concepts of marketing for assignment

Principles of Marketing

(26 reviews)

ISBN 13: 9781946135193

Publisher: University of Minnesota Libraries Publishing

Language: English

Formats Available

Conditions of use.

Learn more about reviews.

Reviewed by Monisha Gupta, Assistant Professor, Marshall University on 1/2/23

Comprehensiveness rating: 4 see less

The author of the book has shared that this is an adaptation of a work produced and distributed under a Creative Commons License (CC BY-NC-SA). The book has 16 clearly defined chapters, each chapter raises a specific aspect of marketing and concludes by raising discussion questions and activities. The textbook covers most of the marketing topics that should be included in an introductory course. However, given that the book is dated it is missing some emerging and emergent topics in marketing such as global marketing, data analytics, digital marketing, and the use of social media tools, to name a few. The author has at the outset clarified that the book does not follow the tenets of the 4 Ps of marketing. However, substituting terms such as products or services with terms like “offerings “requires a much deeper understanding of consumer needs, wants, or behavior. This might require a higher level of understanding which might not be in line with the student profile who opts for this course. The author has restructured the traditional 4Ps of the marketing mix and introduces that marketing is composed of four activities centered on customer value: creating, communicating, delivering, and exchanging value. Also, the suggested activities created for each chapter are outside the scope of the chapter’s content. For instance, page 24, after Chapter 1 suggests activities such as “ Explain how the marketing goals, strategies, and markets for the nonprofit differ from a for-profit organization” or “Evaluate personal value equation”. These concepts have not been discussed in chapter 1 and are tackled later in the book by the author. These activities might not need more discussion and clarification before students can actively contribute to the solutions. Overall, the book covers most foundation-level content, but the choice of the author’s distinctive terminology might be a concern for students. Moreso, when they progress from this course to advanced levels of marketing and have trouble aligning the core concepts and keywords.

Content Accuracy rating: 5

Not an issue, the content is accurate and provides reference sources.

Relevance/Longevity rating: 4

The OTL textbook is well documented and breaks up the content into smaller and comprehensive blocks of information. If relevance is measured based on the traditional acceptance and present outlook it might fall a little short. The book lacks this by disregarding some key changes in the marketplace such as the pandemic and its impact on consumption cycles, and the emergence of a large service industry. This has reshaped the consumer’s and marketers’ choices of development processes, channel partners, pricing strategies, promotional methodologies, use of social media tools, etc. These aspects need to be addressed in more detail with recent examples for students to appreciate the relevance.

Clarity rating: 5

The author has outlined the content in great detail, making it easy to read and understand the textbook. Easy conversational language and links, for example, appeal to students who can find a great deal on the electronic medium.

Consistency rating: 5

The chapters in the textbook are organized in the same consistent manner in the entire book. This is helpful for the readers and instructors to follow a format.

Modularity rating: 4

The text is easily and readily divided into smaller reading sections that can be assigned. This lends itself to assigning modules by chapters and units within the chapters.

Organization/Structure/Flow rating: 4

I have been teaching this course for the past 4 years and have found that explaining what a marketing plan is and then studying the various stages helps the students appreciate the various phases in this process. This textbook has taken a completely different approach by explaining the marketing plan at the end. While the topics are the same the structure impacts the flow and, in my opinion, the ability to hold the student’s interest. I suggest moving Chapter 16 to Chapter 3 followed by Chapter 5.

Interface rating: 3

The textbook was last updated in 2010, making all images, figures, tables, and video clips mildly outdated. The power of audio-visual aids is very powerful, and the quality is becoming better and better. To keep the students engaged the author might like to consider using technology for simulations, video assignments, etc., these can be useful for the students.

Grammatical Errors rating: 5

I found no grammatical errors, the content is well-written and easily understandable. The language used is conversational and something the students should find easy to navigate.

Cultural Relevance rating: 4

Global and international marketing are the mainstays for today, these aspects have not been addressed in the textbook. It warrants at least a chapter on world cultures, the emergence of MNCs, and geo-demographics relevance. It is important to acknowledge that demographic profiling needs to incorporate cultural diversity. The textbook has all US-based industry examples and consumer responses, ignoring the diverse consumer profile even within the US.

Overall, it is a great attempt to provide such detailed material for the students. Given that it was uploaded in 2010 the book needs to be updated to include more current and global marketing aspects. The textbook was created for an entry-level course in marketing. I enjoy the way the author shares the various career options available for marketing majors. However, the student profile who takes this course includes students who major in finance, and journalism. PR, management, etc. It would be relevant for them to see how these skills are transferable and useful in other work fields. The suggested activities need to be more application based and limited to the content of the preceding chapter. More global and culturally applicable examples need to be included.

Reviewed by Rich Metzger, Adjunct Professor, Massachusetts Bay Community College on 11/24/22

The OTL textbook covers the basic principles necessary to form a marketing foundation. The content should be updated to reflex the Pandemic and Post-Pandemic marketing environment. I felt some topics needed more discussion, and explanation, such... read more

Content Accuracy rating: 4

The OTL textbook is relevant and is a good guide to basic marketing principles but could be better. I prefer the OTL textbook to include recent marketing techniques and strategies used in today’s difficult business environment. This ranges from the advent of the non-store or virtual retailing, broken supply chains, damaged distribution channels, inflation, digital marketing, content streaming, and social media, just to mention a few new topics.

I found the OTL textbook easy to read and understand. Good comprehension level and in the use of examples, figures, and images to illustrate or compliment the text.

The OTL textbook’s material is laid out in a logical sequence, culminating with the last chapter dedicated to the Marketing Plan.

Modularity rating: 5

Chapters progress in a logical manner, allowing the reader to digest the material and prepare for the next chapter.

Organization/Structure/Flow rating: 3

The organization, structure, and flow of the material are fine, but my concern is the lack of an index and a single depository for key terms and chapter highlights.

Interface rating: 4

The images, figures, tables, and video clips need to be revisited for relevancy. The use of these visual aids helps the reader better understand the topics being discussed.

The content is well written, very limited if any grammatical issues. To make the textbook more relevant, consider using socially accepted pronouns, which in turn would elevate the textbook to today’s sociality expectations.

Cultural Relevance rating: 3

A chapter on world cultures and the different business nuances and practices (ethics) would be beneficial to a student learning about marketing.

As this is my first experience dealing with OER, I wanted to be fair and open to the possibilities presented by this new resource. For comparison purposes, I used my adopted textbook vs the OTL textbook. My goal is to decide if I could adopt the OTL textbook. Similarly, the adopted textbook and the OTL textbook are for a 100-level course. Both textbooks offer entry-level content, relevant material, easy to read and comprehend, more than enough chapters to fill a semester, Contents, Chapter titles, Learning Objectives, topics, images, figures, examples, video clips, Discussion/Review Questions, Activities, and both textbooks offer a test bank. The OTL textbook has Key Takeaways for each topic presented in a chapter, and the adopted textbook has a section in the back of the textbook titled Chapter Review, which contains Learning Objectives and Key Terms. Differences, the adopted textbook has a price point, an OTL textbook lacks an Index, and the adopted textbook offers PowerPoint Slides, Instructor’s manual, Rubrics, and Case Studies. I was unable to find an Instructor’s Resources section for the OTL textbook, but the OTL textbook provides students with financial relief. I believe I could adopt this textbook with a minimal number of self-adjustments.

Reviewed by Victoria Shaw, Assistant Professor of Marketing, Anderson University on 3/11/22

Comprehensiveness rating: 3 see less

The book does a good job of highlighting basic marketing principles. However, I do find it lacks the basics of e-commerce (just basic industry terms like SEO), global marketing principles (especially B2C), and using tools like PEST analysis for external assessment. I think the chapters on B2B behavior and Sales while good, may not be the most value-add for the students in class.

No glaring errors at first glance.

Relevance/Longevity rating: 3

Imagery is very dated. The chapters use the four basic P's, though the latest books tend to introduce up to eight.

Overall, seemed clear and comprehensive. I think the book would have benefitted from multiple, additional visuals to clarify complex topics.

Consistency rating: 4

Seemed consistent across chapters

I liked the way the topics were broken into micro concepts - makes it easy to assign the portions I find most relevant and supplement when needed.

Organization/Structure/Flow rating: 5

Structure was logical and sequential.

A bit text heavy at times but errors.

No grammatical errors on first read.

I think the author missed the opportunity to bring marketing to a more global context.

This is a great principles textbook overall. My only complaint is because of some omitted or abbreviated topics, an instructor may have to supplement a bit more in order to ensure the curriculum is up to industry standards. But in a larger class where schedules only allow for selected topics to be covered, this would be a very good start.

Reviewed by Amy Strunk, Lecturer, James Madison University on 11/29/21

Basic marketing concepts are covered with sufficient depth, but newer concepts are missing (like digital marketing). read more

Basic marketing concepts are covered with sufficient depth, but newer concepts are missing (like digital marketing).

Some of the information is dated: for example, most would agree that we are not in the relationship era of marketing, but the textbook states that we are in an undefined era (which would have been true 10 years ago).

The book uses “creating, communicating, delivering, and exchanging value” as elements of the marketing mix/strategy rather than the 4 P’s, and actively argues against the 4 P terminology, which is controversial.

The book also uses "offerings" instead of "product". The authors argue for it effectively, but I don't know anyone in the marketing world who uses that term in the real world.

Relevance/Longevity rating: 2

References are dated: - Foursquare (college-age students in 2021 will have no idea what this is) - Some images are out of date (retrieved in 2008) - Mission statements on p. 27 are outdated and reference links are broken. - References to iPod in the time of iPhones

These references will continue to grow stale.

The content is pretty straight forward. Definitions are clear.

The book is consistent in its own frameworks/terminology (stubbornly so).

Modularity rating: 3

Some of the longer sections could benefit from headings and subheadings.

I would recommend that market research come before the "Creating Offerings" section since that process is so integral to product (or "offering") development.

Interface is sufficient.

Some small issues, for example, using the term “Droid” smartphones on page 6—should be Android.

I did not notice any concerted effort to include diverse backgrounds in this text.

Marketing is changing rapidly thanks to technology, and this book is too outdated to address issues like data privacy and hyper-targeting.

Reviewed by Matthew Lunde, Assistant Professor, Pittsburg State University on 6/4/21

the textbooks is very thorough in covering all the topis needed in a principles of marketing class. It even adds a chapter that is not in many other textbooks: "The Marketing Plan." However, my only criticism is that it does not touch on a huge... read more

The content is objective, thorough, and accurate. It uses statistics and example businesses and situations effectively to help teach younger college students the fundamentals of marketing.

Relevance/Longevity rating: 5

The content is up-to-date as best as it can be. Whenever any textbook uses statistics, years, numbers, and other figures, it can date the textbook; however, the content is written in a way that it will last for multiple years to come.

Clarity rating: 4

There is some jargon, but the jargon used is needed to help teach the fundamentals of marketing to new students.

It is great how all the terms in the chapters are easy to find and to read because each term is bold.

Yes, the book is broken down into manageable sections for a younger college student to read and interpret effectively and efficiently.

Yes. This textbook is laid out very well. However, one thing I would add in the chapter titles would be "retailing."

Good! Nothing to add here!

Grammatical Errors rating: 4

The book is written well, free of grammatical errors. However, I see "he or she" is used. Nowadays, for inclusivity, the right pronoun to use would be "they."

However, I see "he or she" is used. Nowadays, for inclusivity, the right pronoun to use would be "they."

Reviewed by Felix Flores, Assistant Professor of Marketing, Metropolitan State University of Denver on 4/17/21, updated 5/26/21

The textbook sufficiently covers areas and ideas of subjects and is easy to navigate. I would find it useful to include and discussed an example of an actual marketing plan. read more

The textbook sufficiently covers areas and ideas of subjects and is easy to navigate. I would find it useful to include and discussed an example of an actual marketing plan.

The textbook's content is mostly accurate, error-free, and unbiased.

Some of the links and examples may be dated but contribute to the chapter's main ideas. There are, however, some links that do not work or could be replaced with newer examples. I would recommend reviewing all of the provided links.

The textbook is written in a clear manner.

The textbook is mostly consistent in terms of terminology and framework.

The textbook is easily divisible into smaller reading sections that can be assigned at different points within the course.

The topics are presented in a logical, clear fashion.

Interface rating: 5

The text is free of interface issues or navigation problems.

There may be a small room for improvement in terms of grammar.

I believe the textbook is mostly culturally relevant.

I believe that you can effectively teach a Principles of Marketing class with this textbook, on its own, and especially in combination with other OER textbooks/resources. It will require, however, checking all of the links and updating some examples.

Reviewed by Diane Edmondson, Adjunct Professor, Trine University on 4/16/21

Overall, this textbook covers a majority of the marketing topics that should be covered in a Principles of Marketing class. Since the book is somewhat dated, there is limited coverage on both digital marketing and social media as well as marketing analytics. These two topic areas have revolutionized the marketing field. However, this marketing textbook contains all of the other key marketing concepts such as the 4 P's of marketing, strategic marketing, target market strategies, consumer and business buying behavior, and how to craft a marketing plan.

Overall, this textbook is accurate and error-free. It does not appear to be biased in any way.

Overall, this textbook is still highly relevant. It is missing some more detailed information related to digital marketing, social media, and marketing analytics as these have drastically changed the marketing field over the past decade; however, the content covered is still relevant to both business-to-business and business-to-consumer markets.

One of the best things about this book is that it is easy to read. The text is written in a way that students should not have a difficult time understanding the concepts being covered. There are multiple examples given for each major topic to help students better understand the material. Terminology is defined to aid understanding.

Overall, a consistent framework is used throughout this textbook. The flow and chapter ordering of the textbook makes natural sense with how it would be taught in the classroom.

The text is made up of 16 chapters; however, each of the chapters is then broken up into multiple subsections. This allows the text to be easily and readily divided into smaller reading sections, based on the desire of the instructor and/or reader.

The chapter layout of this textbook is similar to many other Principles of Marketing textbooks. Topics are presented in a logical and clear manner, which aids readability and understanding.

Overall, the images, charts, tables, and figures were clearly displayed without any distortion. There are a few navigation links that no longer function; however, these are minimal in number.

The Principles of Marketing textbook appears to be free of grammatical errors.

There are a variety of diverse examples throughout the text. None of these should be viewed as culturally insensitive or offensive in any way.

Overall, this textbook is well written and covers most of the major marketing topics. The few topics not covered are primarily because these became dominant marketing elements after this textbook was published originally.

Reviewed by Ricardo McCoy, Adjunct Professor, Trine University on 3/3/21

I have been facilitating marketing, analytics, sales, and consumer behavior classes since 2009 and this textbook does a good job of covering all of the marketing mix. Most important, the content is updated and relevant. The layout is... read more

Comprehensiveness rating: 5 see less

Based on similar marketing text books I have read, this textbook is accurate and contains content that someone who is unfamiliar with marketing concepts will easily understand. The use of examples throughout the textbook is a good way to help a beginner to marketing understand the subject matter.

I like how this book understands how marketing has changed and explains variables in the environment that is effecting this change. This can be seen in Chapter 1 concerning some of these changes:

Ethic and Social Responsibility Sustainability Service-dominant logic Metrics A Global Environment

It is good to see that the textbook is up-to-date and recognizes that marketing must adapt to these changes. Some of the marketing textbooks I read in the past do not recognize these changes.

Overall, the information throughout the chapters was easy to understand. I like how examples were used throughout each chapter. My only recommendation is to add more illustrations consistently throughout the textbook. Based on my experience, most students like to see illustrations (visualize). I think this helps him or her to understand the subject matter.

Overall, the content throughout the textbook is consistent. However, I notice that some of the chapters have more illustrations than other chapters. I think that using more illustrations (and examples) would make the chapters more user-friendly.

P.S. Links to additional resources would also be a good addition.

The sequence throughout the textbook “flows” from section to section. I like the synergy from chapter to chapter. This helps the student to understand how various factors of marketing work together.

I like how Chapter 1 gives a brief description of marketing while summarizing what will be discussed in the preceding chapters. I also like the “key takeaways” at the end of each chapter. The "review questions" are brief, yet add to what was discussed throughout the chapter. This is good to see.

The overall functionality of the textbook is good. The font size and white space makes the content easy to read. I like the use of color throughout the textbook. For example, the use of green for the “Key Takeaway” and blue for the “Review Questions”.

Although it is difficult to check all the content, I did not see any typos or “wordy” sentences. I like how the content “talks to” rather than “talks at” the student.

Cultural Relevance rating: 5

This is a difficult question to answer because I did not see anything that was insensitive or offensive. Ideally, the content would continue to embrace diversity and inclusion. This is important because we live in a global economy.

I think that Chapter 5 (“Marketing Segmentation, Targeting and Positioning”) should be followed by Chapter 10 (“Gathering and Using Information: Market Research and Market Intelligence”). Both of these chapters are closely related. To properly perform segmentation and targeting, you must understand analytics / gathering information. I was also looking to see slightly more insights on digital analytics in Chapter 10.

Reviewed by Markus Biegel, Adjunct Faculty, California State University, Dominguez Hills on 8/12/20

I compared it to the McGraw Hill book that I have been using for the past 4 years and the topics (Chapters Topics and Sub-Topics) are pretty identical just in a slightly different order. When looking into how in-depth the book goes, it is not... read more

Marketing always is a bit subjective. I think the book does a great job covering all the important topics as unbiased as possible.

This is a basic marketing course focused on teaching students the fundamentals, the book does a good job at that. Given the current COVID situation, a lot of things have changed in business but not the fundamental theories and practices of the profession. Because of that the relevance of the book is current in my opinion.

The text has a logical flow. There is certainly room for improvement from a formatting standpoint. I think it makes it easier for students to learn key terms and key concepts when they are highlighted on the sidebar (similar as in many mainstream textbooks).

Certainly consistent and comprehensive in all the key terms that this book should cover for Principles of Marketing.

The text is very easy to read. There is good spacing in between the paragraphs and graphics/images help further give the mind a reading break. I also think it is great that links are included to videos, this helps students get a "reading break" which is essential when cramming in a few chapters to study for an exam.

Very well organized text. I just wish the key terms and key concepts were featured separately in an almost duplicate fashion on the side of the main text. I think students are used to using these highlighted areas to study for exams.

Didn't notice any problems with the interface. Could have perhaps used better images here and there but overall does the job.

I am not an English professor and this is my second language but I did not notice any grammatical errors. I am sure there are some, including mistyped words but every book I have used had a few of those.

One of the key concepts in Principles of Marketing is target marketing which certainly can be interpreted as offensive to some people. However, I think the book does a great job at explaining the concept. Again, marketing leans into being somewhat controversial based on the subject matter and business practice.

Can't beat a free book. Seems like a great resource to use for students.

Reviewed by Kirti Celly, Professor, California State University, Dominguez Hills on 8/10/20

Principles begins with a question to spark curiosity for the novice student of marketing. Organized into 16 chapters, it takes a traditional strategic planning, consumer and buyer behavior, research and 4Ps approach that addresses all major areas and ideas in a core marketing class. Given the importance of ethical decision making, it needs to add/bolster content on ethics in marketing and add an index/glossary.

Accurate content with image sources and references. I have not tested all these links.

Since the focus is core content, it is written in a nuts and bolts manner and will stay perennial. Consistent with the conditions of use, the text’s simplicity allows for it to be modified easily.

Written professionally and in simple sentences, this makes for accessible, adequate and easy to understand content. Marketing concepts are defined simply and succinctly throughout.

The key take-aways and review questions after each section of a chapter are supplemented by end of chapter discussion questions and activities throughout. This fits nicely with Bloom’s learning taxonomy.

This is a key feature of this book and one most appreciated by my students.

Another key feature of this book, and one appreciated by my students.

Other than a few formatting and pagination issues, nothing to note. Any links I used worked. For the manner in which I use this book as basic material for my classes, not having an excess of photos and images in the body actually works well. Having URLs for case examples also facilitates easy revision and adaptation for various local and regional teaching and learning contexts.

Simple, easy to read, accessible. I did not notice any grammatical errors.

This is less about this book than about the way in which most business textbooks are written. It is in no way offensive; in fact, its style and variety of examples promotes inclusion and it is adaptable to alternate cultural contexts through a shift in frame to include broader contexts.

Our students appreciate having an accessible zero cost course materials course with adds ons from me, the press, and other OER, and low cost or no cost AV materials and marketing math. Thank you.

Reviewed by Sheryl Spann, Marketing Instructor, Oregon State University on 7/28/20

The textbook begins with the question “What is Marketing?” to assist students new to the field of marketing to understand the real definition of marketing versus their perceived ideas of marketing. This is a great place to start as many students either believe that marketing is strictly sales or do not have a full concept of the many aspects of what encompasses marketing. The text covers most of the key areas of marketing such as consumer behavior, market segmentation and target marketing and the principals relating to product, pricing, placement and promotion. Marketing research, new product development and marketing communications is also covered at a basic level. However, based on my experience in the classroom, a few suggestions are in order. I would add three additional chapters on international marketing, market expansion strategies and ethics and social responsibility. The chapter on professional selling could be removed or covered within chapter one as a portion of the explanation on the aspects of marketing. Lastly, I would add more current marketing articles, one-page cases and small group discussion questions to each chapter. For marketing majors, I would add an appendix at the back of the book discussing the various career opportunities in marketing.

The book content is accurate with terminology and marketing concepts accessible for a university level student. The textbook also cites sources for most of the provided information.

In addition to the textbook content for teaching marketing principals, there are many real-world examples offered to improve student understanding. Although most offer longevity, there is a need to augment current examples with more recent examples including company or product examples representing cultural diversity.

The text is easy to read with a combination of informal and professional language for appropriate student learning and understanding.

The text is internally consistent and provides actual examples of the principals covered as well as review questions to ensure student comprehension. This approach is inline with other “Principals of Marketing” textbooks.

The course material is listed in modular fashion to easily transfer to canvas. However, since “Principals of Marketing” is usually the first marketing course for majors and the only course for this topic for non-majors, I would place the chapter on “Strategic Planning” right before the last chapter on “The Marketing Plan”. As indicated in the “comprehensiveness” section of my comments, I also believe that a few topical chapters such as “International Marketing” should be added to the book to improve its overview of the topic.

In general, the topics are presented and organized in an effective format. The text starts with overarching definitions and concepts and then moves toward providing more details on each topic. I believe that the “Strategic Planning” chapter should be moved to the end of the book before “The Marketing Plan” to ensure that students have the foundation needed to better understand this topic plus use its strategic perspective in the development of a marketing plan.

There did not appear to be any interface issues for this book. All video and web page links also worked well.

The text did not have any grammatical errors.

Although cultural examples were included and relevant, additional cultural diversity elements would improve the book. Also, it is important to include examples that are more current to provide better student discussions of this important marketing topic.

Overall, this textbook is a suitable option for an entry level college course on “Marketing Principals”. Adding chapters on “International Marketing”, “Market Expansion Strategies” and “Ethics & Social Responsibility” as well as updating some of the chapter business examples, case studies and discussion questions would be very helpful plus keep this book “current”. Lastly, including a greater overview of the marketing aspects of cultural diversity plus marketing career options would cause this book to stand out among textbook options for this topic.

Reviewed by Zahra Tohidinia, Assistant Professor, Framingham State University on 6/12/20

The text offers a very good review of key marketing principles and provides a comprehensive introduction to the main concept. I would suggest combining the textbook with relevant current marketing articles and cases. read more

The content is accurate and the textbook cites sources for most of the provided information.

The content is relevant to marketing. There are a solid number of examples throughout the book. The content related to digital marketing/social media could be expanded, but overall the content is relevant and robust.

The text is easy to read and provides a good balance of informal and professional language.

The structure of the text is consistent and the book gives example-based explanations of the main concepts. There are review questions at the end of each section as well as discussions and activities at the end of each chapter.

The text is easy to navigate. The book is divided into smaller segments. A hyperlinked (clickable) table of contents makes it really easy to move between different chapters and their corresponding sub-segments.

The topics are presented and organized in an effective format. The text starts with overarching definitions and concepts and then moves toward providing more details on each topic.

The links to the videos that I clicked on worked and each opened a new tab. As mentioned before, the hyperlinks make it very easy to navigate between different sections. In some cases, the image headings were separated from the actual image because of page breaks which can be revised in later editions.

The consumer behavior chapter does a good job with embedding cultural variables into the discussion. This could have been integrated more effectively in the other chapters; especially the chapters involving marketing research and intelligence, as well as market segmentation and positioning

This book covers the main concepts of marketing very effectively. This textbook combined with current articles and relevant cases could serve as a comprehensive set of materials for introductory marketing courses at the undergraduate level.

Reviewed by Christian Gilde, Business Faculty, University of Montana - Western on 1/31/20

The textbook has enough depth and addresses all the major parts of the marketing discourse, such as the environment, marketing strategy, consumer behavior and segmentation, and marketing research, as well as the product, place, price, and... read more

The explanations, terminology, and concepts in the text are accessible and accurate.

The textbook contains applicable examples of marketing that will help the audience learn and appreciate the marketing realm. Most pieces and examples in the book have longevity. A few applications might need to be updated to make the text more timely.

The text is accessible and will help guide the students through the different dimensions of marketing.

The given text follows a certain presentation canon in terms of marketing terminology, concepts, and applications that can be found in textbooks of similar nature.

Many textbooks in marketing follow a certain modular pattern. This same pattern can be found in this text, with each chapter being split into sections for which particular assignments and experiential learning activities are designed.

As far as the organization and structure of this work are concerned, the marketing text is in line with a good number of other principles texts. The structure, flow, and positioning of the different marketing topics within the individual chapters is logical, with the objectives in the beginning and a re-visitation of the key points and review questions at the end.

The functionality of the text seemed to be working. Web links, images, and figures allow for easy direction-finding.

A few minor grammatical and structural errors can be found in the text.

The cultural illustrations are relevant, to a certain extent. However, it might be useful to update some of these items.

The material in this text is suitable for a basic marketing course. Overall, I would recommend using this text for entry level marketing students.

Reviewed by Kelly Atkins, Associate Professor, East Tennessee State University on 10/21/19

The text contains the expected chapter topics related to Principles of Marketing. In my opinion, there is too much information about Professional Selling (Chapter 13) for the topic of the text. In my opinion, Chapter 11 should include a... read more

The text content appears to be accurate, error-free and unbiased. In my thorough review, I found nothing to the contrary.

The text contains many relevant, current examples of marketing concepts as well as some images of marketing examples and nice video clips of marketing examples. Some examples in Chapter 2 are from 2006, 2007, 2008 & 2009. These 10+ year old examples are too old to be relevant to students who are only 20 years old. I like the application of marketing concepts to the world of business and to personal branding.

The “voice” of the text is conversational yet professional. The terms used throughout the text seem to be in alignment with other Principles of Marketing textbooks I have used previously.

The text seems to be internally consistent. I saw nothing to indicate otherwise.

The text is organized effectively in most ways, but I have a recommendation. Chapter 3 should be divided into more sections. There are too many learning objectives and key takeaways for section 3.1.

There are significant organization problems in Chapters 4,8 & 13. Each of these chapters is out of order. For example, Chapter 4 is presented in the following sections: 4.4, 4.5, 4.6, 4.7, then 4.1, 4.2, 4.3. The same is true of Chapters 8 & 13.

The way the pages are presented with extra lines on many pages, with figure titles on different pages than the actual figure, or with figure numbers on a different page than the figure itself. See Figures 1.3 and 1.4 in Chapter 1 as examples.

I did not notice any grammar problems in the text (and I typically find lots of grammar problems when I am editing).

In my opinion, he text is culturally sensitive.

• I really like the “key takeaways” and “review questions” at the end of the sections instead of a summary at the end of the chapter. • I would add key terms at the end of each section because the terms and definitions seem to get lost within the chapters. • The “activities” at the end of the chapter are unique and creative. I would use these ideas for my classes.

Reviewed by Donald Chang, Professor, Metropolitan State University of Denver on 4/29/19

The textbook provides basic coverage of main concepts found in most principles of marketing. Overall, the discussion throughout the book tends to be less comprehensive. In some areas, the author glossed over without providing sufficient details. To introduce basic concepts, it might be sufficient. For deeper understanding and analysis, it will require additional reading and research by readers. For example, in the very beginning, the author claimed "... about 1950 to 1990, businesses operated in the marketing era" without providing supporting materials to bolster the claim. The discussion also skipped a commonly known period when emphasis on selling was prevalent, skipping from product concept to marketing concepts, while ignoring the discussion on social responsibility in the 80s.

Accuracy is not a major issue for this book. Most contents are explained adequately for concept delivery.

Most basic concepts in marketing, e.g., product life cycle, buying process, pricing strategies, are mostly time free, thus, stay relevant regardless of changes in the marketplace. Examples used are apparently out of date, e.g., iPad. Many of the examples are prior to 2010 so that examples need to be updated to be relevant to today's students. Most basic content is consistent with other textbooks, just on a shallow side.

For marketing, the key strategic decisions are in segmentation, targeting, positioning, and differentiation. It would be probably more appropriate to place strategic planning close to the chapter on segmentation, targeting, and positioning. With so much content in marketing to cover, a standing-alone chapter on professional selling is uncalled for. After all, personal selling is only one of the element of promotion and most companies prefer to train their own sales force, thus very company/product specific, not something could be covered effectively in a principles of marketing textbook. It also incorrectly over-inflates the role of sales in marketing curriculum. Most students, business and non-business, do not see professional selling as their career aspiration either, if they have the choice.

There is an obvious omission in international marketing. The author's claim that global coverage is built in throughout the textbook cannot be observed. Without having a devoted chapter in international marketing, some basic concepts in international management are not presented. The same is for sustainability, ethics, and social responsibility. The author seemed to understand their importance, but not important enough to have their own sections. On the other hand, the author had no issue in having a chapter in professional selling without clear justification for its inclusion. These are obviously the author's own selection bias and personal preferences, not necessarily what students ought to learn from the course.

The writing is good for average college students. It is mostly easy to follow.

The book used "offerings" when referring to products and services consistently throughout the book. Each chapter is presented with discussion questions, activities, key takeaway, review questions with consistent structure and writing style.

The book is organized in a module-like manner, with most materials being free-standing, allowing a section to be borrowed for another marketing course as needed. As the writing is on the succinct side, there is rarely a long writing blocks without division.

While the book is structured well overall, the placement of strategic planning in the very beginning (Chapter 2) is probably off. Students need to know about the subject more before jumping into strategic planning. Other than chapter placement, the overall organization is adequate.

There are no known serious interface issues that are present. Graphs, charts, pictures are clear and easy to see and follow. A few enhancements to market the headings and sub-headings could be added to better break up sections. As examples, "Video Clip" on page 272, 273 could be better presented. The headings are easily overlooked as presented. At times, the reader might not be aware that the topic has shifted to a new one.

The book is grammatical correct overall.

There are no obvious concerns of being culturally insensitive or offensive.

The book is a possible alternative for average high school and college students if the goal is to learn the very fundamental concepts in marketing. For students who look for deeper understanding, this is not the right book for them as much discussion is on the shallow side. The author's own opinions can be found throughout the book without adequate supporting materials. Therefore, it is subject to the author's self selection bias. For marketing major students, I would expect students to learn more than what are presented in this book.

Reviewed by Nicole Lytle, Faculty Lecturer, LaGuardia Community College on 4/24/19

This resources covers all the relevant topics traditionally covered and necessary for an introduction-level course. The material is presented in comprehensive way. read more

This resources covers all the relevant topics traditionally covered and necessary for an introduction-level course. The material is presented in comprehensive way.

I found the text to be accurate, and in line with current marketing practices and pedagogical materials.

The resource is current, but some examples are a bit dated. The instructor using this resource should check all links and examples before assigning.

The resource is clear and easy to understand.

The terminology and framework are consistent with current concepts and expectations of an introductory level course.

The text is well organized; it also lends itself to skipping around and changing the order of the material as the instructor sees fit.

Topics presented are in a logical manner - learning objectives, terms, examples/diagrams, key takeaways, and review questions.

The interface is clear and easy to navigate - clicking images isolates them, which is a good tool for some visual learners.

No grammatical errors were found.

The resources is not culturally offensive, but it also misses the mark for cultural inclusion.

Reviewed by Duane Bernard, Lecturer, Gettysburg College on 3/12/19

The text book covers all of the typical topics for this level of marketing. If there is any criticism it is that some topics are covered very sparsely. For example, the topic of subliminal messaging is given a few sentences. While it is not necessary to cover this in detail, the explanation provided may not be enough for students to understand what it is. I even had a student that commented on the lack of substance in some areas.

I did not come across any areas that were not accurate. It is written well.

The examples are somewhat dated. While it is perfectly fine to present historical examples, the "new" examples need to be updated. In addition, some of the links are broken.

I have not seen any issues with the understandability of the text. I have also not had any negative comments from students.

The text is consistent with its terminology.

The text is easily separated into subunits. I do not use it as a standalone assignment for reading, as I also have many cases and simulations. I have only directly assigned certain sections for homework. This works well.

The book follows the usual formatting and organization of most of these textbooks.

The only issue I have encountered is some broken links that refer to videos. I have not encountered any other issues.

Grammatical errors have not been found.

I have not detect any offensive content. I have not seen a lot that would be inclusive of other backgrounds.

This book is great as a supplement to other course materials such as cases and lecture. I believe its limitation is that it could go into more depth in many sections.

Reviewed by Lori Rumreich, Assistant Professor of Marketing, Marian University on 3/5/19

This book provides comprehensive coverage of marketing principles equivalent to other textbooks. There is very nice coverage of supply chain and logistics beyond many other principles books. The marketing plan section at the end is very useful. Overall there is a lot of content to choose from in this text that makes it easy to select what is needed. A searchable pdf in the downloaded format makes it easy to find content.

The content is accurate and unbiased. Some content may be out of date but with the rapid change happening in much of marketing, especially digital/social, that is to be expected.

The rapid pace of change in marketing, especially digital marketing/social media and media in general make it difficult for textbooks to stay up to date. Updates to these sections should be easy to make. The majority of the text is up-to-date and relevant. The use of review questions and key takeaways for sections are very helpful and reinforce learning of each concept.

This text provides practical and real world examples that are interesting and relevant. Writing style is clear and accessible. The use of pictures and the use of color for highlighting tables, charts, special sections, etc. add to the clarity and readability.

There is a consistent style throughout the text. Clear objectives are at the start of each section, key takeaways and review questions are at the end of each section. This creates a very consistent style that is easy to follow and should help with learning.

It would be nice to provide sub units or groups of chapters within a theme or section of marketing but this is not a requirement. Chapters can be easily divided where needed.

I would prefer that market research to be closer to the front of book. Market research is a first step in understanding customer needs, product features, markets, segments, promotion and ad concepts, etc. It seems out of place near the end of the text. Otherwise, the organization is logical and clear.

The searchable pdf version is very easy to navigate and use. The links to videos and other external content are accessible. All content appears clear and free from distortion. Having multiple formats, pdf, kindle, etc., available is a plus for this text.

The text contains no grammatical errors.

The text appears to be culturally relevant. There is good diversity in the photos shown in the text.

Reviewed by Rosemary Prince, Teaching Faculty III, Florida State University on 12/6/18

The concepts covered in Principles of Marketing - 2015 are appropriate for an introductory level course. The discussion of the 4 Ps as creating, communicating, delivering and exchanging provides an interesting perspective. An index and glossary... read more

The concepts, definitions and strategies are accurate and unbiased.

The general principles addressed are relevant. Examples should be updated and some links are no longer available. As noted in the learning objectives Social Media keeps changing and the text needs to be updated. Additionally, e-marketing should be expanded given the changes since 2010. The reference information provided with websites resources and examples and framework of the textbook allows for updating with more recent clips, research, templates, etc.

The text is very clear and terminology is easy to understand.

The framework is consistent with the concepts presented in an introductory level marketing text.

The text is presented in units within each chapter that can be separated and or combined with other units for specific learning assignments or extracted to supplement learning.

The topics in the text are presented in logical order for an introductory marketing text. The layout of the textbook including learning objectives, sequencing, terminology, key takeaways, questions and activities is well organized.

Downloading the text as a PDF, the images and charts were clearly visible. The navigation was straightforward and easy. The links to videos were accessible; however, some were no longer available.

Minor grammar errors were noted.

Updating the video examples would provide a more inclusive text.

Reviewed by Melodi Guilbault, Senior University Lecturer, NJIT on 5/21/18

The book covers all content generally covered in a Principles of or Introduction to Marketing course. The issue is that the content is old. The content is based on a text written in 2010. For example, there are only a few short paragraphs on... read more

The content appears to be accurate. I did not note any errors or any bias. But the content is dated.

Relevance/Longevity rating: 1

The content is dated. The content is adapted from a text written in 2010. There have been significant changes since 2010. Although there are a few more recent links most of the links are from before 2010.

The text is easy to read. Students should find the writing easy to follow. Terminology has been clearly explained.

The way the chapters are organized is consistent throughout the text.

The text is easily and readily divisible into smaller reading sections that can be assigned. This is generally done by chapters and units within the chapters.

The topics are presented in the same order as many Principles of or Introduction to Marketing texts.

I could not get any of the videos to open. Other than that I was able to easily navigate through the chapters. The hyperlinks took me to the appropriate text but it would be helpful to have a return button.

The text did not appear to contain any grammatical errors.

Cultural Relevance rating: 2

I did not note any direct effort to be inclusive in the examples provided.

I like the use of the alternative to the 4Ps. I find the 4Ps to be a dated paradigm and it was refreshing to see a different approach.

Reviewed by David C Taylor, Assistant Pofessor, University of Houston on 3/27/18

A very good comprehensive introduction for marketing. Also would serve as a great refresher text for upper-level marketing courses. read more

A very good comprehensive introduction for marketing. Also would serve as a great refresher text for upper-level marketing courses.

The text is very general, but provides accurate descriptions and overviews of concepts and marketing theory.

We could see more on e-marketing or the evolution of social media over traditional advertising. That said, as a primer on the subject of marketing, this is a great tool in lieu of students having to make a purchase.

Clear, easy to read and understand.

Consistency is strong and consistent across chapters.

I don't think molecularity is practical with an general overview text, unless you wanted to utilize some of the chapters as refreshers in broader topic on marketing.

organized consistently and flow is as with other marketing texts

I did not experience any difficulties

No major grammar issues were identified.

Again, a good primer, or refresh for an upper-level marketing course.

Reviewed by Mary Tripp, Business Faculty, St. Paul College on 2/1/18

The textbook covers the material found in the majority of introductory marketing textbooks. The topics covered are appropriate and the scope meets the basic needs of a principles of marketing course. A searchable index would add to the... read more

Content Accuracy rating: 3

Overall the accuracy of information, based on the publication date, is acceptable. The textbook is listed as published in 2015 on the Open Textbook Library site. However, the internal publication date is 2010. The internal date seems accurate based on the examples and citations used throughout the textbook. The books examples are all about 10 years old. In the world of marketing, that is a problem. The textbook has some grammatical and spelling errors but nothing that would prevent usage.

The textbook is listed as published in 2015 on the Open Textbook Library site. However, the internal publication date is 2010. The internal date seems accurate based on the examples and citations used throughout the textbook. The books examples are all about 10 years old. In the world of marketing, that is a problem. The subjects of pricing, product, and distribution would be easy to update in the text and/or provide supplements in the classroom. However, the promotion related chapters are very out of date in today's tech driven e-marketing and social media marketing world. If this book had been available in 2009 as an open resource, I would have used it. In 2018, it is unlikely that I would use this resource.

The clarity of the book is great. It is written in a straight forward manner that students would easily understand. The minor grammatical and spelling issues do not hinder the reader.

The consistency of the book meets expectations in regards to terminology and framework.

Each chapter has between 3-8 subsections that allows the material to be easily read by students.

The flow of the chapters is a positive element of the textbook. The organization of the book follows the same structure as many of the principles of marketing textbooks. The table of contents could be restructured to group chapters into subunits for greater student comprehension but it is a small detail.

The interface of the book demonstrated no problems other than the links to videos did not work.

The book contained minor grammatical errors but at a level that the average student would not notice.

Cultural Relevance rating: 1

The cultural relevance of the textbook needs attention. There are not many examples/photos that demonstrate a variety of races, ethnicity, or backgrounds.

1. The cover page and the initial first pages are dull and uninspiring. 2. Overall the textbook is visually dull and students would find the lack of visual interest to be a negative. 3. The examples and references are all at least 10 years old. 4. The text contains only three pages on social media. Not nearly sufficient in today's social media driven environment. 5. The textbook lacks examples of nonprofit organization.

Reviewed by Kristin Hagan, Associate Professor, Northern Virginia Community College on 6/20/17

This text includes all of the major learning objectives covered in an introduction to marketing class. The main topics include the definition of marketing, strategic planning, consumer behavior, the 4 Ps, offerings, marketing channels, selling, and overview of a marketing plan. The Table of Contents is easy to access; it serves as a helpful search function. The text is missing a glossary of terms; adding one could be beneficial to readers.

Definitions, principles, and concepts presented in the text are correct. In accordance with marketing principles, the facts presented in the text are true to point. The material was presented in an unbiased way and was primarily free of any grammatical errors.

The examples used in the text are up-to-date and relevant. The large number of real world examples given help the reader understand the learning objectives being presented. Revising these examples and other pertinent information in the text would not be an impossible task.

The layout and formatting of the material is clear and concise. The content of the book uses a lot of extended sentences that could be shortened to help the reader better understand the material. The terms and jargon used is relevant and up-to-date.

The text is extremely consistent in its terminology and framework. Its layout is consistent which makes each new chapter and section easily recognizable. Each chapter has review questions and key summery section which reiterates key points and acts as checkpoint for student.

The layout of the text is very modular. Each chapter is broken down into a minimum of three sections which makes the information very learner-friendly. Each section has a defined learning objective and review material at the end of the section.

The text is organized in a logical way where concepts taught at the beginning of the book are built upon later. The information presented flows well throughout the text. The Table of Contents is extremely beneficial and makes key topics easy to locate in the text.

I did not notice that the text featured any interface issues such as navigational problems, unclear images, or other distortions that would confuse the reader. The images and figures presented in the text are clearly visible to the reader. All images and figures can be enlarged if the viewer clicks on the displayed image.

There were few grammatical errors in the text.

This text presents real life examples relevant to mainstream culture and business in America. Depending on the audience, more culturally diverse examples may be more suiting. The text does a fairly good job of using conational business examples however, some of the images of people could be diversified.

The audio clips located throughout the online text are a nice edition that students reading a traditional textbook can not experience.

Reviewed by Oksana Grybovych, Associate professor, University of Northern Iowa on 12/5/16

The text would greatly benefit from a table of contents, glossary, and an index. Otherwise, most content areas are discussed rather thoroughly - even though, as the previous reviewer mentioned, the text is lacking in its application towards services and experiences marketing. Speaking of the latter, there is no discussion of marketing experiences as offerings even though this approach is very common these days.

This text seems to target the North American audience, and readers from elsewhere might not readily relate to the examples provided. The authors could also incorporate more examples from a nonprofit sector.

Most chapters are very relevant to the current marketing practices. However, the authors could consider including or expanding more on the subjects of sustainability (e.g. social corporate sustainability) as well as experience marketing.

Key concepts are well defined, but the structure and formatting of the text are somewhat confusing.

The text is structured around the framework that is outlined by the authors in chapter 1.

There are 16 chapters in the text, each of them is broken up into sections. Such structure makes it very manageable for the instructor to use the text in a typical North American semester.

Some of the chapters could be moved around to allow for a better flow of the contents.

The authors could consider moving all references to the end, as well as including a table of contents that the students could navigate (click on the headings), glossary, and an index.

Very few spelling/grammar errors.

It appears that this text is mainly designed for North American white audience, hence is lacking in its cultural relevance.

Overall this is a very good introductory text, I was happy to see the authors incorporate many important topics that are frequently omitted in other texts. At the same time, a few more important topics could be added, the formatting/ structure of the text revised, and more culturally relevant content added.

Reviewed by Chris Blocker, Assistant Professor, Colorado State University on 1/7/16

Principles of Marketing by Tanner & Raymond is a very comprehensive text, which addresses the full gamut of topics that an instructor might want to cover. It also offers nice integration of some topics that might normally be neglected, e.g.,... read more

Principles of Marketing by Tanner & Raymond articulates the core principles of marketing with accuracy and precision. There is a tight linkage (typically through use of web links) to established definitions (e.g., AMA) and conceptual frameworks (e.g., Product and Market Entry strategies) that have come to reflect the established body of marketing knowledge.

Principles of Marketing by Tanner & Raymond contains relevant and up-to-date themes based upon emerging paradigms (e.g., Service Dominant Logic) that are synthesized across the chapters.

One of the strengths of Principles of Marketing by Tanner & Raymond, which relates to its comprehensiveness, is the clarity offered for all the concepts presented. Key concepts are well-defined and presented in a plain language that is readily accessible to a wide audience.

Although, no unifying framework is offered to connect the chapters, there is an underlying common conceptual core offered within the Principles of Marketing by Tanner & Raymond

Another key strength of Principles of Marketing by Tanner & Raymond is the modularity. Chapters are broken up numerically and into "bite-size" chunks such that instructors would have an easy time assigning aspects of a chapter to modules.

Principles of Marketing by Tanner & Raymond follows the common flow of the vast majority of Principles texts by beginning with the organization and high-level strategies, then digging into consumer/buyer behavior, and finally, unpacking the marketing mix.

Navigation is easy for Principles of Marketing by Tanner & Raymond; however, some issues with fonts and size of text within images rendered some distractions

Principles of Marketing by Tanner & Raymond is well written and in an accessible style.

Principles of Marketing by Tanner & Raymond is not offensive in any way and does offer quite a few diverse examples. However, there is a heavy reliance on North American company examples, such that individuals in other cultures might have difficulty with some.

Principles of Marketing by Tanner & Raymond does a really nice job of offering a comprehensive and relevant marketing text that can easily be modularized by instructors. The authors have effectively integrated up-to-date examples that students will find interesting as well as integrated media (e.g., audio clips) and real life profiles (profiling an analytics manager at BNSF) to produce an engaging text.

Reviewed by Marina Jaffey, Instructor & Program Leader Marketing, Camosun College on 10/9/13

This American Principles of Marketing text covers all the key areas & ideas normally included in a first year College/University Introduction to Marketing course. There are 16 chapters in the text and most key topic areas are discussed relatively thoroughly, with the following exceptions: 1. Pricing 2. Retailing and Distribution as it relates to services Rather than structuring the text around the 4Ps or traditional Marketing Mix, the authors follow the premise that marketing is composed of four activities centered on customer value: creating, communicating, delivering, and exchanging value. The text does not include a Table of Contents, Contents in Brief, or Glossary and/or Index.

Marketing concepts are defined/explained/discussed accurately. All the examples are American, so not as relevant for Canadian students. Similarly, the Environmental Scan and ethical/legal segments are all based on American trends and laws/business practices. In general, the examples tend to focus on large corporations. More examples from medium/small businesses, as well as not-for-profits, would help to provide a broader perspective for students. Based on the scale below: content is accurate, but has a very American bias.

The content is up-to-date, with the exception of: 1. The three chapters on marketing communications. Marketing communications has been and is continuing to change rapidly, and as a result, it is difficult for text books to remain current. Having said this, I believe that it would be relatively easy to make regular updates to the marketing communications chapters. 2. Although the Distribution chapter is up-to-date, it is lacking in its coverage of distribution as it relates to services, as well as retailing. 3. Perhaps most importantly for Canadian students, is the fact that all the examples and all sections that relate to legislation/business practices in the current text are American. It would be more time consuming to up date the text to reflect the Canadian marketing environment.

Clarity rating: 3

Concepts are explained clearly in the body of the text. Ideas to increase retention are: 1. Include more visuals. The current charts/graphs are small and difficult to read. Many of the figures lack sufficient detail. Visuals serve to summarize concepts at-a-glance and help students to understand/recall a concept. 2. Provide a variety of examples to illustrate concepts. 3. Make better use of formatting to ensure students can see quickly key concepts and definitions on a page, for instance, make better use of headings & subheadings and include key concept definitions in the margins of the page. 4. In addition to the summaries at the end of each section within a chapter, include a final end of chapter summary.

Yes, the text is internally consistent in terms of terminology and framework. The text presents the marketing mix in terms of four activities or components of marketing: creating, communicating, delivering, and exchanging value.

There are 16 chapters in the text which corresponds nicely with a typically 14 week semester. The order of the chapters in the text is as follows: Ch. 1 - What is Marketing? Ch. 2 - Strategic Planning Ch. 3 - Consumer Behaviour Ch. 4 - Business Buying Behaviour Ch. 5 - Market Segmenting, Targeting, & Positioning Ch. 6 - Creating Offerings Ch. 7 - Developing & Managing Offerings Ch. 8 - Using Marketing Channels to Create Value for Customers Ch. 9 - Using Supply Chains to Create Value for Customers Ch. 10 - Gathering and Using Information: Marketing Research & Market Intelligence Ch. 11 - Advertising, IMC, and the Changing Media Landscape Ch. 12 - Public Relations & Sales Promotions Ch. 13 - Professional Selling Ch. 14 - Customer Satisfaction, Loyalty, and Empowerment Ch. 15 - Price Ch. 16 - The Marketing Plan It would be easy and straight forward for an instructor to change the order that these topics are covered in a semester, should he/she wish to do that.

Two changes I recommend are: 1. Put ch. 15 - Price right after ch. 7 - Developing & Managing Offerings. Pricing is a very important marketing concept, and it makes most sense to discuss how to price products/services/offerings right after they are covered in the text. 2. Move ch. 10 - Marketing Research to right after ch. 2 - Strategic Planning. Ch. 2 covers environmental scanning, so it is important for students to learn how to research trends and find information required for planning. Otherwise, the order of the chapters is fine.

Interface rating: 2

I have been working with a print version of the text. A suggestion to make navigation through the print version easier would be to include a Table of Contents, Contents in Brief, and Index/Glossary at the end. Images/charts are small and difficult to read in the print version. Many subheadings sit alone at the bottom of a page. Need to format so that a subheading appears with some or all of the body copy. Also, some chapters begin on the same page that the previous chapter ends. It would be better to start a new chapter on a new page. In several instances, whole pages were simply lists of sources. It is important to cite sources, however it would be better to include these lists of sources at the end of a chapter, rather than in the middle of a chapter.

There are relatively few grammatical or spelling errors. Please see complete list of errors in attached document.

Although the text is not culturally offensive in any way, I believe there could be more examples that reflect a variety of races, ethnicities, and backgrounds. The text mentions that there is a profile of a marketing professional at the beginning of each chapter - this is not the case (no profiles are included). Including profiles of marketing professionals from a variety of races, ethnicities, and backgrounds would be one way of addressing this weaknesses. It would also be appropriate to profile different types of organizations to illustrate marketing concepts/business practices amongst different cultural groups. As mentioned earlier, this is an American text so all examples are American.

Overall this text covers all the key topic areas relevant to a first year college/university overview marketing course. Most topics are covered in an appropriate amount of depth, with a few exceptions including pricing and services marketing. Learning Objectives are included at the start of each segment within a chapter, but not at the start of a chapter. Learning Objectives are all at the lowest two levels of Bloom's Taxonomy - Knowledge (i.e. Describe...) and Comprehension (i.e. Understand...) http://www.coun.uvic.ca/learning/exams/blooms-taxonomy.html The Review Questions and Key Takeaways which appear at the end of each segment within a chapter and the Discussion Questions and Activities at the end of each chapter are generally good and provide students with ways to test understanding and apply relevant concepts. This is an American text, so an instructor would need to provide his/her students with a variety of Canadian examples, as well as Canadian content related to environmental scanning and business practices. All Introduction to Marketing texts offered by publishers provide extensive support materials for instructors and students. I'm not aware of any support materials that come with this text. There are formatting issues which have been mentioned earlier in this review, that would need to be addressed. This review originated in the BC Open Textbook Collection and is licensed under CC BY-ND.

Chapter 1: What is Marketing?
Chapter 2: Strategic Planning
Chapter 3: Consumer Behavior: How People Make Buying Decisions
Chapter 4: Business Buying Behavior
Chapter 5: Market Segmenting, Targeting, and Positioning
Chapter 6: Creating Offerings
Chapter 7: Developing and Managing Offerings
Chapter 8: Using Marketing Channels to Create Value for Customers
Chapter 9: Using Supply Chains to Create Value for Customers
Chapter 10: Gathering and Using Information: Marketing Research and Market Intelligence
Chapter 11: Integrated Marketing Communications and the Changing Media Landscape
Chapter 12: Public Relations, Social Media, and Sponsorships
Chapter 13: Professional Selling
Chapter 14: Customer Satisfaction, Loyalty, and Empowerment
Chapter 15: Price, the Only Revenue Generator
Chapter 16: The Marketing Plan

Ancillary Material

About the book.

Principles of Marketing teaches the experience and process of actually doing marketing – not just the vocabulary. It carries five dominant themes throughout in order to expose students to marketing in today's environment:

Service dominant logic — This textbook employs the term "offering" instead of the more traditional First "P" — product. That is because consumers don't sacrifice value when alternating between a product and a service. They are evaluating the entire experience, whether they interact with a product, a service, or a combination. So the fundamental focus is providing value throughout the value chain, whether that value chain encompasses a product, service, or both.

Sustainability — Increasingly, companies are interested in the impact they are having on their local community as well as the overall environment. This is often referred to as the "triple bottom line" of financial, social, and environment performance.

Ethics and social responsibility — Following on the sustainability notion is the broader importance of ethics and social responsibility in creating successful organizations. The authors make consistent references to ethical situations throughout chapter coverage, and end of chapter material in most chapters will encompass ethical situations.

Global coverage — the authors deliberately entitled Chapter 1 "What is Marketing?" Whether it is today's price of gasoline, the current U.S. presidential race, or Midwestern U.S. farming, almost every industry and company needs strong global awareness. And today's marketing professionals must understand the world in which they and their companies operate.

Metrics — Firms today have the potential to gather more information than ever before about their current and potential customers. That information gathering can be costly, but it can also be very revealing. With the potential to capture so much more detail about micro transactions, firms should now be more able to answer "well, what this marketing strategy really worth it?" And "what is the marketing ROI?" And finally, "what is this customer or set of customers worth to us over their lifetime?"

Contribute to this Page

5 Marketing Concepts Explained

Table of Contents

What is Marketing?

Marketing is the art and process of building, managing and maintain an exchange relationship; where you start with attract the customers, establishing a relationship with them, and finally maintaining it by satisfying their needs.

That customer can be other businesses or the consumers; therefore, marketing can be business to business or business to consumer depending upon the situation. The ultimate function of marketing is the same, and that is to establish a relationship with customers and satisfy their needs by meeting their demands.

For instance, telecommunication creates a marketing strategy that first attracts and convinces people to use their calls, messaging, and internet packages. Once people start using, then they ask them to rate their service by giving them stars.

What are the Marketing Concepts?

The marketing concept is a process when a company plans and implements to maximize profit by increasing sales, satisfying customer’s needs and beating competitors. The purpose is to create a situation that benefits both parties; customer and the company.

The idea of the marketing concept is to anticipate and satisfy the needs and wants of customers better than the competitors. The marketing concepts were originally derived from the book of Adam Smith, Wealth of Nation. It remained unknown to the world until the 21st century.

To fully understand the marketing concept, first, we have to understand needs, wants, and demands;

Needs – it is something necessary for the existence of life, many adverse things can happen without it. The worst-case scenario would be death. Needs comprises of many things; like food, shelter, security, social belonging, self-development, self-esteem, and respect.
Wants – wants are our wishes and desires that what we want in life, our social setup and culture shape our wants.
Demands – when our wishes, needs, and wants are backed by our capability to pay, then they become demands.

5 Marketing Concepts

There are as many marketing concepts as many businesses running in the world. Some of those concepts exist today and the others have become obsolete. However, there are five core marketing concepts also known as marketing management philosophies.

Production Concept

The production concept is one of the earliest marketing concepts where the company focuses on the efficiency of its production processes. It is to produce the products cheaper to make it available to the mass population. The focus of the production concept is on the quantity, not the quality of the products.

Production concept started in the mid of 1950s, and it follows the Says Law. It states that supply creates demand in the market. According to this law, when a business manufactures a product, then it doesn’t need to advertise its products, it would sell itself.

The law became popular is because it was at a time when there was no technology and media, and people used to travel less. Salesman in the shop used to be the only seller, and there were few manufacturers in the market. There used to be a limited variety of products in the market, whatever comes in the market, and then it would have been sold.

Product Concept

The core idea of the product concept is to produce cheaper products because the customers won’t pay much price for the products or services. The companies that follow the product concept, manufacture the product on a mass scale and they make a profit out of the economies of the scale.

When businesses produce low-cost products, then they follow a vast distribution strategy to reach more audiences. By targeting more people, they can increase their productivity by expanding their market.

In the product concept , marketers do not give any importance to the needs and wants of the customers. Their main focus is to produce more and more product, quantity matters, not the quality. Customers are usually unsatisfied with the poor quality of the products.

The product concept was famous at a time when there was no competition in the market, whatever you bring in the market, people would take it. Ford was the first vehicle company; it started delivering more vehicles in the market. People bought it because it was the only product available at the time.

Selling Concept

As the name implies the idea of selling concept is to sell the company’s product through large scale marketing and promotional activities, it doesn’t whether they fulfill customers’ needs or not.

The focus of the management in this approach is to complete the transaction of sale; they think that their job is done once they sell their product. Instead of building and maintaining a long terms relationship with the customer, so the customer would come back again.

Sale concept is a very risky strategy because it’s based on a very weak notion that the company should sell whatever they’re producing, instead of meeting customer’s demands.

In this strategy, marketers think that if customers don’t like the company’s product, then they’ll buy something else and forget about their old shopping experience. The whole idea of sale concept is based on the false assumption, that the customers don’t remember their past shopping experience.

Blood donations and insurance policies fall in the category of sale concept, where the marketer thinks that their job is done after completing the transaction.

Marketing Concept

The marketing concept is customer-oriented. It puts customers in the middle of the marketing process, finding out customers’ needs and wants, then satisfying those needs better than the competitors.

In this approach, the marketer says that the customer is always right and his needs and wants should come first. Here the marketing strategy focuses on making a profit by meeting the needs and wants of customers

It follows a very simple strategy that marketers do not look for the right customers of their product; instead, they produce the right product for their customers. Marketers try to bridge the gap between the customers and the company’s products.

When you compare the marketing concept with the sale concept, then you find a huge difference between both of these strategies. It won’t be wrong if you say that these two strategies at two opposite extreme poles.

Societal Marketing Concept

The idea of the societal marketing concept is based on the welfare of the whole society because it questions the strategy of the marketing concept. What customers want, it doesn’t mean that it would be good for them in the long term. What you want, and what is good for you and society as a whole, are two completely different things.

The article touches upon ideas that relate to sustainable marketing with a societal marketing concept. It states the high demand and extensive budget for emerging carbon dioxide extracting technologies that greatly align with society's sustainability interests. @Jenkins11Mason https://t.co/FkBL4397FA — Thomas G. (@ThomasG46253813) February 5, 2020

For instance, we all like sweet, spicy and fast foods. We all want the same things whenever we go out, but it doesn’t mean that it’s good for our health as well, and the health of the whole society.

The purpose and aim of the societal marketing concept is to make companies realize that they have a social and environmental responsibility, and that’s much bigger than their short terms sales and profit goals. Companies should produce and operate towards a sustainable future for the whole society, companies are a part of the society and they should behave like one.

Production, product, and sale concept have become obsolete in most of the fields; they only exist in some fields only. Today’s market follows the marketing concept of meeting and fulfilling customers’ needs and wants, but environmental challenges are questioning the whole strategy of the marketing concept.

The societal marketing concept is right to some extent that what’s good for an individual and good for the whole society are completely different things. Marketers should create a marketing strategy to keep in mind the societal and environmental factors as well because there won’t be any business activity without society. Therefore, society’s needs should come first.

About The Author

Ahsan Ali Shaw

Marketing91

The 5 Marketing Concepts explained in detail (Updated 2023)

June 7, 2023 | By Hitesh Bhasin | Filed Under: Marketing

Table of Contents

What are the 5 Marketing Concepts?

There are 5 different concepts of marketing , each of which varies in the function they carry and the way they promote a product or a service within an organization. Each of these concepts was developed as per the need of the market . The 5 Marketing concepts are

Production concept
Product concept
Selling concept
Marketing concept
Societal marketing concept

Marketing concepts are the ideas or assumptions upon which marketing decisions are based. Marketing managers use market research and customer feedback to develop assumptions about customers’ needs and wants. These concepts guide marketing strategy and help companies create products that satisfy customer demand. Marketing concepts can be divided into three categories: needs, wants, and demand.

Needs are the basic human requirements, such as the need for food, water, and shelter. Wants are the desires that people have for specific products or services. Demand is the amount of a given product or service that people are willing to buy at a given price. Marketing managers must understand these concepts in order to develop effective marketing strategies. They use market research to learn about customer needs and wants, and they use this information to create products that satisfy demand.

How have Marketing concepts evolved?

The Marketing concept is one of the oldest concepts in marketing. It evolved over time as a response to changes in the business environment.

The concept had its roots in the Industrial Revolution when mass production made it possible to produce large quantities of goods at a low cost. This led to a sharp increase in competition , and companies began to look for ways to differentiate their products from those of their rivals.

When world war 2 was over, the Marketing mix was formalized by Neil Borden. A marketing mix is nothing but a strategy that is used to identify & satisfy customers’ needs. The marketing mix is also known as the 4Ps of marketing- Product, Price, Place & Promotion.

During the 1950s, the marketing concept was widely accepted as a business philosophy. The marketing mix approach was also gaining popularity during this time. In the 1960s, the marketing concept became the dominant business philosophy in the USA. The marketing mix approach was also used by many companies to achieve their business goals .

In the 1970s, the marketing concept was adopted by many countries around the world. This led to the development of global marketing strategies. This approach was also used to develop international marketing plans.

In the 1980s, the Marketing mix approach was replaced by relationship marketing . Relationship marketing is a concept that emphasizes the need to build long-term relationships with customers. This approach was used to develop customer loyalty and repeat business .

In the 1990s, Marketing mix approach was again replaced by the concept of holistic marketing . Holistic marketing is an approach that takes into account the entire customer experience . It was used to develop customer-centric marketing plans.

In the 21st century, the marketing mix approach has been replaced by integrated marketing . Integrated marketing is an approach that takes into account all aspects of the marketing mix. It is used to develop comprehensive marketing plans that are designed to meet the needs of the customer.

The Marketing Concept is the philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs, better than the competition. Marketing managers using this concept believe that by doing this they will be able to generate long-term sustainable success for their firm. The Marketing Concept is also sometimes called Customer Orientation or Marketing Management Orientation.

The Pillars of Marketing

The five pillars of marketing are

1. Customer Needs and Wants

The first step in the Marketing Concept is to understand what customers need and want. This can be done through market research. Marketing managers must then create a unique value proposition that meets these needs and wants better than the competition.

2. Integrated Marketing

Marketing managers must integrate all aspects of the marketing mix to create a comprehensive marketing plan . This plan must be designed to meet the needs of the customer.

3. Customer Relationship Management

Marketing managers must develop long-term relationships with customers. This can be done through effective customer service , loyalty programs , and relationship marketing.

4. Marketing Orientation

Marketing managers must be focused on the needs of the customer. They must be able to identify and satisfy these needs better than the competition.

5. Continuous Improvement

Marketing managers must continuously strive to improve the marketing mix. They must also constantly monitor customer needs and wants and make changes to the marketing mix as needed.

The 5 Main Marketing Concepts

There are five marketing concepts and they are as follows

1. Production concept

The production concept is the oldest and most basic marketing concept. The objective of the production concept is to achieve high sales volume and produce products that are low in cost and easy to manufacture. This concept is often used by businesses that have a large amount of excess capacity.

The production concept focuses on operations and is based on the belief that consumers will be more inclined to acquire goods that are readily accessible and can be purchased for less than competing items of the same type. This idea emerged as a consequence of 1950s early capitalism, during which time businesses were preoccupied with efficiency in manufacturing in order to maximize profits and expand capacity.

The key to success was viewed as mass production, which reduced costs through economies of scale and increased efficiency through the use of specialized equipment and assembly line techniques. Marketing strategies were focused on persuading customers that the products offered were superior in quality and value to those of competitors.

Example- Henry Ford ’s Model T Car

A good example of the production concept in action is Henry Ford’s production of the Model T car. Ford’s focus was on mass production and efficiency. He was able to reduce costs by using assembly line techniques and specialized equipment. His marketing strategy was focused on persuading customers that the Model T was superior in quality and value to other cars on the market. This strategy was very effective and helped to make the Model T one of the best-selling cars of all time.

2. Product concept

The product concept is the idea that businesses should focus on creating products that are superior in quality and features to those of their competitors. This concept holds that if a business can create a better product, then customers will be more likely to buy it.

The key to success is viewed as offering a superior product to optimize customer satisfaction . Marketing strategies are focused on persuading customers that the product is superior in quality and features to those of competitors. It gives heed to what the customers want.

The focus was on improving the quality of the product so that it would be more appealing to customers. Marketing strategies were focused on persuading customers that the product was superior in quality and features to those of competitors.

Example- Development of iPhone

A good example of the product concept in action is Apple ’s development of the iPhone. Apple’s focus was on creating a superior product in terms of quality and features. Its marketing strategy was focused on persuading customers that the iPhone was superior in quality and features to other smartphones on the market. This strategy was very effective and helped to make the iPhone one of the best-selling smartphones of all time.

3. Selling concept

The selling concept is the idea that businesses should focus on selling products, regardless of quality or customer needs. This concept holds that if a business can sell a product, then it will be successful .

The key to success is viewed as selling the product. Marketing strategies are focused on persuading customers to buy the product, regardless of quality or customer needs. The selling concept is used when the customer is unwilling to buy or there is an oversupply of the product.

The focus was on selling as many products as possible, regardless of quality or customer needs. Marketing strategies were focused on persuading customers to buy the product, irrespective of quality or customer needs.

Example – Infomercials

A good example of the selling concept in action is the development of infomercials. Infomercials are designed to sell products, regardless of quality or customer needs. They are typically very long and often include a celebrity endorsement . The goal of an infomercial is to persuade customers to buy the product, regardless of quality or customer needs. This strategy can be very effective, as evidenced by the fact that many products are sold through infomercials every year.

4. Marketing concept

In the marketing concept , gaining a company ’s ability to compete and maximize profits by marketing its services as offering greater value to consumers than its rivals is the aim.

The marketing concept focuses on finding out what your target market wants, understanding their requirements, and satisfying them as efficiently as possible. This is often known as the “customer-first mentality.” Digital marketing is one of the latest

Marketing strategies revolve around creating value for the customer and then communicating that value to the customer. The key to success is viewed as creating value for the customer and then communicating that value to the customer. The marketing concept is used when a company wants to maintain long-term relationships with its customers.

Example – Amazon Prime Service

One of the best marketing concept examples is Amazon’s development of the Amazon Prime service. Amazon’s focus was on creating value for customers by offering free two-day shipping on all Prime orders. Its marketing strategy was focused on communicating the value of Prime to customers and persuading them to sign up for the service. This strategy was very effective and helped to make Amazon one of the largest online retailers in the world.

5. Social or Societal marketing concept

The Societal Marketing Concept is about convincing individuals to change their behavior for the greater good of society. The societal concept holds that businesses should focus on creating products that are beneficial to society, rather than just focusing on profits.

Marketing strategies are focused on persuading customers to buy the product for the benefit of society, rather than just for the customer’s benefit. The key to success is viewed as creating products that are beneficial to society. The social marketing concept is used when a company wants to change customer behavior for the benefit of society.

The societal marketing concept also entails environmental protection, allowing companies to preserve the environment and conserve natural resources from being depleted. Companies that improve their sustainability are working toward a future where everyone may live healthily and productively as a result of the improved use of technology.

Example- Anti-Smoking Campaign

A good example of social marketing in action is the anti-smoking campaign that was launched by the American Lung Association. This campaign was designed to persuade people to quit smoking for the benefit of their health and the health of those around them. The campaign was very effective and helped to reduce the number of smokers in the United States.

Video on the Five Marketing Concepts

How to choose the right Marketing Concept for your business?

There are a few things you should consider when choosing the right marketing concept for your business marketing process . First, you need to decide what your goals are. Do you want to increase profits, change customer behavior, or both?

Once you know your goals, you can start to look at different marketing concepts and see which one best aligns with your goals. If you want to increase profits, the marketing concept or the social marketing concept may be best for you. The societal marketing concept may be a better fit if you want to change customer behavior.

Finally, you need to consider your resources. Do you have the time and money to implement a successful marketing campaign ? If not, you may want to choose a simpler concept that you can execute effectively.

Marketing concepts are important for businesses to understand and use effectively. The right marketing concept can help you achieve your goals and improve your bottom line . Choose the concept that best fits your goals and resources, and you’ll be on your way to success.

In marketing, there are many different concepts that businesses use to guide their marketing efforts. Marketing concepts help businesses decide what products or services to offer, how to price them, and how to promote them.

By understanding and using marketing concepts, businesses can create successful marketing plans that will help them achieve their goals. Marketing concepts are essential for businesses of all sizes, and there is a concept to fit every business’s needs.

If you’re not sure which marketing concept is right for your business, take some time to research the different options. There are many resources available that can help you learn about the different marketing concepts and how to use them. Once you’ve decided which concept is right for your business, you can begin implementing it into your marketing plan.

This was all about the Concepts of Marketing .

Liked this post? Check out the complete series on Marketing

Objectives of Marketing Plan Explained in Detail
What is Sales Growth? Sales growth Explained in Detail
What is Retail sales? Explained in detail
The Importance of Language Explained in Detail
Process In Marketing Mix – Concepts & Types Of Processes
Me too Marketing Explained
Reverse Marketing Explained with Examples
What is Sports Marketing? Explained and discussed in details
What is Direct-to-Consumer? DTC Marketing Model Explained
4 A’s of Marketing Explained With Their Types

About Hitesh Bhasin

Hitesh Bhasin is the CEO of Marketing91 and has over a decade of experience in the marketing field. He is an accomplished author of thousands of insightful articles, including in-depth analyses of brands and companies. Holding an MBA in Marketing, Hitesh manages several offline ventures, where he applies all the concepts of Marketing that he writes about.

All Knowledge Banks (Hub Pages)

Marketing Hub
Management Hub
Marketing Strategy
Advertising Hub
Branding Hub
Market Research
Small Business Marketing
Sales and Selling
Marketing Careers
Internet Marketing
Business Model of Brands
Marketing Mix of Brands
Brand Competitors
Strategy of Brands
SWOT of Brands
Customer Management
Top 10 Lists

Wat of the customer concept

discuss the view that the marketing concept is the holy ‘leitmofit'(i.e. theme) of the marketing faith; since it attest to the centrality of customers as key to attaining an organizations objectives

is concept the same thing as “terms “

Dear anni, terms and concepts are different terminology. Concepts are ideas put forward by various marketing think tanks over the years.

can you tell me about the Target,positioning,and segmentation

I want summary marketing management orientations for 9-10 lines . please kindly reply.

Hi. links to each of the marketing orientations is given in the above article such as production concept, marketing concept etc.

can you tel me about the concept of marketing in travel and tourism

Thats a huge topic but i will try to cover the same soon. Its a good topic :) Thanks for the tip.

@ Asad Hayat – try this link – https://www.marketing91.com/difference-segmentation-targeting-positioning/ Difference between segmentation, targeting and positioning.

HOW TO EXPLAIN OUR PRODUCT TO CUSTEMBER

this is very easy first at all you have to know tat all of the specification regarding this product …u dont feel nervous if custumer asked anyy query regarding this product .nd maintain p.d attitude behave e.t.c

Good work,these concepts are very helpful to me thank you.

research about marketing concept (basic and applied)

what is the difference between the consumer concept and marketing concept?

Thanks for sharing this article. This article is well explained and easy to read.

Merci pour votre travail

can you explain what is the difference between segment marketing and target marketing.,,what are all the factors affecting the target marketing.

faithfully Muhammed Ajmal N

Hii. Well, lets take the example of Geographic segmentation.

Now you have decided on a particular geography where you want to start your chain of restaurants. It might be your own state, country. So your segment is decided. Thats segment marketing. You may use demographic, geographic or any different forms of segmentation. More on segmentation here – https://www.marketing91.com/4-types-market-segmentation-segment/

Now your target audience might be the affluent people of that area, in which case you need to have a posh restaurant. Or you might be targeting youngsters, in which case you may think of a fast food restaurant or a franchise. So once you have decided your segment, you do target marketing.

The final part of this is positioning, where you use the ambiance, the marketing etc to position yourself correctly between competitors. The combination of all this is known as “Segmentation, targeting and positioning”. It is one of the important concepts of marketing.

What about wholistic concept

Hi am lungie I would to know if co-concepts of marketing is the same thing as concepts of marketing

Please can you elaborate on the concept of marketing with the context of its main functions in transport

What is the different between concept of marketing and marketing concept?

Good article

is marketing concept different from philosophy of marketing.

can I know who is the author for this website…? its for reference puporse.

What are the concepts of sales

What are the implications of the above management concepts?

with a named product about to be produced by company, explain how you will develop five concepts for the new product

excellent Content Thanks for the Help.I have learned a lot by reading your content.Thank You very Much

Please can u briefly explain to me about, diffrence between production concept and product concept

Nice information.

I consider myself fortunate to have a link to this site … I hope to get full support on the marketing topic from this site. Many thanks and good luck to you…

Basic Marketing Fundamentals: The 7 Ps of Marketing (Infographic)

What is Marketing?

Marketing encompasses the strategies and tactics brands use to promote their products and services to consumers. Everything from market research to writing ad copy falls within the realm of marketing.

At first glance, marketing even a single product or service can seem like an enormous challenge. You understand the value of your offering – but how do you show it to consumers? And how can you ensure they actually pay attention to your message? Creating a successful marketing strategy is all about getting to know your audience, analyzing consumer behavior and acting on it appropriately.

But before we dive into things, let’s start with some basic marketing fundamentals.

The marketing fundamentals we’ll cover in this article are:

Physical Evidence.

A Visual Guide to the Fundamentals of Marketing

Basic Marketing Fundamentals: The 7 Ps of Marketing

In the late 20th century, marketing thought leaders developed the concept of the “Marketing Mix,” a set of concepts and tools that help companies achieve their objectives within a market. At the core of this model are the four Ps:

Product: What are you selling? A shiny new business widget? A hand-crafted luxury item? Chicken tacos? Whatever it is, you’ll need to think about how to package or present it. Marketers should be familiar with all the features and specifications of the products they sell.
Price: To determine how much your product should cost, you’ll need to do some research. Learn how your competitors price their offerings, and understand how much consumers are willing to pay.
Promotion: These days, marketers have many channels through which to promote their products. From radio ads to social media banners, you’ll need to decide which are right for your brand.
Place: Your customers need to be able to find and purchase your product. Can they buy your product online? Do they need to visit a store? Additionally, you’ll need to consider how much inventory to hold and where to keep it. These days, inbound marketing strategies rely on engaging content to bring customers to you (or your website).
People: Optimal customer service is going to get you return customers and referrals, both of which can ultimately convert sales. Having a strong team for marketing communication is a great way to showcase your brand reputation, solve problems on the fly and connect with your customers so they continue to come back for more.
Process: Creating and promoting a valuable product is essential, but the delivery process is almost just as critical for ensuring your competitive advantage. Your delivery process needs to have efficiency and reliability in mind, both from the perspective of your own team and your customers.
Physical Evidence: We work from a digital ecosystem, which means that having a physical store or office outside of your home isn’t as common as it used to be. But having physical evidence of your brand is key. In this case, it could be your website, social media presence or email newsletters. Physical evidence can also include branding and packages related to your product or service.

Staying Up-to-Date With the Latest Marketing Trends

A good marketer never stops learning.

Though basic marketing fundamentals may remain steady over time, the specific strategies businesses deploy are affected by a number of factors, such as:

Changing consumer demographics: Younger generations of people may respond to different appeals, compared with older generations. Customer opinions can greatly influence your content strategy.
Emerging technology: Mobile devices, voice search and other developments offer new ways for marketers to reach their customers.
Fluctuating market conditions: The global economy is in constant flux; what was affordable to consumers yesterday may be out of reach tomorrow.
Cultural shifts: Political and social movements shape the way consumers view companies and their offerings.

How do you forecast these changes? They can shift gradually over long periods of time, especially in the case of technology adoption. You can’t just put a finger to the wind and determine what the next trend will be.

That’s when you turn to expert advice. Blogs are a great place to start. Those of us embedded in the world of marketing every day share our experiences, analyze reports and make educated predictions about the future of marketing.

Subscribe to The Content Marketer

Get weekly insights, advice and opinions about all things digital marketing.

Thank you for subscribing to The Content Marketer!

This is Marketing: You Can’t Be Seen Until You Learn to See

By Seth Godin

Books every marketer should read: This is Marketing

If you’re just getting into marketing, know that Seth Godin is a name you’ll see a lot. His website, online courses and lectures are hugely popular. In this book, Godin shares his wisdom on digital marketing and teaches lessons on how to build great brands.

Notable quote: “Some dog owners want gluten-free food, loaded with high-value placebos. But let’s not get confused about who all this innovation is for. It’s not for the dogs. It’s for us.”

Good to Great: Why Some Companies Make the Leap and Others Don’t

By Jim Collins

Though published in 2001, Jim Collins’ best-selling book on what makes companies great is still relevant today. The insights found in this book are drawn from 28 in-depth analyses of companies that either became great or succumbed to mediocrity.

Notable quote: “The good-to-great companies made a habit of putting their best people on their best opportunities, not their biggest problems. The comparison companies had a penchant for doing just the opposite, failing to grasp the fact that managing your problems can only make you good, whereas building your opportunities is the only way to become great.”

Building a StoryBrand: Clarify Your Message So Customers Will Listen

By Donald Miller

Effective marketing appeals to customers the way a great story appeals to an audience. Donald Miller’s book takes storytelling elements and applies them to the world of business.

Notable quote: “Brands that help customers avoid some kind of negativity in life (and let their customers know what that negativity is) engage customers for the same reason good stories captivate an audience: they define what’s at stake.”

Content: The Atomic Particle of Marketing

By Rebecca Lieb

Strategic advisor Rebecca Lieb describes how content has evolved to be the most important aspect of a marketing strategy. This book walks readers through the evolution of new media and how it’s shaped how marketers connect with consumers today.

Notable quote: “The culture of content is arising not just because brands are publishers, but because employees are publishers, too. Some will shrug this off as noise rather than signal, but the proliferation of channels, platforms and devices is further enabling employees to speak on behalf of the brand.”

Now that you have more knowledge about the basics of marketing, consider learning more about how to craft a winning blog post or about how to connect your marketing strategy to your sales goals .

Marketers must be comfortable with a trial-and-error approach to their work, but the more you learn and study the greats, the quicker you’ll see success. Good luck!

Editor’s Note: Updated January 2022.

Alexander Santo

Share this article

Get our weekly newsletter

Alexander Santo is a Brafton writer living in Washington. He enjoys searching for the perfect cup of coffee, browsing used book shops and attending punk rock concerts.

How To Boost Your Brand With White Label Content Marketing

You’ve heard it a thousand times before: “Digital marketing is a fast-paced world.” It’s cliche, but it’s true. Producing high quality content, such as articles, videos, emails and social posts takes time and resources, but it’s necessary to reach the right audience with the right message at the right moment. The simple truth is that… Read more »

Brand Attributes: What They Are and How To Define Yours (Infographic)

Brand attributes are inherently and intentionally part of your brand. Here’s what this looks like in action.

The Content Marketer

Get the latest content marketing updates delivered directly to your inbox with our weekly newsletter.

Assignment on concepts of marketing

M arketing Concept

Marketing activities should be carried out under a well-thought-philosophy of efficiency, effectiveness and social responsibility. Marketing concept or philosophy means that what will be the organization‘s philosophy to produce and distribute their products or services among the customer effectively and efficiently.

However, there are six philosophies or concepts of marketing. These are mentioned bellow-

The Production Concept.
The Product Concept.
The Selling Concept.
The Marketing Concept.
The Customer Concept.
The Societal Marketing Concept.

The Production Concept

The production concept is one of the oldest concept s in business. The production concept says that consumers will prefer those products that are widely available and highly affordable. Managers of production oriented should concentrate on achieving high production efficiency, low costs and mass distribution. They assume that consumers are primary interested on the availability and low prices of the product. It is also use when the company tries to expand its market.

Example: Intel follows the production concept. They produce and distribu8te their microprocessor according to this concept.

The Product Concept

The product concept holds that the consumers will favor that product that offers the most quality, performances and innovative features. Managers in these organizations focus on making superior products and improving over time. They assume that the buyers admire well-made products and can evaluate the quality and performance.

Example: Mercedes Benz and Roles Royce they always trying to improve their product’s quality they believes that the quality of the product should be first whatever the price is.

The Selling Concept

The selling concept holds that consumers and business, if left alone, will ordinarily not buy enough of the organization’s products. The organization must, therefore undertake an aggressive selling and promotion effort. This concept assumes that the company has a whole battery of effective selling and promotion tools to stimulate more buying.

Example: Political parties, Insurance companies and so also real state business companies.

The Marketing Concept

The marketing concept says that the organization should determine the needs and wants of the target markets and deliver the desired satisfaction more effectively and efficiently than the competitors do.

The marketing concept rests on four pillars-

Target Market
Customer Needs
Integrated Marketing
Profitability

Example: United airlines follow the customer concept to run their organization. They said that “You are the Boss”

The Customer Concept

The customer means that the organization should focus on individual customer needs and wants to achieve profitable growth through capturing customer share, loyalty and lifetime value.

Example: Bank like “Standard Chartered.”

The Societal Marketing Concept

The societal marketing tells that the organization’s task is to determine the needs, wants and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors in the way that preserves or enhances the customer’s well-being.

The societal marketing concept calls upon marketers to build social and ethical considerations into their marketing practices. They must balance and juggle the often conflicting criteria of company profits, consumer want satisfaction and public interest.

Example: British America Tobacco

S hort run Marketing

Among all the six concepts of marketing the easier concept to adopt in short run is the selling concept.

The selling concept is practiced most aggressively with unsought goods, goods that buyers do not think of buying, such as insurance, funeral plots etc. These industries have practiced various sales techniques to locate prospects and hard sell them on their products benefits.

Most organization practice selling concept when they have overcapacity. Their aim is to sell what they make rather than make what the market wants. In most modern industrial economics, productivity capacity has been built up to a point where the most markets are buyer markets (the buyers are dominant) and sellers have to scramble for customer.

The selling concept does not consider what the customer wants, what is the quality of the product. They believe in push selling. They believe customer will buy the product if they always pushed to buy it.

Marketing based on hard selling or selling through pushing customer carries high risks. It assumes in selling concept that customer who are coaxed into buying a product will like it; and that if they do not, the y will not bad-mouth it or complain to consumer organizations and will forget their disappointment and buy it again. These are indefensible assumptions.

Study showed that dissatisfied customers may bad-mouth the product to ten or more acquaintances; and today bad news travels faster and further with the internet.

So these are the reason for why selling concept for short term. It will be so tough to push sell a product for a long period in the time of communications supper highway.

L ong run Marketing

Selling concept is appropriate for short run and rest five concept of marketing are some how suitable for long run marketing. But in the question of best it is clear that the societal marketing concept is the best among all the concept of marketing.

So the consumers are getting the most priority and so also the environment and in the total the social welfare and wellbeing of people. What the consumers will do they will be interested about those organization who’s are environment friendly and so also providing the highest quality in a reasonable price.

This concepts call upon the marketers to balance three considerations.

Company profits
Consumer wants satisfaction
The public interests.

In the societal marketing concept the organization is always trying to do some extra for the customer and trying to build a relationship. This will help the organization to run the business for the long time. Because by doing some extra for the consumers they are creating a good impact into the consumers mind so obviously it will bring good result for the organization in future. This is why the societal marketing concept is best for long run.

Term Paper on Company Law

Relevance Feedback

Discuss on Industrial Glassware

Discuss on Brand Marketing Assessment

Annual Report 2016-2017 of Tata Steel

Biography of Édouard Manet

About Randomness

The Bata Heritage

Bulky additions may make Inexpensive Solar Cells Live Longer

Presentation on Training and Development in Robi Company LTD

Metamaterial Absorber

Regenerative Braking – an energy recovery mechanism

Researchers Investigate how we Experience Bitter Tastes

Researchers discovered the Oldest Undisputed evidence of Earth’s Magnetic Field

Negative Thermal Expansion (NTE)

Thermal Expansion

As an Amazon Associate we earn from qualifying purchases.

This book may not be used in the training of large language models or otherwise be ingested into large language models or generative AI offerings without OpenStax's permission.

Want to cite, share, or modify this book? This book uses the Creative Commons Attribution License and you must attribute OpenStax.

Access for free at https://openstax.org/books/principles-marketing/pages/1-unit-introduction

Authors: Dr. Maria Gomez Albrecht, Dr. Mark Green, Linda Hoffman
Publisher/website: OpenStax
Book title: Principles of Marketing
Publication date: Jan 25, 2023
Location: Houston, Texas
Book URL: https://openstax.org/books/principles-marketing/pages/1-unit-introduction
Section URL: https://openstax.org/books/principles-marketing/pages/10-references

© Jan 9, 2024 OpenStax. Textbook content produced by OpenStax is licensed under a Creative Commons Attribution License . The OpenStax name, OpenStax logo, OpenStax book covers, OpenStax CNX name, and OpenStax CNX logo are not subject to the Creative Commons license and may not be reproduced without the prior and express written consent of Rice University.

Faculty Resources

Assignments.

The assignments for Principles of Marketing build on one another and culminate in the submission of a finished marketing plan. If you import this course into your learning management system (Blackboard, Canvas, etc.), the assignments will automatically be loaded into the assignment tool. They can be used as is, modified, or removed. You can preview them below:

Assignments and Alignment

Submit Marketing Plan Template ; Module 2: Marketing Function
Marketing Plan, Part I ; Module 4: Marketing Strategy
Marketing Plan, Part 2 ; Module 9: Branding
Complete Marketing Plan ; Module 13: Promotion: IMC
Marketing Plan Peer Review ; Module 14: Marketing Globally
Marketing Plan Presentation ; Module 15: Marketing Plan

Because the assignments are designed to cover multiple course modules, we recommend that you (1) review them for alignment with specific sequence in which you teach your course, (2) adapt them as necessary to ensure alignment, and (3) move each assignment to the module that corresponds with the week in which your students will complete them.

The following discussion assignments will also be preloaded (into the discussion-board tool) in your learning management system if you import the course. They can be used as is, modified, or removed. You can preview them below:

Discussion Assignments and Alignment

Module 1 Discussion: Self-Introduction ; Module 1: What is Marketing?
Module 2 Discussion: Analyzing Marketing Efforts ; Module 2: Marketing Function
Module 5 Discussion: Analyzing Social Responsibility ; Module 5: Ethics and Social Responsibility
Module 7 Discussion: Customer Profile ; Module 7: Consumer Behavior
Module 8 Discussion: Positioning and Differentiation ; Module 8: Positioning
Module 10 Discussion: Product Strategy ; Module 10: Product Marketing
Module 11 Discussion: Pricing Strategy ; Module 11: Pricing Strategy
Module 12 Discussion: Distribution Strategy ; Module 12: Place: Distribution Channels
Module 13 Discussion: Marketing Campaign Concept ; Module 13: Promotion: IMC
Module 14 Discussion: Global Marketing ; Module 14: Marketing Globally

Waymaker Principles of Marketing course learning outcomes cover a variety of topics related to marketing, culminating in creating a marketing plan. The recommended set of performance assessments in the Waymaker Marketing course includes a combination of submitted assignments and discussion forums, through which students develop content that contributes to the creation of their own marketing plans. Additional discussion assignments, beyond the ones automatically included in this course, are also available in a single Microsoft Word document. Download additional discussion assignments here.

Assignments. Provided by : Lumen Learning. License : CC BY: Attribution
Pencil Cup. Authored by : IconfactoryTeam. Provided by : Noun Project. Located at : https://thenounproject.com/term/pencil-cup/628840/ . License : CC BY: Attribution

Academia.edu no longer supports Internet Explorer.

To browse Academia.edu and the wider internet faster and more securely, please take a few seconds to upgrade your browser .

Enter the email address you signed up with and we'll email you a reset link.

We're Hiring!
Help Center

Unit 2: Marketing Essentials Assignment title: "A1: Marketing Concepts and Internal Relations"

2018, Khanh Michael

Margin Size

Download Page (PDF)
Download Full Book (PDF)
Periodic Table
Physics Constants
Scientific Calculator
Reference & Cite
Tools expand_more
Readability

selected template will load here

This action is not available.

13.30: Assignment- Complete Marketing Plan

Last updated
Save as PDF
Page ID 48218
Lumen Learning

$ \newcommand{\vecs}[1]{\overset { \scriptstyle \rightharpoonup} {\mathbf{#1}} } $

$ \newcommand{\vecd}[1]{\overset{-\!-\!\rightharpoonup}{\vphantom{a}\smash {#1}}} $

$ \newcommand{\id}{\mathrm{id}}$ $ \newcommand{\Span}{\mathrm{span}}$

( \newcommand{\kernel}{\mathrm{null}\,}\) $ \newcommand{\range}{\mathrm{range}\,}$

$ \newcommand{\RealPart}{\mathrm{Re}}$ $ \newcommand{\ImaginaryPart}{\mathrm{Im}}$

$ \newcommand{\Argument}{\mathrm{Arg}}$ $ \newcommand{\norm}[1]{\| #1 \|}$

$ \newcommand{\inner}[2]{\langle #1, #2 \rangle}$

$ \newcommand{\Span}{\mathrm{span}}$

$ \newcommand{\id}{\mathrm{id}}$

$ \newcommand{\kernel}{\mathrm{null}\,}$

$ \newcommand{\range}{\mathrm{range}\,}$

$ \newcommand{\RealPart}{\mathrm{Re}}$

$ \newcommand{\ImaginaryPart}{\mathrm{Im}}$

$ \newcommand{\Argument}{\mathrm{Arg}}$

$ \newcommand{\norm}[1]{\| #1 \|}$

$ \newcommand{\Span}{\mathrm{span}}$ $ \newcommand{\AA}{\unicode[.8,0]{x212B}}$

$ \newcommand{\vectorA}[1]{\vec{#1}} % arrow$

$ \newcommand{\vectorAt}[1]{\vec{\text{#1}}} % arrow$

$ \newcommand{\vectorB}[1]{\overset { \scriptstyle \rightharpoonup} {\mathbf{#1}} } $

$ \newcommand{\vectorC}[1]{\textbf{#1}} $

$ \newcommand{\vectorD}[1]{\overrightarrow{#1}} $

$ \newcommand{\vectorDt}[1]{\overrightarrow{\text{#1}}} $

$ \newcommand{\vectE}[1]{\overset{-\!-\!\rightharpoonup}{\vphantom{a}\smash{\mathbf {#1}}}} $

Resubmission recommendation: We recommend giving students an initial due date to complete Part 3 of the Marketing Plan after Module 13: Promotion: IMC. Then, after students have received some instructor feedback, in lieu of a final exam, we recommend allowing the students to revise and resubmit their final, improved Marketing Plan with a final due date prior to the end of term.

Student Instructions: Complete the following information about the organization and products and/or services you will focus on as you develop a complete marketing plan throughout the course. You may need to do research to get answers to the questions below. The subject for this assignment should be the organization and products and/or services you identified for the Marketing Plan, Parts 1 and 2 Assignments.

When you submit this assignment, you should submit it as a complete marketing plan, including all your work from Marketing Plan Assignments, Parts 1 and 2. All elements of your marketing plan should be complete. You may incorporate improvements to earlier sections of the plan, based on prior feedback from your instructor.

Marketing Mix (Four Ps)

Product strategy.

Briefly describe your product or service. Where is it in the product life cycle? What recommendations do you have for improving the offering to fit your target market’s needs? Be sure to consider:

What level of quality and consistency does the offering have?
How many features does it have and can they be removed or added?
How well does your product or service deliver what the customer values? How can it improve?
What improvements would help your offering compete more effectively?

Pricing Strategy

How is your product or service priced today? How does this compare to competitors, assuming competitors are at or near break-even point with their pricing? Analyze pricing alternatives and make recommendations about pricing going forward based on the following:

How sensitive are your customers to changes in price?
What revenue you need to break even and achieve profitability?
What does the price says about your product in terms of value, quality, prestige, etc.?

Place: Distribution Strategy

What is your current distribution strategy? What missed opportunities or disconnects are you seeing in this distribution approach? Make recommendations about your future distribution strategy based on the following:

What are the best distribution channels and methods for you to use, and why?
Will you have a retail outlet and if so, where will it be located?
In what geographic area(s) will your product/service be available?

Promotion: Integrated Marketing Communications Strategy

Use the template below to lay out your design for a marketing campaign aimed at your target segment.

How will you achieve your goal? What promotional or engagement strategies will you use? Think creatively about campaigns you’ve seen for companies or brands that have caught your attention, and how your campaign will make an impact on your target audience. Will your campaign influence? Engage? Educate? Nurture? Build awareness? Etc.

Example: Use email marketing, social media and a sales promotion (prize drawing at conference) to encourage veteran attendees to post online about their experiences and plans for attending the user conference using the event hashtag. Use these testimonials to amplify dialogue about the conference (via social media), build awareness (via email marketing, Web site and targeted digital advertising) and convince peers they should attend.

In consideration of the of your previous analysis, you need to identify at least one goal for the campaign.

Describe the target segment for your campaign.
What is the goal you want to achieve with the campaign?
What is your call to action?
Make sure your goal is S.M.A.R.T. (specific, measurable, attainable, realistic, and timed.)
Audience: HR professionals who are casual and power-users of Chumber systems
Increase event registration by 20% by the start date of the annual user conference.
Call to action: Register online today.

Identify the primary message for your campaign, 2-3 message pillars and proof points for each. Be sure to include a call to action that helps to achieve your goal. Remember that messages should align reinforce your positioning statement. Be sure to include a call to action that helps to achieve your goal.

Primary Message: The annual user conference provides phenomenal value for training, professional development, peer networking and learning how to get the most out of your investment.
Message Pillar: This conference welcomes you into a dynamic, well-connected and highly competent professional community.
Proof Point: Veteran attendees return year after year because it is recharges their skills, knowledge and professional networks.
Call to Action: Register online today.

Promotional Mix and IMC Tools

Identify the key marketing communication methods and specific IMC tools you will use in your marketing campaign. How will you use each of these tools? Look for ways different methods and tools can build on each other: advertising, direct marketing, public relations, digital marketing, guerrilla marketing, personal selling, sales promotion.

Digital Marketing

Web site: Add testimonials from prior attendees, event hashtag, rolling hashtag Tweets box, social media buttons to make registration easy to share via social media

Direct Marketing

Email marketing: Reach out to prior year’s attendees who are already registered. Ask them to post about plans to attend upcoming conference. Conduct email campaign with target audience list to generate awareness, interest, desire to attend conference.

Sales Promotion + Digital Marketing

Contest/giveaway: Offer giveaway where Facebook, Twitter and LinkedIn posts trigger entries in a “conference evangelist” contest/giveaway to take place at conference opening session, one entry per social media tool per day

Sales Alignment

At what point(s) in the sales process (or sales funnel) does this campaign operate? Sales process stages are: 1) generate leads; 2) build relationships/discover needs; 3) present solution/resolve concerns; 4) close the sale; 5) monitor and follow up. How does your campaign support sales activity?

Measurement (KPIs—Key Performance Indicators)

How will you measure the success of the campaign? Select 3-6 KPIs (key performance indicators) that you will measure. Briefly explain why each KPI you select will be a good indicator of whether your campaign is successful.

Examples of KPIs:

Total sales/revenue
New/incremental sales
Number of qualified leads generated
Net Promoter Score
Web site unique visitors
Number of registrations/sign-ups
Impressions – views of content
CTR – click through rate
Engagement – comments, likes, shares, pageviews, video views
Followers – social media (Facebook, Twitter, LinkedIn, YouTube)

Budget: List marketing budget and resources required to execute your marketing campaign, and estimate what it will cost. Include items such as labor, materials and other expenses such as: print materials, online media tools or development, public relations services, design services, content development services, space or equipment rental, etc. Also, estimate the increased sales or revenue the campaign will generate for the company.

Add additional rows as needed.

Estimated campaign impact: [insert]

Action Plan

Outline the specific activities you must complete in order to execute your marketing campaign. Each element of your integrated marketing communications plan should be listed as a separate activity. List actions in the order they need to take place for the plan to be successful: first things first, later steps last. Follow-up activities and evaluation of campaign effectiveness also should be captured in this action plan. For the purposes of setting due dates in this action plan, you should assume you must complete the marketing campaign within 3–12 months.

Risk Factors

Contingency plans and risk management: You should consider the possible risks to your business and make contingency plans to address them. You note some possible risks under the “weakness” and “threats” sections of your SWOT analysis. Identify steps you can take to either reduce risks or work around them if they occur.

Executive Summary

Do this section last. This short summary should provide a holistic overview of your marketing plan. All of this information is covered in more detail in the rest of the marketing plan. For the Executive Summary, provide a clear, concise overview of the following points:

Company Description

Briefly description the organization and offerings (products and/or services) your marketing plan focuses on, and the problem(s) they solve.

Target Segment

Identify and briefly describe your target segment.

Competitive Advantage

Explain your organization’s competitive advantage.

Positioning Statement

Provide the positioning statement your marketing plan will apply.

Marketing Plan Objectives

List the objectives of marketing plan: What will it accomplish? Be as specific as possible: anticipated increase in sales, profits, market share, etc.

Sample Grading Rubric

Marketing mix (four ps) grading rubric.

Total points possible for Marketing Mix (Four Ps): 10 pts.

Goal Grading Rubric

Total points possible for Goal: 5 pts.

Approach Grading Rubric

Total points possible for Approach: 5 pts.

Messages Grading Rubric

Total points possible for Messages: 15 pts.

Promotional Mix and IMC Tools Grading Rubric

Total points possible for Promotional Mix and IMC Tools: 15 pts.

Sales Alignment Grading Rubric

Total points possible for Sales Alignment: 10 pts.

Budget Grading Rubric

Total points possible for Budget Grading: 10 pts.

Action Plan Grading Rubric

Total points possible for Action Plan: 10 pts.

Risk Factors Grading Rubric

Total points possible for Risk Factors: 10 pts.

Executive Summary Grading Rubric

Total points possible for Executive Summary: 10 pts.

Total points possible for Complete Marketing Plan Assignment (Marketing Mix Four Ps, Approach, Goal, Messages, Promotional Mix and IMC, Sales Alignment, Budget, Action Plan, Risk Factors, and Executive Summary) Tools: 100 pts.

Contributors and Attributions

Assignment: Complete Marketing Plan. Provided by : Lumen Learning. License : CC BY: Attribution

Your company may already be a member. View our member list to find out, or create a new account .

Forgot Password?

Content Library

You can search our content library for case studies, research, industry insights, and more.

You can search our website for events, press releases, blog posts, and more.

Boosting In-Housing ROI: Harnessing the Power of Creative Storytelling

By Brian Radin May 15, 2024

As brands increasingly bring creative functions in-house, they gain greater control over their storytelling, boost efficiencies, costs, and accelerate their time-to-market. This approach provides a cohesive platform for developing creative concepts that can scale across channels, whether it’s brand marketing, social media, or e-commerce.

You're Almost There

Free content, premier events, training, industry leadership, and more — all the insights and resources you and your brand need to drive growth.

Already have an account? The industry's best insights and resources await:

No Account?

Use your business email address to create your free account ; if you're a member through your company, we'll know.

Members can access their benefits as soon as they sign up and log in.

Not a Member?

You can still create a free account to access the latest from our online publication, ANA Magazine , receive content and special event offers through our newsletters, get breaking industry updates, and so much more.

The content you're trying to see is available to:

All Logged-In Visitors

Discover everything the ANA can do to help drive growth for your organization. Connect with our membership team.

IMAGES

5 Different Types Of Marketing Concept Made Simple W/ Examples
5 Basic Marketing Concepts Explained with Examples [2022] (2022)
The 5 Concepts of Marketing explained in detail (Updated 2023) (2023)
Tips for Writing the Best Marketing Assignment That Students Can Use
Core Concepts of Marketing PowerPoint and Google Slides Template
Marketing strategy infographic 10 steps concept Vector Image

VIDEO

PRINCIPLES OF MARKETING
Be Kind (Product Placement Project)
Marketing Assignment Advertisement
Marketing Management & Ethics In Marketing Assignment Discussion
NPTEL AI IN MARKETING ASSIGNMENT ANSWERS WEEK-11| ReasoningwithAbhishek001 #ReasoningwithAbhishek001
NPTEL AI IN MARKETING ASSIGNMENT ANSWERS WEEK-7

COMMENTS

Principles of Marketing
Basic marketing concepts are covered with sufficient depth, but newer concepts are missing (like digital marketing). Content Accuracy rating: 4 Some of the information is dated: for example, most would agree that we are not in the relationship era of marketing, but the textbook states that we are in an undefined era (which would have been true ...
What are the 5 Marketing Concepts Explained with Examples
Some of those concepts exist today and the others have become obsolete. However, there are five core marketing concepts also known as marketing management philosophies. Production Concept. The production concept is one of the earliest marketing concepts where the company focuses on the efficiency of its production processes.
11.1 The Marketing Concept
The marketing concept is the use of marketing data to focus on the needs and wants of customers in order to develop marketing strategies that not only satisfy the needs of the customers but also the accomplish the goals of the organization. An organization uses the marketing concept when it identifies the buyer's needs and then produces the ...
1.4 Evolution of the Marketing Concept
Learning Outcomes. By the end of this section, you will be able to: 1 Describe the production concept.; 2 Define the product concept.; 3 Discuss the selling concept.; 4 Explain the marketing concept.; 5 Summarize the societal marketing concept and its features.; The Evolution of Marketing. So now you've gotten the bird's-eye view of marketing as a practice, and you now know what marketing is.
The 5 Marketing Concepts explained in detail (Updated 2023)
Production concept. Product concept. Selling concept. Marketing concept. Societal marketing concept. Marketing concepts are the ideas or assumptions upon which marketing decisions are based. Marketing managers use market research and customer feedback to develop assumptions about customers' needs and wants.
1.4: Evolution of the Marketing Concept
The Marketing Concept. The marketing concept was built on the premise that an organization will achieve its goals when it satisfies the needs and wants of the consumer. As a result, firms began to focus on customer needs before developing products, rather than developing products and then trying to "sell" them to consumers.
1.1 Marketing and the Marketing Process
The marketing process refers to the series of steps that assist businesses in planning, analyzing, implementing, and adjusting their marketing strategy. Do an internet search for "steps in the marketing process," and you'll immediately see that some websites outline a 10-step process, whereas others propose a 4-step or 6-step process.
Fundamentals of Marketing
A Visual Guide to the Fundamentals of Marketing Basic Marketing Fundamentals: The 7 Ps of Marketing. In the late 20th century, marketing thought leaders developed the concept of the "Marketing Mix," a set of concepts and tools that help companies achieve their objectives within a market. At the core of this model are the four Ps:
Assignments
The assignments for Principles of Marketing build on one another and culminate in the submission of a finished marketing plan. If you import this course into your learning management system (Blackboard, Canvas, etc.), the assignments will automatically be loaded into the assignment tool. They can be used as is, modified, combined with your own ...
28.23: Assignment- Marketing Mix Examples
28.23: Assignment- Marketing Mix Examples. 28.22: Assignment- Hit Your Target. 28.24: Module 12- Marketing. Page ID. Open Pedagogy Assignments are assignments in which students use their agency and creativity to create knowledge artifacts that can support their own learning, their classmates' learning, and the learning of students around the ...
Module 13 Assignment: Marketing Mix Examples
All of the assignments can be created with a cell phone camera or any video recording device, Google or Word documents, and your learning management system. In the Marketing Function module, we cover the 4Ps: Products, Promotion, Place, and Price. Even if you haven't had experience with marketing, you have a lot of experience as a customer.
4.23: Assignment- Marketing Plan, Part I
4: Marketing Strategy. Expand/collapse global location. 4.23: Assignment- Marketing Plan, Part I. Page ID. Lumen Learning. Lumen Learning. Student Instructions: Complete the following information about the organization and products and/or services you will focus on as you develop a complete marketing plan throughout the course.
PDF Marketing Plan Lesson 1: What's My Market?
class, or take-home assignment. The teacher suggests that students can use this project as a practice run to develop a marketing plan for the business plan competition. The teacher then describes the structure of the module, and the expectations from today's lesson. Today, we will analyze the market. Now, to analyze your
PDF Unit 1 Introduction to Marketing and Its Concepts
1.3.3 The Product Concept. The product concept is somewhat different from production concept. Whereas the production concept seeks to win markets and profits via high volume of production and low unit costs, the product concept seeks to achieve the same result via product excellence - improved products, new products and ideally designed and ...
The 14 Steps to Writing a Great Marketing Assignment
Gathering real life examples to use throughout your assignment is essential for a number of reasons: 1 - Expands your knowledge. 2 - Provides insights into what other organisations are doing ...
Assignment on Marketing Concept
Assignment. Basic objective of this assignment is to explain Marketing Concept. Marketing Concept insist of some elements, they are: Combining in an efficient way each of the resources of the firm to produce a product or service, Understanding the environment and the needs of consumers, Meeting the needs of customers with products or services ...
Assignment on concepts of marketing
The marketing concept says that the organization should determine the needs and wants of the target markets and deliver the desired satisfaction more effectively and efficiently than the competitors do. The marketing concept rests on four pillars-. Target Market. Customer Needs. Integrated Marketing.
Ch. 10 References
1.1 Marketing and the Marketing Process; 1.2 The Marketing Mix and the 4Ps of Marketing; 1.3 Factors Comprising and Affecting the Marketing Environment; 1.4 Evolution of the Marketing Concept; 1.5 Determining Consumer Needs and Wants; 1.6 Customer Relationship Management (CRM) 1.7 Ethical Marketing; Chapter Summary; Key Terms
Assignments
Assignments. The assignments for Principles of Marketing build on one another and culminate in the submission of a finished marketing plan. If you import this course into your learning management system (Blackboard, Canvas, etc.), the assignments will automatically be loaded into the assignment tool. They can be used as is, modified, or removed.
Unit 2: Marketing Essentials Assignment title: "A1: Marketing Concepts
Colgate's marketing strategy is one thing that gives the company a big share of the other two rivals, let's take a look at how clever the way the brand is, through this assignment report I am going to demonstrate the key roles and responsibilities of the marketing function and analyze the roles, responsibilities of marketing in the context of ...
Assignment Marketing Concept PDF
assignment marketing concept.pdf - Free download as PDF File (.pdf), Text File (.txt) or read online for free. The document discusses 5 marketing concepts: 1) Production Concept, 2) Product Concept, 3) Selling Concept, 4) Marketing Concept, and 5) Societal Marketing Concept. It provides examples and explanations of each concept. The key difference between the Selling Concept and Marketing ...
13.30: Assignment- Complete Marketing Plan
The subject for this assignment should be the organization and products and/or services you identified for the Marketing Plan, Parts 1 and 2 Assignments. When you submit this assignment, you should submit it as a complete marketing plan, including all your work from Marketing Plan Assignments, Parts 1 and 2.
International marketing assignment 1
International marketing is the performance of business activities designed to plan, promote and direct the flow of a company's goods and services to consumers or users in more than one nation for a profit (cateora, Graham and Salwan 2008). According to Brassington and Pettitt (2006) it is concerned with marketing across national boundaries.
GROUP ASSIGNMENT MARKETING 2024 (docx)
Business document from Asia Pacific University of Technology and Innovation, 5 pages, BM012-3-MKG Group Assignment Page 1 of 5 Test Specification Table CLO1 Describe the concepts related to marketing which conFinal Examination tribute to an organisation's success in meeting the needs of its customers effectively (C2, PL01) CLO2 Explain the
Contracting Concepts: Assignment of Claims
Let's posit that the Assignment of Claims is for $500,000, and the company owes the government $100,000. If there is a "no-setoff commitment," then the bank will be paid the entire $500,000 once the contractor's work is completed. Without the no-setoff commitment, the government in this scenario would pay the bank $400,000 and keep the ...
Boosting In-Housing ROI: Harnessing the Power of Creative Storytelling
As brands increasingly bring creative functions in-house, they gain greater control over their storytelling, boost efficiencies, costs, and accelerate their time-to-market. This approach provides a cohesive platform for developing creative concepts that can scale across channels, whether it's brand marketing, social media, or e-commerce.
How teachers started using ChatGPT to grade assignments
A new tool called Writable, which uses ChatGPT to help grade student writing assignments, is being offered widely to teachers in grades 3-12. Why it matters: Teachers have quietly used ChatGPT to grade papers since it first came out — but now schools are sanctioning and encouraging its use. Driving the news: Writable, which is billed as a ...

Principles of Marketing

Formats Available

Table of Contents

Ancillary Material

Contribute to this Page

5 Marketing Concepts Explained

What is Marketing?

What are the Marketing Concepts?

5 Marketing Concepts

Production Concept

Product Concept

Selling Concept

Marketing Concept

Societal Marketing Concept

About The Author

Ahsan Ali Shaw

The 5 Marketing Concepts explained in detail (Updated 2023)

What are the 5 Marketing Concepts?

How have Marketing concepts evolved?

The Pillars of Marketing

1. Customer Needs and Wants

2. Integrated Marketing

3. Customer Relationship Management

4. Marketing Orientation

5. Continuous Improvement

The 5 Main Marketing Concepts

1. Production concept

2. Product concept

3. Selling concept

4. Marketing concept

5. Social or Societal marketing concept

Video on the Five Marketing Concepts

How to choose the right Marketing Concept for your business?

Related posts:

About Hitesh Bhasin

All Knowledge Banks (Hub Pages)

Basic Marketing Fundamentals: The 7 Ps of Marketing (Infographic)

What is Marketing?

A Visual Guide to the Fundamentals of Marketing

Basic Marketing Fundamentals: The 7 Ps of Marketing

Staying Up-to-Date With the Latest Marketing Trends

Subscribe to The Content Marketer

Further Reading: The Best Marketing Books To Have on Your Shelf

This is Marketing: You Can’t Be Seen Until You Learn to See

Good to Great: Why Some Companies Make the Leap and Others Don’t

Building a StoryBrand: Clarify Your Message So Customers Will Listen

Content: The Atomic Particle of Marketing

Alexander Santo

Recommended Reading

How To Boost Your Brand With White Label Content Marketing

Brand Attributes: What They Are and How To Define Yours (Infographic)

The Content Marketer

Assignment on concepts of marketing

M arketing Concept

Term Paper on Company Law

Relevance Feedback

Discuss on Industrial Glassware

Discuss on Brand Marketing Assessment

Annual Report 2016-2017 of Tata Steel

Biography of Édouard Manet

About Randomness

The Bata Heritage

Bulky additions may make Inexpensive Solar Cells Live Longer

Presentation on Training and Development in Robi Company LTD

Metamaterial Absorber

Regenerative Braking – an energy recovery mechanism

Researchers Investigate how we Experience Bitter Tastes

Researchers discovered the Oldest Undisputed evidence of Earth’s Magnetic Field

Negative Thermal Expansion (NTE)

Thermal Expansion

Faculty Resources

Assignments and Alignment

Discussion Assignments and Alignment

Unit 2: Marketing Essentials Assignment title: "A1: Marketing Concepts and Internal Relations"

Related Papers

Margin Size

13.30: Assignment- Complete Marketing Plan

Marketing Mix (Four Ps)

Pricing Strategy

Place: Distribution Strategy