Principles of marketing/PMKT101/Marketing products and services/Required reading 2

Marketing fundamentals

Watch the following recommended resource:

2. Watch Marketing Fundamentals by Steven Hook.

• A helpful video, also by Steven Hook, illustrates the readings

The video summarizes the fundamentals of marketing terminology and practices. Many of these terms and concepts are deeply rooted in the foundations and traditions of marketing. Please pay extra attention to the key concepts of "The Four Ps” of the marketing mix: product, price, place, and promotion. These topics are critical when defining public relations audiences and the methods to reach them. You may read along with the transcript here.

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