Do You Understand Marketing?

Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and the profit potential. It pinpoints which segments the company is capable of serving best and it designs and promotes the appropriate products and services.

Extract from article by Dr. Philip Kotler

Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit.  Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and the profit potential. It pinpoints which segments the company is capable of serving best and it designs and promotes the appropriate products and services.

Marketing is often performed by a department within the organization. This is both good and bad. It’s good because it unites a group of trained people who focus on the marketing task. It’s bad because marketing activities should not be carried out in a single department but they should be manifest in all the activities of the organization.

The most important concepts in marketing are: segmentation, targeting, positioning, needs, wants, demand, offerings, brands, value and satisfaction, exchange, transactions, relationships and networks, marketing channels, supply chain, competition, the marketing environment, and marketing programs.  These terms make up the working vocabulary of the marketing professional.

Marketing’s key processes are: (1) opportunity identification, (2) new product development, (3) customer attraction, (4) customer retention and loyalty building, and (5) order fulfillment.  A company that handles all of these processes well will normally enjoy success.  But when a company fails at any one of these processes, it will not survive.

CEOs tend to see marketing as a department that comes into play after the product has been made and the remaining job is to sell it.  We argue instead that marketing must be seen as setting the strategic direction for the firm.  Peter Drucker stated it well over thirty years ago:  “A company has only two basic functions: innovation and marketing.”

Have a Request?

If you have information or offering requests that you would like to ask us about, please let us know and we will make our response to you a priority.

ComplexDiscovery is an online publication that highlights data and legal discovery insight and intelligence ranging from original research to aggregated news for use by business, information technology, and legal professionals. The highly targeted publication seeks to increase the collective understanding of readers regarding data and legal discovery information and issues and to provide an objective resource for considering trends, technologies, and services related to electronically stored information.

ComplexDiscovery OÜ is a technology marketing firm providing strategic planning and tactical execution expertise in support of data and legal discovery organizations. Registered as a private limited company in the European Union country of Estonia, one of the most digitally advanced countries in the world, ComplexDiscovery OÜ operates virtually worldwide to deliver marketing consulting and services.

A SOLID Look from Europe? Legal Tech Merger and Acquisition Activity with Mike Bryant and John Jacobs

From Special Purpose Acquisition Companies (SPACs) to the recent flurry of...

Gimmal Acquires Sherpa Software

According to Mark Johnson, Chief Executive Officer at Gimmal, "With the...

Magnet Forensics Closes $115 Million IPO

According to Adam Belsher, Magnet Forensics' CEO, "I'm proud of the...

XDD Acquires Paralaw

According to Bob Polus, XDD Founder and CEO, “As part of...

A New Era in eDiscovery? Framing Market Growth Through the Lens of Six Eras

There are many excellent resources for considering chronological and historiographical approaches...

An eDiscovery Market Size Mashup: 2020-2025 Worldwide Software and Services Overview

While the Compound Annual Growth Rate (CAGR) for worldwide eDiscovery software...

Resetting the Baseline? eDiscovery Market Size Adjustments for 2020

An unanticipated pandemeconomic-driven retraction in eDiscovery spending during 2020 has resulted...

Home or Away? New eDiscovery Collection Market Sizing and Pricing Considerations

One of the key home (onsite) or away (remote) decisions that...

Five Great Reads on eDiscovery for April 2021

From X-Road® and risk management to business confidence and cybersecurity, the...

Five Great Reads on eDiscovery for March 2021

From data breach economics and vulnerabilities to private-equity investments and vendor...

Five Great Reads on eDiscovery for February 2021

From litigation trends and legal tech investing to facial recognition and...

Five Great Reads on eDiscovery for January 2021

From eDiscovery business confidence and operational metrics to merger and acquisition...

Gimmal Acquires Sherpa Software

According to Mark Johnson, Chief Executive Officer at Gimmal, "With the...

Got Interoperability? CloudNine Launches Discovery Portal

According to Jacob Hesse, VP of Product at CloudNine, “Discovery Portal...

Magnet Forensics Closes $115 Million IPO

According to Adam Belsher, Magnet Forensics' CEO, "I'm proud of the...

XDD Acquires Paralaw

According to Bob Polus, XDD Founder and CEO, “As part of...

Ready for Takeoff? Eighteen Observations on eDiscovery Business Confidence in the Spring of 2021

In the spring of 2021, 60.0% of eDiscovery Business Confidence Survey...

Issues Impacting eDiscovery Business Performance: A Spring 2021 Overview

In the spring of 2021, 25.0% of respondents viewed budgetary constraints...

Happy Days are Near Again? eDiscovery Operational Metrics in the Spring of 2021

In the spring of 2021, 93 eDiscovery Business Confidence Survey participants...

A Splash of Optimism? Spring 2021 eDiscovery Business Confidence Survey Results

This is the twenty-second quarterly eDiscovery Business Confidence Survey conducted by...