Ch 11: Concepts in Marketing

About This Chapter

Work through this help and review chapter at your own pace to strengthen your understanding of basic concepts in marketing. The chapter can be used as a convenient textbook supplement, homework help tool or test preparation resource.

Who's It For?

Anyone who needs help learning or mastering concepts in marketing will benefit from the lessons in this chapter. There is no faster or easier way to learn about essential marketing concepts. Among those who would benefit are:

  • Students who have fallen behind in understanding basic marketing concepts
  • Students who struggle with learning disabilities or learning differences, including autism and ADHD
  • Students who prefer multiple ways of learning about marketing (visual or auditory)
  • Students who have missed class time and need to catch up
  • Students who need an efficient way to learn marketing concepts
  • Students who struggle to understand their teachers
  • Students who attend schools without extra marketing learning resources

How It Works:

  • Find lessons in our course that cover what you need to learn or review.
  • Watch the video or read through the text lesson.
  • Refer to the transcripts or specific lesson sections to reinforce your learning.
  • Test your understanding of each lesson with short quizzes.
  • Verify you're ready by completing the Concepts in Marketing chapter exam.

Why It Works:

  • Study Efficiently: Skip what you know, review what you don't.
  • Retain What You Learn: Engaging animations and real-life examples make topics easy to grasp.
  • Be Ready on Test Day: Use the Concepts in Marketing chapter exam to be prepared.
  • Get Extra Support: Ask our subject-matter experts any marketing question. They're here to help!
  • Study With Flexibility: Watch videos and read text lessons on any web-ready device.

Students Will Review:

This chapter helps students review the topics in a marketing concepts unit of a standard marketing course. Topics include:

  • The AIDA model in marketing
  • Article marketing strategy
  • The concept of service intangibility in marketing
  • Integrated marketing communications
  • Market exposure strategies
  • Tools used in database marketing
  • Examples of diversity marketing
  • Geomarketing analysis
  • Cloud marketing campaigns
  • The O2O model
  • Referral marketing strategies and tools

11 Lessons in Chapter 11: Concepts in Marketing
Test your knowledge with a 30-question chapter practice test
What is the AIDA Model in Marketing? - Examples & Concept

1. What is the AIDA Model in Marketing? - Examples & Concept

If you want to run a successful marketing or advertising campaign, think AIDA: Attention, Interest, Desire and Action. In this lesson, we'll explore the concept of AIDA as it relates to marketing and take a look at a few examples behind each letter.

What is Article Marketing? - Definition, Strategy & Tips

2. What is Article Marketing? - Definition, Strategy & Tips

If you have an article and a dream, you can use marketing to push that article out and drive website traffic to your site. In this lesson, we'll cover the basics of article marketing: what it is, how it has changed, and best tips for getting started.

What is Service Intangibility in Marketing?

3. What is Service Intangibility in Marketing?

This lesson goes over a concept known as service intangibility. You'll learn exactly what this is, why it can pose a problem, and numerous solutions marketers can use to overcome it.

Integrated Marketing Communications Case Study

4. Integrated Marketing Communications Case Study

Personalization and the idea of sharing were at the heart of Coca-Cola successful 'Share a Coke' integrated marketing communications campaign. In this lesson, we'll take a closer look at this Coca-Cola case study.

Diversity Marketing: Definition, Examples & Strategies

5. Diversity Marketing: Definition, Examples & Strategies

Cheerios advertised with an interracial family. McDonald's tailors its message based on its geographic location. These are just two of the many advertisers embracing diversity marketing strategy, the subject of this lesson.

What is Geomarketing? - Definition, Tools & Analysis

6. What is Geomarketing? - Definition, Tools & Analysis

Geomarketing involves delivering the right message to the right person in the right location. In this lesson, you'll learn more about geomarketing and some of the tools marketers are using to implement it.

What is O2O? - Meaning & Model

7. What is O2O? - Meaning & Model

How do you appeal to online customers and get them into your retail store? By using the O2O business model. In this lesson, we'll define what this model is, what it means, and look at a couple brands implementing it.

Referral Marketing: Tools & Strategies

8. Referral Marketing: Tools & Strategies

Word-of-mouth marketing (a form of referral marketing) can be a substantial boost to the awareness and sales of a company. Learn how to boost referral marketing for your company.

Behavioral Finance: Definition & Applications

9. Behavioral Finance: Definition & Applications

Behavioral finance is a new theory that combines behavior psychology with traditional finance theories to determine why people make irrational or rational finance decisions.

Comparing Consumer Behavior & Product Marketing Strategy: Case Study

10. Comparing Consumer Behavior & Product Marketing Strategy: Case Study

How do you prefer your coffee? Are you a grab-and-go drinker heading off to a soccer game or do you prefer to sit and relax with your favorite cup? In this lesson, you'll learn about coffee chains reaching both types.

What is Astroturfing in Marketing? - Definition & Examples

11. What is Astroturfing in Marketing? - Definition & Examples

AstroTurf may have originated on the football field, but it's creeping into marketing. How? That's what we'll talk about in this lesson. Let's dive into astroturfing in marketing and look at a few examples.

Chapter Practice Exam
Test your knowledge of this chapter with a 30 question practice chapter exam.
Not Taken
Practice Final Exam
Test your knowledge of the entire course with a 50 question practice final exam.
Not Taken

Earning College Credit

Did you know… We have over 160 college courses that prepare you to earn credit by exam that is accepted by over 1,500 colleges and universities. You can test out of the first two years of college and save thousands off your degree. Anyone can earn credit-by-exam regardless of age or education level.

To learn more, visit our Earning Credit Page

Transferring credit to the school of your choice

Not sure what college you want to attend yet? Study.com has thousands of articles about every imaginable degree, area of study and career path that can help you find the school that's right for you.

Support