944.

Short Essay Template and Example

Expert Q&A

• When composing the text of your essay, resist the temptation to pull words from a thesaurus in an attempt to sound academic or intelligent. Thanks Helpful 1 Not Helpful 0
• If your high school or college has an online or in-person writing center, schedule an appointment. Taking advantage of this type of service can improve your essay and help you recognize structural or grammatical problems you would not have noticed otherwise. Thanks Helpful 1 Not Helpful 0

You Might Also Like

• ↑ https://owl.purdue.edu/owl/general_writing/common_writing_assignments/research_papers/choosing_a_topic.html
• ↑ https://monroecollege.libguides.com/c.php?g=589208&p=4072926
• ↑ https://www.utep.edu/extendeduniversity/utepconnect/blog/march-2017/4-ways-to-differentiate-a-good-source-from-a-bad-source.html
• ↑ https://www.grammarly.com/blog/essay-outline/
• ↑ https://writingcenter.unc.edu/tips-and-tools/thesis-statements/
• ↑ https://libguides.newcastle.edu.au/how-to-write-an-essay/essay-introduction
• ↑ https://lsa.umich.edu/sweetland/undergraduates/writing-guides/how-do-i-write-an-intro--conclusion----body-paragraph.html
• ↑ https://mlpp.pressbooks.pub/writingsuccess/chapter/8-3-drafting/
• ↑ https://www.trentu.ca/academicskills/how-guides/how-write-university/how-approach-any-assignment/writing-english-essay/using-secondary
• ↑ https://patch.com/michigan/berkley/bp--how-to-shorten-your-college-essay-without-ruining-it
• ↑ https://writing.wisc.edu/handbook/style/ccs_activevoice/
• ↑ https://wordcounter.net/blog/2016/01/26/101025_how-to-reduce-essay-word-count.html

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Essay on Marketing in Simple and Easy Words

Essay on Marketing in Simple and Easy Words!

Collection of essays on ‘Marketing’ for students & teachers! Find essays and paragraphs on: 1. Marketing 2. Direct Marketing 3. Relationship Marketing 4. Green Marketing 5. International Marketing 6. Global Marketing 7. Rural Marketing 8. Services Marketing 9. Digital Marketing 10. Event Marketing. Also learn out: 1. Essay On Marketing 1000 Words 2. Marketing Essay Introduction 3. Marketing Essay Writing 4. Essay On Marketing In India 5. What Is Marketing 6. Marketing Business Essay. Further this article will help you to write an incredible essay on marketing.

Top 10 Essays on Marketing  

Essay Contents:

• Essay on Event Marketing

1. Essay on Marketing:  (500 words)

Marketing is everywhere. Everything from presenting yourself for a job interview to selling your products includes marketing. Main objective of any company is to gain profits which can be achieved only through marketing of the products. Marketing enables the companies to create demand and earn profits. If these two aspects are not taken care of, then the company will not survive in the market.

The history of marketing dates back to the beginning of civilisation. It started with the barter system and when the volume of business grew up; traders came into existence. With the industrial revolution happening in the late 18th and early 19th century, the business expanded manifold. Again with the subsequent progress in transportation and communication system, the business grew across the borders of a country.

In the Indian context, the Kautilya’s famous book Arthashastra’ talked about the relationship between the sellers and buyers. It also dealt with the earnings of the traders marketing as a topic first appeared in the first half of the 20th century, with reference to distribution. The process of distribution and the determination of price through the demand and supply paved the way for studies in marketing.

That’s why economics is known as the mother of marketing. In the early stage, marketing was also known for selling and advertising only. But subsequently with the development of marketing as a management study, it got the right place it deserved through the various principles and theories.

Marketing affects our day to day life in a significant manner. It is embedded in everything we do—from the clothes we wear, to the Websites we click on to the advertisements we see. Marketing is about identifying and meeting human and social needs profitably. It is customer-centric and seeks to deliver value and satisfaction to customers wherever they are. Good marketing is the essence of business success. In an economic jungle only customer maniac organisations survive in the long run.

Marketing is the business function that identifies current unfulfilled needs and wants, defines and measures their magnitude, determines which target markets the organisation can best serve, and decides the appropriate products, services and programmes to serve these markets.

Marketing serves as the link between society needs and its pattern of industrial response. The basic objective of all economic activities is the satisfaction of human wants. Marketing makes goods useful to the society by getting them where they are wanted, when they are wanted and by transferring them to those people who want them.

It is in this sense that marketing has been defined as, “all the activities involved in the creation of place, time and possession utilities.” Marketing is thus concerned with handling and transportation of goods from the point of production to the point of consumption. In this journey of goods from the manufacturers to ultimate consumers several difficulties have to be removed.

Firstly, goods are to be removed from the place of their origin to the place or places where their need is felt. This is creation of place utility. Secondly, goods are to be made available at a time when they are needed. It means they must be stored or protected against fire, rain, pests, thieves etc. till that time.

This is creation of time utility. Finally, the ownership and ultimately the possessing of these goods are to be transferred from the producer to the consumer. This has been referred as the creation of possession utility. Thus marketing is the economic process by means of which goods and services are exchanged and their values determined in terms of money prices.

Marketing is a process of getting the right products to the right people at the right price and at the right place and time with the right promotion. Market­ing can also be defined as process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.

Creating customer value and satisfaction are at the very heart of modern marketing thinking and practice. A very simple definition of marketing is that it is the delivery of customer satisfaction at a profit. Sound marketing is critical to the success of every organization.

The utility of marketing lies in its ability to deliver what the customer wants— delivering outstanding value at an affordable price. It helps the producer to take the products and services to the street and get noticed.

2. Essay on Direct Marketing : (1000 words)

Under general marketing, marketer depends upon advertising, sales promotion, and personal selling to promote their products and use some channel of distribution to bring about mass distribution. Advertising is used for awareness, interest and to build the brand image. Sales promotion is required for impulse buying or offering USP to buy now.

Personal selling is employed to convince the prospect and close the sale. Under direct marketing all the three means of promotion are compressed to induce direct sale without the help of any middleman traders. Direct marketing is selling product and services to customers without the use of channel members.

A direct marketer is an organisation that uses personal selling, advertising, sales promotion, electronic media, vending machines, etc. to promote and sell products directly to consumers/ users. Telemarketing i.e., marketing by telephone has assumed greater importance than even mail-order sale in all developed countries; very soon televised shopping also will grow in importance.

Major Direct Marketing (Non-Store Retailing) Methods :

1. In-Home Selling:

Marketer can use door-to-door selling through trained sales force. In India Eureka Forbes is marketing its consumer durables, vacuum cleaners and electronic water filters through in-home or direct selling. Initial contact may be made by phone or mailed-in-coupon. This method is costly but effective. We may have a party plan approach.

A host invites friends to a party, a salesman makes a sales presentation at the party. The invitees can shop in a friendly and social environment. In India, manufacturer of Nutrela (Soyabean product) decided to go to the consumers directly, and teach them how to use the product. Demonstrators were housewives who would approach a ladies’ Kitty group, a mahila mandal.

They would make a few dishes with Nutrela granules. While cooking, they would comment on the goodness of soya and its economy. The consumers would test and also learn what all could be done. 8,000 good demonstrations were held in five years. This method was very successful in creating market for that novel product.

2. Telebuying/Teleselling:

The dial-n-order, i.e., Telephone-buying and direct phone contact with the prospects to persuade and secure orders on phone is now a popular device in the West and spreading in big cities in India. Telephone-shopping and getting free home delivery is very convenient and also cheaper method for double-income families.

In-store sale is supplemented by telephone selling by a marketer as it is cheaper than in-home sale through salesforce. The growing satellite networks can create brand awareness and facilitate phone buying and selling.

3. E-Marketing:

IT and Internet are extensively used for buying rail, bus and air tickets and booking hotel accommodation.

4. Mail-Order Sale:

Standardisation, grading, branding, and packaging brought about the growth of mail order sale, i.e., selling or shopping by post, described as ‘arm-chair shopping’. The seller approaches the prospects by mail publicity, i.e., sending circulars, price-list, catalogue, booklets, pamphlets, samples, etc., through the post office. Up-to-date mailing list is maintained.

All selling is done invariably through regular advertisements and direct mail publicity. Sometimes, local agents are also employed for order collection, execution as well as collection of dues, when sale is by instalments. However, usually orders are collected as well as executed through the mail by V.P.P. Marketer may receive orders on phone also.

Examples of Goods Sold by Mail-Order are- Books, Toys, Cutlery, Watches, Fountain pens, Clothes, Footwear, Small appliances, Common drugs and cosmetics, Ready-made Foods, Household furnishing, etc.

Follow-up method is usually followed in mail-order by sending a series of letters to persuade and gain action. Readers Digest, Time and many such magazines have perfected the mail-order method for securing renewals or new subscriptions. Anjali mills of Bangalore is selling Anjali sarees in the price range of Rs.500 to Rs.1,200 and upwards.

It sends coloured picture catalogues providing adequate information. Many mail order sellers regularly send catalogues to consumers on their mailing list. Direct marketing through mail order method is firmly established in all markets. Even industrial goods are also sold by this method. Lakme has also adopted the direct marketing route. Women consumers who have shopped at its exclusive counters are being sent personalised letters with an invitation for a free make-up session with trained beauticians.

5. Direct Response Marketing (Using TV, Radio and Press Media):

Magazines, newspapers, radio, and television are used to present direct response offers to customers. The advertisement includes the company’s toll-free telephone number. The customer is requested to secure further information and place an order directly using that toll-free number.

Television is a growing medium for direct marketing both through network and cable channels. The customer gives his credit card number while placing an order. Direct response advertisements frequently appear on television and radio. In U.S.A. they have Home Shopping Network (cable network), a retail TV media for 24 hours per day.

6. Permission Marketing:

Permission marketing is a form of direct marketing wherein promotional information is sent only to those consumers who give permission to do so. It can be offered on Internet, mobile or direct mail. Those who agree are given incentive for volunteering. The information pertains to company’s products or services.

7. Automatic Vending Machines:

Well-known pre-sold brands with good turnover are sold by vending machines. Cold drinks, coffee, candy, snacks, magazines are suitable products sold by vending machines. They are usually kept at work places, schools, and public places.

Integrated Direct Marketing (Use Of Multiple Media) :

It has the following sequence- (1) Paid Advertisement with a response mechanism creates awareness and interest. (2) The marketer then sends direct mail to those who inquired. (3) The marketer follows-up the mail within two to four days by phone, seeking an order. (4) Face to face sales call may be arranged if customer so desires. Follow-up on phone is continued to secure an order.

Comments on Direct Marketing :

Direct marketing has several advantages when compared with in-store retailing-

(1) Direct marketing can focus marketing efforts effectively in terms of selling to the selected target markets.

(2) Marketer can contact prospects directly rather than wait for them to appear in the store.

(3) It gives great convenience to customers for making purchases.

(4) It is a lower-cost way of doing business than through a retail store.

(5) It needs less capital to be invested in business.

(6) It can be a side activity.

Disadvantages of Direct Marketing:

There are a few disadvantages as well-

(1) Conventional retailers are not looked with suspicion by prospects. But they do have suspicion towards direct marketers and their claims. The marketer must be well-known and established to remove this fear.

(2) Direct marketing, e.g., in-home selling, telemarketing, affects consumer privacy.

(3) Except for direct-to-home marketing, goods cannot be inspected prior to purchase.

(4) In absence of personal inspection, marketer has to offer liberal return facilities.

(5) In-home selling through sales force is costly.

Principles Governing Success in Advertising and Direct Marketing:

(1) Advertising is the core of direct marketing. Advertising works best if you promise people something they want and your advertisement is not clever, and shocking. It must be something relevant to consumer needs.

(2) People are attracted by quality and performance of a product than what it is.

(3) Advertisement must give facts, boldly, firmly, unflinchingly. Say directly what it is, what it has done, what it will do?

(4) Much advertisement copy ignores the facts, does not tell what the product is, what it does, how it has performed. Much copy over claims, boasts, denigrates rival products — a waste of time as the reader ends up believing nobody. In short, advertisement in direct marketing particularly must be entirely based on truth. They say, honesty is the best policy. It will make you pleasantly conspicuous in direct marketing. Direct marketing demands customer-oriented salesmanship in advertisement.

3. Essay on Relationship Marketing:

Managing customer relationships is the second key element of the new definition of marketing as ‘creating, communicating and delivering value … for managing customer relationships’. Relationship marketing is a field that has grown rapidly during the last decade (for an excellent overview of this development).

Therefore, it is only correct that the concept of customer relationships is considered. However, as the literature on relationship marketing demonstrates, research into this field and studies of relationship marketing in practice show a variety of different views on the subject.

There is not even a commonly accepted definition of what a relationship is in a commercial context, and of what relationship marketing is. The literature demonstrates a scale of notions of what ‘managing customer relationships’ consists of, ranging from creating a mutual commitment and understanding of the supplier and the customer and a win-win situation as a basis for marketing to having customers who show a repetitive buying behaviour to managing relationship marketing instruments such as loyalty programmes and direct mailings and relationship marketing tactics to seeing relationships as yet another variable in the marketing mix toolbox used to manipulate customers.

Moreover, as Ryals indicates, a relationship marketing approach with the goal to increase customer retention may not always be a profitable strategy, because the costs of retaining customers may be higher than the benefits to be gained from such a strategy.

In marketing and management jargon the term ‘customer relationship’ is also used in a multitude of ways. For some it means customers with whom a behavioural and emotional connection has been developed. Repeat purchasing behaviour and a larger share of the customer’s wallet is not enough for a relationship to have been established with a customer (a behavioural component); in addition a larger share of their heart and mind is also required (an emotional or attitudinal component). For others every customer, who has shown up at least twice or even every customer – regardless of their purchasing behaviour – is called a customer relationship.

The phrase ‘managing customer relationships’ implies that customer relationships exist. However, only customers can decide whether they have, or want to have, a relationship with a firm, in other words, whether a customer relationship exists or not. It seems quite obvious that not all customers want to be in a relationship with firms whose products they are using. Customers can be in transactional modes as well as in relational modes, and the same customer may probably shift from one mode to another, depending on the type of products, or firm, or even the situation.

There is no research yet that would demonstrate when a customer recognizes a relationship exists, wants a relationship to exist or shifts from a transactional to a relational mode. In fact, relationship marketing and customer relationships have mostly been studied from a management perspective based on the assumption that marketers decide whether relationships exist or not. There is not much knowledge about customers’ interests in relational behaviour and about their reactions to relationship marketing approaches.

The only thing we definitely appear to know is that unless the most simple and meaningless definition of customer relationships is applied, in other words, a customer that buys two or three times, constitutes a customer relationship or any customer makes a customer relationship, not all customers can be managed as relationships.

In addition, the research on contemporary marketing practices that has been published demonstrates that firms across cultures use a variety of marketing approaches, some of which can be described as relational, some of which can’t. The new marketing definition does not provide any indications as to how the phrase managing customer relationships should be understood, other than that they should be managed ‘in ways that benefit the organization and its stakeholders’.

Regardless of how important the issue of understanding customer relationships and managing relationships with customers is in some or perhaps even most situations, unless it is clearly demonstrated that customers always want to see themselves in relationships with suppliers of goods, services, ideas, information and other types of solutions, it is not advisable, and may even be counterproductive to the development of marketing to include the phrase managing customer relationships in a generic marketing definition.

Attempting to force all customers into relationships will lead to inefficient and ineffective marketing behaviour, where inappropriate marketing activities are used and customer behaviour that customers do not want to adhere to is strived for by marketers.

However, the research into relationship marketing has other aspects of marketing to offer marketing in general: for example, the notion that marketing is a set of processes for identifying and establishing contacts with customers and further maintaining and enhancing, or cultivating, and when needed, terminating these contacts.

This notion of marketing as processes is included in the new marketing definition, albeit in an unspecified way and apparently without including the customer in the processes. Moreover, relationship marketing as well as service marketing has pointed out that interactions between customers and various resources of the supplier – people, physical resources, systems, IT, infrastructures, etc. – form a key concept in marketing.

The primary aim of relationship marketing is to build and maintain a base of committed customers who are profitable for the organisation. To achieve this aim, the firm will focus on the attraction, retention, and enhancement of customer relationships. First, the firm will seek to attract customers who are likely to become long-term relationship customers.

Through market segmentation, the company can come to understand the best target markets for building lasting customer relationships. As the number of these relationships grows, the loyal customers themselves will frequently help to attract (through word of mouth) new customers with similar relationship potential.

Once they are attracted to begin a relationship with the company, customers will be more likely to stay in the relationship when they are consistently provided with quality products and services and good value over time. They are less likely to be pulled away by competitors if they feel that the company understands their changing needs and seems willing to invest in the relationship by constantly improving and evolving its product and service mix.

Finally, the goal of customer enhancement suggests that loyal customers can be even better customers if they buy more products and services from the company over time. Loyal customers not only provide a solid base for the organisation, they may represent growth potential. This is certainly true for USA, whose officer members’ need for insurance increase over their lifetimes as well as the lifetimes of their children.

Other examples abound. A bank checking account customer becomes a better customer when he/she sets up a savings account, takes out a loan, and/or uses the financial advising services of the bank. And a corporate account becomes a better customer when it chooses to do 75 percent of its business with a particular supplier rather than splitting the business equally among three suppliers. In recent years, in fact, many companies have aspired to be the “exclusive supplier” of a particular product or service for their customers. Over a period of time these enhanced relationships can increase market share and profits for the organisation.

4. Essay on Green Marketing:

Green is the new buzzword in the marketing. The world is going Green and so are the companies and the governments. Now going green has become the new success mantra in marketing to differentiate the products and services from their competition. It has also become a platform for innovation.

Now, more and more organisations are trying to follow the green path either directly or indirectly. The harmony among the three P’s – People, Planet and Profit is taking the centre stage for the companies as well as for the governments.

Whether it is the case of Panasonic with the ‘Eco-Ideas’ implemented in their production facilities or the case of ICICI Bank with the ‘E-statements’ saving hundreds of trees every month; marketers all across the world are trying to relate their products and services to the ‘Green’ to be more marketing savvy and innovative. Now, Interbrand not only ranks the Best Global Brands every year, it also ranks the best global green brands across the world.

Although green marketing came into prominence in the late 1980s and early 1990s, it was first discussed in the workshop titled “Ecological Marketing” in 1975, undertaken by American Marketing Association (AMA). The proceedings of this workshop resulted in one of the first books on green marketing entitled ‘Ecological Marketing’ by Henion and Kinnear in 1976. Since that time a number of books on this topic have been published by different authors like Charter in 1992, Coddington in 1993 and by Ottman in 1993.

In the last fifteen years, concern for the environment has been steadily increasing, due to increased media coverage, greater awareness of environmental problems, the impact of major industry disasters and the rise of activist groups on the environment.

Thus the first wave of Green Marketing occurred in the 1980s and 1990s, when the products were designed and developed by causing less damage to the environment; while in the late 1990s and early 2000, the focus was on sustainable green marketing. The same has been discussed by Peattie in 2001, where he has talked about the evolution of green marketing into three phases.

These phases are as the following:

1. Ecological’ green marketing- To help solve environment problems through remedies.

2. ‘Environmental’ green marketing- With focus on clean technology that involved designing of innovative new products, which take care of pollution and waste issues.

3. ‘Sustainable’ green marketing- To produce and market environment friendly products, as a number of customers started demanding eco-friendly products and technologies. It gained prominence in the late 1990s and early 2000.

Green marketing is also known as environmental marketing, ecological marketing, green marketing, sustainable marketing and greener marketing. A majority of people believe that green marketing refers solely to the promotion or advertising of products with environmental characteristics. Consumers often associate green marketing with terms like phosphate free, recyclable, refillable, ozone friendly, and environmentally friendly. While these terms are green marketing claims, in general green marketing is a much broader concept, which is applied to goods as well as services.

The AMA workshop in 1975 was the first attempt to bring together academics, practitioners, and public policy makers to examine marketing’s impact on the natural environment. At that point of time, the term ecological marketing was used for green marketing. Based on the proceedings of the workshop,

Henion and Kinnear defined ecological marketing as- ‘the study of the positive and negative aspects of marketing activities on pollution, energy depletion and non-energy resource depletion.’

According to American Marketing Association (AMA), ‘Green marketing is the marketing of products that are presumed to be environmentally safe.’

Although green marketing incorporates a broad range of activities; yet it puts a special emphasis on the 1st and the 4th P of the marketing mix i.e. product and promotions. Primarily it means changes in the production process, as in the case of Panasonic or it may just be product modification like Toyota Prius, the hybrid car. There might be changes in the packaging as well as in the advertising.

From time to time, green marketing has also been defined by several authors like Jain and Kaur, Pride and Ferrell, Grant and Kangis. On the whole they defined green marketing as an activity, which involves designing, promoting, pricing and distributing products and services according to the customers’ want and need, with minimal detrimental impact on the natural environment.

Thus green marketing incorporates a broad range of activities, including product design, product modification, changes to the production process, packaging changes, as well as modifying advertising and promotions.

5. Essay on International Marketing:

International marketing refers to the marketing activities carried on by a marketer in more than one nation or country. It is marketing across national boundaries. It is the performance of business activities that direct the flow of goods and services to the consumers or users in more than one nation.

Thus, we can state that international marketing involves the perfor­mance of marketing functions of buying, selling, transportation, storage, warehousing, financing, risk bearing, pricing, standardising, advertising, and sales promotion in foreign markets across the national borders.

The ultimate aim and objective of interna­tional marketing is the exporting of products and services to foreign mar­kets. In this sense, the scope of international marketing covers a wide spectrum of marketing-related actions and programmes and extends to the performance of various activities on the part of an exporter.

The scope of international marketing activities may be outlined as below: 

1. Setting up a Branch in a Foreign Market:

This requires establish­ment of a branch in a foreign country for the purpose of processing, packag­ing, or assembling the goods according to the needs of the markets. Sometimes, a firm undertakes complete manufacturing activities by its own branch through direct investments or by its own subsidiaries.

2. Setting up Joint Ventures and Collaborations:

This involves esta­blishment of joint ventures and collaborations in foreign countries with some foreign firms for marketing the products and/or occasional manufactu­ring. A joint venture in an international market is created when a foreign company joins hands with the local company having a local interest in that country and together they own some type of business operation.

It may include sharing of ownership and control in an economic enterprise, licensing agree­ments, contract manufacturing and management contracts. Under these arrange­ments, the company works in collaboration with the foreign firm in order to exploit the foreign markets.

3. Licensing Arrangements:

These involve agreements with the foreign firm, with or without financial investments, whereby the foreign firm is granted the right to use the exporting firm’s technical know-how, viz., patents, processes, and trademarks, etc.

4. Project and Consultancy Services:

These include exports of servi­ces such as : turn-key projects requiring supply and commissioning of plants, engineering services, civil construction contracts, and consultancy services like feasibility studies, design preparation, etc. Here, the exporting firm sends its consultants and experts who guide and direct the activities on the spot in foreign countries.

5. Technology Transfer:

Under this arrangement, the exporting firm guides and trains the technicians and managers of the importing firm in all aspects of technology relating to projects and manufacture, etc.

The importance of international marketing can be understood from two broad perspectives:

(i) National economy, and

(ii) Individual firm.

From the point of view of national economy, international marketing is important on the following considerations:

(a) The developing countries need imports of capital equipment’s, raw materials of crucial nature and technical know-how for rapid industrialisation;

(b) An expanding export trade is a dynamic factor in a country’s development process and the econo­mic development of a country has a direct relation with exports;

(c) A high rate of economic growth, when contemplated by a country, is usually associated with a higher rate of export development;

(d) For all developing countries including India, sufficient export earnings are essential to cover both imports, and debt servicing that is, there should be an arran­gement of foreign exchange earnings every year to equalise the instalments and interests on the external aids received in terms of the aid or loan;

(e) Natural resources are valuable assets of a country and their economic exploitation necessitates imports of foreign plants and machineries for the establishment of industrial units on the one hand, and calls for export marketing to earn valuable foreign exchange necessary for judicious alloca­tion thereof over the imports;

(f) The national income of a country can be increased to a considerable extent through organised export marketing, which is evident from the proportion of export income to the national income of same countries like Hungary (43%), Netherlands (42%), etc.; and

(g) The standard of living of the people of a country is improved via consumption of imported items, more purchasing power, quality products and use of impro­ved technology, etc.

From the point of view of an individual firm, international marketing assumes importance on the following grounds:

(a) A firm having an unutilised installed capacity after meeting the domestic market has to enter the inter­national market for the economical utilisation of the capacity;

(b) A firm having a production system on a mass scale and facing severe fall in domestic demand has no alternative but to tap foreign markets for boosting up sales;

(c) A firm whose product life cycle is at the declining stage in the domestic market should have to find ways and means for survival and for this, export trade has to be resorted to in developing and underdevelo­ped countries;

(d) A firm desirous to introduce new products likes to enter foreign markets with latest technology? and

(e) An exporting firm, which faces sharp fluctuations in the business activities, can seek exports as measures of diversification and partly counterbalance the lop-sided position in the markets.

International marketing is also necessary and important from the other points of view such as:

(i) It leads to international co-operation and collaboration among the countries in the matter of exports and imports;

(ii) It fosters closer cultural relations among the countries as the government and non-government trade commissions visit from time to time to understand the habits and customs of the people; and

(iii) It improves political relations and prompts political peace among the countries as they exchange their commodities for their mutual well-being and economic development.

6. Essay on Global Marketing:

According to S. Carter Global marketing is, “The process of building lasting relationships through planning, executing and controlling the conception, pricing, promotion and distribution of ideas, goods and services to create mutual exchange that satisfy individual and organizational needs and objectives”.

Whether an organization markets its goods and services domestically or globally, the definition of marketing still applies. However, the scope of marketing is broadened when the organization decides to sell across global boundaries, this being primarily due to the numerous other dimensions which the organization has to account for.

The long held tenants of marketing are “customer value”, “competitive advantage”, and “focus”. This means that organizations have to study the market, develop products or services that satisfy customer needs and wants, develop the “correct” marketing mix and satisfy its own objectives as well as giving customer satisfaction on a continuing basis.

However, nowadays the orientation of marketing has shifted towards Strategic Marketing. The focus has been shifted from knowing everything about the customer, to knowing the customer in a context which includes the competition, government policy and regulations, and the broader economic, social and political macro forces that shape the evolution of markets.

In global marketing terms this means forging alliances or developing networks, working closely with home country government officials and industry competitors to gain access to a target market. Also the marketing objective has changed from one of satisfying organizational objectives to one of “stakeholder” benefits –  including employees, society, and government and so on.

According to Wensley strategic marketing has been defined as, “Initiating, negotiating and managing acceptable exchange relationships with key interest groups or constituencies, in the pursuit of sustainable competitive advantage within specific markets, on the basis of long run consumer, channel and other stakeholder franchise”.

There are several factors which influence global marketing, so it is essential to consider these factors before making decisions about global marketing. Firms must select global markets carefully because it involves huge investment. Entry to a number of markets may be impossible or very difficult due to the tariff or non-tariff barriers imposed by various countries to protect their domestic market. Moreover there may be markets, which are not profitable or which are very risky due to political or other reasons.

Market selection is based on a thorough evaluation of the different markets with reference to certain well-defined criteria, given the company resources and objectives. Marketing research is an important tool to obtain the data required for evaluating the markets.

Following are the factors which can influence global marketing:

i. Global Marketing Objectives:

Objectives of global firm should match with the global marketing strategy, the market selected to achieve a particular global marketing objective need not necessarily be the best suited to achieve some other global marketing objective. It is necessary to clearly lay down the parameters and criteria for evaluation, for proper evaluation and selection of the markets.

ii. Economic Factors:

These include factors like economic stability, nature of and trends in foreign trade, Balance of payment, GDP growth trends, income distribution, indebtedness, per capita income, sectoral distribution of GDP and trends etc.

iii. Economic Policy of Country:

This includes industrial policy, foreign investment policy, commercial policy, monetary policy, fiscal policy and other economic policies.

iv. Business Laws and Regulations:

Regulations of business like industrial licensing, restrictions on growth, takeovers, mergers etc; restrictions on foreign remittances, repatriations etc., tax laws-import restrictions and local content stipulations- export obligations and so on.

v. Currency Stability:

Stability of the national currency is another very important consideration in the market selection, there should not be undue fluctuations in currency value.

vi. Political Factors:

For industrial growth political stability is must. Political parties direct the industrial and foreign policy. Political factors include the character of the political system, portfolio of political parties and opposition party/parties, the government system, political stability and nature of political system in a country.

vii. Infrastructure:

Infrastructure facilities seriously affect business. It includes power supply, transportation facilities, telecommunication facilities, shipping and availability of fundamental resources.

viii. Bureaucracy and Procedures:

The nature and behaviour of the bureaucracy and the procedural system or styles are also important factors to be considered.

ix. Completion:

The number of firms and market competition also influence on the market share and profitability therefore it must be considered before entering in a new market.

The Key Decision in Global Marketing:

i. Promotion:

Promotion strategy for global marketing may change from one country to other, companies may run the same advertising and promotion campaigns used in the home market or change them for each local market, a process called communication adaptation.

If it adapts both the product and the communication, the company engages in dual adaptation. Consider the message the company can change its message at four different levels. The company can use one message everywhere, varying only the language, name, and colours.

The use of media also requires international adaptation because media availability varies from country to country. India, Belgium, and France do not allow cigarettes and alcohol to be advertised on television. Saudi Arabia does not want advertisers to use women in ads. Marketers must also adapt sales-promotion techniques to different markets. Sales promotion techniques also depend on business law regulation authorities in that country.

Pricing is a difficult task for multinationals as it is influenced by several factors like taxation, cost of production, size of market etc. Multinationals face several pricing problems when selling abroad. They must deal with price escalation, transfer prices, dumping charges, and gray markets. When companies sell their goods abroad, they face a price escalation problem. Companies have three choices- Setting a uniform price everywhere setting a market-based price in each country and setting a cost-based price in each country.

iii. Place (Distribution Channels):

Setting of network of distribution and channel members is a difficult task especially in case of FMCG products. Seller’s international marketing headquarters, the export department or international division makes decisions on channels and other marketing-mix elements. The second link, channels between nations, gets the products to the borders of the foreign nation.

The decisions made in this link include the types of intermediaries distributors, agents, trading companies that will be used, the type of transportation and the financing and risk arrangements. The third link, channels within foreign nations, gets the products from their entry point to final buyers and users.

Another difference lies in the size and character of retail units abroad. Large-scale retail chains dominate the U.S. market but in developing and underdeveloped countries retailing is in the hands of small independent retailers. Like in India, millions of retailers operate tiny shops or sell in open markets.

iv. Products:

In selecting products for global markets the firms should know that high profits can be earned by economies of scale. The local culture is under attack from external influences resulting in a more homogenous global culture. Some products which are popular in Europe and US may not accept in other countries like beef burger in India is not acceptable by Indian customer as majority of customers belongs to Hindu religion. Cultural factors must be considered while launching a new product in new market.

7. Essay on Rural Marketing:

Rural marketing by its very nature is marketing in “bits and pieces” compared with the international, global and omnibus marketing. Trade between India and Nepal is “international” but not “global” which means trading with all continents and countries without restrictions.

Omnibus marketing is:

(i) Introductory marketing,

(ii) Promotional marketing,

(iii) Protective (of the existing position) and competitive marketing.

Marketing is socio-cultural centric, ethno-centric, geographical regions-centric, climate-and-time-centric, and effective demand-centric.

Rural marketing is more “monochronic (slow) than polychronic. In monochronic (easy-paced also known as M-time) marketing the challenges are a few only. In polychronic (T-time or fast-paced marketing) there will have to be dynamic and constant adjustments for multi-sided marketing.

Things produced in rural areas are generally processed in towns and cities. The same come back to rural areas. Things produced in rural areas can be exported (as they are ofcourse) but before that the urban operators have to process, produce and package them. Operations in rural areas cannot assume gigantic proportions.

Goods from international marketing can be sold in rural areas also e.g., the new tube-light batteries which combine the radio and tape-recording/playing functions also. Franchised marketing seldom reaches the rural areas; it remains concentrated to areas with very high income or purchasing power.

Rural marketing is regular as well as irregular (seasonal) or sporadic. Initiative marketing is to get a foothold in rural areas. Then comes accelerating, developmental or stimulating marketing of selling more and more. Seasonal marketing is essentially reshuffled marketing………..one type of marketing taking over where the other type ends. All rural areas have synchronised peaking of marketing when it is not possible to sell more there. De-marketing is to discontinue marketing due to losses.

Now a day’s rural marketing is not only of essential goods but of goods of comforts, minor luxuries, capital goods, white goods (household goods of higher order) also. There is marketing of rural commodities/services in rural areas also.

Marketing is maximisation of use values for the buyers and of the exchange values for the seller. It is a process of indirectly equating demand and supply. Right commodities, goods and services reach the right persons at right prices and at right time.

The increased purchasing power of rural customers has attracted the attention of urban marketers. After green revolution, the rural market started consuming a significant quantity of products manufactured in urban and industrial areas. Thus, the marketers have made special marketing strategies to enter the rural market by offering the product in smaller quantities and promoting it in regional languages. Further, these strategies emerged as a concept of rural marketing, which is different from agricultural marketing.

Rural marketing involves the process of delivering products that are manufactured in urban areas to rural customers. However, agricultural marketing involves delivering agricultural products manufactured in rural areas to urban customers. For example, electronic gadgets are manufactured in urban areas and also delivered to rural areas. On the other hand, crops are manufactured in rural areas and delivered to urban areas.

In rural areas, the products are distributed through wholesalers, retailers, and unconventional distribution channels. For example, Hindustan Unilever used an unconventional channel, such as Shakti to widen the scope of distribution in rural areas. Marketers need different strategies to enter the rural market.

The strategies include the following considerations:

i. Client and Location Specific Promotion – It refers to the strategy designed to suit a particular location and clients.

ii. Joint or Cooperative Promotion – It implies that strategy involves participation between marketers and rural clients.

iii. Bundling of Inputs – It includes the sale of various related items to rural customers or clients by the marketers. It also includes after sale and credit arrangement services.

iv. Management of Demand – It includes continuous market research of needs and problems of buyers for continuous improvement and innovation to sustain in the market.

v. Developmental Marketing – It refers to the improvement of marketing programs to achieve the organizational objectives. It involves managerial inputs to develop the market size of the organization.

vi. Unique Selling Proposition (USP) – It presents a unique feature of product to attract rural customers to buy the product.

vii. Extension Services – It refers to provide additional services, such as providing training to rural customers to use the products.

viii. Partnership for Sustainability – It refers to utilize the relationship for long and continuous business with rural customers.

8. Essay on Services Marketing:

Service includes all economic activities whose output is not a physical product, is generally consumed at the time it is produced and provides added value in the form that are essentially intangible concerns of the purchaser.

The promotion of economic activities offered by a business to its clients may be termed as services marketing. Marketing of any act or performance that one party can offer to another party is essentially intangible.

Physical goods and services can be looked at in terms of benefits offered, as well as features and specific attributes associated with those benefits.

Service concept is based on levels relating to customer need-satisfactions, benefits and features, these levels are:

i. The Core Benefit/Service:

The core benefit must relate specifically to the customer’s need. If a person is hungry, need is food and when a person buys insurance core benefit is security. The core benefit satisfies the need/solves the problem.

ii. The Expected Service:

This relates to customer’s expectations of what kind of services are available to satisfy their need. A hungry customer may decide to visit a restaurant in order to satisfy their need for food. They will expect a certain level of service to be offered – a range of items on the menu, for example, clean and good surroundings and prompt attention from staff. Similarly, the business customer will expect professional advice, expertise and practical help from an advertising agency or financial consultant. The expected service reflects standards required or expected by customers to satisfy their needs.

iii. The Augmented Service:

Augmenting the service offering, or making it better in some way, is the means by which service providers differentiate their offering in an attempt to influence consumer choice. Extra features, over and above the expected service, can be added to make the service more attractive to prospective consumers. Good interior decoration, furniture, music and light in a restaurant are the example of augmented services. The augmented service is the way in which service providers fine-tune the marketing mix to differentiate their service and make it stand out from the competition.

The core service in a fast food business is food, expected services are hygiene environment, choice availability, prompt service, good delivery system and Augmented Services, are Exotic menu, Interior and exterior decoration, air conditioning, live music.

There are mainly four characteristics of services:

(i) Intangibility – Services cannot be touched and thus they cannot be inventoried, displayed or communicated.

(ii) Heterogeneous – Services are non-standardised, i.e., each time a service is provided the experience differs. It depends on various uncontrollable factors like mood swings of customers, climate, service executor etc.

(iii) Inseparable – Services cannot be separated from production and consumption, thus mass production is difficult in nature.

(iv) Perishable – Services cannot be returned, resold or stored, e.g., services like beauty parlours, maids, barbers, spa etc.

Service marketers face marketing challenges which revolve around issues such as:

i. Understanding customers’ needs and expectations of services;

ii. Making services tangible to customers; and

iii. Keeping and dealing with promises made to the customers.  

The link between organisation and its customers is External Marketing. It represents the promises which organisations make to their customer with reference to products or services they offer.

Interactive Marketing – It is a process of keeping the promise made by the organisation to the customer along with delivery of a quality service to the customer. During interactive marketing, employees and customers meet face to face and the actions of service employees will be a major factor in influencing the customer’s expectations of the service.

Internal Marketing is the process that enables service marketers to deliver promises to customers. Through internal marketing the organisation reveals that both customers and the employees need to understand the promises made by the organisation.

Extended Marketing Mix (7Ps) for Services – Generally Marketing Mix of products talks about 4Ps viz. ‘Product, Price, Place, Promotion.’ But in Services, this marketing mix is extended to 7Ps viz. ‘People, Process and Physical evidence’ also.

i. People – People that are directly or indirectly involved in the consumption of a service are an important part of the extended marketing mix. Knowledge workers, employees, management and customers often add significant value to the total service offering.

ii. Process – Procedures, mechanisms and flow of activities by which services are consumed (Customer management process) is an essential element of the marketing strategy.

iii. Physical evidence – It is the ability and environment in which the service is delivered. It includes both tangible goods that help to communicate and perform the service, and the intangible experience of existing customers and the ability of the business to relay the customer satisfaction to potential customers.

9. Essay on Digital Marketing for Students:

Internet and mobile technologies have revolutionized marketing, just like they have done with the other areas of our life. Digital marketing is getting rapidly popular. In fact, the boundary between traditional media like Newspapers, TV, Radio etc. and newer media is getting blurred day by day With the advent of digital media, marketing communication is in a huge flux and constant innovation is the name of the game. New options, new ideas, new approaches, new solutions are coming daily, changing the existing scenario suddenly and drastically.

Digital marketing uses Internet and mobile at the core of its functioning. All marketing options or channels which use these technologies are part of digital marketing.

Some of the digital marketing channels are Internet Search Engine marketing, Search Engine Optimization, E-commerce, Display advertisements on the web, Social media marketing, Email marketing, Mobile marketing, App-based marketing, Games based marketing, Content marketing (Blogs, Video, Audio, Images etc.), SMS Marketing, Instant messaging app; etc. This list is growing. To stay relevant in the current times, we must incorporate digital marketing in our overall marketing plan. It provides some distinct advantages.

For examples:

i. Digital marketing is highly focused. It can be personalized.

ii. It is easy to track and measure.

iii. It is immensely flexible.

iv. It is cost-effective.

v. We can find marketing ROI very easily.

vi. It allows powerful targeting options.

vii. It is very fast.

viii. It allows global reach.

ix. It offers great control to the marketer.

x. It helps in building strong customer relationships.

xi. It facilitates a dialogue with the customer, allowing deeper engagement.

Guidelines for Digital Marketing:

i. Digital marketing is little technical. So, some expert help may be required in successful implementation of a digital marketing initiative. We may hire or outsource such an expert help.

ii. There are numerous channels available for digital marketing. We must choose the right channel or option which reaches our target customer and which is suitable and appropriate for our product or service. (E.g. If our target customers are teenagers, we may consider social media, image sharing and chat sites and apps. If we target businesses, we should focus on search engines, video sharing, blogs etc.)

iii. We should establish our purpose, strategy, approach and budget for our digital marketing initiatives. If we are clear about why we are doing what we are doing, our digital marketing will be more effective.

Our purpose could be:

a. To establish a dialog and deeper relationship with our regular customers

b. To create a community of our customers

c. To create brand awareness in general public

d. To increase sales

iv. Each channel requires a different approach, so it should be handled with care.

For example:

a. Selection of search engine should be done based on its popularity among our target customer group.

b. How and what you should post on one social media site may be different from the other.

c. How and what to put on our video channel may be different from what should we do in our blog.

v. Digital marketing offers a lot of control to the company, but at the same time, it also exposes the company directly to the customers and general public. Digital marketing allows customers to directly interact with and react to the company. So, customer relationships should be handled very carefully and responsibly.

vi. Online brand reputation must be safeguarded closely. Any adverse interaction with a customer may damage the brand or company reputation, because all that is happening in front of the public eye. The traces of such ‘bad’ customer episodes remain in the digital world and they are very difficult to remove. So, it is very important to be very careful in managing our online reputation.

vii. Digital marketing is fast. We have to prepare our organization to be equally agile in responding and acting.

viii. A lot of activities of digital marketing can be centered on our web site. So, proper attention to managing our web site can become a part of our digital marketing efforts.

ix. Digital marketing is ever-changing and is evolving very rapidly. We must keep adapting to the changing landscape. We must allocate some dedicated manpower and resources for taking care of the same.

10. Essay on Event Marketing for Students :

Event marketing promotes products through sponsoring events, such as sports, contests, and art exhibitions. An organization adopts event marketing to establish good public relations among the members of the target market. The organization can distribute free samples of the product to develop a positive image for the product.

Event management links the organization with an event for their mutual benefits. In event management, an event gets sponsorship; whereas, the organization gets the opportunity to advertise its brand. The organization passes through various activities before taking up any event proposal.

These activities are called pre-event analysis, which is as follows:

i. Study the Brand:

It develops an idea about the suitability of the brand with events. All the events cannot match with the image of all the brands. The event, such as fresher’s party is suitable for the brands that have young and vibrant image, for example, Pepsi.

ii. Identify the Audience:

It refers to recognizing the type of audience who could attend the event. The gazal concert attracts serious audience so the brand having serious image, such as Life Insurance Corporation may attract the audience.

iii. Making the Event Concept:

It refers to selecting the theme of an event to project the brand and attract the attention of audience.

The event industry also performs post-event analysis to ensure favorable return on investment. An event manager needs to have certain skills to make the event successful.

These skills are as follows:

i. Negotiating Skills – Follow the process of communicating back and forth to reach an agreement between the sponsor and event organizer.

ii. Creative Skills – Develop through a continuous practice on any idea. These skills do not come naturally and need to be developed.

iii. Convincing Skills – Refer to the skills of bringing other parties into one’s favor

iv. Coordinating Skills – Help in the smooth functioning of programs of an event

v. Planning Skills – Help in chronologically scheduling the events to maintain the attention of the audience

vi. Executing and Implementing Skills – Refer to managing minute details to make an event successful.

Following are the objectives of event marketing management:

i. Increasing Awareness about the Brand – It refers to brand recognition and brand recall by the audience. For example, Frito-Lay, an associate organization of PepsiCo, used balloon festivals to increase brand awareness of its vegetable crisps.

ii. Reinforcing Brand Image Association – It refers to match the brand image with the events. For example, MRF Tyres sponsor car racing events to increase brand association of its products with vehicles.

iii. Enhancing Corporate Image – It refers to make an organization prestigious and improve brand perception among the customers. For example, Heinz ketchup and Murphy’s oil soap enhance their corporate image through family serials.

iv. Evoking Feelings – It refers to arousing the emotional buying behaviour of customers. For example, sports car advertisement in Formula one race evokes the feeling of purchasing the car.

v. Expressing Commitment to Social Issues – It refers to making customers feel that the organization is associated with social causes.

vi. Creating Opportunity for Promotion – It makes scope for the promotion of a brand. For example, Idea cellular sponsored Idea Star Singers program on television and claimed a huge success in increasing the sale of its products.

The types of events that help an organization to market its product are:

1. Business Events:

a. Fundraising events

b. Live performances

c. Seminars

d. Sporting events

2. Corporate Events:

a. Exhibitions

b. Festive events

c. Workshops

d. Marketing events

3. Cause-Related Events:

a. Trade fairs

b. Government events

c. Conferences

d. Promotional events

4. Coordinating Skills:

a. Entertainment events

b. Meetings

c. Conventions

d. Brand and product launches.

The organization can select one or more events to promote its products through sponsorships. Now, let us discuss the opportunities that the organization can gain from event marketing in the next section .

Opportunities in Event Marketing :

Event management has seen tremendous growth over the last few years and provided great opportunities in the field of event marketing. Nowadays, the events are organized at both small and large scales. The small-scale events include business meetings, conferences, and seminars. On the other hand, large-scale events involve product launches, film festivals, and national and international sports events.

The growth in number of festivals has increased the scope of marketing events. The event industry requires managers with convincing, negotiating, coordinating, and planning skills to successfully carryout the event. The managers with these qualities can grow fast in this industry.

Sponsorship :

An organization sponsors an event by providing resources to get publicity through advertising products in the event.

Sponsorship can be done through various ways, which are as follows:

i. Television and Radio Program Sponsorship – It includes providing money to broadcasting channels to advertise in movies, serials, matches, and other events on TV or radio. For example, Cadbury sponsors Coronation Street.

ii. Sports Sponsorship – It refers to organize events to attract significant media coverage. Sports events, such as cricket, football, and hockey are famous among audience. Sponsoring these events can create brand awareness among customers.

iii. Arts Sponsorship –It refers to provide money to the event managers for organizing an art event.

iv. Educational Sponsorship – It spreads awareness among students providing books and computers.

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