Module I: Introduction to
Marketing
Course Title: Social Media Marketing
What is Marketing?
Process by which individuals and groups obtain what
they need and want through creating and exchanging
products and value with others.
More simply: Marketing is the delivery of
customer satisfaction at a profit.
What Motivates a Consumer to Take Action?
• Needs - state of felt deprivation for basic
items such as food and clothing and complex
needs such as for belonging. i.e. I am thirsty
• Wants - form that a human need takes as
shaped by culture and
individual personality. i.e. I want a Coca-Cola.
• Demand - human wants backed by buying
power (capacity to buy). i.e. I have money to
buy a Coca-Cola.
Link: [Link]
QDr4HxPKU
Core Marketing Concepts
Marketing Mix - The 4P’s of Marketing
• Goods: A durable or non-durable object that can be physically
used by the consumer immediately after its purchase.
Product: Anything offered
in a market for • Services: Activities, benefits or satisfaction
attention, acquisition, use, that is intangible and does not result in the
ownership of anything.
or
consumption to satisfy a • Experiences: Companies are creating value for their
need or want. customers in form of experiences. Disney has long
manufactured dreams and memories through its movies and
theme parks. Example: Apple’s retail stores
Type of Consumer Product
• Frequent purchase; little planning, little comparison or shopping
Convenience effort; low customer involvement
• Toothpaste, magazines, and laundry detergent
• Less frequent purchase; much planning and shopping effort;
Shopping comparison of brands on price, quality, and style
• Major appliances, televisions, furniture, and clothing
• Strong brand preference and loyalty; special purchase effort; little
Specialty comparison of brands;
• Luxury goods, such as Rolex watches or fine crystal
• Little product awareness or knowledge (or, if aware, little or even
Unsought negative interest)
• Life insurance, funeral services, blood donations
Price: The sum of all the values consumers give up in order to gain the benefits of having
or using a product or service.
• Price is the only element in the marketing mix that produces revenue; all other elements
represent costs
• Before setting prices, the marketer must understand the relationship between
price and demand for its products
Place: The distribution channels through which a product or service is made
available to consumers to purchase.
• Supply Chain Management: The process of managing upstream and downstream value-added
flows of materials, final goods, and related information among suppliers, the company, resellers,
and final consumers.
• Impact of the Internet: The Internet is a distribution channel; consider its impact on the music
industry as a means of music distribution (e.g., no more – or very few -- physical music stores).
Basically, Internet connects the customer and marketer on social platforms.
The specific blend of advertising, public
relations, personal selling, and direct-
marketing tools that the company uses
to persuasively communicate customer
value and build customer relationships.
Advertising: Any paid form of non-personal presentation and promotion. Reaches masses of
geographically dispersed buyers and it enables the seller to repeat a message many times.
Direct Marketing: Making direct connections with carefully targeted consumers
through the use of direct mail, telephone, direct-response television, e-mail, and the Internet.
Personal Selling: Personal presentation by the firm’s sales force to prospective customers.
Public Relations: Building good relations with the company’s various publics.
Sales Promotion: A short-term incentive to encourage a purchase or sale.
Social Media: Reach customers and track results in real time; empowering marketers and
consumers alike.
Traditional Vs.
Digital Advertising
• Like traditional advertising, it promotes
your business, products, and services
to generate brand awareness, sales,
and more.
• It leverages digital, rather
than traditional channels, however.
• Instead of billboards and magazines,
your ads appear on Google, Facebook,
YouTube, and more.
7/29/2026 15
• Online advertising also comes with a massive
amount of data. You can track the performance of
your campaigns in real-time, for example.
• In addition, you can learn about the demographics,
interests, and habits of the people viewing and
interacting with your ads.
• In comparison, traditional advertising delivers the
bare minimum when it comes to data. You don’t have
immediate insight into your
campaign’s performance.
• A billboard, for example, may provide your team
with almost zero data.
• That’s why digital advertising often seems like a
smart alternative to traditional advertising.
7/29/2026 16
7/29/2026 17
The P-O-E-M Framework
• Paid media is when you pay to leverage
a third-party channel, such as sponsorships
and advertising on third-party sites.
• Owned media is when you leverage a
channel you create and control. This could be
your company blog, YouTube channel,
your website, or even your Facebook
page. Even though you don’t strictly “own” your
YouTube channel or your Facebook page, you
do control them and don’t have to pay for basic
usage.
• Earned media is when customers, the press
and the public share your content, speak
about your brand via word of mouth, and
otherwise discuss your brand. In other words,
the mentions are “earned,” meaning they
are voluntarily given by others.
7/29/2026 19
7/29/2026 Sample Footer Text 20