What does marketing actually mean in German?




In German we use many terms that come from British English, some of which we have Germanized and some of which we write as in the original. “Marketing” is one of them. Here we answer the question “What does marketing mean in German?”


If you enter the term marketing in an Internet search engine like Google, it returns about 2,520,000,000 (in words: 2 billion 520 million) results after 0.64 seconds. This enormous number speaks to the popularity of the term.

Marketing – Term Explanation (Definition)

According to the free encyclopedia Wikipedia, the term marketing  historically describes the area of ​​a company that has the task (function)

  • Products
  • and/or services

Market. Where “market” means that the products and/or services are offered for sale in such a way that buyers perceive this offer as desirable.

From a business point of view, on the other hand, since the beginning of the twenty-first century, the term marketing has meant the concept of holistic, market-oriented corporate management that serves the needs and expectations of customers and other interested parties or interest groups (in English: stakeholders).

Wikipedia points out that the conceptual understanding of marketing has changed with it – and indeed

  • Awayfrom an operational technique to influence the purchase decision (marketing mix instruments)
  • toa management concept that also includes other functions, including procurement, production, administration and human resources.


A definition of the term marketing is therefore not that easy to formulate, there are rather different marketing definitions – depending on how you look at marketing: activity-oriented, relationship-oriented or leadership-oriented. With an integrative definition of marketing, an attempt was made to take all three aspects into account and to focus on optimally shaping customer relationships – in accordance with the company’s goals. Accordingly, marketing has two sides, one in-house (internal) and one outside (external).

According to the wiki, the company-external side understands marketing as the conception and implementation of market-related activities for (potential) buyers of its products and/or services on the provider side. This includes, among other things, systematic information gathering about market conditions and the design of the marketing mix.

On the company-internal side, on the other hand, marketing means creating the conditions in the company to implement market-related activities. Above all, this includes managing the company in accordance with the guiding principle of market orientation.

As you can see, even with terms from English that seem to be well integrated into German, it is worth taking a closer look at what they actually mean. Our professional translators and interpreters from the British translation agency for English know it inside out. Are you looking for tailor-made translations, written or oral?

What is the marketing mix? (explanation of terms, definition)

The so-called marketing mix means the simplest and at the same time most effective combination of different so-called marketing tools (also called marketing instruments) with which a company implements its marketing plans.

What belongs in a marketing mix?

These marketing tools are divided into four groups, also known as the “4 Ps”:

  • The 1st P stands for Product(in German: product and means the product policy here)
  • The 2nd P stands for Price(in German: price and means the price policy here)
  • The 3rd P stands for Promotion(in German: advertising and here means the communication policy)
  • The 4th P stands for place(in German: position and means here the distribution or sales policy)

The main task of product policy is to shape the specific features of a product or service, including quality, service, technology, design and reliability, in such a way that the target group finds it subjectively attractive.

In order for this to succeed, pricing policy is required: it has to find out the price that customers are willing to pay.

The aim of these two marketing mix instruments is the most attractive price-performance ratio from the customer’s point of view – also with a view to the competition.

Good to know: In marketing, understood holistically, it is also the task of corporate pricing policy to design delivery and payment conditions. It therefore determines price reductions (rebates), bonuses, discounts and more.

The communication policy focuses on informing the customer about the offer and influencing his purchase decision. This is done with a so-called communication mix. When designing the same, it is important that the desired marketing effect (information and persuasion to buy) costs as little as possible.

The distribution policy should efficiently shape the path of the product or service between the provider and the customer/user. There is a logistical (transport and warehousing) and an acquisitive (acquiring and retaining customers) distribution.

Important: In modern marketing, the term sales policy has prevailed instead of the term distribution policy. Their main task is the efficient design of the sales strategy and sales process, which, according to Wikipedia, also includes the selection and qualification of staff to promote sales skills.

What is social media marketing? (explanation of terms, definition)

Social media marketing means marketing that strategically relies on social networks such as Facebook, Twitter, Instagram, LinkedIn, TikTok, Youtube, WhatsApp and many more. Companies can use social media to establish contacts at eye level with many different stakeholders, including both existing and new customers, bloggers or journalists, comparatively easily and inexpensively. The stakeholders are then informed about the contacts. Thanks to data analysis, entrepreneurs can measure the progress and success of social media marketing.

What is content marketing? (explanation of terms, definition)

The term content marketing means a marketing strategy for the implementation of which content is created and distributed in such a way that the customer perceives it as valuable, relevant and consistent. The aim of the whole thing is to address a clearly defined target group, to bind them to the company, the brand, the product or the service, in order to finally get into business with the customer.

Of course, legal translation agency Manchester also have marketing translation experts in our numerous pool of translators and interpreters. They will be happy to provide you with technically correct and precise translation or interpreting services.



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