What Is Marketing?

Whether your company sells products or services, chances are you’re already engaged in marketing activities. You know that figuring out what every customer wants, and then satisfying those expectations, is how you’ll stay in business.

Marketing includes all of the strategies your company uses to convey its value to customers. It includes a wide range of activities, from advertising and sales promotion to product development and customer service. The field of marketing is so large and complex that it’s not surprising that there are countless professional marketing jobs and academic courses dedicated to the topic.

To understand what marketing is, it’s helpful to consider some of the lingo that you \might hear during meetings with marketers or in the classroom. Below, we’ve compiled a list of common terms that will help you grasp the scope of this dynamic discipline.

Seasonal Marketing

If you’re a retailer that offers seasonal products, you can maximize revenue by planning marketing campaigns ahead of time. For example, you might plan a VIP event for your best customers during the holidays, such as a “Going to Grandma’s House” tune-up for your auto shop or a hair salon offering a “New Year’s Eve Party Package.” These events are designed to draw in customers who would otherwise go elsewhere. They can also be used to build loyalty and trust. In addition, you can leverage social media and email to promote your special offer. As you do so, keep in mind that your marketing messages should be consistent across channels to avoid consumer confusion.