Marketing Speak Explained: A Lexicon for Artists

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What is Marketing?

Marketing, like any other profession, uses an extensive technical vocabulary. While that vocabulary makes it possible for marketing professionals to communicate quickly and effectively, it can create challenges people who aren’t marketers to understand.

That vocabulary has also arisen through decades of application to large consumer products businesses and mapping those fundamental concepts to smaller, creative businesses can be a challenge.

Marketing is one of the most important activities of any business. So I created this guide to help artists and creative makers understand and apply the fundamental concepts that drive marketing to help them make the business side of their activities more successful.


The management process through which goods and services move from concept to the customer.

In his book The Art of the Start 2.0, noted author, marketing guru, and technology evangelist Guy Kawasaki, provides a wonderful operational definition of a business model. Business models are used to describe the design of a successful business  of a business. 

A good business model forces you to answer two simple questions:
“Who has your money in their pockets?”
“How are you going to get it into your pocket?”

Guy Kawasaki

Because is marketing is such an important part of a business model, I find that the same operational definition works for marketing as well. So we can define marketing then as


The process of determining:

  1. Who has your money in their pockets?
  2.  How are you going to get it into your pocket?

The formal definition of marketing doesn’t stop there. It is usually broken down into four critical elements that are sometimes called the marketing mix and more often referred to as the four P’s of marketing.  Each of the elements starts with the letter P you see.


The management process through which goods and services move from concept to the customer.

It includes the coordination of four elements called the 4 P’s of marketing.

  1. identification, selection and development of a product,
  2. determination of its price,
  3. selection of a distribution channel to reach the customer’s place, and
  4. development and implementation of a promotional strategy.



A good, idea, method, information, object or service created as a result of a process and serves a need or satisfies a want. It has a combination of tangible and intangible attributes (benefits, features, functions, uses) that a seller offers a buyer for purchase.

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