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BSBA — Principles of Marketing

College business reviewer: the marketing mix, segmentation, and consumer behavior.

Reviewer for principles of marketing in the BSBA program.

1

The Marketing Mix (4 Ps)

PMeaning
ProductWhat is offered
PriceWhat customers pay
PlaceWhere it is sold/distributed
PromotionHow it is communicated
💡 Exam Hack

Modern marketing adds 3 more Ps for services: People, Process, Physical evidence (the 7 Ps).

2

Segmentation, Targeting, Positioning

STP: segment the market (by geography, demographics, psychographics, behavior), target the best segments, and position the brand in customers’ minds.

3

Consumer Behavior

Buying decisions follow: need recognition → information search → evaluation → purchase → post-purchase. Marketers influence each stage.

4

Marketing vs Selling

⚠️ Common Mistake

Selling focuses on the seller’s need to convert products to cash; marketing focuses on satisfying customer needs — a key conceptual distinction.

📌 Quick Recap — Master These

Before your exam, make sure you can confidently explain and apply each of the following:

  • The Marketing Mix (4 Ps)
  • Segmentation, Targeting, Positioning
  • Consumer Behavior
  • Marketing vs Selling

Re-read any section above where you hesitate, then explain it aloud in your own words — if you can teach it simply, you understand it. Focus your final review on the tables, formulas, and the common-mistake warnings, since those are where most points are won or lost.