Marketing Concept and the 4P's

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1. In your own words define and explain “marketing concept” and the “4P’s.” Provide an example of a company that uses one or both approaches.

Marketing concept refers to a strategy adopted and executed by an organization to increase sales and profits, satisfy consumer wants, and overcome competition in the market. Marketing concept is achieved when organizations analyze consumer wants and make decision that fulfill those wants. The 4p’s refers to the model of improving marketing mix components in terms of product, price, place and promotion (Isoraite, 2016). The model defines the marketing options of new products to meet consumer wants. For instance, Samsung uses marketing concept pricing to acquire high value for smartphones before its competitors.

2. Define “marketing” and “sales” and explain how they are different from one another. How are they dependent upon one another?

Marketing refers to accomplishments linked to buying and selling of products or services such as selling and advertising. Sales refer to the amount of products and services sold within a certain period of time. Marketing involves the activities leading to purchasing of goods while sales refer to the quantity of goods sold. Sales depend on marketing because companies have to perform marketing strategies to increase sales volume in the market (Murray, 2013).

3. Does “marketing” have a function in church operations? Explain and support your answer.

Marketing has a significant impact in church operations because it involves reaching a large number of people and informing them of products and services being offered. Churches can also use marketing strategies to reach people who are yet to receive the Gospel of God (Isoraite, 2016). They can advertise their worship services in various channels to reach diverse generations.

4. Identify the “generational cohorts” according to our text, and explain their differences in values and motivational factors.

Generational cohorts comprise of the traditionalists, baby boomers, generation X and millennials. The traditionalists are industrious, adopt authoritative management behaviors, and are financially conservative, hence richer (Murray, 2013).  Baby boomers lack respect for management, are financially motivated, and have sufficient knowledge and expertise in workplace, but lack sufficient technology skills. Generation X are self-sufficient, teamwork focused, embrace workplace flexibility, and balance work and lifestyle interests. Finally, millennials have sufficient network and technology skills, prefer transparency in workplace, and prefer flexible careers.

5. Identify an advertisement or commercial that targets only one of the generational groups. Describe the promotion in detail and identify the intended group.

Domino’s Pizza has adopted social media marketing sites such as Pinterest, Instagram and Twitter to market its pizza products to the millennials. Most millennials have accounts in diverse social media sites, thus adoption of pizza marketing on such sites will attract millennials’ attention. The company has adopted Snapchat where it encourages the young generation to share their snaps. The campaign modified face swaps to exhibit the joy of pizza door-step delivery (Isoraite, 2016). This campaign is intended to catch attention of millennials generation, who have sufficient knowledge on social media technology.

6. Explain how the Scripture verse “Jesus Christ is the same yesterday and today and forever” (Heb. 13.8) relates to the “generational cohort” discussion in the above exercise.

The Biblical verse of Jesus about his unchanged nature all the time relates to the generational cohorts in terms of their life values. Although generational cohorts are convened in various groups, all generations share unique values from the past. Each of the generational cohort will still maintain its unchanged values even in the future (Murray, 2013).


Isoraite, M. (2016). Marketing mix theoretical aspects. International Journal of Research, 4(6), 25-37.

Murray, A. (2013). Mind the gap: Technology, millennial leadership and the cross-generational workforce. The Australian Library Journal, 60(1), 54-65.

September 18, 2023



Corporations Marketing

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Company Marketing Strategy

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