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The action of promoting and selling products or services, including market research and advertising.

Business Glossary provided by


Marketing is the practice of identifying, anticipating, and satisfying customer needs and desires with the aim of building a relationship with them and fostering customer loyalty. It's a critical function in any business, ensuring that the product or service is positioned correctly in the market, reaches the right audience, and is perceived as valuable. Marketing involves a wide range of activities including market research, product design, branding, advertising, sales, customer service, and more. It requires an understanding of the market, the competition, and the customer.

Context of Use:

Marketing is used across virtually all industries and sectors, influencing how products and services are presented and delivered to consumers. It plays a crucial role in business growth, customer engagement, and brand development. The term is relevant in discussions about market research, consumer behavior, advertising, digital marketing, and public relations.


The primary purpose of marketing is to connect a business’s value proposition with the right customer base, thereby driving brand awareness and ultimately, sales. Effective marketing strategies ensure that businesses stay competitive and relevant in a rapidly changing marketplace by adapting to new technologies, trends, and customer preferences.


  • Digital Campaigns: Companies use social media platforms to target specific demographics with personalized ads.

  • Content Marketing: Businesses create valuable content to attract and engage their audience, establishing authority and boosting search engine rankings.

  • Event Marketing: Hosting or participating in events to promote products or services directly to consumers and create memorable brand experiences.

Related Terms:

  • Market Research: The process of gathering, analyzing, and interpreting information about a market, including the identification of a target audience, understanding their preferences, and monitoring competitors.

  • Brand Management: The analysis and planning on how a brand is perceived in the market, developing a good relationship with the target market.

  • Consumer Behavior: The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and impacts that these processes have on the consumer and society.


What are the four types of marketing?

A: The four main types of marketing are often classified as cause marketing, relationship marketing, scarcity

marketing, and undercover marketing.

How does digital marketing differ from traditional marketing?

A: Digital marketing utilizes digital channels such as social media, websites, email, and mobile apps to reach consumers, often in real-time and with personalization, whereas traditional marketing relies on mediums like print,

broadcast, and direct mail.

Why is marketing important for a business?

A: Marketing is crucial as it helps businesses to establish a market presence, foster customer loyalty, and drive sales. It is essential for attracting new customers, retaining existing customers, and overall business growth.

Can marketing influence consumer decisions?

A: Yes, effective marketing strategies can significantly influence consumer decisions by shaping their perceptions and providing them with reasons to purchase specific products or services.

What is the role of analytics in marketing?

A: Analytics play a crucial role in marketing by providing insights into customer behavior, campaign performance, and overall market trends. These insights help marketers to make data-driven decisions, optimize strategies, and improve the effectiveness and efficiency of their marketing efforts.

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