The short answer: look at the colour before you do anything. A white or cloudy mark is moisture trapped inside the finish, and gentle dry heat draws it back out, usually within ten minutes with a hairdryer on its lowest setting. A dark mark is different: the moisture has gone through the finish into the wood fibres, and no amount of heat brings that back. Never use steam, which makes both worse, and match the method to the finish rather than working through a list of hacks, because mayonnaise on an oil finish is sensible and mayonnaise on a scratched lacquer can lift the finish off permanently.
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