What Is Marketing?

View the video below. You may need to pause the video at some points because it does not always leave time to read the information. As you are viewing the video note:

• What is Nike’s brand?
• What are Nike’s products?
• How does Nike promote its products?
• How are the products evolving and why?

All of these questions are a part of Nike’s marketing strategy.

What makes a business idea work? Does it only take money? Why are some products a huge success and similar products a dismal failure? How was Apple, a computer company, able to create and launch the wildly successful iPod, yet Microsoft’s first foray into MP3 players was a total disaster? If the size of the company and the money behind a product’s launch were the difference, Microsoft would have won. But for Microsoft to have won, it would have needed something it’s not had in a while—good marketing so it can produce and sell products that consumers want.

So how does good marketing get done?