Who Does Marketing? For-Profit Companies, Nonprofit Organizations, and Individuals

Everybody does marketing today, but with different types.

For-Profit Companies

P&G then sells the toothpaste through retailers like Walmart, which has a panel of consumers sample the product and provide feedback through an online community. 

For-profit companies can be defined by the nature of their customers such as B2C (business-to-consumer) or B2B (business-to-business).

Other ways to categorize companies that engage in marketing is by the functions they fulfill such as P&G is a manufacturer and Walmart is a retailer. They have different functions, but all engage in marketing activities by different types.

Nonprofit Organizations

Although an organization like the American Heart Association does not directly benefit, the organization is meeting its mission, or purpose, of getting people to live heart-healthy lives. So, not everything is based only on a financial point of view. Its marketing activities are nonprofit marketing. Even government entities also engage in marketing activities. The Environmental Protection Agency (EPA) runs a number of advertising campaigns designed to promote environmentally friendly activities. 

Individuals

If you sell yourself in an interview, is that marketing? When you work for a wage, you are delivering value in exchange for pay. 

Reference

Tanner, J. & Raymond, M.A. (2010). Principles of Marketing 2.0. Lardbucket.org. Licensed under a Creative Commons by-nc-sa 3.0.