Knowra Marketing Marketing Marketing comprises activities and processes for understanding customer needs, creating and communicating value, and supporting exchanges of goods or services.
Market research : The systematic collection and analysis of information about customers, competitors, and markets. It supplies evidence about customer needs and market conditions before decisions are made.
Customer need : A perceived lack or problem that a person seeks to address. Understanding customer needs is the starting point for designing relevant value.
Digital marketing : Marketing conducted through digital technologies and online channels. It applies marketing principles through websites, search, social media, and digital advertising.
Sales : The activities through which organizations convert prospective customers into purchasers. Sales focuses on securing transactions, while marketing also shapes needs, offers, and markets.
Consumer behavior : The study of how people select, buy, use, and dispose of goods and services. Marketing decisions both respond to and influence consumer choices.
Segmentation : The division of a market into groups with shared characteristics or needs. It identifies distinct customer groups that may need different offers or messages.
Value proposition : A statement of the benefits an offer promises to deliver to a defined customer group. It expresses why the chosen market might prefer the offer over alternatives.
Content marketing : The creation and distribution of useful content to attract and retain a defined audience. It communicates value by helping audiences rather than relying only on direct promotion.
Advertising : Paid, identified communication used to promote an idea, good, or service. Advertising is one communication tool within the broader work of marketing.
Market orientation : An organizational approach that coordinates functions around understanding and responding to market needs. Marketing can reshape internal priorities toward customers and competitors.
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