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