Principles of Marketing Lecture Notes

These flashcards cover key terms and concepts from the Principles of Marketing course taught by Dr. Mariella Zavala at Gonzaga University.

Social Media Marketing

The use of social media to facilitate exchanges between consumers and organizations, providing inexpensive access to customers.

Media Richness

The degree of acoustic, visual, and personal contact between two communication partners, with higher levels allowing for more effective communication.

Self-Disclosure

The act of revealing personal thoughts, feelings, and experiences to create a favorable image in social interactions.

Native Content

Content that blends into the social media environment and mimics the voice of personal posts rather than traditional advertisements.

Influencers

Individuals with significant social influence, often perceived as relatable, who can engage audiences and enhance marketing effectiveness.

SWOT Analysis

A framework for situational analysis that identifies Strengths, Weaknesses, Opportunities, and Threats of an organization.

Target Market Selection

The process of identifying and focusing on specific groups of consumers that a company aims to reach with its products or services.

Social Norms

The accepted behaviors and expectations that govern how individuals should act in different social contexts.

Marketing Mix (the 4 Ps)

A blend of product, price, place, and promotion strategies used to effectively market a product or service.

Consumer Engagement

The interaction and involvement of consumers with a brand through various social media platforms.

Social Media Zones

Different categories of social media that marketers can target, including community, publishing, entertainment, and commerce.

Content Calendar

A strategic plan that outlines the types of content to be posted on social media over a specified period.

Purchase Cycle

The stages consumers go through before, during, and after making a purchase, which includes awareness, consideration, and loyalty.

Emotional Engagement

Creating a connection with consumers by appealing to their feelings and emotions to build brand loyalty.

Trustworthiness of Influencers

The perceived honesty, reliability, and dependability of influencers as sources of information.

High Self-Disclosure

A strategy that humanizes a brand and builds trust by sharing authentic and personal content.

Content Pillars

Core themes or topics that guide the creation and distribution of content in a marketing strategy.