Marketing Senpai

The Characteristics of Marketing


Understanding the characteristics of marketing is an important step before handing over one’s marketing activities, or performing them. This post aims to talk about the different characteristics, as well as the importance of the same.


Before we understand the characteristics of marketing, what exactly is marketing?

Marketing is the process by which a company encourages people to buy its products or services. The company uses many different marketing tools to achieve these results. What’s interesting is that marketing can also be described as the decisions a business makes about what products and services it should offer, where they should be sold, and how they are promoted.

Additionally, marketing is the knowledge, planning, and implementation of creating, communicating, and delivering a product or service to satisfy needs and wants through exchange.

This requires a good understanding of market forces, the structure, and behavior of organizations involved in the buying process, and detailed knowledge of the product or service.


The types of marketing

Marketing can be classified into many types based on the company’s purpose, goal, and activities to implement it.


1. Direct Marketing

In direct marketing, the product is sold directly to the customer after being identified by promotions or advertisements placed by the supplier. Examples of direct marketing are holiday offers, frequent flyer programs, and coupons in newspapers and magazines. In addition, direct marketing often takes place through telephone calls and visits to the home of potential customers. In direct marketing, the product information must be accurate as consumers want relevant information about the product they buy from that particular company.

2. Indirect Marketing

The product is sold to a company representative in indirect marketing, who then takes it to the buyer. Examples of indirect marketing are catalogs, direct mail, and telemarketing. Indirect marketing often uses mail orders and telephone orders to get potential customers. It relies on specialist sales agents (marketing experts) who have been trained in selling a particular product or service. The sale may take place in a shop, on the telephone, or by having an exhibition stand in a public place.

3. Integrated Marketing

In integrated marketing, all of its systems work together to promote its brand and gain greater customer loyalty. For example, a company may use direct marketing to get customers’ names, information on their buying habits, and regular contact via catalogs and sales staff. It may also use direct marketing by having sales agents who will offer the relevant product or service to those customers. The savings made by customers are then used to repeat the whole process.

4. Relationship Marketing

Relationship marketing is about building long-lasting relationships with your customers so that they continue to buy from your company over a long period. It is also about giving them reasons why they should remain loyal to your company. Relationship marketing can be carried out in many ways.


Understanding the characteristics of marketing

Marketing is the process of creating, promoting, and selling your product or service to potential buyers. To achieve this, you must analyze your customers’ needs and use the appropriate marketing mix to address them. The Characteristics help you arrive at the right marketing mix for your customers’ wants and what impacts their buying decisions.

The Characteristics Of Marketing give you a template to follow when designing which products and services you wish to offer to satisfy your customers’ needs. In other words, when deciding on how many brands, what types, and what range of products you will use in your business, it will be based on the characteristics of marketing.

The Characteristics Of Marketing is the character of a company’s marketing plan and consists of five major parts:


1. Analysis of Customers’ Needs

You must understand what your potential customers want so that you can offer them products and services to meet their needs. This means you should identify the products or services your customers need, define the features and benefits of your products or services, and know-how to communicate these features to them. By doing this, you will be able to build a relationship with your customers, which will lead them to buy from you again in the future.

2. Analysis of Competitors’ Activity

It would help if you also analyzed your competitors. You should know what your competitors are doing to satisfy their customers’ needs and how they are doing it. This means understanding the features and benefits of their products or services and how they communicate these features to their customers so that you can do something different or better than them. You should also monitor changes in your market and your competitors’ behavior so that you can adjust your marketing strategy accordingly.

3. Analysis of Your Marketing Environment

You must know the conditions in which you will be marketing your products or services, for example, the competition in the industry, laws, and regulations governing marketing activities, and technological changes that may affect your business marketing strategy. You should also know how changes in your marketing environment will affect you to determine whether you need to change your current marketing strategy.

4. Analysis of the Marketing Mix

You must consider the five characteristics of marketing when you design your marketing mix, for example, the product or service itself and the package, including the price and service. You should also consider other elements such as your promotional strategy and sales channels such as door-to-door selling, catalogs, and advertising. In addition, you should be able to analyze how many of each type of product or service you will offer to customers to choose which option best meets their needs.

5. Customer Satisfaction

It is essential to ensure that your products and services meet your customers’ expectations. This means that you must monitor the behavior of your potential customers and their satisfaction with the products or services. You should know how satisfied they are with the quality of your products or services, what part of your marketing mix is producing this satisfaction, how successful it has been in satisfying their needs, and how effective you have been in satisfying their expectations.


The concept of the characteristics of marketing, and how does it work?

The Characteristics Of Marketing are a formula created by Neil Borden in 1959. Neil Borden was one of the three people who developed the concept of marketing, and he is said to be the father of modern marketing. He was also responsible for introducing the concept of the four Ps of marketing, and with Phil Dusenberry, he developed the concept of consumer buying behavior. Ultimately, his contributions to marketing meant that marketers around the world could make more informed decisions when designing their marketing strategies.

These Characteristics are a formula used to determine what you should offer your customers to satisfy their needs effectively.


How to use the Characteristics Of Marketing formula effectively

The characteristics can be used in the following ways:

1. Understand the characteristics of marketing

You should understand the different parts of the characteristics formula and relate them to your business. You should understand each part of the formula and use it in marketing analysis.

2. Determine Which Characteristics You Need for Your Product or Service

It would help if you determined which characteristics of marketing are most appropriate for your product or service based on your potential customers’ needs, your competitors’ activities, the conditions in which you will be marketing your products and services, and technological changes that may affect how you market your products or services.

3. Determine your marketing mix

It would help determine how you will use each pair of characteristics to develop a marketing mix. You should also determine how many of each type of product or service you plan to offer in your business.

4. Choose the best marketing mix for your business

You should choose the best marketing mix based on your analysis of customers’ needs, competitors, and technological changes. Keep in mind that these are the changes that may affect your business in the industry. The results would be a marketing mix that most effectively addresses your customers’ needs. Not only that, but it also allows you to use to market your products and services effectively.


Senpai Says

The Characteristics Of Marketing exist in all industries, and as a result, all companies must use it. The more you understand these characteristics, the easier it will be to manage your business’ marketing strategy effectively.



The flow of products and services from producer to customer or user is directed by the conduct of business operations. Marketing is an ever-changing process. a set of interconnected functions: Marketing is a multifaceted, ever-evolving, and interconnected activity. It entails ongoing planning, implementation, and oversight.

Marketing informs a large number of people about a certain product. Further, Your sales will rise if customers know about your goods. Many businesses benefit greatly from marketing when it comes to generating cash. It occurs when company sectors use diverse marketing methods to boost profits.

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Yash Setpal

Marketer / Blogger / Designer

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