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What is Marketing in Business? Everything You Need To Know

Marketing refers to the activities a company engages in to promote the purchase or sale of a product or service. Advertising, selling, and delivering products to consumers or other businesses are all part of marketing. Affiliates do some marketing on a company’s behalf.

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Professionals in a corporation’s marketing and promotion departments use advertising to capture the attention of key potential audiences. Promotions are aimed at specific demographics and may include celebrity endorsements, memorable phrases or slogans, memorable packaging or graphic designs, and overall media exposure.


Marketing encompasses all activities undertaken by a business to promote and sell products or services to customers.

The “marketing mix,” also known as the four Ps—product, price, place, and promotion—is used in marketing.

Traditional marketing techniques such as television, radio, mail, and word-of-mouth were once the focus of marketing.

While traditional marketing remains popular, digital marketing allows businesses to implement e-mail, social media, affiliate, and content marketing strategies.

Marketing’s fundamental goal is to take a product or service, identify its ideal customers, and draw the customers’ attention to the product or service available.

Marketing Understanding

Marketing as a discipline encompasses all the actions a company takes to attract and retain customers. Networking with potential or past clients is also a part of the job and may include writing thank you emails, playing golf with prospective clients, promptly returning phone calls and emails, and meeting with clients for coffee or a meal.

Marketing, at its most basic, seeks to match a company’s products and services to customers who want access to those products. Ultimately, matching products to customers ensures profitability.

Marketing Strategy Types

Marketing is made up of an incredibly diverse set of strategies. The industry is constantly changing, and the strategies listed below may be more appropriate for some businesses than others.

Traditional Marketing Techniques

Before the advent of technology and the internet, traditional market strategies were the primary means businesses marketed their products to customers. Traditional marketing strategies are classified as follows:

  1. Outdoor Marketing: This refers to public displays of advertising outside a consumer’s home. This includes billboards, printed advertisements on benches, vehicle sticker wraps, and advertisements on public transportation.
  1. Print marketing: entails small, easily printed content that can be easily replicated. Companies mass-produce printed materials because the printed materials delivered to one customer do not need to differ from the printed materials delivered to another. Brochures, fliers, newspaper ads, and magazine ads are some examples.
  1. Direct marketing: entails delivering specific content to potential customers. Some printed marketing materials could be mailed. Coupons, vouchers for free goods, or pamphlets could be used as direct marketing mediums.
  1. Electronic Marketing: This includes advertising on television and radio. A company can convey information to a customer through visual or auditory media that may capture a viewer’s attention better than the printed form above, using short bursts of digital content.
  1. Event Marketing: Attempting to gather potential customers at a specific location in order to speak with them about products or demonstrate products. Conferences, trade shows, seminars, roadshows, and private events are all examples of this.


There are dozens of marketing types, and they have multiplied with the introduction and rise of social media, mobile platforms, and technological advancements. Before technology, marketing could have consisted of mail campaigns, word-of-mouth campaigns, billboards, the distribution of sample products, TV commercials, or telemarketing. Marketing now includes social media, targeted ads, e-mail marketing, inbound marketing to attract web traffic, and other tactics.

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