What Is Marketing? More Than A Dozen Definitions. Actually 16 Definitions. Plus The 9P's Of Marketing

In 2019, several important strategic philosophies and practices guide Marketing planning, branding concepts and tools, Marketing variables, efforts and/or Marketing relationships/partnerships/alliances.

As an owner, operator, supervisor, marketing executive, manager or employee, can your customers, clients or users tell the difference between your product or service and your competition? 

A strategic and significant difference? Every brand should have a story to tell. 

But are you telling the right story? 

Is your brand and story reaching the right people, potential purchasers?

I have taught Marketing and Advertising since 1975. I have been a Marketing expert in court for 16+ years. I've added my collection of Marketing definitions or the different definitions of the term, Marketing. 

1. Marketing is the process by which companies engage customers, build strong customer relationships, and create customer value in order to capture value from customers in return. (Principles of Marketing, 17e, Kotler and Armstrong, 2018) 
2. Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Definition approved by the American Marketing Association, Board of Directors, July 2013.[1]
3. Marketing: The activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners, and society at large. (Marketing Management 15e, Kotler and Keller, 2016)  
4. Marketing Management is the art and science of choosing target markets and building profitable relationships with them. (Principles of Marketing, 17e, Kotler and Armstrong, 2018)
5. The aim of Marketing is to know and understand the customer so well that the product or service fits him (her/it) and sells itself. (Peter F. Drucker)
6. The purpose of Marketing is to sell more stuff to more people more often for more money in order to make more profit.  (Sergio Zyman)
7. Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. The previous definition: Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. The American Marketing Association (established in 1937 by visionaries in marketing and academia) unveiled their definition used as the official definition in books, by marketing professionals and taught in universities. The American Marketing Association revisits the definition for marketing every five years in a disciplined effort to reflect on the state of the marketing field. This process, as laid out in the Association's bylaws, is guided by a committee whose members represent a cross-section of the marketing industry; the committee was formed in late 2006, under the leadership of Donald R. Lehmann, the George E. Warren Professor of Business at Columbia Business School in New York. (www.ama.org; http://www.marketingpower.com/AboutAMA/Pages/DefinitionofMarketing.aspx)
8. The Marketing Concept is a philosophy. It makes the customer, and the satisfaction of his or her needs, the focal point of all business activities. It is driven by senior managers who are passionate about delighting their customers. Marketing is not only much broader than selling; it is not a specialized activity at all. It encompasses the entire business. It is the whole business seen from the point of view of the final result, that is, from the customer's point of view. Concern and responsibility for marketing must therefore permeate all areas of the enterprise. (Peter F. Drucker)
9. Marketing is getting the right product or service to the right people (target market), at the right time, at the right place, at the right price, with the right partners, plus right communication, promotion, passion and presentation.
10. Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy the perceived needs, wants, and objectives of individuals and organizations. (Contemporary Advertising, 15e, Arens, Weigold, 2017)
11. Marketing is the process of planning and executing the conception, pricing, promotion and distribution of goods and services to facilitate exchanges that satisfy individual and organizational objectives. (Understanding Business, Nickels, McHugh, McHugh, 2008)
12. Marketing is the performance of activities that seek to accomplish an organization’s objectives by anticipating customer or client needs and directing a flow of need-satisfying goods and services from producer to customer or client. (Basic Marketing, A Marketing Planning Approach, 19 Edition, Perreault, Cannon and McCarthy, 2014)
13. Marketing is the process of creating, distributing, promoting and pricing goods, services, and ideas to facilitate satisfying exchange relationships with consumers and to develop and maintain favorable relationships with shareholders in a dynamic environment. (Foundations of Marketing, Third Edition, Pride and Ferrell, 2009)
14. The AMA (American Marketing Association) defines Marketing as the “Activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. This definition considers all parties involved in the marketing effort: members of the producing organization, resellers of goods and services, and customers or clients. (A Preface to Marketing Management, 13 edition, J. Paul Peter, James H. Donnelly, Jr. 2012; Advertising, 2E, Arens, Schaefer, Weigold, 2015)
15. Marketing is the process of conceiving, pricing, promoting and distributing ideas, goods and services to create exchanges that benefit consumers and organizations. (Advertising & Integrated Brand Promotion, 5e, O’Guinn, Allen, Semenik, 2009)
16. Knowledge-based marketing requires a company to master a scale of knowledge: of the technology in which it competes; of its competition; of its customers; of new sources of technology that can alter its competitive environment; and of its own organization, capabilities, plans, and way of doing business. Armed with this mastery, companies can put knowledge-based marketing to work in three essential ways: integrating the customer into the design process to guarantee a product that is tailored not only to the customers’ needs and desires but also to the customers’ strategies; generating niche thinking to use the company’s knowledge of channels and markets to identify segments of the market the company can own; and developing the infrastructure of suppliers, vendors, partners, and users whose relationships will help sustain and support the company’s reputation and technological edge.

         The other half of this new marketing paradigm is experience-based marketing, which             emphasizes interactivity, connectivity, and creativity. With this approach, companies               spend time with their customers, constantly monitor their competitors, and develop a             feedback-analysis system that turns this information about the market and the                       competition into important new product intelligence. At the same time, these                           companies both evaluate their own technology to assess its currency and cooperate             with other companies to create mutually advantageous systems and solutions. These           close encounters—with customers, competitors, and internal and external                             technologies—give companies the firsthand experience they need to invest in market           development and to take intelligent, calculated risks. (Harvard Business Review,                   published in February 1991, https://hbr.org/1991/01/marketing-is-everything)

Visit here for more insights and true Marketing and Advertising Trivia.

I am a senior Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising. I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix (Product, Price, Promotion and Place) or the 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.

The Nine P's/9P's help identify marketing problems in a number of areas and help develop marketing’s objectives, strategies, tactics and solutions.  The Nine P's are insightful. In Marketing. the "Customer," or potential customers are king, but are missing in the 4P's. There needs to be more focus on the "Customer," or "People." "People," market segments utilizing demographics, geographics, psychographics, behavioral characteristics and technographics are a vital component of the 9P's.

I consult and teach using the concepts and practices of the Nine P's/9P's of Marketing.

In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics. The Nine P’s include these important components:

1. Planning and Research
2. People (Segmentation and Targeting)
• Look and analyze potential, new, existing and repeat customers and users. 
• "People" or targeting has almost always been left out of the traditional "Marketing Mix," almost every diagram includes the four P's with Product, Promotion, Place and Price.
• Place "consumer" or "People" or "potential buyers" in the middle of a circle. Find information or data on them.
• Add the other components in the nine P's. In Marketing, from my education, training, research and analysis plus testimony, there needs to be greater focus on the buyer, "customer," or "People," in both planning ad implementation.
• To understand your "People" or market segments, it may utilize many characteristics, including demographics, geographics, psychographics, behavioral characteristics and technographics, which may be a vital component or components of the 9P's of Marketing. 
• To understand your "People" or market segments, it may utilize many characteristics, including demographics (such as age, family size, family life cycle, gender, income, occupation, education, religion, race, culture, generation, nationality, and social class), geographics, psychographics (buyers are on basis of psychological/personality traits, lifecycle, values), behavioral characteristics (needs and benefits, decision roles, user and usage-related variables, occasions, user status, usage rate buyer-readiness stage, loyalty status, attitude and multiple bases) and technographics (potential buyers may or may not have the software and computer skills. Think employees here too.) which may be a vital component or components of the 9P's of Marketing. 
• Once a target market is chosen, the organization can develop its marketing strategies to target a market segment or marketing segments.
• Simply it's about Segmentation and Targeting. Add Positioning and you have STP, as a major first step. 
3. Product and Services
• It's the goods and service combination the firm offers to the target market ("People," including variety of product mix, features, branding, designs, packaging, sizes, services, maintenance contracts, warranties and return policies.
• A product (service) is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need.
4. Place (Distribution)
5. Price or Pricing
6. Promotion
7. Partners:
• Partnerships and teams that feel a connection to the work and the purpose are going to speak far more passionately together and to their “people,” and with far more influence.
• Working with others and organizations which take part in an undertaking with another or others, in a business or company with shared risks and profits.
• Also referred to as Alliances. 
• With "Partners" and your Marketing efforts, it is vitally important to partner and align with firms that have similar corporate philosophies. Simple but complex and difficult, have agreed upon objectives and strategies.
8. Presentation
9. Passion

For more on ideas, concepts and Marketing solutions: Go to LondreMarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.

Or for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 54 stimulating questions and answers at Londre Marketing Consultants, LLC. 


Here to assist. 

A Legal Marketing Example Of The Nine P's Of Marketing: Targeting Or "People."

The Department of Housing and Urban Development Thursday has sued Facebook over its ad-targeting system or ad platform.

The government contends that Facebook's advertising-targeting system violates civil rights laws. The system blocks ads from being shown to "people" or potential consumers based on factors such as race and gender, which are a couple of the many factors under demographics in the 9P's.

In their complaint, HUD alleges that “Because of the way respondent designed its advertising platform, ads for housing and housing-related services are shown to large audiences that are severely biased ... such as audiences of tens of thousands of users that are nearly all men or nearly all women..."

Need examples of strengthening your pillars of brand or branding strategies?  

Legal Marketing issues? Besides my classes, I also like giving to MBA candidates, law schools and attorneys my presentation on "What is Marketing? What is Advertising?" Next month I will be returning to UCLA Law School for my next presentation. Can't wait.  

Better understanding of Marketing? 

Do you have the responsibility and the need to increase sales and overall revenue?  

I consult, teach and work as a Marketing, business and Advertising expert using many Marketing concepts, standards of practice and practices, including the Nine P's/9P's of Marketing.

As a brand manager, entrepreneur, business owner or advertising agency professional, do you need more business, Marketing and advertising insights in 2019? 

Visit here for plenty of insights and examples into Marketing, the 9P's, targeting or "People," product and services, promotion, pricing, and partnership strategies. Plus true, researched marketing insights and fun, insightful, advertising trivia.

For the past 48 years, I have been a Marketing professional, a certified Forensic Marketing Expert, Marketing and Advertising consultant with Londre Marketing Consultants, LLC plus I teach and give seminars on Strategic Marketing, the nine P's of Marketing, Branding, Super Bowl spots, Global Marketing, Promotion and Advertising. 

Twelve years ago, I created and own the marketing objectives, strategies and tactics of the 9P's of Marketing. The Nine P’s/9 P's of Marketing ©2007 augments the Marketing Mix or the 4P's (Product, Price, Promotion and Place) by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of a copyrighted Marketing concept.

In the late 60's I was first taught in Marketing 307 at USC that the "customer," or potential purchasers, buyers are king or kings, but potential consumers are missing as one of the P's. With the addition of "People," I expanded and developed the concepts of the nine P's. 

For marketing professionals, the "target market," "People," buyers, potential buyers and users are more prominent in my marketing model or theory. These potential buyers have their own "P."  It's "People," in the 9P's of Marketing. 

The Nine P's/9P's of Marketing help brand managers, marketing managers, companies, firms, business owners and business managers to find their marketing problems, to identify and create Marketing opportunities or solutions, in your marketplace.

The utilization of the 9P's of Marketing help, develop and guide a company or a firm's marketing objectives, strategies, tactics and solutions. The Nine P's can be truly insightful, in many ways and in many possible tactics and actions. They will help build revenue, manage costs, more effectively. 

So, what is Marketing, you and others may ask? 

Marketing is a planning and execution process that involves a product or service's attributes, research, distribution, pricing, partnerships or alliances, promotion and more. 

In my presentations, I detail that advertising is only a small percentage of the answers to marketing problems. All of the Marketing activities and tasks must work together to assure successful marketing practices. Firms, associations and companies with the most effective marketing efforts try to thoroughly understand their potential buyers and customers ("People") in your marketplace. 

Companies and new product/service development pros create products and services to meet market needs. Solving consumer "problems." These firms and others use marketing research and channels for understanding and communicating to market segments, a target market or audience ("People" in the 9P's of Marketing).

In the study and practice of Marketing, Marketing manager and brand agents develop planning, objectives, strategies and tactics. 

For any size firm and entrepreneurs, the 9P's of Marketing include important components, parts, elements, actions, tactics and efforts.  Let's start with planning, research, one of the nine P's and also with targeting, "People," one of the other nine elements or components:

• Planning or Simply Marketing Planning: 
• Planning starts with research and researching. 
• This element of planning in the nine P's is a method for achieving an end, and, looking at the eight other parts, can be a detailed formulation of a program of action. 
• I like using a phrase from John Wooden; he said "Failure to plan is planning to fail."
• Developing and transforming marketing objectives into marketing strategies to tactics, marketing management and managers must make basic decisions on marketing targets (“People”), marketing mix, pricing, distribution, marketing budgets/expenditures and marketing allocations. 
• Review dividing the total marketing budget among the various tools in the marketing mix and for the various products, channels, promotion, media and sales areas. And more under the 9Ps of Marketing
• People 
• Look and analyze your potential, new, existing and repeat customers and users. 
• "People" or targeting has almost always been left out of the traditional "Marketing Mix," almost every diagram includes the four P's with Product, Promotion, Place and Price.
• Place "consumer" or "People" or "potential buyers" in the middle of a circle. Find information or data on them. Add the other components in the nine P's. In Marketing, from my education, training, research and analysis plus testimony, there needs to be greater focus on the buyer, "customer," or "People," in both planning ad implementation.
• To understand your "People" or market segments, it may utilize many characteristics, including demographics (such as age, family size, family life cycle, gender, income, occupation, education, religion, race, culture, generation, nationality, and social class), geographics, psychographics (buyers are on basis of psychological/personality traits, lifecycle, values), behavioral characteristics (needs and benefits, decision roles, user and usage-related variables, occasions, user status, usage rate buyer-readiness stage, loyalty status, attitude and multiple bases) and technographics (potential buyers may or may not have the software and computer skills. Think employees here too.) which may be a vital component or components of the 9P's of Marketing. 
• Once a target market is chosen, the organization can develop its marketing strategies to target a market segment or marketing segments.
• Simply it's about Segmentation and Targeting. Add Positioning and you have STP, as a major first step. 
• Product and Services: 
• It's a product (service) is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need.
• It's the goods and service combination the firm offers to the target market, including variety of product mix, features, branding, designs, packaging, sizes, services, maintenance contracts, warranties and return policies.
• Place (Distribution): 
• Consider, develop and review store and non-store options, e-commerce and “brick and mortar” factors, geographic considerations, objectives, strategies and tactics, including “Partners, too.” 
• It's your offering of the right product at the right PLACE or location, at the right time, at the right price. It's the company’s activities that make the product available, using distribution and trade channels, roles, coverage, assortments, locations, inventory and transportation characteristics and alternatives.  
• Price or Pricing:
• Simply it's the amount of money a consumer is willing to pay to obtain the product.  But "price" is so much more.  
• “Pricing” is the sum of the values that customers exchange for the benefits of having or using the product or service. 
• Pricing decision making involves adjusting prices concerning the competitive environment, economic situations and involve buyer perceptions. Simply, all aspects regarding pricing. 
• Pricing includes wholesale/retail/promotional prices, discounts, trade-in allowances, quantity discounts, credit terms, sales and payment periods and credit terms. 
• Promotion: 
• I teach and consult that there are eight (8) major, strategic components or communication elements which are personal and non-personal communication activities, under "promotion." . 
• The activities that communicate the merits of the overall product include:
• Personal Selling/ Sales Force: Sales persons. Your sales force. 
• Helpful consulting tip or hint: Listen more than you talk. People who listen more, learn more, plus helps you position your service/product/solution or offering. 
• Advertising is paid media. There's an expression "It is only creative if the product or service sells." I wanted to add "It is only good media spending if it sells." 
• Sales Promotion
• Collateral Materials
• Direct Marketing (also referred to as Action or Direct Response Advertising)
• Interactive/Internet/Web, Digital Media, Social Media:  
• Events and Experiences
• Public Relations/PR
• What some strategic questions under Promotion? 
• What should your company promote? Strategic copy points, for your product or service.
• Evaluate the eight different elements under Promotion and your brand's practices. Ask is there a better way? A different promotional mix. There has to be a better way. 
• What are your costs in dollars and manpower or person power? Ask "Is there a different way or ways to budget, your promotional dollars?" 
• Look at different strategic partners? Their costs?
• To whom should you target and promote? Under "People/"Targeting, target market, audience with media falls here. Have you noticed that you may watch what you want to watch in TV programming when you want to watch it and anywhere, any screen? That affects media planning. 
• You can differentiate with price. Discounting? Special sales? What economic and discount levels should you offer? Look at revenue versus costs. 
• What form or combination of promotion should you offer? Features?
• How frequent? Add media planning concern.  
• Partners: 
• Working with others and organizations which take part in an undertaking with another or others, in a business or company with shared risks and profits.
• Also referred to as Alliances. 
• With "Partners" and your Marketing efforts, it is vitally important to partner and align with firms that have similar corporate philosophies. Simple but complex and difficult, have agreed upon objectives and strategies.
• Presentation: 
• This “P” or “Presentation” is the act of presenting, displaying and putting forward any of the different 9P’s© and/or components to your customers, suppliers, wholesalers, retailers, sales force, marketing intermediaries, clients, employees, partners, and/or others.
• Look for real” product and service experiences. 
• Enabling consumers and “allowing” them to feel the brand. As part of "presentation," I also place “events and experiences” under Promotion. 
• While traditional marketing is based on target audience impressions/ views/ clicks/ exposure, experimental marketing involves engaging with your potential consumers. 
• Passion:
• Those intense, driving or overmastering feelings, emotions in the planning, developing, implementing and executions of pricing, promoting, partnering, selling and overall marketing of products or services.

As the ending written by Margaret Atwood for “The Handmaid’s Tale,” "Are there any questions?"

For more on insights, ideas, concepts and Marketing solutions: Go to londremarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.

Or for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 40+ stimulating questions and answers at Londre Marketing Consultants, LLC.  

Here to help. 

Big Week And Year For Disney And Movies.

Today Disney is releasing Tim Burton’s “Dumbo,” the first of its four 2019 films. Then in the months of 2019 are“Aladdin,” the highly anticipated “The Lion King” and the Angelina Jolie sequel “Maleficent: Mistress of Evil.”
Many examples of Product and the other nine P's of Marketing. Need examples of strengthening your pillars of brand or branding strategies?  

Need a better understanding of Marketing? 

Do you have the responsibility and the need to increase sales and overall revenue?  

I consult, teach and work as a Marketing, business and Advertising expert using many Marketing concepts, standards of practice and practices, including the Nine P's/9P's of Marketing.

As a brand manager, entrepreneur, business owner or advertising agency professional, do you need more business, Marketing and advertising insights in the remainder of 2019? 

Visit here for plenty of insights and examples into Marketing, the 9P's, targeting or "People," product and services, promotion, pricing, and partnership strategies. Plus true, researched marketing insights and fun, insightful, advertising trivia.

For the past 48 years, I have been a Marketing professional, a certified Forensic Marketing Expert, Marketing and Advertising consultant with Londre Marketing Consultants, LLC plus I teach and give seminars on Strategic Marketing, the nine P's of Marketing, Branding, Super Bowl spots, Global Marketing, Promotion and Advertising. 

I also like giving to MBA candidates, law schools and attorneys my presentations on "What is Marketing? What is Advertising?" One of my examples is a dermatologist. I will be using it at UCLA and at Pepperdine this semester. 

Twelve years ago, I created and own the marketing objectives, strategies and tactics of the 9P's of Marketing. The Nine P’s/9 P's of Marketing ©2007 augments the Marketing Mix or the 4P's (Product, Price, Promotion and Place) by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of a copyrighted Marketing concept.

In the late 60's I was first taught in Marketing 307 at USC that the "customer," or potential purchasers, buyers are king or kings, but potential consumers are missing as one of the P's. With the addition of "People," I expanded and developed the concepts of the nine P's. 

For marketing professionals, the "target market," "People," buyers, potential buyers and users are more prominent in my marketing model or theory. These potential buyers have their own "P."  It's "People," in the 9P's of Marketing. 

The Nine P's/9P's of Marketing help brand managers, marketing managers, companies, firms, business owners and business managers to find their marketing problems, to identify and create Marketing opportunities or solutions, in your marketplace.

The utilization of the 9P's of Marketing help, develop and guide a company or a firm's marketing objectives, strategies, tactics and solutions. The Nine P's can be truly insightful, in many ways and in many possible tactics and actions. They will help build revenue, manage costs, more effectively. 

So, what is Marketing, you and others may ask? 

Marketing is a planning and execution process that involves a product or service's attributes, research, distribution, pricing, partnerships or alliances, promotion and more. 

In my presentations, I detail that advertising is only a small percentage of the answers to marketing problems. All of the Marketing activities and tasks must work together to assure successful marketing practices. Firms, associations and companies with the most effective marketing efforts try to thoroughly understand their potential buyers and customers ("People") in your marketplace. 

Companies and new product/service development pros create products and services to meet market needs. Solving consumer "problems." These firms and others use marketing research and channels for understanding and communicating to market segments, a target market or audience ("People" in the 9P's of Marketing).

In the study and practice of Marketing, Marketing manager and brand agents develop planning, objectives, strategies and tactics. 

For any size firm and entrepreneurs, the 9P's of Marketing include important components, parts, elements, actions, tactics and efforts.  Let's start with planning, research, one of the nine P's and also with targeting, "People," one of the other nine elements or components:

• Planning or Simply Marketing Planning: 
• Planning starts with research and researching. 
• This element of planning in the nine P's is a method for achieving an end, and, looking at the eight other parts, can be a detailed formulation of a program of action. 
• Plenty of planning with movies. I like using a phrase from John Wooden; he said "Failure to plan is planning to fail."
• Developing and transforming marketing objectives into marketing strategies to tactics, marketing management and managers must make basic decisions on marketing targets (“People”), marketing mix, pricing, distribution, marketing budgets/expenditures and marketing allocations. 
• Review dividing the total marketing budget among the various tools in the marketing mix and for the various products, channels, promotion, media and sales areas. And more under the 9Ps of Marketing
• People 
• Look and analyze your potential, new, existing and repeat customers and users. 
• "People" or targeting has almost always been left out of the traditional "Marketing Mix," almost every diagram includes the four P's with Product, Promotion, Place and Price.
• Place "consumer" or "People" or "potential buyers" in the middle of a circle. Find information or data on them. Add the other components in the nine P's. In Marketing, from my education, training, research and analysis plus testimony, there needs to be greater focus on the buyer, "customer," or "People," in both planning ad implementation.
• To understand your "People" or market segments, it may utilize many characteristics, including demographics (such as age, family size, family life cycle, gender, income, occupation, education, religion, race, culture, generation, nationality, and social class), geographics, psychographics (buyers are on basis of psychological/personality traits, lifecycle, values), behavioral characteristics (needs and benefits, decision roles, user and usage-related variables, occasions, user status, usage rate buyer-readiness stage, loyalty status, attitude and multiple bases) and technographics (potential buyers may or may not have the software and computer skills. Think employees here too.) which may be a vital component or components of the 9P's of Marketing. 
• Once a target market is chosen, the organization can develop its marketing strategies to target a market segment or marketing segments.
• Simply it's about Segmentation and Targeting. Add Positioning and you have STP, as a major first step. 
• Product and Services: 
• It's a product (service) is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need.
• It's the goods and service combination the firm offers to the target market, including variety of product mix, features, branding, designs, packaging, sizes, services, maintenance contracts, warranties and return policies.
• Place (Distribution): 
• Consider, develop and review store and non-store options, e-commerce and “brick and mortar” factors, geographic considerations, objectives, strategies and tactics, including “Partners, too.” 
• For movies, "Place" isn't as simple as it was. Especially with streaming. It's your offering of the right product at the right PLACE or location, at the right time, at the right price. It's the company’s activities that make the product available, using distribution and trade channels, roles, coverage, assortments, locations, inventory and transportation characteristics and alternatives.  
• Price or Pricing:
• Simply it's the amount of money a consumer is willing to pay to obtain the product.  But "price" is so much more.  
• “Pricing” is the sum of the values that customers exchange for the benefits of having or using the product or service. 
• Pricing decision making involves adjusting prices concerning the competitive environment, economic situations and involve buyer perceptions. Simply, all aspects regarding pricing. 
• Pricing includes wholesale/retail/promotional prices, discounts, trade-in allowances, quantity discounts, credit terms, sales and payment periods and credit terms. 
• Promotion: 
• I teach and consult that there are eight (8) major, strategic components or communication elements which are personal and non-personal communication activities, under "promotion." . 
• The activities that communicate the merits of the overall product include:
• Personal Selling/ Sales Force: Sales persons. Your sales force. 
• Helpful consulting tip or hint: Listen more than you talk. People who listen more, learn more, plus helps you position your service/product/solution or offering. 
• Advertising is paid media. There's an expression "It is only creative if the product or service sells." I wanted to add "It is only good media spending if it sells." 
• Sales Promotion
• Collateral Materials
• Direct Marketing (also referred to as Action or Direct Response Advertising)
• Interactive/Internet/Web, Digital Media, Social Media:  
• Events and Experiences
• Public Relations/PR
• What some strategic questions under Promotion? 
• What should your company promote? Strategic copy points, for your product or service.
• Evaluate the eight different elements under Promotion and your brand's practices. Ask is there a better way? A different promotional mix. There has to be a better way. 
• What are your costs in dollars and manpower or person power? Ask "Is there a different way or ways to budget, your promotional dollars?" 
• Look at different strategic partners? Their costs?
• To whom should you target and promote? Under "People/"Targeting, target market, audience with media falls here. Have you noticed that you may watch what you want to watch in TV programming when you want to watch it and anywhere, any screen? That affects media planning. 
• You can differentiate with price. Discounting? Special sales? What economic and discount levels should you offer? Look at revenue versus costs. 
• What form or combination of promotion should you offer? Features?
• How frequent? Add media planning concern.  
• Partners: 
• Working with others and organizations which take part in an undertaking with another or others, in a business or company with shared risks and profits.
• Also referred to as Alliances. 
• With "Partners" and your Marketing efforts, it is vitally important to partner and align with firms that have similar corporate philosophies. Simple but complex and difficult, have agreed upon objectives and strategies.
• Presentation: 
• This “P” or “Presentation” is the act of presenting, displaying and putting forward any of the different 9P’s© and/or components to your customers, suppliers, wholesalers, retailers, sales force, marketing intermediaries, clients, employees, partners, and/or others.
• Look for real” product and service experiences. 
• Enabling consumers and “allowing” them to feel the brand. As part of "presentation," I also place “events and experiences” under Promotion. 
• While traditional marketing is based on target audience impressions/ views/ clicks/ exposure, experimental marketing involves engaging with your potential consumers. 
• Passion:
• Those intense, driving or overmastering feelings, emotions in the planning, developing, implementing and executions of pricing, promoting, partnering, selling and overall marketing of products or services.

As the ending written by Margaret Atwood for “The Handmaid’s Tale,” "Are there any questions?"

For more on insights, ideas, concepts and Marketing solutions: Go to londremarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.

Or for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 40+ stimulating questions and answers at Londre Marketing Consultants, LLC.  

Here to help. 

Compliance With The CCPA: Companies Need To Review What Personal Information They Collect. "People, " Under The 9P's Of Marketing.

Here's info on compliance with the California Consumer Privacy Act (CCPA): Companies need to review what personal information they have collected.

This will include California employee information; Internet activity including cookie stream, website activity and interactions, browsing history, their IP address, mobile device identification.

Also under the 9P’s “People,” it will includes the personal Information creating a profile about a consumer’s reflecting their preferences, characteristics, behaviors and attitudes.

Expected to dramatically alter the way U.S.-based companies process individual data, the California Consumer Privacy Act (CCPA) is a broad-based law protecting information that identifies California residents. It will take effect in 2020.

The law requires detailed disclosure requirements, which will provide individuals with extensive rights to control how their personal information is used.

Need examples of strengthening your pillars of brand or branding strategies?  

Better understanding of Marketing? 

Do you have the responsibility and the need to increase sales and overall revenue?  

I consult, teach and work as a Marketing, business and Advertising expert using many Marketing concepts, standards of practice and practices, including the Nine P's/9P's of Marketing.

As a brand manager, entrepreneur, business owner or advertising agency professional, do you need more business, Marketing and advertising insights in 2019? 

Visit here for plenty of insights and examples into Marketing, the 9P's, targeting or "People," product and services, promotion, pricing, and partnership strategies. Plus true, researched marketing insights and fun, insightful, advertising trivia.

For the past 48 years, I have been a Marketing professional, a certified Forensic Marketing Expert, Marketing and Advertising consultant with Londre Marketing Consultants, LLC plus I teach and give seminars on Strategic Marketing, the nine P's of Marketing, Branding, Super Bowl spots, Global Marketing, Promotion and Advertising. 

I also like giving to MBA candidates, law schools and attorneys my presentations on "What is Marketing? What is Advertising?" One of my examples is a dermatologist. I will be using it at UCLA and at Pepperdine this semester. 

Twelve years ago, I created and own the marketing objectives, strategies and tactics of the 9P's of Marketing. The Nine P’s/9 P's of Marketing ©2007 augments the Marketing Mix or the 4P's (Product, Price, Promotion and Place) by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of a copyrighted Marketing concept.

In the late 60's I was first taught in Marketing 307 at USC that the "customer," or potential purchasers, buyers are king or kings, but potential consumers are missing as one of the P's. With the addition of "People," I expanded and developed the concepts of the nine P's. 

For marketing professionals, the "target market," "People," buyers, potential buyers and users are more prominent in my marketing model or theory. These potential buyers have their own "P."  It's "People," in the 9P's of Marketing. 

The Nine P's/9P's of Marketing help brand managers, marketing managers, companies, firms, business owners and business managers to find their marketing problems, to identify and create Marketing opportunities or solutions, in your marketplace.

The utilization of the 9P's of Marketing help, develop and guide a company or a firm's marketing objectives, strategies, tactics and solutions. The Nine P's can be truly insightful, in many ways and in many possible tactics and actions. They will help build revenue, manage costs, more effectively. 

So, what is Marketing, you and others may ask? 

Marketing is a planning and execution process that involves a product or service's attributes, research, distribution, pricing, partnerships or alliances, promotion and more. 

In my presentations, I detail that advertising is only a small percentage of the answers to marketing problems. All of the Marketing activities and tasks must work together to assure successful marketing practices. Firms, associations and companies with the most effective marketing efforts try to thoroughly understand their potential buyers and customers ("People") in your marketplace. 

Companies and new product/service development pros create products and services to meet market needs. Solving consumer "problems." These firms and others use marketing research and channels for understanding and communicating to market segments, a target market or audience ("People" in the 9P's of Marketing).

In the study and practice of Marketing, Marketing manager and brand agents develop planning, objectives, strategies and tactics. 

For any size firm and entrepreneurs, the 9P's of Marketing include important components, parts, elements, actions, tactics and efforts.  Let's start with planning, research, one of the nine P's and also with targeting, "People," one of the other nine elements or components:

• Planning or Simply Marketing Planning: 
• Planning starts with research and researching. 
• This element of planning in the nine P's is a method for achieving an end, and, looking at the eight other parts, can be a detailed formulation of a program of action. 
• I like using a phrase from John Wooden; he said "Failure to plan is planning to fail."
• Developing and transforming marketing objectives into marketing strategies to tactics, marketing management and managers must make basic decisions on marketing targets (“People”), marketing mix, pricing, distribution, marketing budgets/expenditures and marketing allocations. 
• Review dividing the total marketing budget among the various tools in the marketing mix and for the various products, channels, promotion, media and sales areas. And more under the 9Ps of Marketing
• People 
• Look and analyze your potential, new, existing and repeat customers and users. 
• "People" or targeting has almost always been left out of the traditional "Marketing Mix," almost every diagram includes the four P's with Product, Promotion, Place and Price.
• Place "consumer" or "People" or "potential buyers" in the middle of a circle. Find information or data on them. Add the other components in the nine P's. In Marketing, from my education, training, research and analysis plus testimony, there needs to be greater focus on the buyer, "customer," or "People," in both planning ad implementation.
• To understand your "People" or market segments, it may utilize many characteristics, including demographics (such as age, family size, family life cycle, gender, income, occupation, education, religion, race, culture, generation, nationality, and social class), geographics, psychographics (buyers are on basis of psychological/personality traits, lifecycle, values), behavioral characteristics (needs and benefits, decision roles, user and usage-related variables, occasions, user status, usage rate buyer-readiness stage, loyalty status, attitude and multiple bases) and technographics (potential buyers may or may not have the software and computer skills. Think employees here too.) which may be a vital component or components of the 9P's of Marketing. 
• Once a target market is chosen, the organization can develop its marketing strategies to target a market segment or marketing segments.
• Simply it's about Segmentation and Targeting. Add Positioning and you have STP, as a major first step. 
• Product and Services: 
• It's a product (service) is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need.
• It's the goods and service combination the firm offers to the target market, including variety of product mix, features, branding, designs, packaging, sizes, services, maintenance contracts, warranties and return policies.
• Place (Distribution): 
• Consider, develop and review store and non-store options, e-commerce and “brick and mortar” factors, geographic considerations, objectives, strategies and tactics, including “Partners, too.” 
• It's your offering of the right product at the right PLACE or location, at the right time, at the right price. It's the company’s activities that make the product available, using distribution and trade channels, roles, coverage, assortments, locations, inventory and transportation characteristics and alternatives.  
• Price or Pricing:
• Simply it's the amount of money a consumer is willing to pay to obtain the product.  But "price" is so much more.  
• “Pricing” is the sum of the values that customers exchange for the benefits of having or using the product or service. 
• Pricing decision making involves adjusting prices concerning the competitive environment, economic situations and involve buyer perceptions. Simply, all aspects regarding pricing. 
• Pricing includes wholesale/retail/promotional prices, discounts, trade-in allowances, quantity discounts, credit terms, sales and payment periods and credit terms. 
• Promotion: 
• I teach and consult that there are eight (8) major, strategic components or communication elements which are personal and non-personal communication activities, under "promotion." . 
• The activities that communicate the merits of the overall product include:
• Personal Selling/ Sales Force: Sales persons. Your sales force. 
• Helpful consulting tip or hint: Listen more than you talk. People who listen more, learn more, plus helps you position your service/product/solution or offering. 
• Advertising is paid media. There's an expression "It is only creative if the product or service sells." I wanted to add "It is only good media spending if it sells." 
• Sales Promotion
• Collateral Materials
• Direct Marketing (also referred to as Action or Direct Response Advertising)
• Interactive/Internet/Web, Digital Media, Social Media:  
• Events and Experiences
• Public Relations/PR
• What some strategic questions under Promotion? 
• What should your company promote? Strategic copy points, for your product or service.
• Evaluate the eight different elements under Promotion and your brand's practices. Ask is there a better way? A different promotional mix. There has to be a better way. 
• What are your costs in dollars and manpower or person power? Ask "Is there a different way or ways to budget, your promotional dollars?" 
• Look at different strategic partners? Their costs?
• To whom should you target and promote? Under "People/"Targeting, target market, audience with media falls here. Have you noticed that you may watch what you want to watch in TV programming when you want to watch it and anywhere, any screen? That affects media planning. 
• You can differentiate with price. Discounting? Special sales? What economic and discount levels should you offer? Look at revenue versus costs. 
• What form or combination of promotion should you offer? Features?
• How frequent? Add media planning concern.  
• Partners: 
• Working with others and organizations which take part in an undertaking with another or others, in a business or company with shared risks and profits.
• Also referred to as Alliances. 
• With "Partners" and your Marketing efforts, it is vitally important to partner and align with firms that have similar corporate philosophies. Simple but complex and difficult, have agreed upon objectives and strategies.
• Presentation: 
• This “P” or “Presentation” is the act of presenting, displaying and putting forward any of the different 9P’s© and/or components to your customers, suppliers, wholesalers, retailers, sales force, marketing intermediaries, clients, employees, partners, and/or others.
• Look for real” product and service experiences. 
• Enabling consumers and “allowing” them to feel the brand. As part of "presentation," I also place “events and experiences” under Promotion. 
• While traditional marketing is based on target audience impressions/ views/ clicks/ exposure, experimental marketing involves engaging with your potential consumers. 
• Passion:
• Those intense, driving or overmastering feelings, emotions in the planning, developing, implementing and executions of pricing, promoting, partnering, selling and overall marketing of products or services.

As the ending written by Margaret Atwood for “The Handmaid’s Tale,” "Are there any questions?"

For more on insights, ideas, concepts and Marketing solutions: Go to londremarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.

Or for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 40+ stimulating questions and answers at Londre Marketing Consultants, LLC.  

Here to help.