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Marketing is the complete process of understanding customers, creating a useful offer and helping people choose it. Advertising is one paid method a business can use to communicate that offer….

Customer value is the customer’s judgement of whether an offer’s useful benefits are worth its total cost in money, time and effort. A business may believe it has created an…

Brand awareness is how easily people recognize, remember and understand a brand. It means that the brand feels familiar and comes to mind when people think about a particular need,…

A marketing campaign is a coordinated set of marketing activities created to reach a specific audience and achieve one clear goal. The activities may appear in several places, but they…

A marketing channel is a route a business uses to communicate with customers, reach them and help them take the next step. Without clear channels, a business may have a…

A customer journey is the complete path a person follows from first discovering a business to buying and continuing the relationship. It includes every contact that person has with the…

Market research is the process of learning about customers, their needs, competitors, and the market before making business decisions. It helps a business replace guesses with useful information. You do…

A value proposition is a clear statement explaining why someone should choose an offer and what useful value they will receive. It connects a customer’s need with the main benefit…

A target market is the group of people a business chooses to serve because they share needs or traits that make its offer relevant to them. Understanding this group helps…

A marketing plan is a practical document that explains what a business wants to achieve, whom it wants to reach and which marketing actions it will take. It turns a…

A marketing strategy is a clear plan for reaching the right people and showing them why they should choose a business. It connects a business goal with a specific audience,…