Marketing is about creating value for a company by creating and distributing products or services. It's a complex process involving understanding customer needs and desires and developing creative ways to meet those needs. But it all starts with the basics. 

In this article, we'll discuss the fundamentals of marketing and provide you with a basic understanding of what every marketer should know so that you can become an effective marketing professional and start creating value for your business.

What Is Marketing?

Marketing is the process of creating value for a company through the creation and distribution of products or services. It is an essential part of any business, and companies can use various marketing campaigns to achieve their objectives. The most common types of marketing include advertising, public relations, market research, and product development. 

Each strategy has unique benefits and drawbacks, and the best marketing plan often combines several approaches. Marketing is a complex and ever-changing field, but at its core, it is all about creating value for a company by connecting with customers and understanding their needs.

The 7 P's Of Marketing

The 7 P's of marketing are the fundamentals of marketing and the core elements of any successful marketing strategy. These include:

  1. Product: What product or service is being offered
  2. Price: How much does it cost
  3. Promotion: How will the product be promoted and advertised 
  4. Place: Where will the product be sold 
  5. People: Who is involved in the marketing process (e.g., staff, customers) 
  6. Processes: What processes are in place to ensure quality 
  7. Physical Evidence: What physical evidence is available (e.g., packaging, customer service)

By understanding the 7 P's of marketing, you can create a successful and effective marketing process for your business. 

Marketing Mix

The marketing mix is a key tool businesses use to determine the most effective marketing campaigns to market their products or services. The mix comprises four key elements: product, price, place, and promotion. 


Product refers to the physical goods or services offered by a business. When determining the product mix, businesses must consider the features and benefits of their products or services and any target markets they wish to reach.


Price is an essential element of the marketing mix. The price of a product or service will affect demand and the overall profitability of a business. In setting prices, businesses must take into account the cost of production, as well as any competitors' prices.


Place refers to the channels through which products or services are distributed. When making decisions about the place, businesses must consider convenience, accessibility, and coverage.


Promotion is the fourth element of the marketing mix. Promotion can take many forms, including advertising, public relations, and sales Promotion. Businesses must carefully select the promotional mix that best suits their products or services. 

By considering each element of the marketing mix, businesses can develop an effective marketing strategy that helps them achieve their objectives.

How To Develop A Marketing Strategy

Developing a successful marketing strategy requires careful planning and consideration. This section will provide an overview of the steps involved in developing a marketing strategy.

Step 1: Conduct Market Research 

The first step in developing a successful marketing strategy is to conduct market research. Market research involves gathering and analyzing data about your target market, competitors, and current trends in the industry. This will allow you to identify opportunities, make informed decisions, and create a strategy tailored to your target market's needs. 

Step 2: Set Objectives And Goals

Once you have researched, the next step is setting objectives and goals. This involves defining what you want to achieve with your marketing efforts and establishing timelines for when these goals should be achieved. 

Step 3: Create A Marketing Plan

The third step is to create a marketing plan. This involves outlining the strategies, tactics, and budget used to reach your objectives and goals. It's important to ensure that all aspects of the plan align with your overall business objectives.

A successful marketing campaign typically involves marketing strategies with multiple distribution channels.

Step 4: Implement And Monitor

Once the plan is in place, it's time to implement it. This involves implementing the strategies outlined in the plan and monitoring their effectiveness. This can be done through tracking metrics such as website traffic, leads generated, sales made, etc. 

Step 5: Evaluate And Refine

The final step is to evaluate and refine the marketing plan. This involves assessing the performance of the strategies implemented, looking for areas that can be improved, and making changes as necessary. 

By understanding and following these steps, businesses can create an effective marketing strategy to help them reach their objectives and goals. 

The Different Aspects Of Marketing

Now that we have a better understanding of the marketing mix and how to develop a successful strategy let's take a look at the different aspects of marketing. 


Branding is an essential aspect of marketing. It involves creating visual cues associated with a product or service, such as logos and slogans. These visuals help customers identify and remember a company, which can lead to increased sales.

Website and Search engine optimization:

Digital marketing and researching your ideal customers through organic search is a great way to increase sales without increasing costs. Potential clients are searching for you online already, and a great website that is optimized to show up in search results can help you outshine your competitors.


Advertising creates, places, and runs ads to promote products or services. Advertising methods include television commercials, radio spots, print ads, and online advertising. 

Social Media Marketing

Social media marketing uses social media platforms, like Facebook and Twitter, to promote products or services. Companies use social media to interact with customers, share information and build relationships. 

Direct Marketing

Direct marketing involves sending promotional materials, such as flyers or emails, directly to potential customers. It's a great way to reach out to specific groups of people who are likely to be interested in a company's products or services. 

Public Relations

Public relations involve cultivating relationships with journalists, bloggers, and other influencers in order to get positive press coverage for a company or its products. PR is an important way to boost visibility and credibility. 

Regardless of your marketing strategy, it's important to remember that the key to success is to be consistent and stay focused on your goals. With adequate planning and a strong understanding of marketing fundamentals, you can create an effective strategy that will help you reach your objectives. 


This article has introduced marketing fundamentals and outlined five steps for developing a successful strategy. Additionally, we have discussed the different aspects of marketing and provided tips on how to make each one work for your business. 

You can create a compelling and memorable brand that resonates with customers with the right marketing strategy. Utilize these steps to create a successful marketing approach  for your business and take it to the next level. Remember, the key is to be consistent with marketing fundamentals and creative within your industry to maintain a competitive advantage.