Module Quiz 1

- Review what marketing is and is not: strategy and value creation, not just ads.
- Be ready to define exchange, customer orientation, STP, and value proposition with examples.
- Know the 4Ps and key metrics (awareness, conversion, CAC, CLV) and how they support strategy.

Module 1 Study Guide

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Use this guide to review Module 1 concepts before taking the quiz: marketing foundations, value creation, STP, positioning, and basic performance metrics.

- Marketing is a full value process, not only advertising or social posting.
- Exchange requires mutual value between customer and organization.
- STP foundation: segment the market, choose target(s), and position clearly.
- 4Ps alignment matters: product, price, place, promotion should support one strategy.
- Marketing Definition: Creating, communicating, delivering, and exchanging value.
- Customer Orientation: Start with customer needs and create superior value over alternatives.
- Strategic Core: Segmentation, targeting, positioning, and value proposition.
- Execution: Use the 4Ps to deliver a coherent market strategy.
- Measurement: Track awareness, conversion, CAC, and CLV to evaluate results.
- Responsibility: Consider legal, ethical, and social impact in decisions.
- Explain foundational marketing concepts: value, exchange, and customer orientation.
- Distinguish marketing from advertising and selling.
- Apply segmentation, targeting, and positioning at an introductory level.
- Develop a simple value proposition for a defined audience.
- Identify how Product, Price, Place, and Promotion work together.
- Interpret basic metrics including awareness, conversion, CAC, and CLV.
- Evaluate ethical and legal considerations in marketing choices.
- Communicate marketing recommendations clearly and professionally.
- Exchange
- Customer orientation
- Segmentation, Targeting, Positioning (STP)
- Value proposition
- Value creation
- Can I explain why marketing is broader than promotion?
- Can I apply STP to a simple product or service example?
- Can I connect 4Ps decisions to one clear positioning strategy?
Focus Terms:

ExchangeValueSTPPositioning4Ps