marketing concept presentation

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Use the links below to download the individual decks:

• Module 1: What Is Marketing?
• Module 2: Marketing Function
• Module 3: Segmentation and Targeting
• Module 4: Marketing Strategy
• Module 5: Ethics and Social Responsibility
• Module 6: Marketing Information and Research
• Module 7: Consumer Behavior
• Module 8: Positioning
• Module 9: Branding
• Module 10: Product Marketing
• Module 11: Pricing Strategies
• Module 12: Place: Distribution Channels
• Module 13: Promotion: Integrated Marketing Communication (IMC)
• Module 14: Marketing Globally
• Module 15: Marketing Plan
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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

30 Free Marketing Presentation Templates with Modern Design

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Updated: July 14, 2022

Today, we decided to take a deep dive and handpick presentation resources for your marketing projects . If you are a marketer or you need to design and prepare a presentation for your marketing team, look no further. Below we’ve listed 30 free marketing presentation template resources so you won’t need to start from scratch. Some are multipurpose business templates with designated marketing sections, while others are directly designed for marketing plans. There’s something for every marketer.

In the meanwhile, you can take a look at our collection of inspiring marketing web designs that can help you find ideas for your new website.

1. Free Social Media Marketing PowerPoint Template

The template offers slides for presenting social media data. It includes slides for buyer persona, a timeline to explain the evolution of your company, and graphs and tables to analyze your competitors and growth.

• 100% editable and easy to modify
• 38 different slides to impress your audience
• Contains easy-to-edit graphics such as graphs, maps, tables, timelines, and mockups
• Compatible with PowerPoint and Google Slides

2. Free Drinks Campaign Presentation Template

A beer day campaign free template that allows you to grab a beer and start preparing a great marketing presentation that will appeal to everyone. Cheers!

• 32 different slides
• Contains easy-to-edit graphics such as graphs, maps, tables, timelines and mockups
• Includes 500+ icons and Flaticon’s extension for customizing your slides
• Designed to be used in Google Slides and Microsoft PowerPoint

3. Free Virtual Campaign Presentation Template

Designed to look kawaii and colorful, this marketing presentation template has sections about your company, content plan, market analysis, budget, or KPI overview.

• A creative design that looks like browser windows
• 30 different slides to impress your audience
• Available in five colors: pink, orange, blue, purple, and green
• Contains easy-to-edit graphics, maps and mockups

4. Free Cyber Monday Presentation Template

The theme of this marketing template revolves around Cyber Monday. Plus, the contrast between the black backgrounds and the light blue and pink tones is pure eye candy.

• 33 different slides to impress your audience
• Available in five colors: blue, green, yellow, pink, and orange
• Contains easy-to-edit graphics and maps

5. Free Ethical Marketing Presentation Template

If the topic of ethics is what you want to discuss with your company’s managers, this template is ideal for the purpose.

• 35 different slides to impress your audience

6. Free Spark Business PowerPoint Template

This free template includes 20 semi-transparent illustrations of different concepts: security, social networks, bitcoin, and more.

• Fully editable. Add your own content, change colors and pictures
• 25 slides with tips for better presentations
• Design with a dark background and transparent illustrations
• With lots of free resources included: graphs, maps, tables, and diagrams

7. Free Stylish Pitch Deck Presentation Template

Emilia is a multi-purpose business and marketing template with a clean and formal design, with several variations for each slide layout.

• Fully editable. Easy to change colors, text, and photos
• 25 different slides with tips to improve your presentation
• Professional design in yellow and navy blue
• Feature-rich theme with examples of styles for graphs, charts, and tables

8. Free AI Tech Agency Presentation Template

This presentation design focuses on technology with its high-tech abstract backgrounds. The template gives a futuristic vibe and plays around with neural networks and the depth of field. To present your services, the evolution of your digital marketing agency, and your clients, there are many different layouts just for you to choose from.

• A futuristic template with abstract backgrounds
• 23 different slides to impress your audience

9. Healthy Fruits Marketing PowerPoint Template

This free marketing template for your next health foods campaign has a fresh style with a fruity design.

• 25 different slides to impress your audience
• Available in five colors: Orange, purple, blue, pink, and green

10. Food Campaign Presentation Template

Food is the main element of the design, with watercolor drawings of fruit and vegetables.

• A marketing campaign presentation with watercolor illustrations of food
• 27 different slides to impress your audience
• Available in five colors

11. Free Summer Campaign Presentation Template

A summer vibes template for creating presentations about your marketing plan.

• 24 different slides
• Contains editable graphics and maps
• Includes 1000+ icons divided into 11 different themes for customizing your slides
• Designed to be used in Google Slides and PowerPoint

12. Aqua Marketing Plan Presentation Template

The free Aqua watercolor marketing plan template is a good choice if your message has to do with water or the environment.

13. Lettering for Marketing Presentation Template

Nothing like catching your audience’s attention with designer lettering that makes them associate it with your brand.

14. Free Online Marketing Plan PowerPoint Template

This is an editable online marketing plan template, with  Free PDF & PPT download , that addresses these questions:

• Who is your target?
• How do you plan to reach them?
• How will you retain them after?
• Who are your competitors?
• How can you make your business stand out?

15. Free Colorful Statistics Presentation Template

This free template is specifically designed for presenting data results or statistics.

• 25 different slides

16. Free Food Marketing Campaign Presentation

A modern marketing template for presentations of companies in the food industry.

17. Connections – PowerPoint Presentation Template

The theme of this template fits social media, science, or connection topics.

• Professional and corporate design with a connected dots background

18. Free Multi-Purpose Presentation Template

A free multi-purpose Powerpoint template, designed in a modern minimalist style. Perfect for presenting your brand, company, or startup with this fresh-looking template.

19. Free Business Planning PPT Presentation Template

Business presentation template with SWOT analysis, social media analysys, grant charts and other marketing slides.

• Compatible with PowerPoint

20. Company Profile Presentation Template

Company Profile is a free multi-purpose PowerPoint template and is free for personal and commercial use it is a great option to present your marketing agency to your potential clients.

• Compatible with PowerPoint and Keynote

21. Dark Multipurpose Presentation Template

Another rich multi-purpose template with marketing slides. The free sample version offers 10 slides.

22. Free Multipurpose Presentation Marketing Template

A very rich multi-purpose template with marketing and social media analysis slides. The free sample consists of 10 slides.

23. Free Blue Marketing Presentation

Marketing presentation with isometric illustrations on business, marketing, and technology topics. Offers 25 fully-editable slides.

• Fully editable
• Clean design with isometric illustrations

24. Free SEO Strategy PPT Template

This neon purple gradient presentation has slides to explain your SEO strategy thanks to graphs, diagrams, diagrams, maps, and lists.

• 35 different slides
• Includes 500+ icons and Flaticon’s extension

25. Free Corporate Presentation Template

A free Corporate Powerpoint template with 6 premade slides. This corporate presentation theme is perfect for any business presentation. This PPT template is designed in a modern style, with fresh color combinations, giving the feeling of a more professional presentation.

26. Free Official Protocol Campaign Presentation Template

A corporate template with geometric shapes, dark backgrounds, and subtle gradients. It features layouts for explaining things such as budget, promotion, or distribution, as well as images that will reinforce your points.

27. Free Wedding Planner PPT Template

This is a free presentational template to adapt to wedding marketing plans if you’re in an event planning services field. It has an effective classy design and a beautiful choice of unconventional fonts and pastel colors.

• 27 different slides

28. Free Real Estate Marketing Presentation

The template is pretty useful for real estate agents. Its design is neat, clear and offers great-looking flat illustrations of houses to boost your sales and make your presentation attractive and appealing.

• 23 different slides

29. Free Business PowerPoint Template

A free multi-purpose Powerpoint template with 6 business slides. Perfect for reports, business plans, analysis, or product introduction. This PPT template is designed in a modern style, giving the feeling of a more professional presentation.

30. Free Hand-Drawn Presentation

An attractive free multi-purpose Powerpoint template for presenting your agency and brand in a memorable way. The design shows off with hand-drawn illustrations, giving the feeling of a more personalized custom-made presentation.

Final Words

We hope you enjoyed these 30 free marketing presentation templates and got inspired to create an amazing presentation of your own that will make your audience remember it for a long time.

In search of more PowerPoint resources? Why not check out the best free PowerPoint templates for 2022 ? Or you can narrow your search down to some of our previous articles on the topic here:

• Digital Marketing Trends 2022
• Infographics for Marketing: How to Grab and Hold the Attention
• Instagram Marketing: Tips & Tricks to Boost Your Visual Content

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Blog Business 12 Marketing Presentation Examples for You

12 Marketing Presentation Examples for You

Written by: Danesh Ramuthi Nov 29, 2023

Crafting an effective marketing presentation is essential in today’s competitive business landscape. A marketing presentation, fundamentally, is a dynamic communication tool utilized by businesses to present their marketing ideas, strategies, goals and achievements to a specific target audience.

Typically, this involves presenting a marketing plan, showcasing marketing campaign initiatives, or highlighting the success of a marketing strategy through engaging stories and compelling data.

Well, if you are wondering how you can create your own marketing presentation then worry not.

With Venngage presentation maker and their customizable marketing presentation templates , you can take these ideas and mold them into your own successful business narrative. These professionally designed templates are visually appealing and easy to use, ensuring that your marketing presentations not only inform but also engage your audience. 

Click to jump ahead:

12 marketing presentation example

How to create an effective marketing presentation.

• How to present a marketing plan
• Wrapping up 

In business communication, marketing presentations stand out as a pivotal means of sharing ideas and strategies. A prime example of a marketing presentation vividly demonstrates how to effectively communicate a company’s marketing strategy, objectives and achievements.

Let’s look at a few examples of marketing presentations and how they can cater to different scenarios.  

Marketing strategy presentation example

A stellar marketing strategy presentation example showcases the intricate planning and execution of a company’s marketing efforts. It begins by defining the target market and the unique challenges it presents. The presentation then outlines the key marketing objectives and the strategies devised to meet them.

Emphasizing on the unique selling point of the product or service, it weaves an engaging story that resonates with the potential customers. The use of real-life examples and data-driven results adds credibility and helps in presenting a compelling case.

They also highlight how to effectively use marketing channels and digital tools to maximize reach and impact.

The key takeaway from such a presentation is not just the strategy itself, but how it is communicated to ensure the audience understands and remembers the key messages, aligning with the overall business goals.

Marketing plan presentation example

A marketing plan presentation example is a comprehensive deck that outlines a company’s roadmap for marketing success.

It starts with an analysis of the current market conditions, identifying potential customers, and discussing contemporary trends.

The presentation then delves into the specifics of the marketing plan, detailing the marketing channels to be used, the marketing budget and the timeline for implementation. It provides insights into the unique value proposition of the product or service and how it will be communicated to the target audience.

The use of powerful visual elements and bullet points helps in presenting complex information in an easily digestible format. This type of presentation also often includes a timeline slide to give the audience a clear sense of the plan’s progression.

The objective is to present a clear, actionable plan that aligns with the company’s overall business goals and to persuade the audience of its potential success.

Digital marketing presentation example

In a digital marketing presentation example, the focus shifts to how digital channels can be leveraged to achieve marketing objectives.

This presentation type is visually appealing and uses design elements that resonate with digital trends. It begins by outlining the digital marketing strategy, including SEO, social media, email marketing and content marketing.

The presentation shows how these digital channels can be utilized to reach a broader audience, create awareness and drive engagement. It includes real-life examples of successful digital marketing campaigns, highlighting key takeaways and the impact on business growth. The presentation also discusses the importance of analyzing data to refine marketing efforts continually.

A digital marketing presentation is an engaging and informative tool, providing key insights into how digital channels can be effectively utilized for a successful marketing campaign.

It leaves the audience with a clear understanding of the digital marketing landscape and the company’s approach to harnessing its potential.

Social media marketing presentation example

A social media marketing presentation example focuses on illustrating a company’s strategy for leveraging social media platforms to enhance its marketing efforts. Usually, this type of presentation begins by highlighting the importance of social media in contemporary marketing and how it can be a powerful tool to reach potential customers and create engagement.

It showcases the specific social media channels the company plans to use, tailored to the target audience and the unique selling points of the product or service. The presentation further delves into content strategy, including the types of posts, frequency and engagement tactics.

Real-life examples of successful social media campaigns are often included to provide inspiration and demonstrate practical applications.

Key performance indicators and methods for measuring the success of social media efforts are also discussed, emphasizing the need for data-driven strategies.

Marketing campaign presentation example

A marketing campaign presentation example is a detailed display of a company’s planned or executed marketing campaign. It starts by setting the scene with the campaign’s background, objectives and target market.

The presentation then unfolds the campaign’s key message and the unique value proposition it offers to the target audience. It outlines the various marketing channels and tactics used, such as digital advertising, press releases or influencer collaborations, providing a comprehensive view of the campaign’s approach.

The use of engaging stories and visual elements , like graphics and videos, makes the presentation both captivating and memorable. This example also includes a section on the budget and resources allocated for the campaign, offering a realistic view of the campaign’s scope.

Key takeaways and predicted outcomes, based on market analysis or previous campaigns, are highlighted to give the audience an understanding of the expected impact and success metrics of the campaign.

Creating an effective marketing presentation involves a series of well-thought-out steps to ensure that your message resonates with your audience. Here’s a step-by-step guide:

• Seize your audience’s attention : Begin your presentation by addressing the audience’s main concerns or pain points. Ask dramatic, thought-provoking questions to ignite emotions and engage your audience from the start​​.
• Promise something and deliver it : Make clear promises about what your presentation will deliver. This could be solutions to problems, new insights or actionable strategies. Ensure that you fulfill these promises throughout your presentation​​.
• Tell an engaging story backed by data : Use storytelling to make your content relatable and personal. Introduce real-life examples or scenarios and support them with solid data to add credibility​​.
• Have less slide content rather than more : Avoid overloading your slides with text. Keep content concise and support your speech with key points, visuals and high-quality images. Using multiple slides with relevant images can help maintain audience attention​​.
• Use humor wisely : Lighten the mood by incorporating appropriate humor through witty wordplay, GIFs or memes, ensuring it’s relevant and not distracting​​.
• Conclude with a clear call to action (CTA) : At the end of your presentation, reiterate the key points and instruct your audience on the next steps or actions they should take. This could involve asking questions, applying the information provided, or engaging in further discussion​​.

Read Also: 12 Best Presentation Software for 2023

How to present a marketing plan?

Presenting a marketing plan effectively is a key step in communicating your strategies and aligning your team towards common goals. Here’s a comprehensive guide to crafting an effective marketing plan presentation:

• Executive summary : Begin with a concise overview of the marketing plan, highlighting key objectives, target market and strategies​​.
• Market analysis : Present detailed market analysis including size, trends, customer segments and competitive landscape, supported by data and research​​.
• Marketing objectives : State clear, SMART marketing objectives, aligning them with overall business goals​​.
• Target market and buyer persona : Describe target market segments and buyer personas, detailing demographic, psychographic and behavioral characteristics​​.
• Competitive analysis : Analyze main competitors, their strengths, weaknesses, market share and key differentiators​​.
• Marketing strategies : Outline key marketing strategies for product positioning, pricing, distribution, promotion and branding​​.
• Action plan and timeline : Present a detailed action plan with specific tactics, activities and timelines​​.
• Budget and resource allocation : Provide an overview of the marketing budget and its allocation across various activities​​.
• Performance measurement and KPI : Highlight key performance indicators to measure the success of the marketing plan​​.
• Conclusion and next steps : Summarize main points, key takeaways and outline next steps in the implementation process​

Related: 8 Types of Presentations You Should Know [+Examples & Tips]

Wrapping up

I hope you’ve gained valuable insights and inspiration from this article to elevate your own marketing efforts. From the intricacies of a marketing strategy presentation to the creative approaches in digital and social media marketing, each example serves not just as a guide, but as a springboard for your own innovative ideas.

The steps to creating an effective marketing presentation and presenting a marketing plan underscore the importance of structure, storytelling and audience engagement. These are your tools to transform data and strategies into compelling narratives that resonate with your audience.

Use these examples, tips and tools to create presentations that effectively showcase your marketing ideas and strategies. Let your presentations be the window through which stakeholders view your vision and commitment to excellence.

As you step forward to apply these learnings, remember the power of professional and visually appealing presentations.

Venngage presentation maker and their customizable marketing presentation templates offer a variety of options to suit your unique marketing needs. These tools are designed to help you craft presentations that are not only informative but also aesthetically engaging, ensuring your message is both seen and remembered.

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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. However, let’s take a trip back through time to look at the evolution of marketing practices and how many of today’s marketing strategies came to be. As you can see from Figure 1.9 , and to use an old TV commercial tagline, you’ve come a long way, baby!

The Production Concept

In order to understand the production concept, it’s important first to understand the history of technology and mass production. Spurred on by the use of steam power, the Industrial Revolution began in the United States by the middle of the 19th century. Although much of the population was still employed in agriculture, the expansion of commerce and industry drew millions of factory workers into cities and towns. Suddenly, an abundance of manufactured goods was available to households at a rate never experienced before.

The production concept assumed that consumers were mostly interested in product availability and price, not necessarily product features. As a result, companies concentrated on high production, low costs, and mass distribution. In other words, to use the oft-used line from the movie Field of Dreams , “If you build it, they will come.” People were so hungry for mass-produced goods that companies didn’t have to do a lot of sales or marketing. The production concept is thought to have lasted from just after the Civil War (1861–1865) until the 1920s. 35 For example, inventor Samuel Colt’s company began mass -producing revolvers in 1835. The Waltham Watch Company (founded in 1850 in Waltham, MA) was the first to use division of labor to mass produce watches and clocks.

The Product Concept

From the 1920s until the 1950s, the product concept dominated. With product availability a thing of the past, consumers began to favor products that offered quality, performance, and/or innovative features. As a result, companies concentrated on making superior products and improving them over time. One of the problems with this type of thinking is that marketers may fall in love with a product (known as “marketing myopia”) and may not realize what the market truly wants or needs. Consider the manner in which railroad marketers overlooked the growing competition from airlines, buses, and automobiles. In his book Marketing Myopia , author Theodore Levitt writes, “The railroads did not stop growing because the need for passenger and freight transportation declined. That grew. The railroads are in trouble today not because that need was filled by others (cars, trucks, airplanes and even telephones) but because it was not filled by the railroads themselves. They let others take customers away from them because they assumed themselves to be in the railroad business rather than in the transportation business.” 36

Link to Learning

The reckoning.

When American cars developed a reputation for not being reliable or dependable, this opened an opportunity for Toyota and other Japanese exporters in the late 1960s and 1970s. Learn more about this issue from David Halberstam’s 1986 book The Reckoning . Read the New York Times 1986 review of this book .

The Sales Concept

By the 1950s, mass production had become the norm rather than the exception. Competition had increased over the years, and there was little unfulfilled demand in the marketplace. Marketing evolved from simply producing products that customers wanted to trying to persuade customers to buy through advertising and personal selling. The basic premise of the sales concept was that consumers and businesses need to be “coaxed” into buying, and the aim of companies was to sell what they made rather than make what consumers wanted.

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. The marketing concept was also the start of relationship marketing— fostering long-term relationships with customers in order to ensure repeat sales and achieve stable relationships and reduced costs.

The Societal Marketing Concept

In a nutshell, the societal marketing concept is simple. Companies make good marketing decisions by considering not only consumers’ wants and needs but additionally the balance between those wants and needs and the company’s capabilities and society’s long-term interests. The concept emphasizes the social responsibilities that companies bear. This means meeting consumers’ and businesses’ current needs while simultaneously being aware of the environmental impact of marketing decisions on future generations’ ability to meet their needs. 37

Knowledge Check

It’s time to check your knowledge on the concepts presented in this section. Refer to the Answer Key at the end of the book for feedback.

• the quality of the product a company intends to sell
• the operations of manufacturing the product a company intends to sell
• the selling strategies a company will use to sell the product
• the needs of the customer
• Production concept
• Marketing concept
• Societal marketing concept
• Sales concept
• Product concept
• Selling concept
• Production, product, sales, marketing, societal
• Product, sales, production, marketing, societal
• Marketing, production, sales, societal, product
• Societal, production, sales, marketing, product
• customers’ wants and needs were first identified as essential
• trustfulness, honesty, and transparency became most important
• promotional efforts to move inventory were essential
• the customer was the focus

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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/1-4-evolution-of-the-marketing-concept

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Principles of Marketing

(26 reviews)

Copyright Year: 2015

ISBN 13: 9781946135193

Publisher: University of Minnesota Libraries Publishing

Language: English

Formats Available

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Learn more about reviews.

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

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... read more

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

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 as a breakdown by age and characteristics of the population.

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

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... read more

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 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 topic area nowadays in marketing: sustainability (sustainable marketing and sustainable competitive advantage).

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... read more

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

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 user-friendly and easy to read.

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

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 quite as comprehensive as the McGraw Hill book. However, it is easy to read.

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... read more

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... read more

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 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.

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 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 promotion variables.

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 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 discussion of the basic Communications Model as well as some more modern communications models.

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.... read more

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... read more

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.... read more

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 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 are not included which would be beneficial.

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 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 social media. There is a clear Table of Contents but I did not see an index or glossary.

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

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 usefulness of this textbook. A table of content exists but unfortunately no subject index or glossary is provided.

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,... read more

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... read more

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 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., satisfaction metrics, account planning, and other topics.

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... read more

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.

Table of Contents

• 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?"

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How to Make a Marketing Plan Presentation? Guide & Marketing Presentation Examples 

The days of reading your target audience word-for-word from slides are long gone. These days, it all comes down to turning your data into an enduring visual narrative. It was formerly assumed that marketing experts would naturally excel in developing and delivering compelling marketing plan presentations.

However, with the rise of digital marketing, the value of traditional presenting techniques is sometimes disregarded or undervalued in a marketer’s skill set. Nevertheless, the capacity to produce a compelling presentation is still highly valued in today’s digital marketing world.

It is essential to understand how to make a marketing plan presentation. This is because a badly done marketing plan presentation in high-stakes business can quickly lead to your audience losing interest. You lose more than simply attention; you also forfeit sales chances, prospective clients, expansion prospects, and eventually money. The unpleasant reality is that there is very little probability of you sticking out in a crowded area. But don’t worry!

Your brand will never be disregarded if you strategically approach your marketing plan presentation. As difficult as it may sound, it is indeed possible. Hence, this blog will teach you all the ins and outs of a successful marketing plan presentation. You will also learn how to do a marketing presentation effectively.

What is a Marketing Presentation?

A marketing presentation walks you through a representation of how you will market your product or service to the target population that you have in mind.

Although it may appear straightforward, a marketing presentation needs to contain information on the product, the features that set it apart from the competition, the channels you intend to use to advertise it, etc.

Why is a marketing presentation important? 

When it comes to effectively communicating team goals and updates in marketing, marketing presentations are essential. They are an important asset for several reasons:

1. Information Sharing: Marketing presentations are useful for informing the team about important updates and objectives. A common understanding is promoted among team members, and misunderstandings are reduced when information is presented in an organized manner, which guarantees that everyone is aware of the same information at the same time.

2. Visual Aid Enhancement: Adding visual aids to marketing presentations helps the audience better understand the presented information. Graphs, charts, and other visual components help make complex material easier to understand, more interesting to read, and easier to remember. This helps to reinforce important ideas and messages.

3. Content Generation and Promotion: Marketing presentations are useful tools in content generation. They can be transformed into slideshows, work reports, educational films, or materials that can be downloaded, among other types of content. This establishes the organization’s competence and provides useful content for audiences outside the company.

4. Product and Service Launches : Marketing presentations provide an extensive framework for effectively outlining plans to launch new products and services. They promote awareness of departmental activities and overarching goals and ensure the entire marketing team is in sync with the marketing strategies.

5. Idea Pitching: Marketing presentations are essential when presenting brand-new marketing concepts. A strong presentation helps marketers clearly communicate their vision, win over team members, and unite behind creative endeavors—whether recommending fresh approaches or tweaking already-running campaigns.

7. Training and Onboarding: Training new team members can be effectively accomplished using presentations. Their capacity to impart knowledge to many people simultaneously simplifies the onboarding process. It guarantees that new hires will quickly pick up the most important facts about the company, its marketing plans, and its overall objectives.

How to make a marketing presentation?

Here are some top points to consider when making a marketing presentation:

• Consider your audience
• Decide on a presentation method
• Gather information and material
• Plan your marketing presentation
• Tell a story
• Create captivating visuals
• Interactive components
• Think about logistics

Consider Your Audience:

Spend some time getting to know your audience before crafting your marketing presentation. Determine their demographics, areas of interest, and degree of expertise with your subject. Make your communication more relatable by adjusting the content, tone, and style to suit their tastes.

Decide on a Presentation Method:

Select a format for your presentation that aligns with your objectives and target audience. Think of the best medium: a PowerPoint deck , a live demonstration, a video, or a webinar. Consider the platform and technology you’ll also employ to guarantee a flawless delivery.

Gather Information and Material:

Get relevant information, figures, case studies , and illustrations to support your main points. Ensure the data is precise, current, and related to your marketing goals.

Plan Your Marketing Presentation:

Clearly state your presentation’s goal and list its main points. Provide a clear introduction, a captivating conclusion, and essential points for your presentation. Use the AIDA model to lead your audience through Attention, Interest, Desire, and Action.

Tell a Story: 

Write a gripping story that your audience can relate to emotionally. Use narrative strategies to create material that is both captivating and memorable. To add authenticity, including case studies or customer success stories.

Create Captivating Visuals:

Provide aesthetically pleasing slides or images that enhance your content. To successfully communicate information, use charts , infographics, and high-quality photographs. Keep the presentation’s visual theme constant, and use your branding throughout.

Interactive Components: 

To increase audience participation, use interactive elements like surveys, Q&A sessions, or live demos. To make the experience more exciting and unforgettable, invite audience participation.

Think About Logistics: 

Verify technical factors, such as internet connectivity, audio, and images. Make sure that every presentation resource is available and prepared for usage. Take care of any logistical concerns ahead of time to prevent interruptions during your presentation.

Marketing Presentation Examples 

Here are a few top marketing presentation examples for you to check out:

• Marketing Objectives
• Market Research
• Executive Summary
• Mission Statement
• Marketing SWOT Analysis
• Marketing Strategy
• Marketing Budget

1. Marketing Objectives

The Marketing objectives of a company are usually a blend of its defined goals, which are specified in a marketing plan. These provide the marketers with the targets they need to meet and what time frame they have. Tools like objective key results (OKRs) and key performance indicators (KPIs) can structure an organization’s marketing objectives. 

Make polished OKRs and KPIs with these pre-designed templates.

2. Market Research

As the name suggests, Market research is the process of gathering information and researching about the market before formulating a plan. It involved studying the target market and consumers to ensure that a new product will be successful. It assists the team in working on an existing product while maintaining and putting forward the company’s value effectively. 

3. Executive Summary Marketing Plan

An executive summary marketing plan, also called an executive brief, describes a company’s marketing strategy. The document is usually one or two pages long, summarizing important strategies and a series of actions emphasizing the most important aspects. These aspects intend to increase brand recognition and work on the company’s competitive edge. The executive summary marketing plan outlines short and long-term marketing objectives and summarizes various related industry studies.

Explore templates related to executive summary here.

4. Mission Statement Marketing Plan

A Mission Statement in a Marketing Plan guides corporate strategy. It steers the marketing planning process and strategies. Although the strategies and tactics tend to shift, the company’s mission statement always remains the same after its implementation and evaluation. Hence, the mission statement explains an organization’s marketing content. It highlights the primary goal of a marketing plan.

5. SWOT Analysis in Marketing Plan

A Marketing SWOT Analysis is a method to find, analyze, and document a company’s internal strengths and weaknesses. SWOT is an acronym for Strengths, Weaknesses, Opportunities, and Threats. These four factors are assessed as they affect the formulation of the marketing objective. Hence, Marketing SWOT analysis is an important part of the marketing process. 

6. Marketing Strategy

Marketing strategy is a crucial part of the marketing plan. It is a document detailing the types of activities an organization conducts. It also contains timetables, helping push different marketing initiatives. Marketing strategies contain the company’s value prepositions and other key elements. 

7. Marketing Budget

The marketing budget is a part of the marketing plan, which highlights the sum of money the company assigns for specific projects. These projects intend to market and promote the product. So, the budget aids organizations in handling resources, leading them to achieve business goals. The marketing budget helps the company stay competitive in the market, which grows the revenue.

How to end a marketing presentation?

Here are a few ways you can effectively end your marketing presentation:

1. Add a compelling call to action (CTA)

In case you are a business owner, motivating the audience to take action is the main goal of your presentation. Move them to it instead of assuming they would accept it. Make use of strong, instructive, and definitive language. “Join the fight” and “Begin the journey” are two concise calls to action that inform the audience of what to do.

2. Skip the Q&A at the end

After captivating your audience for twenty to thirty minutes, will you end your presentation with a Q&A session? Q&As are not memorable, other than the fact that you never have complete control over the questions you will be asked. So, how can a presentation be concluded effectively? It is preferable to field questions all during the talk.

This allows you to ensure your audience follows along and the questions you ask are pertinent to the specific topic. Make sure to give yourself a minute or two following the Q&A if you have been compelled to arrange your presentation such that questions are answered at the conclusion. This is the moment to wrap up the presentation with inspirational quotes and the last takeaways.

 3. Conclude with a Story

There’s a strong likelihood that if you start with a captivating story, you’ll also end with one. A narrative at the conclusion can effectively summarise the information you have presented, just as a tale at the beginning was an effective lead-in to your message.

One thing to keep in mind is don’t wrap up with a case study. This is something that many business owners do. Using case studies in the middle of your presentation is a terrific idea. In the end, you want a poignant tale that stays with your audience and helps them remember your point of view for a very long time.

Make your conclusion memorable with professionally designed conclusion slides .

 4. Make your Points Clear

At the conclusion, your audience will value a summary that provides a clear, concise summary of what they have just heard.  Many experienced presenters utilize this straightforward summary formula on the last slide.

5. Inform Them of What you Plan to Share With Them

Saying something as simple as “Let me briefly restate my main takeaways before I leave you with my final thoughts about XYZ” will suffice. Show the audience how each of your main ideas relates to the others rather than merely listing them. Delivering an effective presentation requires a great deal of effort and dedication. Your message will be properly understood and have an impact if you craft a strong introduction and conclusion.

6. Appreciate and Recognize

Expressing gratitude to your audience can be a terrific method to let them know when your presentation is finished. It’s time for them to applause. It can be simpler to include a thank-you or end slide. You can thank any businesses or individuals, such as a website you used as a data source, after your presentation for their assistance in putting it together.

What is a marketing plan?

Before we move on to learning how to make a marketing plan presentation, it’s important to understand what a marketing plan is. A marketing plan is a strategic roadmap companies use to plan, carry out, and monitor their marketing strategy over a predetermined time.

As different marketing teams within the organization strive towards the same corporate objectives, marketing plans can incorporate a variety of marketing tactics. Strategies should be documented in a marketing plan in an orderly fashion. Using this to gauge the effectiveness of your campaigns can help you stay on course.

The goal, buyer personas, budget, strategies, and deliverables of each campaign can all be considered while creating a marketing plan. Keeping a campaign on track will be simpler if you have all this information in one spot. The marketing plan will also reveal what functions well and what doesn’t. Assessing your strategy’s effectiveness as a result.

Why do you need a marketing plan & marketing plan presentations?

Whether you’re growing a small or large firm, you still need a marketing plan and marketing plan presentations to visualize your plan. After all, it has many advantages, including the following:

1. It can assist you in setting quantifiable company objectives

Setting clear objectives for your organization is crucial. It shouldn’t be as easy as “meeting annual sales KPIs” or “not going broke.” If not, all you’re doing is positioning yourself for marketing failure. You can’t use marketing initiatives to assist you in attaining your goals if you don’t have a defined target. A marketing plan can help you increase sales and enhance your company’s performance all year by focusing on measurable goals.

2. A plan provides consistency

A marketing plan ensures that everyone on your team is on the same page, whether big or small. Everyone receives detailed instructions on how to accomplish the organization’s business objectives. If your plan doesn’t have a marketing strategy, it will become disjointed and ineffectual. For instance, half of your staff may work on print and radio advertisements, while the other half may handle social media, internet content, or email marketing.

3. It forces you to adhere to your spending plan

Even large companies are subject to budgetary constraints. You can prioritize activities using a marketing plan based on which produces the best results. It can spare you the trouble of coming up with unprofitable strategies.

4. It enables you to give your clients greater service

Beyond the procedure, a marketing plan is quite essential. It also serves as a guide on how to interact with your clientele. You can better address your audience after you know what has to be done.

5. It provides your business with the necessary dose of reality

Businesses frequently have several goals and need a marketing plan to direct them. It is a yardstick to help you remember whether you’re meeting your marketing objectives. You can ensure that your strategies align and are consistent with the initial business objectives.

6. Your marketing team may find it a great source of motivation

Let’s say you wish to launch your company by advertising ten products per day. Employees will spend less time in brainstorming sessions and follow-up meetings if they know the precise marketing tactics to accomplish that aim. They must only adhere to your marketing strategy, and everything else will work out.

7. Getting new investors requires a plan

It’s a fact that creating and maintaining a firm requires a substantial financial outlay. More capital must be invested if you want your business to expand in terms of people, goods, and revenue. Getting several organizations to invest in the product you’re marketing is one approach to achieve this. However, you cannot secure the necessary funds if you cannot provide a marketing plan explaining your company’s path. It’s crucial if you want to advance your business.

8. Rather than forcing you to react, it might encourage proactive thinking

Planning enables you to comprehend your target market and offerings and how you can connect the two to meet your company’s objectives. Moreover, teams with marketing strategies are more proactive. Thus, you plan rather than just respond to situations as they arise. You can anticipate problems and find quick solutions.

What is a marketing plan presentation & Why Is It Important? 

A formal presentation outlining a marketing plan’s main elements is called a marketing plan presentation. It is a communication tool to tell executives, team members, stakeholders, and possible investors about the marketing strategy, objectives, techniques, and other pertinent information. Slides are frequently used in presentations to convey important points succinctly and successfully.

Here’s why a marketing plan presentation is important:

• The company’s marketing goals must be defined in a manner consistent with its corporate mission and vision, and a marketing plan presentation can help with that.
• By outlining suitable marketing strategies, like plans to expand the customer base, the marketing plan typically aids in the company’s expansion.
• The marketing plan presentation presents and discusses the marketing mix: products, prices, places, promotions, people, processes, tangible evidence, and performances.
• The marketing plan also includes strategies to expand into new specialized markets, gain market share, and raise brand awareness.
• A thorough budget for the money and materials needed to complete the tasks is also outlined in the marketing plan.
• The marketing plan clearly lays out who is responsible for what when it comes to marketing initiatives.

Difference between a marketing presentation & marketing plan presentation

How to make a marketing plan presentation tutorial .

• Describe the goal of your company
• Establish the mission’s KPIs
• Determine your personas for buyers
• Outline your strategies and content initiatives
• Clearly state what is left out of your strategy
• Establish a marketing spending plan
• Recognize your competitors
• List the contributors to your plan and what their roles are

1. Describe the goal of your company

Defining your goal is the first stage in creating a marketing plan. Despite being unique to your marketing division, the aim should be to support your company’s overall goal. You should be precise without going into detail.

It is important to know who you are presenting to and what they anticipate from you before you begin working on your marketing strategy. Understanding your target will enable you to eliminate superfluous language, technical details, or assumptions while customizing your marketing strategy to its unique context and aims.

The first stage is to comprehend corporate objectives and high-level marketing. These ought to serve as the cornerstone of your plan. Grouping the job based on its goals can help your teammates understand the strategy behind your operations. Establishing your company’s objectives can help you assess if the initiatives and campaigns you start are on track.

2. Establish the mission’s KPIs

A strong marketing plan outlines the department’s process for monitoring the achievement of its goals. You must choose your key performance indicators (KPIs) before proceeding. Key Performance Indicators, or KPIs for short, are a set of numerical metrics that a business or industry uses to evaluate or compare how well it is performing in achieving its operational and strategic goals.

KPIs are specific measurements used to assess different aspects of a marketing effort. You can create a sense of accountability and ownership for your company’s goals using measurable KPIs. They are required to finish all company plan tasks. These modules assist you in setting short-term objectives within your purpose and informing corporate executives of your progress.

3. Determine your personas for buyers

A buyer persona outlines the target audience you wish to reach. This can include work title, family size, location, age, and sex. Every buyer persona needs to represent both present and future clients. Thus, your buyer personas need to be approved by all company leaders.

4. Outline your strategies and content initiatives

The key components of your marketing and content plan should be included here. You have many options for content types and channels available to you nowadays, so make an informed decision and explain how you’ll use each in this portion of your marketing plan.

5. Clearly state what is left out of your strategy

The marketing team’s priorities are described in a marketing plan. It clarifies what the marketing team will not concentrate on as well. Include any additional facets of your company that aren’t covered by this specific plan in this section. These omissions support the logic of your content, KPIs, buyer personas, and mission.

6. Establish a marketing spending plan

Use these funds to create a marketing budget and list all your expenses in this portion of your marketing plan, including freelance fees, sponsorships, and new full-time marketing hires. The distinctive features of your business should be reflected in your budget. Your business stage also determines your marketing budget. You can specify your marketing budget after determining which marketing channels to use.

The dates and milestones associated with your marketing initiatives, such as the start of a campaign, the publication of a blog post, or the sending of an email, should be included in your timeline. Realistic and adaptable, your budget and schedule should consider any risks or obstacles that can impact your marketing strategy.

7. Recognize your competitors

Understanding your competition is a necessary component of marketing. Examine the major participants in your sector and think about writing a profile of each. Remember that not every rival will present your company with the same difficulties. For instance, one rival may dominate search results for terms you would like your website to rank for. But another may be well-established on a social network you intend to join.

8. List the contributors to your plan and what their roles are

Now that your marketing strategy is well developed, it’s time to outline who will execute what. Although you prefer not to get too involved in your staff members’ daily work, be aware of which teams and team leaders are in charge of what kinds of content, channels, KPIs, etc.

Types of Marketing Plans

Here are some common marketing plans that are generally used in the business: 

Annual Marketing Plan: An organization’s marketing strategy for the following year can be demonstrated by its annual marketing plan. You can outline specific goals, analyze the target audience, and plan the distribution of resources over the year. The marketing team can stay focused, track their success, and make sure their efforts align with the overall business plan by using this plan, which divides goals into quarterly or monthly chunks.

Digital Marketing Plan: Any organization looking to build a strong online presence must have a digital marketing plan in the current digital era. The digital marketing plan is dynamic and flexible, acknowledging the always-changing digital landscape and successfully providing a systematic approach to connect and interact with the target audience.

Content Marketing Plan: A content marketing plan focuses on producing and sharing excellent information to draw in and hold on to a target audience. Key performance indicators (KPIs), distribution methods, and comprehensive content creation plans are all included. By creating insightful and timely content, this strategy helps establish the company as a thought leader in the field, establish brand authority, and cultivate enduring relationships with clients.

Social Media Marketing Plan: A marketing plan focuses on social media platforms and includes tactics for audience interaction and brand development. This plan leverages social media to improve brand visibility and fortify relationships with the intended audience. It acknowledges the importance of various channels in modern marketing plans.

Product Launch Marketing Plan: Designed to introduce new goods or services, a successful market entry depends on having a product launch marketing plan. This plan includes all the preparations before, during, and after the launch, along with information on promotional efforts, target audience identification, and channel selection for communication.

Event Marketing Plan: An event marketing plan is crucial for businesses looking to increase brand awareness through events. This plan guarantees a smooth and powerful event implementation, optimizing its influence on brand perception and cultivating deep relationships with the intended audience.

Best marketing plan templates by SlideUpLift 

SlideUplift is a utility to help business professionals create powerful presentations. Users can benefit from ready-to-use impactful PowerPoint tools and templates. In its wide library of presentation templates, SlideUpLift also has multiple options related to marketing plans. Here are some of them:

30-Day, 60-Day, 90-Day Marketing Plan:

Businesses can methodically plan their marketing efforts over three months by using the PowerPoint template, which acts as an organized guide. Market analysis, target audience, goals and objectives, marketing strategies, etc, are all commonly included in this template.

With the help of the phased method, marketers may execute strategic objectives in the first 60 days, progressively increase understanding in the first 30, and assess and improve strategies in the last 30 days. This PowerPoint template’s graphic structure makes it easier to convey this roadmap to stakeholders and guarantees that the marketing plan is communicated in an orderly and clear manner.

Brand Marketing Plan PowerPoint Template

The PowerPoint template for a brand marketing plan is a strategic framework that includes essential elements for success. It outlines a roadmap with pivotal elements such as product launches, packaging innovation, increased distribution, focused messaging, and a comprehensive retail program.

With this graphic aid, marketing teams may provide a coherent strategy for building and advancing their brand. Each template component is methodically defined, making it possible to communicate plans for enhancing the brand’s visibility in the market clearly and succinctly. This template gives marketers an organized way to present their projects and get stakeholders’ support because it has parts specifically for each.

Animated Marketing Plan Executive Summary PowerPoint Template

The marketing plan presentation can be efficiently visualized with the help of this dynamic and captivating PowerPoint template. It features animated elements that enhance the visual appeal of the content. Important details like market analysis, drivers and challenges, current trends, and the competitive landscape are given special attention in the template’s executive summary section. This template aims to provide a gripping overview of the marketing strategy by utilizing eye-catching animations and transitions to highlight important facts effectively. 

Marketing Plan Roadmap PowerPoint template

The Marketing Plan Roadmap PowerPoint template features a visually engaging road-like structure with strategic waypoints. These waypoints highlight critical components tailored to the organization’s needs. The journey begins with pinpointing marketing problems and addressing challenges that hinder progress. The next waypoint is dedicated to Social Media Marketing objectives, incorporating elements such as a thorough social media audit and analysis.

Moving along the roadmap, the focus shifts to developing or refining the social brand, emphasizing creating a compelling and consistent brand presence across social platforms. The subsequent waypoint involves content creation, emphasizing generating high-quality and relevant content to engage the target audience effectively. This adaptable template is designed to be customized according to the specific needs and goals of the organization.

Marketing Plan Roadmap 01 PowerPoint template

The Marketing Plan Roadmap 01 PowerPoint template is a strategic blueprint that delineates the customer journey across five crucial stages. In the Awareness column, the focus is on generating traffic through channels like newsletters, email marketing, and blog posts. Moving to Consideration, efforts center around obtaining leads using engaging content such as case studies, videos, and webinars.

The Decision column targets converting leads into sales through strategies like sales conversions and demos. The Retention stage aims to keep customers engaged and encourages referrals, utilizing tactics like social media updates and ongoing email campaigns. Lastly, satisfied customers are transformed into advocates in the Advocacy column through initiatives like warm introductions and social media engagement. This visually organized template provides a holistic view of the marketing plan, ensuring a coordinated approach across each phase of the customer lifecycle.

Marketing Plan Roadmap 02 PowerPoint template

The Marketing Plan Roadmap 02 PowerPoint template is a strategic visual aid that clearly outlines key elements of a marketing plan. This template of marketing plan presentation features a roadmap structure with vertical columns highlighting conversions, budget, channels, redesign/migration, product launches, events and conferences, annual themes, integrated campaigns, and marketing headcount.

Each column is divided into four segments with cross or tick marks indicating each element’s progress or completion status. This template facilitates a clear and comprehensive overview of the marketing plan’s progress and implementation across various facets. 

Marketing Plan Roadmap 03 PowerPoint template

The Marketing Plan Roadmap 03 PowerPoint template offers a detailed organizational chart outlining the specific responsibilities of individuals across four key domains: content, digital marketing, branding, events, and PR. The first column designates each department head, with identified personnel responsible for managing content, digital marketing, branding, events, and PR under their respective domains. The subsequent four columns correspond to different quarters (Q3, Q4, Q1, and Q2), representing specific time frames throughout the year.

Within this chart, the duties and tasks of each individual are listed beneath the corresponding quarter headers. This structure enables a clear and comprehensive view of each team member’s planned activities, projects, and responsibilities over the four quarters.

Marketing Plan Summary PowerPoint template

The Marketing Plan Summary PowerPoint template is a concise and organized visual tool that encapsulates key aspects of a marketing strategy. It systematically presents crucial information, starting with the mission and vision statements, establishing the overarching purpose and direction of the marketing efforts. The template includes dedicated sections for marketing strategic objectives, clearly outlining the goals and strategies that will guide the marketing team.

Furthermore, it incorporates essential financial components, such as budget allocation and headcount requirements, offering a transparent view of the resources needed to execute the marketing plan effectively. The template also addresses the evolving landscape of marketing channels, specifically focusing on digital marketing levels. This encompasses various online strategies and tactics to reach target audiences effectively.

Marketing Plan PowerPoint template 

This template follows a grid structure with months listed horizontally and three distinct rows for Web Development, Mobile Development, and Digital Marketing vertically. The marketing plan presentation PPT template serves as a visual representation of the marketing plan, allowing for a month-by-month breakdown of activities across the specified areas. Each month, the Web Development row highlights tasks and initiatives related to the organization’s online presence and website.

The Mobile Development row outlines monthly activities related to mobile applications or platforms. The Digital Marketing row outlines strategies and tactics across various digital channels. Monthly activities might cover social media campaigns, email marketing, search engine optimization (SEO), and other digital marketing initiatives.

Digital Marketing Plan 01 PowerPoint template

This marketing plan presentation template features a clear and concise layout with four columns representing key digital marketing channels: Blogs/Content, Paid/Organic Search, Email Marketing, and Social Media. The template has three rows dedicated to a specific product or service. In the Blogs/Content column, each row under the respective product headers outlines the content strategy, blogging schedule, etc.

The Paid/Organic Search column details each product’s search engine optimization (SEO) and paid search strategies. The template provides space under each product for email marketing to specify targeted email campaigns, audience segmentation, etc. The Social Media column outlines the tailored social media strategies, posting schedules, and engagement tactics across various platforms.

What Is The Difference Between A Marketing Strategy And A Marketing Plan? 

A marketing plan outlines the precise actions you’ll take to carry out a campaign or the business’s overall strategy to meet the set marketing goals. Marketing plans center on specific techniques and duties related to strategy implementation that will assist an organization in achieving its objectives. Creating a marketing strategy is the first stage in creating a plan.

Next, you’ll draft a thorough plan outlining your implementation’s where, when, how, and what and how you’ll gauge its eventual success. On the other hand, a marketing strategy is the cornerstone of what a firm requires to accomplish its goals and engage with its target audience. It is interconnected with your business strategy. 

Marketing plans and strategies are different, even though marketing experts frequently use them synonymously. Remembering that both are required for the company’s success, it’s also critical to understand how they differ. Most importantly, you start by establishing a marketing strategy. Next, your marketing plan describes how you will implement all of the recommendations made in the marketing strategy.

Additional distinctions between a marketing strategy and a plan are as follows:

Your marketing efforts are motivated by your marketing strategy. This may result from the company needing to generate more revenue to fund its expansion or the requirement for more brand awareness to attract and retain loyal clients. A marketing plan, on the other hand, outlines how you’ll carry out your approach. A marketing plan presentation aims to outline the precise actions you’ll take to carry out your marketing goals. Still, a marketing strategy is to match your marketing objectives with the organization’s overall objectives.

Focus: The areas of emphasis that separate a marketing strategy from a plan are another distinction. Your marketing plan will include your target audience, communication channels, goals, campaign objectives, and competitive analysis. In contrast, the implementation strategy and more specific measures you intend to take to fulfill the objectives outlined in the strategy should be the main emphasis of your marketing plan.

Marketing Strategy: Aid to Your Marketing Plan Presentation

In crafting an effective marketing plan presentation, it is imperative to begin with a compelling Executive Summary that briefly outlines the plan’s key components and overarching objectives. Then, the market analysis section thoroughly examines the industry, target market segmentation, and a comprehensive competitor analysis. A SWOT analysis follows, dissecting internal strengths and weaknesses alongside external opportunities and threats.

Clear and measurable marketing objectives are then articulated, aligning seamlessly with broader business goals. The presentation must then define the ideal target audience, construct a unique selling proposition (USP) to differentiate the product or service, and strategically elaborate on the marketing mix (4Ps). A well-defined marketing budget, an Implementation plan with detailed action steps, and a robust monitoring and measurement strategy ensure the plan’s success.

It is crucial to incorporate a contingency plan to address potential challenges, delineate team roles and responsibilities, and present a realistic timeline for implementation. The marketing plan presentation concludes with a concise summary, an open invitation for questions and discussion, and optional appendices for supplementary data. This comprehensive outline aims to provide a structured and engaging framework for presenting a robust marketing strategy.

Points to Avoid When Making a Marketing Plan Presentation

Below are a few points to avoid while making a marketing plan presentation:

1. Poor Research

Understanding your target audience is essential before developing a marketing strategy or campaign. The audience must find your campaign intriguing, regardless of its goal – building brand awareness and image, driving sales, producing interesting content for the audience, or producing video storytelling.

Take out some research from your marketing plan presentation. Before investing time and resources in a full-time campaign, try to use your money to test some messages and offers across various marketing channels, such as a weekly blog, direct email, and email newsletter, to see how much response you receive from the clients. We call this strategy A/B testing.

2. No Performance Tracking

Today’s technology has made monitoring client behavior and response simpler than ever, which can be highly beneficial to you. Several companies utilize this data to develop advertisements that they think would be successful. They do not, however, monitor the performance to identify the areas that need improvement. 

In light of this technical innovation, monitoring campaign results in real time before making any investments is advised. You may hold little camping events and observe how well the patrons react. Large-scale investments can be made in the campaign if it performs well.

3. Broad Focus

High goals are possible with new tools and technologies. It’s now simpler than ever to pinpoint the target audience. With the luxury of data and social media information, brands may gain a thorough understanding of their target market. It gives you demographic data on the age range, gender, and regions most of your clients are from. You may also focus your targeting on social media platforms for your promotion.

A great marketing effort starts with identifying and connecting with the correct audience. Marketing is not just about logically presenting facts. It’s also about informing customers about your products, why they should buy them, and all the benefits your brand has to offer—all of which ultimately lead to increased sales. While argument may be necessary to sell, emotions are needed to captivate those who need more than just reason.

4. Not Outlining Your Objectives

While making a marketing plan presentation, make sure to outline your objectives. It sounds easy to make a plan and put it in writing. Surprisingly, nevertheless, a lot of people are aware of their objectives and coping mechanisms but never formally record them or only list a few key aspects for their own comprehension.

You should have enough knowledge of your marketing strategy to handle it with someone else and know what has to be done. Everything from your marketing initiatives to your target demographic to your strategy must be documented.

5. Not Following Through on the Plan

The next stage is to implement the marketing plan after it is complete, right? The plan is now being executed, and everything is finished. You commit the most frequent errors if you follow the method of creating the plan and then not carrying it out.

It is impossible to perform marketing once and then forget about it. It needs to be continuously examined. Monitor your data from all the products and platforms you use. Concentrate on KPI to understand the effect on your company. Investigate the underlying reasons why traffic is declining.

The ultimate goal of a marketing plan is to make sure that marketing initiatives are current and relevant in order to achieve your company’s objectives. A perfect marketing plan includes the methods for determining a sustained competitive advantage and the means by which it can be achieved. Your company’s success depends on your ability to clearly predict the right marketing tactics and to continuously update and enhance your operations. A marketing plan presentation is thus essential to visualize your plan.

How to make a marketing plan presentation?

Start by outlining your goals, target audience, key strategies, and tactics; use visual elements, charts, and graphs for clarity.

How to do a marketing presentation?

The best way to do or perform a marketing presentation is by understanding your audience, structuring your content logically, using engaging visuals, and rehearsing to ensure a confident delivery.

What to include in a marketing presentation?

Key elements to include in a marketing presentation are market analysis, goals, target audience, strategies, tactics, budget, timeline, and measurable metrics for success.

The best to end a marketing presentation is by summarizing key points, restating the main message, and ending with a call to action or a thought-provoking statement.

Where to find the best marketing plan presentation templates?

Platforms like SlideUpLift, Canva, and Microsoft Office offer a variety of customizable marketing plan templates.

Which are the best marketing presentation templates on SlideUpLift?

Popular templates on SlideUpLift for creating comprehensive marketing presentations include “Marketing Plan Outline,” “Digital Marketing Strategy,” and “Market Analysis template.”

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Blog – Creative Presentations Ideas

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Illustrating 5 Core Marketing Concepts in Your Presentation

Last Updated on December 13, 2022 by

Marketing is often more an art, than a science. At the same time, it is a quite complex business area, which accumulates dozens of concepts and tools. In this post, we gathered ideas on how you can illustrate frequently used marketing concepts.

Company review presentations often contain a section about planned and achieved marketing results. You can use plain numbers in tables to show these results or you can do better. Illustrate those data and concepts in a more interesting visual way.

The five commonly used marketing concepts we address here are Content, Deadline, Innovation, Flexibility, and Product

To bring these concept ideas to life, a good idea is to apply icons and diagrams in the presentation. Some of our favorites are below. Check icon ideas from the  flat icons collection – suitable for style-neutral graphics fitting to any presentation style or get informal and go for  creative hand-drawn symbols . Such a style is more personal and unique.

Marketing Concept #1: Content

The very first word that pops into the mind is content . Every day marketers struggle to deliver relevant and valuable content to their audiences and this war is won by those who can do it in the fastest and most efficient way.

Depending on the type of content you want to talk about, you may choose the following symbols:

• general content : communication symbols, such as message, letter, and smartphone with a message, search or discovery, laptop, document, input and washing machine, commerce icons, e.g. a suitcase or a box, speech bubble.
• or be more specific : media data, writing pen and book, present, magnifying glass.

Find particular examples of presenting content in this blog article.

Marketing Concept #2: Deadline

How often do we hear the word ‘ deadline ‘? All the time, right? We have to set specific deadlines because if there’s no time limit, there’s no real work.

Besides using obvious deadline associations like the hourglass, stopwatch, and man with ticking time, we propose going a more creative way: choose a skull with crossed bones, the dead man’s leg, or a poison – to represent the final termination, finish line banner to show that your team has reached the planned result.

Grab more inspiration and take a look at the blog:  Ideas to show deadline in any document.

Marketing Concept #3: Innovation

The struggle comes with deciding how to best graphically represent innovation and novelty in your presentations. You may use icons of drones and rockets, beakers, satellites, and wind turbines as well as the general ‘new idea’ icons like light bulbs and stars The scribbled light bulb, novelty stars or a chemist figure designs are perfect for presenting fresh ideas or new projects.

Further ideas on illustrating innovation and novelty – click to open  another blog post.

Marketing Concept #4: Flexibility

We’d suggest representing the idea of something adaptable or flexible with a simple pictogram: equalizer buttons to represent changing settings, strategy symbol showing a planned transformation, recycling arrows pictogram illustrating a change, process icon for showing dynamics, universal puzzle blocks for various setups and flexible assembly, renewable energ y  symbol representing an innovation, or evolution into new technologies, cycle symbols to show a change process.

Here’s an article with more specific inspirations on presenting Flexibility within your slides .

Marketing Concept #5: Product

Marketing is all about promoting products or services . There are two cases you can experience: the first one is when you already have a real product, then it’s easy.  In case you are presenting a new product, or doing a kind of product launch, it can be harder. In both cases, we have a proper solution.

Here are a few ideas on how you can represent a generalized product or service on your presentation slides: an opened box, shopping cart and basket, a tablet and a smartphone, household goods, or home appliances.

Find more examples and icons for illustrating product concepts here.

Get creative and visualize your marketing presentation

Those were a few ideas on how our you can picture those core marketing concepts: content, deadline, innovation, flexibility, and product .

Of course, what picture you will choose, and what style depends on your specific presentation content and branding style you have to follow. Whatever icon you choose,  decent and safe flat or more outstanding hand-drawn graphics, the most important is to remember about keeping  consistency within slides:

• Use one graphical style over your presentation, unless you have a specific reason to use more (e.g. to underline some part). But also, in this case, stick to 2 styles at most.
• Use a limited set of colors (your company colors palette) and fonts.
• Adapt the colors of the icons to your branding style, to create a unified graphical look. If the icons are vector ones, you can do it easily in PowerPoint.
• Check if icons and other elements are aligned.
• Don’t stick too much text and icons into one slide.

Need to show another concept in a presentation, besides marketing? Action, Structure, Strategy Growth? We’re sharing visualization ideas for other business concepts too.

Check our  ultimate  Concept Visualization List  blog post

All mentioned icons are designed by infoDiagram team and are available from our infodiagram.com website.

Miss other concepts or marketing ideas? Leave us a comment.

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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.

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

A steady diet of books and articles can also keep you informed and up to date on the latest marketing trends. The following books serve as a great foundation for your knowledge base:

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

By Seth Godin

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

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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.

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To make factual marketing mix PowerPoint presentation, is not an easy task. That is why we come up with a pre-made 62 slides Understanding The Marketing Mix Concept Powerpoint Presentation Slides for you. You can use this PPT sample deck for marketing mix, marketing strategy, marketing techniques, competitive advantage, market segmentation, business model etc. There are slides like product life cycle, extension strategies, product pricing, pricing strategies and tactics, channels of distribution, types of promotion, online marketing, 4 P's to 4 C's, and many more. This deck example also has 4 P's Of marketing mix. The importance of the roles of product, promotion, price, and place shows a dynamic part of your overall marketing growth. This pre-designed 4Ps PPT sample deck has additional slides like vision & mission, our team, about us, main goals, comparison, quotes, dashboard, location, timeline, post in notes, mind map, matrix, silhouettes, and multiple excel linked charts. So, hurry up and download this Understanding The Marketing Mix Concept Powerpoint Presentation Slides right away and hit the bull's eye and get applause from the experts and onlookers. Advance their careers with our Understanding The Marketing Mix Concept Powerpoint Presentation Slides. Your guidance will be beneficial.

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Content of this Powerpoint Presentation

Marketing is all about putting the right product in the right place, at the right price, at the right time. Sounds simple! You just need to create a product that a particular group of people want, put it on sale some place that those same people visit regularly, and price it at a level which matches the value they feel they get out of it; and do all that at a time they want to buy.

To actualize  this,   hard work needs to go into finding out what customers want, and identifying where they do their shopping. Then you need to figure out how to produce the item at a price that represents value to them.  Ultimately, all of this has to come together at the critical time.

 If you get just one element wrong, it can spell disaster. You could be left promoting a car with amazing fuel economy in a country where fuel is very cheap, or publishing a textbook after the start of the new school year, or selling an item at a price that's too high, or too low to attract the people you're targeting. The marketing mix and the 4Ps of marketing are great tools that can help you  avoid these kinds of mistakes.

May it be B2C or B2B companies, marketing mixes can be deployed to plan and strategize. Click here , to check out a marketing mix template for B2B and B2C companies.

The 4Ps of marketing is a model for enhancing the components of your "marketing mix" – the way in which you take a new product or service to market. It helps you  define your marketing options in terms of price, product, promotion, and place so that your offering meets a specific customer need or demand.Get your hands on this Marketing Mix PPT Template to plan and strategize. This ready-to-use Template will provide you with a foundation to build and execute your marketing goals. The 100% customizable nature of the templates provides you with the desired flexibility to edit your presentations.

Template 1: Marketing Mix PPT Template

Developing a marketing strategy with the 4Ps of marketing and preparing a PowerPoint Template is not  easy.  . It would help if you delivered a spectacular visual show to craft an excellent presentation and entice your prospects. Use our introduction slide to begin and share your insights about new market opportunities, discussion of business strategies, efficient use of resources, and combat rivals. It can  be used to highlight  key challenges along with the purposes of the marketing mix in new product development and improving business. Remember to mention your company name and illustrate essential topics with our PPT Presentation Slides.

Template 2: Four Ps of  Marketing Mix PPT Template

Technology has become an integral part of our lives. This is why business houses are rapidly converting to digital marketing for approaching a larger audience. To be successful in digital marketing strategy, an organization needs to understand the significance of building a winning marketing mix analytical strategy for a service/product/ solution. By deploying this 4P marketing data analytics template, businesses can  avoid wasting resources and time on campaigns that do not go well with their customers. It helps provide insights about your digital audience by highlighting who your customers are, what they want, and how they choose to interact with your company.

Template 3: Marketing Mix PPT Template

Want to create an appealing and informative presentation on critical elements of marketing? This slide is the perfect  companion. It is well-crafted with relevant information  that improves the marketing strategy. This PPT slide exhibits a marketing mix framework to market a product or service among the target audience. It portrays components such as product, price, place, promotion, and a brief depiction. Grab this template today and educate and entice your audience about information like defining product, communicating audience, perceived value, and more.

Template 4: Product Life Cycle PPT Template

A product life cycle is the length of time from a product first being introduced to consumers until it is removed from the market. This slide displays the four stages; introduction, growth, maturity, and decline of a product’s life cycle. Use the text placeholders at every step to add detail, relevant statistics, and plans. Use this product life cycle template to determine advertising schedules, price points, expansion to new product markets, packaging redesigns, and more. Grab this template today!

Template 5: Pricing Strategies and Tactics PPT Template

Pricing is a tricky street to navigate. Price your offer too low, and you leave money on the table. Price it too high, and you can say goodbye to sales that could have made your year. Finding the ideal price means choosing a pricing strategy that’s appropriate for your company’s circumstances. Explore multiple pricing options like skimming, penetration, competitive, loss leader, and psychology with this PPT Slide. Analyze and take note of the suitability of each pricing plan for your company in the text placeholders provided. Download Now!

Template 6: Channels of Distribution PPT Template

A distribution channel is the network of businesses, individuals, and intermediaries facilitating the journey of a product or service from the manufacturer to the end consumer. It encompasses  pathways used to deliver goods to their final destination, such as wholesalers, retailers, and today the internet too is a distribution channel. Use this PPT Layout to map out your distribution channels. Make multiple plans to broaden your reach to the end user. Download Now!

Template 7: Promotional Activities PPT Template

Promotional activities involve spreading information about a brand, product, or service through  marketing channels.   It’s part of the marketing mix, alongside product, price, and place. This PPT Template has information on activities like sales promotion, sponsorship, public relations, direct mailing, and advertising. Make a plan, strategise the use  of these activities, and present the marketing plan to your teammates. The icons will capture your audience's attention and keep them engaged in your presentation. Download Now!

Template 8: Online Marketing PPT Template

Online marketing is a strategy that entails using digital channels to reach your audience. This PPT Template has got it all down for you. From email marketing, social media, web content, online directories, articles, copywriting, pay-per-clicks, to news. In comparison to traditional marketing, this method is more cost-effective and has better chances of increasing brand awareness through personalized messages. Plan your online marketing strategies with this template and get ready to dominate the market. Download Now!

Template 9: Marketing Mix Modelling PPT Template

The slide depicts the marketing mix modeling process which helps understand the impact of  marketing efforts on sales. It outlines the five key stages involved in marketing mix modeling: market research, data collection, data analysis, modeling, and budget allocation. In the first step, where a company gathers information about its target market and its competitors. In the data collection phase, the company collects data from sources , such as sales figures, marketing campaign data, and customer surveys. Data analysis involves cleaning and preparing the data for modeling. Once the company has a model, it can use it to allocate its marketing budget to the most effective channels. Get your hands on this comprehensive template now!

Template 10: Extended Marketing Mix PPT Template

An extended or service marketing mix adds pillars to the original marketing mix to align with the changing marketing landscape. Thai PPT Layout acknowledges  customer requirements  as the market is becoming more service-focused. The additional Ps are people, process, and physical evidence. All companies are reliant on the people who run them from front line Sales staff to the Managing Director. The delivery process is a part of what the consumer is paying for. Almost all services include  physical elements that are referred to as the physical evidence, even if what the consumer is paying for is intangible. Download Now!

Even though marketing has changed since the four Ps were developed, the foundational elements of the industry haven't. You can apply the concepts of the marketing mix to create winning marketing strategies that help you profitably launch and promote your company’s products.

To optimize and learn how to deploy the marketing mix model in your company, checkout our strategy to optimize organization performance templates .

Understanding the marketing mix concept powerpoint presentation slides with all 62 slides:

Cater for deficiencies with our Understanding The Marketing Mix Concept Powerpoint Presentation Slides. Be innovative in allowing for them.

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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

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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.

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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…

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Marketing Concepts.

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Presentation on theme: "Marketing Concepts."— Presentation transcript:

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Chapter 1 Understanding Marketing

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MARKETING CONCEPT.  Good Marketing is not an accident but the result of careful planning and execution.

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