Definition of Marketing Research – Marketing research is the function that links the consumer, customer, and public to the marketer through information—information used to identify and define opportunities and problems; generate, refine, and evaluate actions; monitor performance; and improve understanding of it as a process. It specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications. (Approved 2017)
Definition of Brand
A brand is a name, term, design, symbol, or any other feature that identifies one seller’s goods or service as distinct from those of other sellers. ISO brand standards add that a brand “is an intangible asset” that is intended to create “distinctive images and associations in the minds of stakeholders, thereby generating economic benefit/values.”
Types of Marketing
Influencer Marketing
This focuses on leveraging individuals who have influence over potential buyers and orienting activities around these individuals to drive a brand message to the larger market. With this, a brand inspires or compensates influencers (which can include celebrities, content creators, customer advocates, and employees) to get the word out on their behalf.
Viral Marketing
A phenomenon that facilitates and encourages people to pass along an advertising message.
Green Marketing
Refers to the development and promotion of products that are presumed to be environmentally safe (i.e., designed to minimize negative effects on the physical environment or to improve its quality).
This term may also be used to describe efforts to produce, promote, package, and reclaim products in a manner that is sensitive or responsive to ecological concerns.
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Keyword Marketing
Involves placing a message in front of users based on the specific keywords and phrases they are using to search.[1]
A key advantage of this method is that it gives marketers the ability to reach the right people with the right message at the right time. For many marketers, this method results in the placement of an ad when certain keywords are entered.
Note that in SEO, this term refers to achieving top placement in the search results themselves.