Principles of Marketing Lecture Notes - Lent Term 2026

Set of flashcards for vocabulary and key concepts from the Principles of Marketing lecture notes.

Organizational Matters

Concerns regarding how information and structure are managed within the marketing course.

Marketing Mix

A framework for creating effective marketing strategies that includes product, price, place, and promotion.

Consumer Behaviour

The study of individuals' buying habits and the factors that influence their purchasing decisions.

Market Research

The process of gathering, analyzing, and interpreting information about a market, including information about the target audience and competition.

Unique Selling Proposition (USP)

A factor that makes a product stand out from its competitors, emphasizing its unique benefits to customers.

Relationship Marketing

An approach focused on building long-term relationships with customers rather than merely emphasizing single sales.

Segmentation Principle

The method of dividing a market into distinct groups of buyers with different needs or characteristics.

KPI (Key Performance Indicator)

A measurable value that demonstrates how effectively a company is achieving key business objectives.

Sales Orientation

A marketing strategy focused on selling products to maximize sales volume.

Behavioral Economics

A field of study merging psychology and economic decision-making, examining how emotional, cognitive, and social factors affect buying behaviors.