المؤلفون: Gould, Marie

المصدر: Salem Press Encyclopedia, 2021. 3p.

مصطلحات موضوعية: Industrial marketing

مستخلص: This article will focus on business marketing, especially business-to-business(B2B) marketing and e-commerce. The foundation of business marketing strategy is based on three concepts, which are segmentation, targeting, and positioning. Many forecasters have predicted that B2B markets can expect purchases to net several trillion dollars a year, which is why many are predicting that the growth will outpace business-to-consumer marketing. Although business-to-consumer electronic commerce captures the attention of the industry, business-to-business electronic commerce is the format that is predicted to reap most of e-business activity.

المؤلفون: Wienclaw, Ruth A.

المصدر: Salem Press Encyclopedia, 2021. 3p.

مصطلحات موضوعية: Marketing strategy

مستخلص: In order for an organization's marketing effort to be successful, it needs to be based on a strategic marketing plan to help ensure that the goals and objectives of the effort are appropriate to the needs of the marketplace. Strategic marketing (a subfunction of marketing) examines the marketplace to determine the needs of potential customers, the strategy and market position of the competitors, and attempts to develop a strategy that will enable the organization to gain or maintain a competitive advantage in the marketplace. There are a number of factors that should impact the development of a strategic marketing plan. These include internal factors such as the assets and skills of the organization and the organizational culture as well as external factors such as various market drivers, market or industry lifestyle, strategic windows, and the nature of the competition. An optimal strategic marketing plan will also follow a contingency approach that allows flexibility in meeting the unique set of factors that govern the marketplace and the organization's viability within.

المؤلفون: Burns, Brian

المصدر: Salem Press Encyclopedia, 2021. 3p.

مصطلحات موضوعية: Public relations, Internet marketing, Advertising, Consumer research, Marketing models

مستخلص: There are a variety of marketing methods available to businesses, individuals, and organizations that are looking to sell or promote a product, service or idea to a wider audience. While the term "marketing method" can theoretically be applied to just about any action that is taken to promote or sell a product, there are a set of common marketing methods that typically comprise most marketing campaigns. These methods include direct marketing, database marketing, advertising, web marketing, promotions, sponsorship, and public relations. Each of these marketing methods has its own benefits and drawbacks, and no one method is superior to the rest by rule. The general rule of thumb when creating a marketing campaign is to select the method or methods that will allow you to deliver the most effective message to the largest portion of your target audience, while still remaining within your budgetary constraints.

المؤلفون: Gould, Marie

المصدر: Salem Press Encyclopedia, 2021. 3p.

مصطلحات موضوعية: Export marketing, Globalization, International advertising, Communication in marketing

مستخلص: This article will focus on how organizations can position themselves for successful global marketing. When entering the global market, social, economic, political, technological, and institutional factors are added into the equation as multinational corporations develop global marketing strategies. In order to be successful in global marketing, organizations will have to integrate their marketing initiatives into different countries. Given the changes that are occurring in the way business is conducted today, marketing professionals must be prepared to create campaigns that appeal to a global clientele. Global marketing is successful when there is coordination between the marketing policies for different countries and when the marketing equation for different countries can be adapted to the local market.