Business The Marketing Concept and The 4 Ps Discussion

Create and post an initial thread that addresses the following questions or issues:

The text defines the “marketing concept” and the “4 P’s.” 
  • In your own words, explain both of these concepts, detail why both are important to a marketing plan.
  • Define “marketing” and “sales” and explain how they are different from one another, and how they depend upon one another for successful marketing.  
  • Does “marketing” have a function in church operations?  Explain and support your answer.
Generational trends lead to distinctly different attitudes, values, and behavioral patterns that must be considered when developing a marketing plan.
  • Describe in detail the “generational cohorts” according to the text, and explain the different values and motivational factors between them.
  • When opening a new ice cream store in your hometown, how would your advertising messages differ from one generation to the next?  Describe in detail how you would create appeal to each of the groups.

Explain how the Scripture “Jesus Christ is the same yesterday and today and forever.”  (Heb. 13:8) relates to all demographic groups.

classmate I

DB 1


The marketing concept and the four p’s of product, price, promotion, and place all play an important role in the success of a marketing plan. The text describes the marketing concept as “the idea that an organization should (1) strive to satisfy the needs of consumers while also (2) trying to achieve the organization’s goals” (Kerin & Hartley, 2022, p. 15). A marketing plan without the direction that is behind the marketing concept can not be as effective since this direction is a summarization of two of the most important aspects in marketing, the satisfaction of the consumer and the goal of the organization. Similarly, the “four Ps elements of the marketing mix must be blended to produce a cohesive marketing program” (Kerin & Hartley, 2022, p. 43). Product, price, promotion, and place are all key components of the successful implementation of the marketing plan, and it is important that marketing managers use these four p’s and the marketing concept in the utilization of the marketing plan.

Marketing is an activity that “stresses the need to deliver genuine value in the offerings of goods, services, and ideas marketed to customers” (Kerin & Hartley, 2022, p. 5), whereas sales are one of the goals or objectives that an organization has in its endeavors to market. Marketing is the declaration of a need or want for the customer, while sales is a positive identifier of successful marketing. Sales can be helpful in identifying the success of marketing and managers can use this information through marketing dashboards and metrics to evaluate the results of marketing.

Marketing in a technical sense does have a function in church activities through the activity of evangelism. When Christians evangelize, they are expressing the value that can be gained in Christ. Acts 4:12 states that “And there is salvation in no one else, for there is no other name under heaven given among men by which we must be saved” (English Standard Version). Salvation is clearly a gift of the greatest value and when a Christian shares this good news, there are technically marketing this value.

The generational cohorts refer to the different values and concerns varying between boomers, generation X, millennials, and generation Y. Boomers are a major contribution to the aging of America since there were 76 million born between 1946 and 1964 (Kerin & Hartley, 2022, p.75) and this is a motivator for companies to market more products that are targeted for older customers. Generation X values self-reliance, racial and ethnic diversification, and education. While millennials are strong-willed, concerned with the environment, and optimistic. Finally, Generation Z values activism, diversity, and social justice.

When opening a new ice cream store, I would strive to market in a way that highlights the values of each generational demographic. To appeal to Boomers, an emphasis would be placed on the alternative healthier options and flavors. More traditional ice cream options can be marketed to Generation X and a focus on the environmentally friendly actions that this ice cream shop is taking can be displayed to Millennials. The message of inclusiveness as everyone enjoys ice cream, can be marketed to Generation Z.

Scriptures message that “Jesus Christ is the same yesterday and today and forever” (Hebrews 13:8, English Standard Version), is an important reminder that despite the differences among generations and demographics, salvation is for everyone. Marketing reveals and exposes the vast and complex generational values that each demographic has, but what can bond all of these differences is the consistent and unifying message that can be found in God’s word.


English Standard Version Bible. (2001) Crossway Bibles

Kerin, A. R., & Hartley, W. S., (2022). Marketing: The Core (9th ed.).

New York: NY McGraw-Hill

Classmate 2



Marketing is all around us, and we all have some experience with it – even if only as of the customer. However, to understand how marketing works, one must know the marketing concept and the four Ps. Marketing concept can be summed up as the drive to meet and deliver to a company’s goals and customers. To achieve a good marketing campaign, the company must rely on a marketing mix or the four P’s to solve any marketing issues – the factors are product, price, promotion, and place. (Kerin & Hartley, 2022) Why are these factors important? It is the foundation of any good marketing plan – the company creates and produces a product. It establishes a price customers must pay to acquire it. It needs a way to advertise the product and finally a place where the product can be purchased.

Marketing differs from sales; although they sometimes get lumped together, marketing goes much deeper than sales. Marketing is the act of identifying the needs, wants, and demands of the customer. Sales can be considered the aftermath of the marketing process as once these demands are identified, the sales team drives customers to purchase that product almost as convincing them to buy it.

Marketing is an essential part of any business, including the church. The church’s focus is to bring people closer to God; however, it is still an establishment that needs the help of marketing to cater to the needs of people. From collecting funds for missionary work to promoting drives and events, to simply adverting the gospel to all. Mark 16:15 “And he said to them, “Go into all the world and proclaim the gospel to the whole creation.” (ESV) The scripture tells us to communicate, or per se promote the gospel to the whole world.

Furthermore, the verse “Jesus Christ is the same yesterday and today and forever.” (Heb. 13:8) speaks of that never-changing nature of God. Although we live in a constantly changing and unpredictable society, God’s truth is constant in all of our lives regardless of who we are or where we come from.

Generational cohorts speak to the difference between marketing to baby boomers, generation X, Y, and Z. Baby boomers are targeted for health, fitness, retirement housing, financial planning, and more. Generation X is targeted for its self-reliance, racial and ethnic diversity, education, and pure lifestyles. Generation Y or millennials are targets for music, sports, computers, video games, and other technologies. Generation Z is targeted by their values in independence, diversity, inclusion, environmental issues, and social justice. (Kerin & Hartley, 2022) Once you identify the drive of each cohort, one can create a marketing plan to fit their demands. If I were to open an ice cream shop, my advertising messages would differ for each generation. The advertising would have to speak to some of the health benefits my ice cream could bring to baby boomers or how it could benefit their grandchildren. Millennials would be attracted by the vibe of the ice cream shop, from the ambiance music, to how technology incorporated the shop is. Generation X and Z could be persuaded with an advertisement campaign on my fair trade products, my diversion and inclusion efforts for my employees, customers, and other social issues. In conclusion, marketing is much more complex than we think. Catering for all generational cohorts can be challenging, so it is essential first to identify the group you want to focus on to start your marketing plan.


Kerin, R. A., & Hartley, S. W. (2022). Marketing: The Core (9th ed.). McGraw Hill Connect.

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