Comprehensive Marketing Principles: 4 Ps, IMC, Digital & Personal Selling

Define marketing

Marketing is the process of creating, communicating, delivering, and exchanging offerings that provide value to customers.

Define customer value

The difference between the benefits a customer receives and the costs of obtaining those benefits.

What are the 4 Ps of marketing

Product, Price, Place, Promotion.

How does marketing create value

By meeting customer needs and building beneficial customer relationships.

What is the goal of marketing

To create value for customers and capture value in return.

Example: A company lowers price to attract customers. Which P

Price.

Example: Selling only through Amazon. Which P

Place.

Example: Changing packaging design. Which P

Product.

Define Integrated Marketing Communications (IMC)

A strategy that unifies all marketing communications to deliver a consistent message.

Define advertising

Paid, non-personal communication used to promote a product or organization.

What are the three objectives of advertising

Inform, persuade, remind.

Name common advertising appeals

Emotional, rational, humor, fear, lifestyle, scarcity.

Steps of an advertising campaign

Identify target → Set objectives → Budget → Create message → Select media → Execute → Evaluate.

When should marketers analyze campaign impact

After execution and at checkpoints to evaluate effectiveness.

What makes a message ineffective

It doesn't reach the right audience, lacks clarity, or fails to resonate.

Basic elements of the promotional mix

Advertising, PR, sales promotion, personal selling, digital marketing.

Example: A funny commercial. Appeal

Humor appeal.

Example: Showing a safe family using a product. Appeal

Emotional appeal.

Example: Comparing product features logically. Appeal

Rational appeal.

Ethical considerations in digital marketing

Privacy, transparency, consent, honesty, data protection.

Types of digital sellers

E-tailers, marketplaces, direct-to-consumer sellers.

How social media differs from traditional marketing

More interactive, personal, targeted, real-time.

Value of social media marketing

Boosts engagement, reach, targeting, and relationships.

Do marketers use social media to be personal or generic

Personal—messages are tailored.

Three types of social media platforms

Social networking, media sharing, thought-sharing platforms.

What must occur for an online message to be successful

The audience must see it, understand it, and act on it.

Three measures of digital campaign success

Reach, engagement, conversion.

Example: An Instagram ad tailored to you. Type of marketing

Personalized digital marketing.

Example: A brand posts memes to engage customers. Value

Brand engagement.

Difference between personal selling and relationship selling

Personal selling = transactions; relationship selling = long-term connections.

Why is personal selling costly

It requires time, training, travel, and personalized communication.

Why is personal selling important

It is interpersonal, persuasive, and important for complex sales.

Steps of the personal selling process

Prospecting → Pre-approach → Approach → Presentation → Objections → Closing → Follow-up.

Why is follow-up important

It builds loyalty and ensures satisfaction.

How do sales managers recruit and train

Identify traits → Recruit → Select → Train on product, ethics, and selling.

Define services

Services are intangible, inseparable, variable, and perishable.

Why are services inseparable

They are produced and consumed at the same time with provider present.

Which service quality dimension represents understanding customer needs

Empathy.

Example: Rep learning client's business personally. Type

Relationship selling.

Example: Rep handling "It's too expensive." Selling step

Handling objections.

Define marketing research

The process of gathering, analyzing, and interpreting data to support decisions.

Importance of marketing research

Reduces uncertainty and improves decision-making.

Steps of the marketing research process

Define problem → Design research → Collect data → Analyze → Present results.

Primary vs. secondary data

Primary = collected for current purpose; secondary = existing data.

Qualitative vs. quantitative data

Qualitative = open-ended; quantitative = measurable.

Ethical issues in research

Privacy, bias, transparency, consent.

Example: Watching shoppers in store. Type

Qualitative observation.

Example: Survey with 1-10 ratings. Type

Quantitative research.

Example: Misleading charts. Ethical issue

Data manipulation.

Example: Hiding study sponsorship. Ethical issue

Lack of transparency.

Define marketing analytics

Using data to measure and improve marketing performance.

Define Customer Lifetime Value (CLV)

Predicted total value a customer brings to a business over their lifetime.

Define A/B Testing

Testing two versions to see which performs better.

Primary use of A/B testing

Optimizing digital marketing decisions.

Define ROI in marketing

The return generated relative to marketing investment.

Role of analytics in campaigns

Measure effectiveness, optimize budget, guide strategy.

Example: Testing two email subject lines. What is it

A/B Testing.

Example: Predicting which customers will churn. Type of analytics

Predictive analytics.

Define marketing ethics

Principles guiding acceptable marketing conduct.

Categories of ethical dilemmas

Product, pricing, promotion, distribution.

Define social responsibility

Acting for the benefit of society.

Benefits of social responsibility

Brand trust, competitive edge, loyalty.

Steps in ethical decision-making

Identify issue → Gather info → Evaluate → Act → Monitor.

Define Corporate Social Responsibility (CSR)

Company's voluntary efforts to improve society.

Define sustainable marketing

Meeting today's needs without harming future generations.

Major criticisms of marketing

High prices, deception, planned obsolescence, cultural pollution.

Example: Hidden fees in a plan. Ethical issue

Deceptive pricing.

Example: Exaggerating product claims. Ethical issue

Deceptive promotion.

Define greenwashing

Misleading consumers about environmental practices.

Example: Company reduces plastic packaging. Concept

Sustainable marketing.

Ethical considerations in AI

Bias, transparency, privacy, misuse of data.

Practical applications of AI in marketing

Chatbots, personalization, targeting, analytics.

Define predictive analytics

Using past data to predict future behavior.

Role of marketers in AI-driven environments

Ensure ethical use, guide strategy, interpret insights.

Example: Chatbot answering questions

AI-powered customer service.

Example: Recommending products based on browsing

Predictive personalization.

Why is human oversight needed in AI

To prevent bias, mistakes, and unethical use.