Types of Marketing and Their Differences
There are many classifications of marketing. Let's consider some of them.
In 1985, the American Marketing Association adopted an official classification, in which marketing is divided into types depending on the nature of demand. These are:
• Conversion marketing: needed in case of negative demand, to correct negative image and form a positive one.
• Developing marketing: used to anticipate demand and create a suitable product for it.
• Stimulating marketing: its task is to form demand if it is absent.
• Supporting marketing: used in conditions of stable demand and competition, so that the sales level does not decrease.
• Remarketing: if demand fades away, it is stimulated so that the product does not disappear from the market.
• Demarketing: decreasing demand when it is too high and the company cannot satisfy it.
• Synchromarketing: needed to stabilize demand for a product: for example, if it is seasonal.
• Counteracting marketing: reducing irrational demand for goods that have a negative impact on society: for example, for tobacco and alcohol.
Another popular classification, often mentioned in textbooks, is by the nature and scale of activity. There are three types of marketing:
• Mass marketing, or undifferentiated marketing: This is marketing of consumer goods: it is aimed at achieving maximum coverage and does not take into account the segmentation of the target audience. In simple words, this is marketing "for everyone."
• Differentiated marketing: It is focused on several segments of the target audience. A separate product is created for each segment or marketing strategies are adapted.
• Concentrated marketing: This is marketing focused on one segment of the target audience. Its goal is to maximize the satisfaction of the needs of buyers.
The last classification we will talk about is by the type of consumer. There are three types of marketing:
• B2B: used in a business model when one company sells a product to another company.
• B2C: when a company sells a product to the end consumer.
• B2G: when a company sells a product to government agencies.