B2 What is marketing

Unit 3

What is marketing?

Level 2 (Intermediate)

How would you explain marketing?

The first words that come to people’s mind are ‘marketing is similar to sales’. Marketing is not just selling. It is often just advertising. (to be similar to – gleich sein).

Most people think about marketing in a very simple way.

Marketing includes activities such as:

-      Public relations (Öffentlichkeitsarbeit)

-      Sales promotion (Verkaufsförderung)

-      Advertising

-      Social media (For example, the websites used for social networking)

-      Pricing (Preisbildung)

-      Distribution (Vertrieb)

-      And many other functions


Companies spend more and more money on their marketing finances.

For example It is calculated that companies spend over 15 000 000 000 (billion) $ every year on marketing to just kinds. This is an increase of over 2.5 times more than they were spending in 1992.

The usual function of marketing is to

-      communicate

-      deliver (Lieferung)

-      create necessary products to the consumer


In addition companies must think of:

-      Employees (Angestellte)

-      Stakeholders. Stakeholders are people who have an interest in a company’s affairs (Beteiligte)

-      Society (Gesellschaft)


The most successful companies are busy with their consumers very closely. They spend much time, money and resources learning the everyday lives of their customers. And then create products to fill their needs (Bedarf versorgen).

Examples of companies that are known for their creative and active marketing are Disney, Pepsi, Apple and P&G.



Marketing is made up of four elements (The four Ps):

-      Product

-      Place

-      Promotion (Förderung)

-      Price


The elements must be used in a closely connected way to effectively reach the consumer.

A Product can be either a physical product or a service.