Fundamentals of Marketing (BEM1019) Practice Flashcards

Comprehensive vocabulary flashcards covering Marketing Ethics, Green Marketing, Branding Models, Services Marketing, Subliminal Marketing, and Influencer Marketing for Fundamentals of Marketing (BEM1019).

Profit-Focused Marketing (1900s–1950s)

A historical era of marketing where the primary business goal was increasing sales and market share, characterized by limited advertising regulations and prioritising persuasion over transparency (Eagle & Dahl, 2015).

Rise of Consumer Protection (1960s–1980s)

A marketing period marked by growing public concern over misleading advertising and unsafe products, which led to strengthened consumer laws and greater business accountability (Eagle & Dahl, 2015).

Corporate Social Responsibility (1990s–2000s)

A marketing era where consumers began expecting businesses to act responsibly through ethical sourcing, environmental sustainability, and fair treatment of workers, linking ethics to brand reputation and customer loyalty (Eagle & Dahl, 2015).

Digital Marketing and Data Ethics (2010s–Present)

The modern marketing landscape transformed by social media and online advertising, creating novel ethical challenges around data privacy, consumer tracking, influencer transparency, greenwashing, and artificial intelligence algorithms (Eagle & Dahl, 2015).

AMA Ethical Norms and Values

Standards set by the American Marketing Association (2024) stating marketers must do no harm, foster trust, and uphold core values: Honesty, Responsibility, Fairness, Transparency, and Citizenship.

Green Marketing

A comprehensive approach described by Belz & Peattie (2012) that extends beyond promoting eco-friendly items to designing sustainable offerings, reducing value-chain environmental harm, encouraging responsible consumption, and shifting focus from short-term sales to long-term societal well-being.

Greenwashing

The dissemination of misleading or unsubstantiated environmental and sustainability claims used by a firm primarily for corporate image and public relations purposes (Belz & Peattie, 2012).

Ecological Green Marketing

The initial stage of green marketing evolution (Peattie, 1995) focused specifically on addressing narrow, overt environmental problems, such as reducing emissions and local pollution.

Environmental Green Marketing

The second phase of green marketing evolution (Peattie, 1995) characterized by investing in cleaner production technologies, establishing sustainable operating practices, and accepting broader corporate responsibility.

Sustainable Green Marketing

The third and most advanced stage of green marketing (Peattie, 1995) that takes a long-term perspective considering future generations and actively encouraging sustainable lifestyles and consumption patterns.

Certified B Corporation

A business independently certified for meeting rigorous verified standards of governance and accountability, employee wellbeing, community impact, environmental performance, and customer responsibility.

Brand (AMA Definition)

A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers, encompassing both tangible elements and emotional associations.

The Mindshare Model

A traditional branding model established by Ries & Trout (1970s–1980s, 2001) based on the idea that marketing is a battle for the consumer's mind, where brands win by owning a clear, singular attribute in a category through relentless message repetition.

Brand Equity Model (Aaker)

A 1990s branding framework developed by David Aaker focused on managing and building valuable, long-term brand assets that contribute measurable value to an organization.

Brand Identity Model (Kapferer)

A 1990s strategic branding framework formulated by Jean-Noël Kapferer emphasizing the creation of a coherent, deeply rooted brand personality and identity system.

Consumer-Based Brand Equity (Keller)

A 2000s branding approach established by Kevin Lane Keller emphasizing the development of strong, resonant customer relationships, brand associations, and loyalty.

Cultural Branding

A branding theory formulated by Douglas Holt (2004) proposing that iconic brands succeed by addressing cultural tensions, disruptions, and social shifts, acting as cultural symbols and activists that express consumers' identities.

Identity Myth

A symbolic narrative or cultural ideal offered by a brand (e.g., Nike's focus on personal achievement or Dove's celebration of authentic beauty) that resolves societal contradictions and allows consumers to express who they are (Holt, 2004).

Service Characteristics (IHIP)

The four core characteristics differentiating services from physical products: Intangibility, Inseparability, Perishability, and Variability.

Intangibility

A defining service characteristic stating that services cannot be seen, tasted, felt, heard, or smelled prior to purchase, requiring customers to search for tangible cues.

Inseparability

A service characteristic establishing that services are produced and consumed simultaneously and cannot be detached from the providers or delivery systems delivering them.

Perishability

A service characteristic dictating that unused service capacity cannot be stored, warehoused, or saved for future sale or consumption.

Variability

A service characteristic where the quality and execution of a service fluctuate depending on who provides it, as well as when, where, and how it is performed.

Extended Marketing Mix (7 Ps)

A framework developed by Booms & Bitner (1981) adapting the traditional 4 Ps (Product, Price, Place, Promotion) specifically for services by adding People, Process, and Physical Evidence.

Servicescape

A concept created by Mary Jo Bitner (1992) highlighting how the physical environment and ambient surroundings (such as lighting, music, layout, and décor) shape customer perceptions, employee behavior, and overall evaluations of service quality.

Gaps Model of Service Quality

A diagnostic framework formulated by Parasuraman et al. (1985) demonstrating that service failures happen when discrepancies or gaps exist between customer expectations and actual service delivery across policies, knowledge, and communication.

Service-Dominant Logic (S-D Logic)

A paradigm introduced by Vargo & Lusch (2004) positing that customers do not buy physical goods for the sake of ownership, but rather buy the benefits, solutions, experiences, and co-created value that offerings provide.

Priming

A psychological phenomenon in which exposure to a visual, verbal, auditory, or environmental stimulus activates pre-existing mental associations, influencing thoughts, feelings, or choices without conscious awareness.

Subliminal Brand Priming (Fitzsimons et al., 2008)

The experimental demonstration that incidental exposure to brand cues triggers motivated behavior; participants briefly exposed to Apple logos generated significantly more creative ideas than those exposed to IBM logos.

Choice Architecture

The strategic structuring and presentation of options across physical and digital environments (e.g., store shelves, menus, website interfaces) to guide consumer choices based on cognitive biases (Thaler, 2016).

Nudge

Any aspect of choice architecture that alters people's behavior in a predictable way without forbidding any choices or significantly altering their financial incentives (Thaler & Sunstein, 2008).

Sludge

Deliberate cognitive friction or administrative hurdles engineered into choice architecture to make a consumer behaviour (such as cancelling a recurring subscription or claiming a refund) excessively difficult.

Influencer Marketing

A commercial partnership between brands and online content creators who have established topical credibility, authentic connections, and an engaged audience (Alvarez-Monzoncillo, 2023).

Mega Influencers

High-profile public figures—such as actors, musicians, and athletes—who achieved prominence via traditional offline media and command millions of followers, delivering enormous reach but relatively lower engagement.

Macro Influencers

Established digital creators or recognized topical experts possessing substantial online followings (typically hundreds of thousands) who provide detailed reviews, education, and entertainment.

Micro-Influencers

Specialist content creators with dedicated niche followings who are trusted for their authentic knowledge, topical authority, and strong interpersonal connections with their audience.

Nano-Influencers

Everyday social media users with small followings (between 100 and 10,000 followers) whose organic personal content and high authenticity drive influential peer recommendations.

Product Match-Up Model

A theoretical model (Forkan, 1980; Misra & Beatty, 1990) stating that celebrity endorsements are only persuasive and effective when there is strong perceived compatibility between the endorser's personality and the endorsed product's attributes.

Social Influence Theory (Cialdini, 2021)

A behavioral framework establishing that people look to others for cues regarding how to think and behave, making perceived authority and social proof pivotal drivers of consumer decision-making.

Consumer Decision-Making Process

The classic five-stage model through which consumers navigate: Recognition of Need, Information Search, Evaluation of Alternatives, Purchase Decision, and Post-Purchase Evaluation.

Mintel

A commercial marketing database utilized to evaluate consumer attitudes, emotional drivers, lifestyle changes, and emerging market trends.

GlobalData Explorer

A market intelligence database providing consumer survey datasets, demographic breakdowns, market segmentations, and international purchasing behaviors.