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Ch 12: Marketing & Promotion

About This Chapter

Watch brief but detailed video lessons addressing marketing and promotion strategies and practices. Support your studies in an introductory or advanced business course, research strategies you could apply for work or review processes you might try out for your own business.

Marketing & Promotion - Chapter Summary

Successful marketing and promotional activities are crucial to helping companies increase sales revenue and brand awareness. This chapter is designed to help you develop a greater understanding of business markets, marketing research, consumer behavior and the influence of advertising. Videos are accessible 24/7 from any device and transcripts can be printed to be used as quick reference tools. Once you have completed your review of this chapter's lessons, you should be able to:

  • Differentiate the functions of marketing, sales, production and societal sales
  • Apply effective marketing research methods
  • Analyze primary and secondary data resulting from marketing research
  • Estimate market size
  • Describe the four segments of business markets and explain their importance
  • Determine customer needs
  • Formulate marketing plans for specific target audiences
  • Identify consumer decision making processes
  • Relate the effect of advertising on consumer buying

12 Lessons in Chapter 12: Marketing & Promotion
Marketing, Production, Sales & Societal Marketing Orientation

1. Marketing, Production, Sales & Societal Marketing Orientation

You will learn the difference between marketing, production, sales and societal marketing orientations and how it can affect a company's financial success.

Marketing Research: Definition, Purpose and Role in Marketing Strategy

2. Marketing Research: Definition, Purpose and Role in Marketing Strategy

If you're a business owner, you need to know your clientele. Watch this lesson to understand the purpose and role of marketing research strategy in an overall marketing plan. This might be just the info you need!

What Is Primary Data in Marketing Research? - Definition, Sources & Collection

3. What Is Primary Data in Marketing Research? - Definition, Sources & Collection

If you ever received a call to participate in a survey, you were part of primary data collection. In this lesson, you'll learn what primary data is, sources of primary data and collection of it. A short quiz follows.

Secondary Data in Marketing Research: Definition, Sources & Collection

4. Secondary Data in Marketing Research: Definition, Sources & Collection

Marketing research requires data, and secondary data is often the most convenient and cost-effective option. In this lesson, you'll learn about secondary data, including its sources and how to collect it.

Market Size: Definition & Explanation

5. Market Size: Definition & Explanation

In this lesson, we will define market size and explain how the term is used. Learn how to estimate market size and how this can be used to identify potential business opportunities.

Market Segmentation: Why Market Segments Are Important to Marketers

6. Market Segmentation: Why Market Segments Are Important to Marketers

Marketing managers must understand the importance of segmenting a market and the specific criteria for successful segmentation. Before the 1960's, most companies tried to market products to the masses with declining success. It is important to identify key target markets!

Market Segmentation: Geographic, Demographic, Psychographic & More

7. Market Segmentation: Geographic, Demographic, Psychographic & More

Marketers must be effective at creating niche segments to promote and sell their products or services. There are five specific ways that markets can be segmented in order to create a successful sales opportunity.

How to Segment Business Markets Step-by-Step

8. How to Segment Business Markets Step-by-Step

Discover the four segments of business marketing in this lesson. You will also learn the distinguishing characteristics of each segment so you may easily identify each of them.

Understanding the Marketplace & Customer Needs

9. Understanding the Marketplace & Customer Needs

Watch this video lesson to learn how you can find a market for your products. Learn that you have to know which product to pick or create before becoming a successful business person.

Positioning and Differentiation in Consumer Marketing

10. Positioning and Differentiation in Consumer Marketing

Consumers' perceptions of products and brands are influenced by the marketing and promotional plan. Marketers must identify the key characteristics that are important to the target market and then ensure that their product stands out in the minds of the consumers as the best choice for purchase.

Buying Behavior and Marketing: Types of Consumer Buying Decisions

11. Buying Behavior and Marketing: Types of Consumer Buying Decisions

Marketers must consider how consumers decide to buy their product. Consumers use nominal, limited, and extended decision making. Watch this video to learn more about the different types of consumer decisions.

Effects of Advertising on Consumer Buying Behavior

12. Effects of Advertising on Consumer Buying Behavior

How does advertising influence the process of consumer buying behavior? What impact does advertising have on a company's market share, and how does this shape the marketing budget? This lesson describes why advertising is so important - particularly for newer companies.

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