Marketing is "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large."^[1]

For business to consumer marketing it is "the process by which companies create value for customers and build strong customer relationships, in order to capture value from customers in return". For business to business marketing it is creating value, solutions, and relationships either short term or long term with a company or brand. It generates the strategy that underlies sales techniques, business communication, and business developments.^[2] It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves.^[2]

Marketing is used to identify the customer, satisfy the customer, and keep the customer. With the customer as the focus of its activities, marketing management is one of the major components of business management. Marketing evolved to meet the stasis in developing new markets caused by mature markets and overcapacities in the last 2-3 centuries.^{[citation needed]} The adoption of marketing strategies requires businesses to shift their focus from production to the perceived needs and wants of their customers as the means of staying profitable.^{[citation needed]}

The term marketing concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions.^[3] It proposes that in order to satisfy its organizational objectives, an organization should anticipate the needs and wants of consumers and satisfy these more effectively than competitors.^[3]

The term developed from an original meaning which referred literally to going to a market to buy or sell goods or services. Seen from a systems point of view, sales process engineering marketing is "a set of processes that are interconnected and interdependent with other functions,^[4] whose methods can be improved using a variety of relatively new approaches."

Further definitions[link]

The Chartered Institute of Marketing defines marketing as "the management process responsible for identifying, anticipating and satisfying customer requirements profitably."^[5] A different concept is the value-based marketing which states the role of marketing to contribute to increasing shareholder value.^[6] In this context, marketing is defined as "the management process that seeks to maximize returns to shareholders by developing relationships with valued customers and creating a competitive advantage."^[6]

Marketing practice tended to be seen as a creative industry in the past, which included advertising, distribution and selling,Merchandise support. However, because the academic study of marketing makes extensive use of social sciences, psychology, sociology, mathematics, economics, anthropology and neuroscience, the profession is now widely recognized as a science, allowing numerous universities to offer Master-of-Science (MSc) programmes. The overall process starts with marketing research and goes through market segmentation, business planning and execution, ending with pre- and post-sales promotional activities. It is also related to many of the creative arts. The marketing literature is also adept at re-inventing itself and its vocabulary according to the times and the culture.

Browne (2010) reveals that supermarkets spend millions of dollars intensively researching and studying consumer behaviour. Their aim is to make sure that shoppers leave their stores spending much more than they originally planned. ‘Choice’ examined the theory of trolleyology finding that many shoppers instinctively look to the right when they’re in the supermarket.

Supermarkets move products around to confuse shoppers, the entry point is another marketing tactic. Consumer psychologist Dr. Paul Harrison (cited in Browne, 2010) states that supermarkets are constantly using different methodologies of selling. One method is performing regular overhauls changing the locations of products all around to break habitual shopping, and break your budget. Harrison also contends that people who are shopping in a counter clockwise direction are likely to spend more money than people shopping in a clockwise direction. Consumer psychologists (cited in Browne, 2010) reported that most people write with their right hand, thus it is a biological trait that people have the tendency of veering to the right when shopping, it is understood that supermarkets capitalize on this fact. Found on the capturing right-hand side are usually appealing products that a shopper might impulsively buy e.g. an umbrella when the weather is dull.^[7]

Evolution of marketing[link]

An orientation, in the marketing context, related to a perception or attitude a firm holds towards its product or service, essentially concerning consumers and end-users. Throughout history, marketing has changed considerably in conjunction with consumer tastes.^[8]

Earlier approaches[link]

The marketing orientation evolved from earlier orientations, namely, the production orientation, the product orientation and the selling orientation.^[8][9]

Contemporary approaches[link]

Recent approaches in marketing include relationship marketing with focus on the customer, business marketing or industrial marketing with focus on an organization or institution and social marketing with focus on benefits to society.^[10] New forms of marketing also use the internet and are therefore called internet marketing or more generally e-marketing, online marketing, search engine marketing, desktop advertising or affiliate marketing. It attempts to perfect the segmentation strategy used in traditional marketing. It targets its audience more precisely, and is sometimes called personalized marketing or one-to-one marketing. Internet marketing is sometimes considered to be broad in scope, because it not only refers to marketing on the Internet, but also includes marketing done via e-mail and wireless media.

Customer orientation[link]

Constructive criticism helps marketers adapt offerings to meet changing customer needs.

A firm in the market economy survives by producing goods that persons are willing and able to buy. Consequently, ascertaining consumer demand is vital for a firm's future viability and even existence as a going concern. Many companies today have a customer focus (or market orientation). This implies that the company focuses its activities and products on consumer demands. Generally, there are three ways of doing this: the customer-driven approach, the market change identification approach and the product innovation approach^{[citation needed]}.

In the consumer-driven approach, consumer wants are the drivers of all strategic marketing decisions. No strategy is pursued until it passes the test of consumer research. Every aspect of a market offering, including the nature of the product itself, is driven by the needs of potential consumers. The starting point is always the consumer. The rationale for this approach is that there is no reason to spend R&D funds developing products that people will not buy. History attests to many products that were commercial failures in spite of being technological breakthroughs.^[11]

A formal approach to this customer-focused marketing is known as SIVA^[12] (Solution, Information, Value, Access). This system is basically the four Ps renamed and reworded to provide a customer focus. The SIVA Model provides a demand/customer-centric alternative to the well-known 4Ps supply side model (product, price, placement, promotion) of marketing management.

If any of the 4Ps were problematic or were not in the marketing factor of the business, the business could be in trouble and so other companies may appear in the surroundings of the company, so the consumer demand on its products will decrease. However, in recent years service marketing has widened the domains to be considered, contributing to the 7P's of marketing in total. The other 3P's of service marketing are: process, physical environment and people.

Some qualifications or caveats for customer focus exist. They do not invalidate or contradict the principle of customer focus; rather, they simply add extra dimensions of awareness and caution to it.

The work of Christensen and colleagues^[13] on disruptive technology has produced a theoretical framework that explains the failure of firms not because they were technologically inept (often quite the opposite), but because the value networks in which they profitably operated included customers who could not value a disruptive innovation at the time and capability state of its emergence and thus actively dissuaded the firms from developing it. The lessons drawn from this work include:

• Taking customer focus with a grain of salt, treating it as only a subset of one's corporate strategy rather than the sole driving factor. This means looking beyond current-state customer focus to predict what customers will be demanding some years in the future, even if they themselves discount the prediction.
• Pursuing new markets (thus new value networks) when they are still in a commercially inferior or unattractive state, simply because their potential to grow and intersect with established markets and value networks looks like a likely bet. This may involve buying stakes in the stock of smaller firms, acquiring them outright, or incubating small, financially distinct units within one's organization to compete against them.

Other caveats of customer focus are:

• The extent to which what customers say they want does not match their purchasing decisions. Thus surveys of customers might claim that 70% of a restaurant's customers want healthier choices on the menu, but only 10% of them actually buy the new items once they are offered. This might be acceptable except for the extent to which those items are money-losing propositions for the business, bleeding red ink. A lesson from this type of situation is to be smarter about the true test validity of instruments like surveys. A corollary argument is that "truly understanding customers sometimes means understanding them better than they understand themselves." Thus one could argue that the principle of customer focus, or being close to the customers, is not violated here—just expanded upon.
• The extent to which customers are currently ignorant of what one might argue they should want—which is dicey because whether it can be acted upon affordably depends on whether or how soon the customers will learn, or be convinced, otherwise. IT hardware and software capabilities and automobile features are examples. Customers who in 1997 said that they would not place any value on internet browsing capability on a mobile phone, or 6% better fuel efficiency in their vehicle, might say something different today, because the value proposition of those opportunities has changed.

Organizational orientation[link]

In this sense, a firm's marketing department is often seen as of prime importance within the functional level of an organization. Information from an organization's marketing department would be used to guide the actions of other departments within the firm. As an example, a marketing department could ascertain (via marketing research) that consumers desired a new type of product, or a new usage for an existing product. With this in mind, the marketing department would inform the R&D department to create a prototype of a product/service based on consumers' new desires.

The production department would then start to manufacture the product, while the marketing department would focus on the promotion, distribution, pricing, etc. of the product. Additionally, a firm's finance department would be consulted, with respect to securing appropriate funding for the development, production and promotion of the product. Inter-departmental conflicts may occur, should a firm adhere to the marketing orientation. Production may oppose the installation, support and servicing of new capital stock, which may be needed to manufacture a new product. Finance may oppose the required capital expenditure, since it could undermine a healthy cash flow for the organization.

Herd behavior[link]

Herd behavior in marketing is used to explain the dependencies of customers' mutual behavior. The Economist reported a recent conference in Rome on the subject of the simulation of adaptive human behavior.^[14] It shared mechanisms to increase impulse buying and get people "to buy more by playing on the herd instinct." The basic idea is that people will buy more of products that are seen to be popular, and several feedback mechanisms to get product popularity information to consumers are mentioned, including smart card technology and the use of Radio Frequency Identification Tag technology. A "swarm-moves" model was introduced by a Florida Institute of Technology researcher, which is appealing to supermarkets because it can "increase sales without the need to give people discounts." Other recent studies on the "power of social influence" include an "artificial music market in which some 19,000 people downloaded previously unknown songs" (Columbia University, New York); a Japanese chain of convenience stores which orders its products based on "sales data from department stores and research companies;" a Massachusetts company exploiting knowledge of social networking to improve sales; and online retailers who are increasingly informing consumers about "which products are popular with like-minded consumers" (e.g., Amazon, eBay).

Further orientations[link]

• An emerging area of study and practice concerns internal marketing, or how employees are trained and managed to deliver the brand in a way that positively impacts the acquisition and retention of customers, see also employer branding.
• Diffusion of innovations research explores how and why people adopt new products, services, and ideas.
• With consumers' eroding attention span and willingness to give time to advertising messages, marketers are turning to forms of permission marketing such as branded content, custom media and reality marketing.

Marketing research[link]

Marketing research involves conducting research to support marketing activities, and the statistical interpretation of data into information. This information is then used by managers to plan marketing activities, gauge the nature of a firm's marketing environment and attain information from suppliers. Marketing researchers use statistical methods such as quantitative research, qualitative research, hypothesis tests, Chi-squared tests, linear regression, correlations, frequency distributions, poisson distributions, binomial distributions, etc. to interpret their findings and convert data into information. The marketing research process spans a number of stages, including the definition of a problem, development of a research plan, collection and interpretation of data and disseminating information formally in the form of a report. The task of marketing research is to provide management with relevant, accurate, reliable, valid, and current information.

A distinction should be made between marketing research and market research. Market research pertains to research in a given market. As an example, a firm may conduct research in a target market, after selecting a suitable market segment. In contrast, marketing research relates to all research conducted within marketing. Thus, market research is a subset of marketing research.

Marketing environment[link]

The market environment is a marketing term and refers to factors and forces that affect a firm’s ability to build and maintain successful relationships with customers.Three levels of the environment are: Micro (internal) environment - ma forces within the company that affect its ability to serve its customers. Meso environment – the industry in which a company operates and the industry’s market(s). Macro (national) environment - larger societal forces that affect the microenvironment.^[15]

Market segmentation[link]

Market segmentation pertains to the division of a market of consumers into persons with similar needs and wants. For instance, Kellogg's cereals, Frosties are marketed to children. Crunchy Nut Cornflakes are marketed to adults. Both goods denote two products which are marketed to two distinct groups of persons, both with similar needs, traits, and wants.

Market segmentation allows for a better allocation of a firm's finite resources. A firm only possesses a certain amount of resources. Accordingly, it must make choices (and incur the related costs) in servicing specific groups of consumers. In this way, the diversified tastes of contemporary Western consumers can be served better. With growing diversity in the tastes of modern consumers, firms are taking note of the benefit of servicing a multiplicity of new markets.

Market segmentation can be defined in terms of the STP acronym, meaning Segment, Target and Position.^{[citation needed]}

Types of Market Research[link]

Market research, as a sub-set aspect of marketing activities, can be divided into the following parts:

• Primary research (also known as field research), which involves the conduction and compilation of research for a specific purpose.
• Secondary research (also referred to as desk research), initially conducted for one purpose, but often used to support another purpose or end goal.

By these definitions, an example of primary research would be market research conducted into health foods, which is used solely to ascertain the needs/wants of the target market for health foods. Secondary research in this case would be research pertaining to health foods, but used by a firm wishing to develop an unrelated product.

Primary research is often expensive to prepare, collect and interpret from data to information. Nevertheless, while secondary research is relatively inexpensive, it often can become outdated and outmoded, given that it is used for a purpose other than the one for which it was intended. Primary research can also be broken down into quantitative research and qualitative research, which, as the terms suggest, pertain to numerical and non-numerical research methods and techniques, respectively. The appropriateness of each mode of research depends on whether data can be quantified (quantitative research), or whether subjective, non-numeric or abstract concepts are required to be studied (qualitative research).

There also exist additional modes of marketing research, which are:

• Exploratory research, pertaining to research that investigates an assumption.
• Descriptive research, which, as the term suggests, describes "what is".
• Predictive research, meaning research conducted to predict a future occurrence.
• Conclusive research, for the purpose of deriving a conclusion via a research process.

Marketing planning[link]

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The marketing planning process involves forging a plan for a firm's marketing activities. A marketing plan can also pertain to a specific product, as well as to an organization's overall marketing strategy. Generally speaking, an organization's marketing planning process is derived from its overall business strategy. Thus, when top management are devising the firm's strategic direction or mission, the intended marketing activities are incorporated into this plan. There are several levels of marketing objectives within an organization. The senior management of a firm would formulate a general business strategy for a firm. However, this general business strategy would be interpreted and implemented in different contexts throughout the firm.

Marketing strategy[link]

The field of marketing strategy encompasses the strategy involved in the management of a given product.

A given firm may hold numerous products in the marketplace, spanning numerous and sometimes wholly unrelated industries. Accordingly, a plan is required in order to effectively manage such products. Evidently, a company needs to weigh up and ascertain how to utilize its finite resources. For example, a start-up car manufacturing firm would face little success should it attempt to rival Toyota, Ford, Nissan, Chevrolet, or any other large global car maker. Moreover, a product may be reaching the end of its life-cycle. Thus, the issue of divest, or a ceasing of production, may be made. Each scenario requires a unique marketing strategy. Listed below are some prominent marketing strategy models.

A marketing strategy differs from a marketing tactic in that a strategy looks at the longer term view of the products, goods, or services being marketed. A tactic refers to a shorter term view. Therefore, the mailing of a postcard or sales letter would be a tactic, but a campaign of several postcards, sales letters, or telephone calls would be a strategy.

Marketing specializations[link]

With the rapidly emerging force of globalization, the distinction between marketing within a firm's home country and marketing within external markets is disappearing very quickly. With this in mind, firms need to reorient their marketing strategies to meet the challenges of the global marketplace, in addition to sustaining their competitiveness within home markets.^[16]

Buying behaviour[link]

A marketing firm must ascertain the nature of customers' buying behavior if it is to market its product properly. In order to entice and persuade a consumer to buy a product, marketers try to determine the behavioral process of how a given product is purchased. Buying behavior is usually split into two prime strands, whether selling to the consumer, known as business-to-consumer (B2C), or to another business, known as business-to-business (B2B).

B2C buying behaviour[link]

This mode of behaviour concerns consumers and their purchase of a given product. For example, if one imagines a pair of sneakers, the desire for a pair of sneakers would be followed by an information search on available types/brands. This may include perusing media outlets, but most commonly consists of information gathered from family and friends. If the information search is insufficient, the consumer may search for alternative means to satisfy the need/want. In this case, this may mean buying leather shoes, sandals, etc. The purchase decision is then made, in which the consumer actually buys the product. Following this stage, a post-purchase evaluation is often conducted, comprising an appraisal of the value/utility brought by the purchase of the sneakers. If the value/utility is high, then a repeat purchase may be made. This could then develop into consumer loyalty to the firm producing the sneakers.

B2B buying behaviour[link]

Relates to organizational/industrial buying behavior.^[17] Business buy either wholesale from other businesses or directly from the manufacturer in contracts or agreements. B2B marketing involves one business marketing a product or service to another business. B2C and B2B behavior are not precise terms, as similarities and differences exist, with some key differences listed below:

In a straight re-buy, the fourth, fifth and sixth stages are omitted. In a modified re-buy scenario, the fifth and sixth stages are precluded. In a new buy, all stages are conducted.

Use of technologies[link]

Marketing management can also rely on various technologies within the scope of its marketing efforts. Computer-based information systems can be employed, aiding in better processing and storage of data. Marketing researchers can use such systems to devise better methods of converting data into information, and for the creation of enhanced data gathering methods. Information technology can aid in enhancing an MKIS' software and hardware components, and improve a company's marketing decision-making process.

In recent years, the notebook personal computer has gained significant market share among laptops, largely due to its more user-friendly size and portability. Information technology typically progresses at a fast rate, leading to marketing managers being cognizant of the latest technological developments. Moreover, the launch of smartphones into the cellphone market is commonly derived from a demand among consumers for more technologically advanced products. A firm can lose out to competitors should it ignore technological innovations in its industry.

Technological advancements can lessen barriers between countries and regions. Using the World Wide Web, firms can quickly dispatch information from one country to another without much restriction. Prior to the mass usage of the Internet, such transfers of information would have taken longer to send, especially if done via snail mail, telex, etc.

Recently, there has been a large emphasis on data analytics. Data can be mined from various sources such as online forms, mobile phone applications and more recently, social media.

Services marketing[link]

Services marketing relates to the marketing of services, as opposed to tangible products. A service (as opposed to a good) is typically defined as follows:

• The use of it is inseparable from its purchase (i.e., a service is used and consumed simultaneously)
• It does not possess material form, and thus cannot be touched, seen, heard, tasted, or smelled.
• The use of a service is inherently subjective, meaning that several persons experiencing a service would each experience it uniquely.

For example, a train ride can be deemed a service. If one buys a train ticket, the use of the train is typically experienced concurrently with the purchase of the ticket. Although the train is a physical object, one is not paying for the permanent ownership of the tangible components of the train.

Services (compared with goods) can also be viewed as a spectrum. Not all products are pure goods, nor are all pure services. An example would be a restaurant, where a waiter's service is intangible, but the food is tangible.

See also[link]

• Advertising
• Consumer behaviour
• Consumer confusion
• Demand chain
• Distribution (Placement)
• Family in advertising
• List of marketing terms
• Market segmentation
• Megamarketing
• Multicultural marketing
• Outline of marketing
• Positioning
• Pricing
• Product
• Promotion (marketing)
• Real-time marketing

References[link]

Bibliography[link]

Works cited[link]

• Christensen, Clayton M. (1997), The innovator's dilemma: when new technologies cause great firms to fail, Boston, Massachusetts, USA: Harvard Business School Press, ISBN 978-0-87584-585-2, http://books.google.com/books/about/?id=SIexi_qgq2gC. 

Further reading[link]

Look up marketing in Wiktionary, the free dictionary.

Wikiquote has a collection of quotations related to: Marketing

This article relies on references to primary sources or sources affiliated with the subject, rather than references from independent authors and third-party publications. Please add citations from reliable sources. (March 2012)

Philip Kotler
Born	(1931-05-27) May 27, 1931 (age 81) Chicago, Illinois
Nationality	American
Occupation	Marketing Professor and Consultant
Signature

Philip Kotler (born 27 May 1931 in Chicago) is an American academic focused on marketing. The author of Marketing Management among dozens of other textbooks and books, he is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University.^[1] The nine volume Legends in Marketing: Philip Kotler published in 2012 collects over 150 of his articles, with critical commentary.

Notes[link]

References[link]

"Guru" books that contain a complete chapter on Professor Kotler's contributions and accomplishments:

• Stuart Crainer (1998) The Ultimate Book of Business Gurus: 110 Thinkers Who Really Made a Difference (New York: AMACOM).

• Carol Kennedy (1998) Guide to the Management Gurus: Shortcuts to the Ideas of Leading Management Thinkers (London: Century Business).

• Marcia Layton Turner (2000) How to Think Like the World's Greatest Marketing Minds (New York: McGraw-Hill).

• Tom Brown, Stuart Crainer, Des Dearlove, and Jorge N. Rodrigues (2002) Business Minds (London: Financial Times/Prentice-Hall).

External links[link]

• Philip Kotler biography at Kellogg School of Management
• Kotler’s Business Educators Member Profile

Martin Fitzgerald Lawrence^[2] (born April 16, 1965) is an actor, film director, film producer, screenwriter, and stand up comedian. He came to fame during the 1990s, establishing a Hollywood career as a leading actor, most notably the films Bad Boys, Blue Streak, and Big Momma's House. Lawrence has acted in numerous film roles and starred in his own television series, Martin, which ran from 1992 to 1997.

Early life[link]

Lawrence was born in Frankfurt am Main, Hesse in Germany on April 16, 1965, to American parents. He was given his first name after civil rights leader Martin Luther King, Jr. and his middle name after US President John F. Kennedy.^[2] His father, John Lawrence, served in the US Military.^[2] After his parents divorced when he was eight,^[3] Lawrence rarely saw his father, who worked as a police officer at the time.^[4] His mother, Chlora (née Bailey), began working several jobs to support her family.^[5][6] During his teen years, Lawrence excelled at boxing.^[2] He lived in Maryland, and attended Thomas G. Pullen School of Creative and Performing Arts (Landover, Maryland), Fairmont Heights High School (Fairmount Heights, Maryland), Eleanor Roosevelt High School,^[2] and also Friendly High School in Fort Washington, Maryland, becoming a Mid-Atlantic Golden Gloves boxing contender.

Career[link]

Lawrence moved to Denver and found his way to the legendary Kings Wood comedy club.^{[citation needed]} Shortly after appearing at the Wood, he won a performance spot on Star Search, a popular show in the United States.^[2] He did well on the show and made it to the final round before ultimately losing. However, executives at Columbia TriStar Television saw Martin's performance and offered him the role of "Maurice" on the television sitcom What's Happening Now!!; this was his first acting job.^[2] Upon cancellation of that show, Lawrence found bit parts in various films and television roles. His breakthrough role was as Cee in the Spike Lee film Do the Right Thing. Other roles followed in films such as the House Party series and the Eddie Murphy vehicle Boomerang. During this period, entertainment mogul Russell Simmons selected him to host the groundbreaking series Def Comedy Jam on HBO. Def Comedy Jam gave many comedians (including Chris Tucker, Dave Chappelle, Bernie Mac and Cedric the Entertainer) mainstream exposure.

During his stint with Def Comedy Jam, Lawrence appeared in his own hit series, Martin, which aired on Fox TV.^[2] The show ran from 1992 to 1997 and was an enormous success. Martin was the flagship of Fox's Thursday-night line-up, which drew millions of viewers away from NBC's "Must See TV" line-up. He hosted Saturday Night Live on February 19, 1994, where he made crude remarks about women's genitalia and personal hygiene; the monologue was completely edited out of NBC reruns and syndicated versions, and Lawrence was banned from the show for life. Martin's ratings continued to skyrocket so much that Fox became more of a contender against NBC and came closer to being considered among the top television networks.

Lawrence's Martin co-star, Tisha Campbell-Martin, filed a lawsuit against Lawrence and the show's producers for sexual harassment and verbal and physical assaults. HBO Studios settled the lawsuit so the show's final season could be completed. Campbell-Martin agreed to complete the season on the condition that she not appear in any scenes in the last two episodes with Lawrence.^{[7][citation needed]} No criminal charges were ever filed and the accusations were never brought to court.

After Martin ended its run, Lawrence found ample work in comedy films. He often starred as the second lead opposite actors including Eddie Murphy, Will Smith, and Tim Robbins.^[2] Many of his films were blockbusters at the box office, including Boomerang (1992), (also with him again in Life) Bad Boys (1995), Blue Streak (1999), Big Momma's House (2000) and Bad Boys 2 (2003). He also starred in critical and box office failures including Black Knight (2001) and National Security (2002). Regardless, his salary steadily increased to over $10 million per film role. He continues to work in film, with such films as Big Momma's House 2, which opened #1 at the North American box office and grossed almost $28 million its first weekend,^[8] and Wild Hogs (2007), in which he plays a bored suburbanite seeking adventure on the open road in a biker comedy alongside John Travolta, Tim Allen and William H. Macy.

In 2006, Lawrence appeared on Inside the Actors Studio, during which Lawrence briefly brought back to life some of the characters he'd portrayed on Martin.

In 2008, Lawrence starred in Disney's College Road Trip co-starring with Raven Symone. This particular film was his first G-rated film. Even though it was his first film to be G-rated, it is not his first time appearing in a children's film. as well as a voiceover role in Open Season (2006) opposite Ashton Kutcher.

At the 2009 BET Awards he appeared in a spoof movie trailer with Jamie Foxx for a fictional movie The Skank Robbers that featured, their respective television characters Sheneneh Jenkins and Ugly Wanda. in 2010, Fox announced that it was producing a film based on the sketch, featuring Foxx, Lawrence, and actress Halle Berry.^[9]

In 2010, it was announced that Lawrence would reprise his role as FBI agent Malcolm Turner in Big Mommas: Like Father, Like Son, the third film in the Big Momma's House series, which was released in 2011.^[10]

Personal life[link]

Relationships and family[link]

Lawrence was engaged to actress Lark Voorhies in 1993. He married Patricia Southall, a former Miss Virginia USA, in 1995. Lawrence and Southall have one child together, daughter Jasmine Page (born January 15, 1996). They divorced in 1997.^{[citation needed]} Throughout the 2000s, Lawrence was in a relationship with Shamicka Gibbs. They married on July 10, 2010 at Lawrence's Beverly Hills home. Actors Eddie Murphy and Denzel Washington were among the 120 wedding guests;^[11] Shanice serenaded the couple by singing the Minnie Riperton classic "Lovin' You".^[12] Lawrence and Gibbs have two daughters: Iyanna Faith (born November 9, 2000) and Amara Trinity (born August 20, 2002).^[13] Lawrence filed for divorce from Gibbs on April 25, 2012, citing irreconcilable differences and asking for joint legal and physical custody of the children.^[14]

In addition to his Beverly Hills compound, Lawrence also owns a farm near Purcellville, Virginia.^[15][16]

Lawrence is the cousin of entertainer Christopher "Play" Martin.

Legal and health problems[link]

In July 1995, while on the set filming A Thin Line Between Love and Hate, Lawrence lashed out in a violent rage and was then hospitalized at Cedars-Sinai Medical Center.^[17]

On May 8, 1996, he became increasingly erratic and was arrested after he reportedly brandished a pistol and screamed at tourists on Ventura Boulevard in Los Angeles and was then hospitalized, with his PR stating "exhaustion and dehydration".^[2] On August 19, 1996, he was arrested at Burbank Airport for carrying a loaded gun in his suitcase. In March 1997, Lawrence was arrested again after punching a man in a Hollywood nightclub.^[2]

During August 1999, Lawrence slipped into a three-day coma after collapsing from heat exhaustion while jogging in 100-degree heat while wearing several layers of heavy clothing.^[2] He recovered in the hospital after nearly dying from a body temperature of 107 °F (41.7 °C), his breathing assisted by a respirator.

Television[link]

• What's Happening Now!! (cast member from 1987–1988) – Maurice
• A Little Bit Strange (1989) (unsold pilot)
• Hammer, Slammer, & Slade (1990) (unsold pilot)
• Private Times (1991) (unsold pilot)
• Martin (1992–1997) – Martin Payne
• Def Comedy Jam (host from 1992–1993)
• Love That Girl! (executive producer)

Filmography[link]

Albums[link]

Awards and nominations[link]

• Blockbuster Entertainment Award
  • nominated with Eddie Murphy for Favorite Comedy Team (2000) for the movie Life
  • nominated for Favorite Actor (2001) for the movie Big Momma's House
• NAACP Image Award
  • won Outstanding Lead Actor in a Comedy Series (1995) for the series Martin
  • won Outstanding Lead Actor in a Comedy Series (1996) for the series Martin
  • nominated for Outstanding Lead Actor in a Comedy Series (1997) for the series Martin
• Kids' Choice Award
  • nominated for Favorite Television Actor (1995) for the series Martin
  • nominated for Favorite Television Actor (1996) for the series Martin
  • nominated for Favorite Movie Actor (2001) for the movie Big Momma's House
• MTV Movie Award
  • nominated with Will Smith for Best On-Screen Duo (1996) for the movie Bad Boys
  • nominated for the movie Big Momma's House
  • nominated with Will Smith for Best On-Screen Team (2003) for the movie Bad Boys II
• ShoWest – Male Star of Tomorrow (1995)
• Teen Choice Award – nominated for Wipeout Scene of the Summer (2000) for the movie Big Momma's House
• BET Comedy Award – won Icon Comedy Award (2005)

References[link]

Wikiquote has a collection of quotations related to: Martin Lawrence

External links[link]

• Martin Lawrence at the Internet Movie Database
• Interview, 2005, BlackNews
• Interview, 7/03, BlackFilm
• Interview: January 25, 2006 on the Tavis Smiley show
• Martin Lawrence HBO Stand-Up Special Videos

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Ryan Steelberg (CEO) is one of the co-founders of BAT (Brand Affinity Technologies, Inc.) along with his brother Chad Steelberg. Founded in 2007, the company was labeled by Fortune Magazine in August 2010 as being the future of endorsements. Advertisers use BAT’s Endorsement Platform to identify, license, and activate the most effective talent for their digital, television, social, print, radio and outdoor campaigns, based on brand and targeting considerations. BAT’s research engine provides daily analysis of more than 45,000 celebrities and athletes, and maintains contracts with over 4,000.

BAT's Platform is used by leading advertisers such as Ford, AT&T, and Pepsi to build brand value and boost campaign performance, as acclaimed by several national publications including the New York Times, the Wall Street Journal, Fortune and Inc. magazines. A handful of athletes and celebrities that BAT facilitates endorsements for include Drew Brees of the New Orleans Saints, ESPN's Chris Berman, Enrique Iglesias, Nick Cannon, Paul Pierce of the Boston Celtics, Nick Swisher of the New York Yankees, and Serena Williams. BAT recently signed a broad partnership with the Major League Baseball Players Association, in 2012.

In November 2010, the Steelbergs added to BAT’s arsenal with a consumer offering (Fantapper.com) that transforms online celebrity images and text into a fully interactive deep dive content experience with apps, related stories, social media, stats, and more.

Since 1996, the Steelbergs have raised more than $170 million in equity financing, managed 450+ employees and created in excess of $3.0 billion in shareholder value, through the successful founding, management, and liquidation of three industry impactful companies.

Biography[link]

Ryan Scott Steelberg was born in Northridge on December 2, 1973. He attended Corona del Mar High School in Newport Beach, CA. After graduation, Ryan attended the University of California, Los Angeles.

Ryan is married with children and they continue to reside in Orange County, CA.

In March 2009, Ryan was named by Sports Business Journal as one of their annual 40 Under 40 award winners. This award honors the top 40 executives in the sports industry under the age of 40. OC Metro magazine also recognized Ryan as one of their 40 Under 40 award winners as a top business professional in Orange County, CA.

2CAN Media (CMGi)[link]

2CAN Media, founded by the Steelbergs in 1998 and built into the 3rd largest Internet advertising sales organization under the Steelbergs, was also later sold to CMGI for over $50 million in a merger with Adsmart/Engage Media.

AdForce (CMGi)[link]

AdForce (formerly ADFC on NASDAQ), founded by the Steelbergs in 1994 and grown into the world’s largest centralized independent ad serving and management solution, was acquired by CMGI after going public for more than $500 million in 1999. AdForce won the Smithsonian Award for the Best Technology in IT, for the year 2000.

dMarc Broadcasting (Google)[link]

dMarc Broadcasting, founded by the Steelbergs in 2002, is the largest centralized radio advertising network and digital automation company servicing more than 4,600 Radio Broadcasters. dMarc was sold to Google in 2006 for $102 million in cash, with revenue targets that could push the deal upwards of $1.2B. Total payouts, as of January, 2009 have exceeded $400 million in cash.

Awards[link]

In March 2011, BAT was one of six Orange County entrepreneurs that was honored in the 10th annual Excellence in Entrepreneurship Awards by the Orange County Business Journal.

In February 2011, BAT was announced as one of the On Media Top 100 Private Companies of 2011. OnMedia recognizes the hottest emerging companies in Digital Advertising and BAT won in the Advertising Service Providers category.

In January 2010, BAT was recognized as one of the On Media Top 100 Private Companies of 2010. OnMedia recognizes the hottest emerging companies in Digital Advertising and BAT won in the Advertising Service Providers category.

In February 2010, Ryan gave a Keynote speech at the OnMedia NYC conference, where he was joined by NBA Hall of Famer Walt Frazier.

In September 2009, BAT was also recognized by the Southern California Venture Network with the Emerging Growth Award in the Professional Services category.

In 2009, the SportsBusiness Journal announced their annual "Forty Under 40" list of the best and brightest young executives in sports business. The publication recognized Ryan Steelberg — a relative newcomer to the sports business world — as an innovator in the field of endorsements. Others named to the 2009 list include David Berson, executive vice president of program planning and strategy for ESPN; Sarah Robb O'Hagan, chief marketing officer for Gatorade; and Peter Farnsworth, senior vice president of business development for the NBA.

A 2009 recipient of the OC Metro's 40 Under 40 Award given to the most successful young businesspeople in Orange County, CA. The Steelbergs were also named by the Orange County Business Journal as one of the county’s “50 Most Influential Businesspeople,” Ryan and Chad were also finalists for Ernst & Young’s “Entrepreneur of the Year” in 2000. Most recently, in 2006, Chad and Ryan Steelberg were named one of the “50 Most Powerful People in Radio,“ by Radio Ink Magazine.

References[link]

Kafka, Peter, "A New Scheme to Get Web Surfers to Stay Put: Photos", All Things Digital, Wall Street Journal, August 3, 2010.

Ives, Nat, "Making News Sites Stickier With Apps that Summon the Web", Advertising Age, August 3, 2010.

Keegan, Paul, "The Future Is Now", Fortune Magazine, August 2, 2010.

Olson, Mike. "Player's Choice", Wired Magazine, June 1, 2010.

Elliot, Stuart, "A Place Where Sponsors Sign Athletes", New York Times, October 18, 2009.

Helft, Miguel. "Google Encounters Hurdles in Selling Radio Advertising", New York Times, February 10, 2007.

"What the Google/dMarc "Marriage" Means for Radio", Radio Ink Magazine, February 27, 2006.

Chuang, T. "O.C. venture gets Googled", Orange County Business Journal, June 17, 2002.

http://www.clickz.com/clickz/news/2028864/kardashian-sisters-tweet-gilt-groupe-oscars

http://www.fortune.com/BAT

http://mediamemo.allthingsd.com/20100803/a-new-scheme-to-get-web-surfers-to-stay-put-photos/

http://www.nytimes.com/2009/10/19/business/media/19adcol.html?_r=2&ref=business

http://adage.com/mediaworks/article?article_id=145222

http://www.rwonline.com/reference-room/special-report/2006.02.15-03_rw_google_2.shtml

http://www.ocmetro.com/archives/ocmetro_2006/metro042706/cover042706.html

http://www.ocmetro.com/t-CoverStory_40Under40_19_Ryan_Steelberg0509.aspx

http://www.sportsbusinessjournal.com

External links[link]

• BAT website
• Fantapper website
• netBAT demo
• dMarc website