Video Transcript: Week 9

Hello and welcome back. We are coming up on the home stretch for this course.  This week we are shifting away from the internal workings of business and are going to be exploring the things that need to happen outside, specifically marketing—where creativity meets strategy to meet customer needs. In this two-part journey, we’ll explore how businesses create, price, distribute, and promote products and services. Marketing is more than selling—it’s about building relationships and delivering value.

Proverbs 11:1 reminds us, “The Lord detests dishonest scales, but accurate weights find favor with him.” In business, integrity in value and pricing matters.

Marketing is about delivering the right product, to the right person, at the right time, place, and price. It’s not just about selling—it’s about understanding and meeting customer needs.

Philippians 2:4 says, “Let each of you look not only to his own interests, but also to the interests of others.” That’s the heart of marketing.

A marketing strategy includes the 5Ps: Product, Price, Place, Promotion, and People. These tools help businesses create value and connect with customers.

With strategy in place, let’s look at how businesses define their audience.

Businesses identify specific groups—target markets—and tailor their offerings to them. Competitive advantage can come from cost, product uniqueness, service, or niche focus.

Colossians 3:23 reminds us, “Whatever you do, work at it with all your heart, as working for the Lord.”

The marketing mix blends the 5Ps to deliver value. Each element must align—great products need great pricing, placement, and promotion.

Let’s now explore how customers make buying decisions.

Consumers and businesses go through steps: need recognition, information search, evaluation, purchase, and post-purchase reflection. Influences include culture, social groups, personality, and perception.

Proverbs 4:7 says, “Wisdom is supreme; therefore get wisdom.” Understanding buyer behavior is wise business.

Products can be goods, services, or ideas. They’re classified by how consumers buy them—convenience, shopping, specialty, or unsought products.

Let’s now look at how products evolve over time.

Products go through introduction, growth, maturity, and decline. Marketing strategies must adapt at each stage to stay relevant and profitable.

Ecclesiastes 3:1 reminds us, “There is a time for everything, and a season for every activity under the heavens.”

Pricing must reflect value, cost, and market demand. Strategies include penetration, skimming, and competitive pricing.

With products and prices set, let’s move to how they reach customers.

Distribution is about getting products to customers efficiently. It includes logistics, supply chains, and intermediaries like wholesalers and retailers.

Proverbs 16:3 says, “Commit to the Lord whatever you do, and he will establish your plans.”

Supply chains connect raw materials to finished goods. Effective supply chain management improves efficiency and customer satisfaction.

Let’s now explore the world of retail.

Retailers range from department stores to online platforms. Nonstore retailing includes vending, direct selling, and e-commerce.

Matthew 7:12 reminds us, “Do to others what you would have them do to you.” This applies to customer service too.

Promotion includes advertising, sales promotion, personal selling, public relations, social media, and e-commerce. The goal is to inform, persuade, and remind customers.

Let’s look deeper into advertising and public relations.

Advertising reaches broad audiences through media. Public relations builds goodwill and manages reputation through events, press releases, and community engagement.

Proverbs 22:1 says, “A good name is more desirable than great riches.”

Social media allows real-time engagement. E-commerce enables online transactions and personalized marketing. Together, they transform how businesses connect with customers.

Let’s wrap up with a reflection on marketing’s purpose.

Marketing is about more than profit—it’s about serving people with excellence, honesty, and creativity. When done well, it builds trust, meets needs, and reflects God’s character in business.

Micah 6:8 reminds us, “What does the Lord require of you? To act justly and to love mercy and to walk humbly with your God.”

Thank you for joining this session on marketing. See you in the next chapter! God Bless!