Traditional Marketing
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ADL Matrix
Lesson Exercise Answer Learning outcome By the end of this lesson you will be able to place a business unit on the ADL matrix…
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Adobe Marketing Mix
Updated: September 2026 Learning outcome Understand how Adobe’s marketing mix, built around subscription-based creative software, is adapting its product and pricing story as generative…
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Amazon Marketing Mix
Updated: September 2026 Learning outcome Understand how Amazon’s marketing mix uses vast product selection, competitive pricing and unmatched logistics to make convenience itself the…
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Ansoff’s Matrix – Planning for Growth
Ansoff’s matrix offers strategic choices to marketing managers. Ansoff’s has four main categories.
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Apple Marketing Mix
Apple, Inc originated from the friendship and mutual interests of Steve Wozniak and Steve Jobs. The Two collaborated in the development of the “Apple…
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Balanced Scorecard (and Other Strategy Measurement Tools)
The Balanced Scorecard is an approach that can be used by strategic marketing managers to control, and keep track of, key performance indicators. In…
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BMW Marketing Mix
Updated: September 2026 Learning outcome Understand how BMW’s marketing mix has historically centred on driving performance, and how it is adapting that mix as…
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Boston Matrix
Lesson Exercise Answer Learning outcome By the end of this lesson you will be able to place a company’s products or business units into…
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Bowman’s Strategy Clock
The ‘Strategy Clock’ is based upon the work of Cliff Bowman (see C. Bowman and D. Faulkner ‘Competitve and Corporate Strategy – Irwin -…
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Building and Developing Relationships
Building and Developing Relationships Learning Outcome: By the end of this lesson, you will be able to explain why marketing depends on strong internal…
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Business Environment: Scanning, Reacting, and Shaping It
Learning Outcome By the end of this lesson, you will be able to identify where businesses actually get the information they use to scan…
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Business to Business Marketing
Business-to-Business Marketing Learning Outcome: By the end of this lesson, you will be able to distinguish business-to-business marketing from business-to-consumer marketing and explain the…
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Buyer Decision Process
Learning outcome: By the end of this lesson, you will be able to describe the five stages of the buyer decision process and explain…
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Cisco Marketing Mix
Updated: September 2026 Learning outcome Understand how Cisco’s marketing mix, built around enterprise networking hardware and long-term customer relationships, is adapting as the company…
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Coca-Cola Marketing Mix
Updated: September 2026 Learning outcome Understand how Coca-Cola’s marketing mix uses global brand consistency alongside deep local adaptation to remain one of the world’s…
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Collecting Customer Information: Data, Information, and Insight
Learning Outcome By the end of this lesson, you will be able to explain the difference between data and information, identify internal and external…
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Conducting Marketing Research
Conducting Marketing Research Learning Outcome: By the end of this lesson, you will be able to describe the five-step marketing research process and explain…
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Core Competences
A core competence is the result of a specific unique set of skills or production techniques that deliver value to the customer. Such competences…
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Customer Journey Map
By the end of this lesson, you will be able to describe what a customer journey map shows, identify the typical stages it covers,…
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Customer Satisfaction
Learning outcome: By the end of this lesson, you will be able to define customer satisfaction, explain why it depends on expectations rather than…
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Decision Making Unit
The decision Making Unit (DMU) is a collection or team of individuals who participate in a buyer decision process. Generally DMU relates to business…
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Digital Transformation Strategy: The Four Dimensions to Get Right
Learning outcome By the end of this lesson you will be able to explain what a digital transformation strategy is, describe the four dimensions…
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Disney Marketing Mix
Updated: September 2026 Learning outcome Understand how Disney’s marketing mix spans theme parks, streaming and licensed merchandise, all built around the same portfolio of…
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Diversity in Marketing
Learning Outcome: By the end of this lesson, you will be able to explain what diversity in marketing means, describe the evidence for its…
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Ethics, Sustainability and Strategy
Learning outcome: By the end of this lesson, you will be able to explain how Carroll’s CSR Pyramid, Freeman’s Stakeholder Theory, and Elkington’s Triple…
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External Influences: Culture, Subculture, and Cross-Cultural Marketing
Culture includes knowledge, belief, art, law, morals, customs, and any other capabilities and habits acquired by humans as members of society. How does culture…
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External Influences: Groups, Social Power, and Situational Factors
What a consumer eats, wears, and believes are all learned and influenced by the culture they live in, their family, childhood and social environment.…
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Facebook Marketing Mix
Facebook is a free social networking service. Once you have signed up you create your own profile and publish photographs. You can publish personal…
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Family Influence on Consumer Buying Decisions
Where a child places in the birth order can have an effect on how they see themselves, and therefore affects their consumer behavior. The…
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Family Life Cycle
Family life cycle is defined as what type of family the target market consumer is in. DINKS are “double income no kids” and SINKS…
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Five Forces Analysis
Five Forces Analysis helps the marketer to contrast a competitive environment. It has similarities with other tools for environmental audit, such as PEST analysis,…
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Four Banding Alternatives
A marcoms tool that a marketer can employ for branding decision-making is the Four Banding Alternatives (Tauber 1981). Four Branding Alternatives is a strategic…
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Gap Analysis
Gap analysis compares where a business is heading with where it intends to be, and sets out the four strategies available for closing the…
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GE Business Screen
Lesson Exercise Answer Learning outcome By the end of this lesson you will be able to build the two composite scores the GE Business…
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Generic Strategies
Generic strategies were at their most popular in the early 1980s. They outline the three main strategic options open to organization that wish to…
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Google Marketing Mix
Google is a search engine. Search engines are used to search the Internet. However Google is much more than a search engine – it’s…
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Inclusivity in Marketing
Learning Outcome: By the end of this lesson, you will be able to explain what inclusivity in marketing means in practice, and identify the…
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Instagram Marketing Mix
Updated: September 2026 Learning outcome Understand how Instagram’s marketing mix monetises a free social platform through advertising and creator commerce, and how its product…
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Introduction to Brands
Branding is a strategy that is used by marketers. Branding as Strategy to differentiate products and companies, and to build economic value for both…
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Introduction to Marketing Research
This is Marketing Teacher’s introduction to marketing research. Market research and marketing research are often confused. ‘Market’ research is simply research into a specific…
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Long Tail Concept
Zipf’s law states that if a collection of items is ranked by popularity the second item will have around half the popularity of the…
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Louis Vuitton Marketing Mix
Updated: September 2026 Learning outcome Understand how Louis Vuitton’s marketing mix protects extreme scarcity and craftsmanship as the basis of luxury pricing, even as…
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Loyalty Programs
Learning outcome: By the end of this lesson, you will be able to explain what a loyalty program is, describe the four common types…
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Market Targeting
Targeting is the second stage of the SEGMENT target POSITION process. After the market has been separated into its segments, the marketer will select…
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Marketing Audit
The marketing audit is a fundamental part of the marketing planning process. It is conducted not only at the beginning of the process, but…
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Marketing Concept
Learning outcome: By the end of this lesson, you will be able to explain the marketing concept and distinguish it from the production, product…
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Marketing Concepts and Principles
Learning outcome: By the end of this lesson, you will be able to explain the difference between needs, wants, and demands, define marketing in…
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Marketing Contexts
The marketing mix and the services marketing mix should be adapted for different organizational and business contexts.
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Marketing Controls
There is no planning without control. If an objective states where you want to be and the plan sets out a road map to…
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Marketing Environment
The marketing environment surrounds and impacts upon the organization. There are three key elements to the marketing environment which are the internal environment, the…
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Marketing Exchange Process
Learning outcome: By the end of this lesson, you will be able to define the marketing exchange process, identify the conditions needed for an…
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Marketing mix
Learning outcome: By the end of this lesson, you will be able to explain each element of the marketing mix and why it was…
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Marketing Place
Place as part of the marketing mix is considered in this FREE lesson from Marketing Teacher.
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Marketing Planning and Performance
Marketing as a discipline is not a precise science. However, the area of marketing planning does have its own theory, the validity of which…
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Marketing Plans
Marketing plans are vital to marketing success. They help to focus the mind of companies and marketing teams on the process of marketing i.e.…
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McDonald’s Marketing Mix
Updated: September 2026 Learning outcome Understand how McDonald’s marketing mix uses standardisation and franchising to deliver a consistent experience at enormous global scale, and…
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Mercedes-Benz Marketing Mix
Updated: September 2026 Learning outcome Understand how Mercedes-Benz’s marketing mix protects a premium, performance-oriented brand position while navigating an EV and software transition that…
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Microsoft Marketing Mix
Updated: September 2026 Learning outcome Understand how Microsoft’s marketing mix spans consumer devices, enterprise software and cloud services, and how bundling and subscription pricing…
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NVIDIA Marketing Mix
Updated: September 2026 Learning outcome Understand how NVIDIA’s marketing mix, built around technical performance and a specialist software ecosystem, has supported its position as…
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Oracle Marketing Mix
Updated: September 2026 Learning outcome Understand how Oracle’s marketing mix leverages decades-long enterprise database relationships to sell an expanding cloud infrastructure business, and the…
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People – Marketing Mix
People are the most important element of any service or experience. Services tend to be produced and consumed at the same moment, and aspects…
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PEST Analysis
PEST analysis is very important that an organization considers its environment before beginning the marketing process. In fact, environmental analysis should be continuous and…
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PESTEL
Learning outcome: By the end of this lesson, you will be able to identify the six factors in a PESTEL analysis and explain how…
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Physical Evidence – Marketing Mix
Physical evidence is the material part of a service. Strictly speaking there are no physical attributes to a service, so a consumer tends to…
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Portfolio Analysis Models
Learning outcome By the end of this lesson you will be able to explain what portfolio analysis is for, and choose between the four…
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Positioning in marketing
Products or services are ‘mapped’ together on a ‘positioning map’. This allows them to be compared and contrasted in relation to each other. This…
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POWER SWOT: A More Advanced SWOT Analysis Framework
SWOT analysis is a marketing audit that considers an organization’s strengths, weakness, opportunities and threats. Our introductory lesson gives you the basics of how…
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Pricing Strategies
There are many ways to price a product. Let’s have a look at some of them and try to understand the best policy/strategy in…
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Primary Marketing Research: Approaches and Contact Methods
Market research and marketing research are often confused. ‘Market’ research is simply research into a specific market. It is a very narrow concept. ‘Marketing’…
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Process – Marketing Mix
Process is another element of the extended marketing mix, or 7P’s.There are a number of perceptions of the concept of process within the business…
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Product Life Cycle (PLC)
The Product Life Cycle (PLC) is based upon the biological life cycle. For example, a seed is planted (introduction); it begins to sprout (growth).
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Promotion
Another one of the 4P’s is ‘promotion’. This includes all of the tools available to the marketer for ‘marketing communication’. As with Neil H.Borden’s…
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Ryanair Marketing Mix: The 7Ps of Europe’s Lowest-Cost Airline
Learning outcome By the end of this lesson, you will be able to explain how Ryanair uses all seven elements of the services marketing…
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Samsung Marketing Mix
Updated: September 2026 Learning outcome Understand how Samsung’s marketing mix spans a huge range of price points and product categories, from budget phones to…
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SAP Marketing Mix
Updated: September 2026 Learning outcome Understand how SAP’s marketing mix, built on deep enterprise integration, is shifting from on-premise licensing toward cloud subscriptions and…
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Secondary Marketing Research: Sources and the Four Tests
Here you will find Marketing Teacher’s FREE lesson on secondary marketing research. Market research and marketing research are often confused. ‘Market’ research is simply…
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Segmentation
Segmentation is essentially the identification of subsets of buyers within a market who share similar needs and who demonstrate similar buyer behavior.
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Segmentation, Targeting and Positioning
Learning outcome By the end of this lesson you will be able to run the three stages of segmentation, targeting and positioning in order,…
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Shell Directional Policy Matrix
Lesson Exercise Answer Learning outcome By the end of this lesson you will be able to place a business unit on the Shell Directional…
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SMART Objectives
SMART objectives are simple and quick to learn. The objective is the starting point of the marketing plan. Once environmental analyses (such as SWOT,…
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Social Class and Reference Groups in Consumer Behavior
Reference groups have an influence on purchasing behavior, but the level of influence will depend on where the product will be consumed—in public or…
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Strategic Internal Marketing
Internal Marketing is a vital communication and change management tool. Learn how to construct an internal marketing plan.
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Strategy Implementation and Market-Driven Organisational Change
Learning outcome: By the end of this lesson, you will be able to explain why strategy implementation requires organisational change, describe Narver and Slater’s…
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Sustainability and Marketing
Learning Outcome: By the end of this lesson, you will be able to explain what sustainable marketing means, distinguish it from greenwashing, and describe…
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Sustainability as a Core Brand Value.
Learning Outcome: By the end of this lesson, you will be able to explain what it means for sustainability to be a core brand…
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SWOT Analysis
Lesson Exercise Answer Learning outcome: By the end of this lesson, you will be able to explain what a SWOT analysis is, distinguish internal…
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The Microenvironment: Six Actors Shaping Customer Value
Learning Outcome By the end of this lesson, you will be able to identify the six groups of actors that make up a company’s…
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Three Levels of a Product
In order to actively explore the nature of a product further, lets consider it as three different products – the CORE product, the ACTUAL…
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TOWS Analysis
Learning outcome: By the end of this lesson, you will be able to explain what TOWS analysis is, apply its four strategy types (SO,…
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Toyota Marketing Mix
Updated: September 2026 Learning outcome Understand how Toyota’s marketing mix balances a broad, multi-powertrain vehicle range with a global dealer network and a reputation…
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Transformative Marketing
Learning outcome By the end of this lesson you will be able to explain what Kumar (2018) means by transformative marketing, apply the three…
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Value Chain Analysis
The value chain is a systematic approach to examining the development of competitive advantage. It was created by M. E. Porter in his book,…
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Value Curves
The term value curve appears in three key Harvard Business Review articles by W. Chan Kim and Renee Mauborgne, as well as their 2005…
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What is a customer?
A customer is a person or company who purchases goods and services.
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What is Consumer Behavior?
How many times throughout the day do people make product decisions? If you stop to think about it, many product decisions are made every…
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What Is Marketing Strategy?
By the end of this lesson, you will be able to explain what a marketing strategy is, how it differs from day-to-day marketing tactics,…
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What Is Marketing?
There are many definitions of marketing. The better definitions are focused upon customer orientation and satisfaction of customer needs.
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YouTube Marketing Mix
Updated: September 2026 Learning outcome Understand how YouTube’s marketing mix balances free, ad-supported video with a growing subscription business, and how creators function as…
