The Scope of Marketing
Communicating the value of a product using advertising, public relations, digital marketing, and sales promotions.
Promotion
Making a product conveniently located and accessible, such as opening a coffee shop directly across from a train station.
place or place utility
Requires influencers and marketers to clearly and conspicuously disclose material connections (like paid sponsorships or free products) in a way that is hard to miss.
The FTC or Federal Trade Comission
Structured questionnaires distributed via email or online platforms to collect data at scale.
survey(s)
In the TV series Stranger Things, what is the name of the alternate dimension that Eleven accidentally opens?
The upside down
Fostering loyalty, managing feedback, and maintaining long-term relationships
customer retention or retention
Making a product available exactly when the consumer needs it, such as selling heavy winter coats during the fall.
time or time utility
Protects proprietary creative works (images, video, copy) and brand identifiers (logos, slogans). Marketers must ensure they have licenses for all used media to avoid infringement lawsuits.
copyright or trade mark laws
dives deep into understanding your audience—their needs, habits, frustrations, and decision-making triggers. It’s the cornerstone of customer-centric marketing.
customer research
What is the most-watched YouTube video of all time?
“Baby Shark Dance" by Pinkfong.
Deciding on distribution channels
Price
Changing the physical characteristics of a product to make it more valuable, such as converting raw lumber into a finished bookshelf.
form or form utility
a business chooses to operate in ways that are ethical and helpful to society, not just profitable.
CSR Corporate Social Responsibiliy
involves gathering information directly from your audience rather than relying on existing data.
primary research
What animal did Britney Spears famously hold while performing at the 2001 MTV Video Music Awards?
a snake
Dividing a broad target market into subsets to focus resources effectively.
Segmentation
Providing an easy way for the customer to take ownership of the item, such as offering financing plans for a car purchase
posession
a business should act fairly even when something unethical might still be legal (honesty, fairness, respect).
ethical responsibility
focuses on how a product performs in the market—from concept to launch and beyond
product research
What fictional town does Pretty Little Liars take place in?
Rosewood
Selecting the most efficient channels (e.g., e-commerce, retail) to get products to consumers at the right time and place.
placement or distribution
The overall satisfaction a consumer gets from consuming a specific total quantity of a good.
total utility
a business chooses to give back (donations, scholarships, disaster relief, community programs).
philanthropic responsibility
Small, moderated discussions with people representing your target demographic
focus groups
What is the most popular game-day dip across the U.S.?
Buffalo chicken dip.