Marketing Theory and History - Video Notes

A set of vocabulary-style flashcards covering key marketing concepts, figures, frameworks, and propaganda terms from the video notes.

Marketing (AMA definition)

The activity, set of instructions and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, partners, and society at large.

Free branding

Brand exposure achieved when logos appear on clothing or items and are worn or displayed, promoting the brand passively.

Cornell Notes

A note-taking method listed as the most effective in the notes.

Outline Method

A simple note-taking method for organizing information linearly.

Mind Mapping Method

A visual note-taking method that organizes ideas around a central concept.

Sentence Method

A note-taking method best for typing and messy notes.

Exchange

People giving up something in exchange to receive something they would rather have.

Five conditions for Exchange

At least two parties; each has something of value; each can communicate and deliver; each can accept or reject; each believes it is desirable to deal.

Societal Market Orientation

An organization aims to satisfy customer wants and needs while also promoting individuals' best interests and societal well-being.

Production Orientation

A philosophy focusing on internal capabilities rather than market desires.

Sales Orientation

Belief that aggressive sales techniques increase purchases and profits; can backfire but may build strong customer connections.

Market Orientation

Sales depend on a customer’s decision rather than aggressive selling; marketing is more than just ads.

Walter Dill Scott

Applied psychology to marketing (1903); linked consumer behavior to emotions, habits, and lifestyles; viewed marketing as manipulation with ethical boundaries.

Three Big Questions

Who is our audience? What do they care about? How can we show our product meets that need?

Claude Hopkins

Pioneer of scientific advertising (1910s); used data analytics and tracked ad-to-purchase conversions; introduced product sampling; foundational for modern marketing.

John Wanamaker

First to use advertising in stores (1920s); large-scale campaigns; fixed pricing; focus on customer service and experience.

Peter Drucker

“Create and keep a customer” (1954); marketing and innovation as core business principles; emphasis on customer-centric strategy.

Philip Kotler

“Father of Modern Marketing” (1960s); defined the 4 Ps; marketing as a science; emphasizes accessibility across social classes.

David Ogily

“Father of Advertising” (1960s); emphasized memorable, emotionally engaging ads that sell and generate profit.

Steve Jobs

Apple—marketing as experience; product stories; launch theatre; brand narrative through consistent presentations and retail as a brand stage.

Mark Zuckerberg

Facebook/Meta; monetized network through third-party ads; cookies; brand expansion and platform growth.

Jeff Bezos

Amazon; customer-centric experience; trusted website; subscription benefits; loyalty through perks; growth via ads and third-party offerings.

The Four P's (Marketing Mix)

Product, Price, Place, Promotion; the core framework guiding marketing strategy.

Product (4 P's)

What the business is selling; the tangible good or service.

Price (4 P's)

How much the product costs and the pricing strategy behind it.

Place (4 P's)

Where the product is available and how it is distributed to customers.

Promotion (4 P's)

How customers learn about the product through ads, campaigns, and communications.

Persuasion Marketing

Marketing that uses psychology and behavioral techniques to influence purchasing decisions; raises ethical considerations.

Ethos

Credibility or ethical appeal in persuasion.

Logos

Logical appeal; use of statistics and evidence.

Pathos

Emotional appeal; designs to evoke feelings and values.

Propaganda

Strategic messaging from an authority to influence thoughts and beliefs.

Bandwagon

Suggests everyone is doing something to create urgency to conform.

Glittering Generalities

Using vague, positive terms to evoke emotions without concrete details.

Plain Folks

Portrays ideas as coming from everyday people to appear relatable.

Card Stacking

Selective presentation of information that supports one side while ignoring the other.

Fear

Using fear to persuade, often involving extreme scenarios; highly manipulative.

Name-Calling

Attaching a negative label to discredit an idea or person without logical argument.

Testimonials

Endorsements from celebrities or respected figures to promote a product or stance.

Customer Experience

The overall experience a customer has with a brand or product.

Demographic Marketing

Targeting based on demographics: age, gender, income, location, family structure, religion/ethnicity, occupation, and education level.