User:Catherine G Hernandez/sandbox

Article: Marketing

'''Plan: The article has multiple issues listed in the warning banner. I will add additional citations, edit the writing so it is informative rather than persuasive, and see if I can condense the sections so there aren't so many different headers.'''

My edits in bold

copied from [[Marketing ]]

Possible References


 * https://ebookcentral.proquest.com/lib/uhcl/reader.action?docID=631874#
 * Advertising, Promotion, and other aspects
 * Principles of Marketing
 * https://www.ama.org/the-definition-of-marketing-what-is-marketing/
 * https://www.sciencedirect.com/science/article/pii/S2212567114002019 (4Cs)
 * https://catmediatheagency.com/4-ps-of-marketing-strategy/
 * https://marketingmix.co.uk/marketing-mix-4cs/
 * https://www-jstor-org.libproxy.uhcl.edu/stable/40469759?seq=3#metadata_info_tab_contents
 * http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.656.1894&rep=rep1&type=pdf
 * https://www.elixirpublishers.com/articles/1350468001_49%20(2012)%209914-9920.pdf
 * https://books.google.com/books?id=D-Lqno4OX70C&pg=PA11&lpg=PA11&dq=criticisms+of+4ps&source=bl&ots=5VDIS0xymY&sig=ACfU3U2DAWcvufKugH34CXUWvVBbxVJwgg&hl=en&sa=X&ved=2ahUKEwiq5OWVqp_lAhUCnawKHSIpC_M4ChDoATACegQIBxAB#v=onepage&q=criticisms%20of%204ps&f=false
 * https://www.tutor2u.net/business/reference/the-extended-marketing-mix-7ps#targetText=The%20extended%20marketing%20mix%20(7P's,%3B%20people%3B%20process%20and%20physical.
 * https://www.business-achievers.com/general/marketing-mix-4-ps-8-ps
 * https://courses.lumenlearning.com/boundless-marketing/chapter/marketing-mixes-for-services/
 * https://www.forbes.com/sites/forbesagencycouncil/2018/01/03/evolution-of-the-four-ps-revisiting-the-marketing-mix/#4d8ea22e1120
 * https://web-b-ebscohost-com.libproxy.uhcl.edu/ehost/detail/detail?vid=0&sid=97c1c6cc-b0e1-4314-804f-8ee7633cbf0d%40pdc-v-sessmgr06&bdata=JnNpdGU9ZWhvc3QtbGl2ZSZzY29wZT1zaXRl#AN=11872659&db=bth
 * https://web-b-ebscohost-com.libproxy.uhcl.edu/ehost/detail/detail?vid=0&sid=99d7dc70-d093-4354-ad8e-6aa585295a94%40pdc-v-sessmgr04&bdata=JnNpdGU9ZWhvc3QtbGl2ZSZzY29wZT1zaXRl#AN=0934999&db=eoh
 * https://web-b-ebscohost-com.libproxy.uhcl.edu/ehost/detail/detail?vid=0&sid=421b1fda-00d9-4ec9-843b-4b2b2b495f93%40sessionmgr102&bdata=JnNpdGU9ZWhvc3QtbGl2ZSZzY29wZT1zaXRl#AN=86065&db=nlebk
 * https://ieeexplore-ieee-org.libproxy.uhcl.edu/document/8047183

Add


 * B2B
 * B2C

Sections


 * 1Definition
 * 2Concept
 * 3Orientations
 * 3.1Product
 * 3.2Sales
 * 3.3Production
 * 3.4Marketing
 * 3.5Societal marketing
 * 4The Marketing Mix
 * 4.1The 4Ps
 * 4.1.1Outline
 * 4.1.2Criticisms
 * 4.1.3Modifications and extensions
 * 4.2The 4Cs
 * 4.2.1Outline
 * 5Environment
 * 5.1Macro
 * 5.2Micro
 * 5.3Internal
 * 6Research
 * 7Segmentation
 * 8Promotional Mix
 * 8.1Personal selling
 * 8.2Sales promotion
 * 8.3Public relations
 * 8.4Advertising
 * 8.5Social Media
 * 9The Marketing Plan
 * 9.1Process
 * 9.2Levels of marketing objectives within an organization
 * 10Product life cycle
 * 11See also
 * 11.1Types of marketing
 * 11.2Marketing orientations or philosophies
 * 12References
 * 13Bibliography
 * 14External links

Lead
Marketing is the study and management of exchange relationships. Marketing is the business process of creating relationships with and satisfying customers. Because marketing is used to attract customers, it is one of the primary components of business management and commerce.

B2B and B2C Marketing
The two major segments of marketing are business-to-business (B2B) marketing and business-to-consumer (B2C) marketing.

B2B Marketing
B2B marketing involves a business marketing its products to groups or individuals who will use the products for uses other than consumption.

Examples of products sold through B2B marketing include:


 * Major equipment
 * Accessory equipment
 * Raw materials
 * Component parts
 * Processed Materials
 * Supplies
 * Business Services

The four major categories of B2B product purchasers are:


 * Producers- use products sold by B2B marketing to make their own goods (eg: Mattel buying plastics to make toys)
 * Resellers- buy B2B products to sell through retail or wholesale establishments (eg: Walmart buying vacuums to sell in stores)
 * Governments- buy B2B products for use in government projects (eg: purchasing contractor services to repair infrastructure)
 * Institutions- use B2B products to continue operation (eg: schools buying printers for office use)

B2C Marketing
B2C marketing involves a business marketing its products to those who will use the products for personal consumption. The marketing material the general public sees is B2C marketing material because the marketer is trying to convince customers to buy a product for their personal use.

Differences in B2B and B2C Marketing
The different goals of B2B and B2C marketing leads to differences in the B2B and B2C markets. The main differences in these markets are demand, purchasing volume, amount of customers, customer concentration, distribution, buying nature, buying influences, negotiations, reciprocity, leasing and promotional methods.

Demand: B2B demand is derived because businesses buy products based on how much demand there is for the final consumer product. Businesses buy products based on customers wants and needs. B2C demand is primary because customers buy products based on their own wants and needs.

Purchasing Volume: Businesses buy products in large volumes to distribute to consumers. Consumers buy products in smaller volumes suitable for personal use.

Amount of Customers: There are relatively fewer businesses to market to than direct consumers.

Customer Concentration: Businesses that specialize in a particular market tend to be geographically concentrated while customers that buy products from these businesses are not concentrated.

Distribution: B2B products pass directly from the producer of the product to the business while B2C products must additionally go through a wholesaler or retailer.

Buying Nature: B2B purchasing is a formal process done by professional buyers and sellers while B2C purchasing is informal.

Buying Influences: B2B purchasing is influenced by multiple people in various departments such as quality control, accounting, and logistics while B2C marketing is only influenced by the person making the purchase and possibly a few others.

Negotiations: In B2B marketing, negotiating for lower prices or added benefits is commonly accepted while in B2C marketing (particularly in Western cultures) prices are fixed.

Reciprocity: Businesses tend to buy from businesses they sell to. For example, a business that sells printer ink is more likely to buy office chairs from a supplier that buys the business's printer ink. In B2C marketing, this does not occur because consumers are not also selling products.

Leasing: Businesses tend to lease expensive items while consumers tend to save up to buy expensive items.

Promotional Methods: In B2B marketing, the most common promotional method is personal selling. B2C marketing mostly uses sales promotion, public relations, advertising, and social media.