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President - Peter Tsykov (member of The Canadian Public Relations Society)

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Term:

Definition:

Marketing is the wide range of activities involved in making sure that you are 
continuing to meet the needs of your customers and getting value in return. 
Marketing activities include "inbound marketing," such as market research to find 
out, for example, what groups of potential customers exist, what their needs are,
which of those needs you can meet, how you should meet them, etc. 
Inbound marketing also includes analyzing the competition, positioning your new 
product or service (finding your market niche), and pricing your products and 
services. "Outbound marketing" includes promoting a product through continued 
advertising, promotions, public relations and sales.

Marketing is the overall process of boosting public awareness of a product, person 
or service, while advertising and PR are promotion methods that fall under the 
‘marketing’ umbrella term.

The marketing team is responsible for planning the company’s promotion, right 
through from pinpointing a product’s target customer, researching the market 
and setting a marketing budget to putting on product launches and evaluating the 
success of the campaign.

If you take up a career in this area, your responsibilities could involve conducting 
interviews and market research, creating website content, organising conferences 
or exhibitions, commissioning advertising and coming up with new ideas to 
market the product.

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