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Definition of Marketing

by Sanjidgc33
3 replies
As with many terms with the 'e' prefix, we need to return to an original definition of the topic to more fully understand what e-marketing involves. The definition of marketing by the UK's Chartered Institute of Marketing is:
"Marketing is the management process responsible for:
  • identifying
  • anticipating and
  • satisfying customer requirements
  • profitability."
This definition of marketing emphasizes the focus of marketing on the customer, while at the same time implying a need to link to other business operations to achieve this profitability.
Internet marketing can help support marketing goals through
  • Identifying - how can the Internet be used for marketing research to find out customers' needs and wants?
  • Anticipating - assessing the demand for digital services (the online revenue contribution) and particular resources
  • Satisfying - a key issue for e-marketing is how to achieve customer satisfaction through the electronic channel; this raises issues such as: is the site easy to use, does it perform adequately, what is the standard of associated customer service and how are physical products dispatched?
#definition #marketing
  • Profile picture of the author billromer
    I had seen a variation of this definition not too long ago, and it is perfect.

    So many times, people ask, what's the best way to market this or that, as if one method were supreme in all markets.

    The "best way" to approach any market is to do the identification and anticipation in such a way as to maximize profitability, which means constantly test, tweaking, and measuring.

    Thanks for this reminder!

    Bill
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    • Profile picture of the author yohan0923
      In my three words learn,manage and earn.There are no exact ways on what to do but as you make your start everything will follow.
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  • Profile picture of the author ken_p
    thank you for putting out the definition. its very helpful, since so many information have been shared, and we tend to forget the main meaning of what we are doing.
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