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Marketing: Home

This guide provides information on how to access information in marketing, advertising, credit management and sales.

Marketing - What is it?

      In simple terms, marketing is everything a company does to put its product or service in the hands of ite target market.     This guide is designed to help students find information in marketing; sales principles and management; advertising principles; and credit management.  Any reference to print resources will be located at the Farley Learning Resources Center in Fall River; links to electronic resources accessed through the BCC libraries' website are accessible to all BCC students, faculty and staff at all campuses and remotely. Links to relevant websites on the internet are also included.

                                                                                               
      

Image credits: top graphic: www.eastbaymarketinggroup.com    bottom graphic: www.smallfoodbiz.com

 

 

 

Selected Terms in Marketing

   There are numerous terms used in the marketing field today.  Below are just a few of them with short definitions and links to additional information from the ebook from which the definition was taken.    

Branding: The process by which companies differentiate their products from their competition. In developing a unique identity, which may include a name, packaging and design, a brand is developed.  More on this...

Demand pricingDemand pricing is the process of calculating price on the basis of the relative demand for the product, as evidenced by the elasticity of demand characteristics of the productMore on this...

Demographics:  Demography is the statistical study of populations; the roots of the word come from the Greek for people (demos) and picture (graphy). Demographics, thus, are pictures of the people derived from statistics.  More on this...

Globalisation:  The process of extending an organisation's activities worldwide, ignoring national boundaries when segmenting markets, sourcing raw materials and components, and carrying out marketing activities.  More on this...

Market share:   A company's market share is the percentage of all products in a category that a company sells. Thus market share is calculated by dividing a company's sales by the total sales in a category.  More on this...

Marketing mix:  The range of measures used by firms to market their products to buyers. Important facets of the marketing mix are the 4 Ps: product, price, promotion and place.  More on this...

Product Positioning:  "Product positioning" is a marketing technique intended to present products in the best possible light to different target audiences.   More on this...

Relationship marketingRelationship marketing is the paradigm under which customers are valued for their lifetime potential, rather than for a single transaction or even a series of transactions.  More on this...

Segmentation:  In the market-segmentation approach to marketing, the total market is viewed as being made up of several smaller segments, each different from the other. This approach enables businesses to identify one or more appealing segments to which they can profitably target their products and marketing efforts.  More on this...

Target market:  A target market is a group of customers with similar needs that forms the focus of a company's marketing efforts.  More on this...

Cataloger and Reference Librarian

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Patricia Hiscock
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Contact:
Bristol Community College
Farley Learning Resources Center Rm. D106
777 Elsbree St.
Fall River, MA 02720
(508)-678-2811 ext. 2109

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