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Quick Revision Table
| Concept | Key Detail | Exam Relevance |
|---|---|---|
| 4Ps coined by | E. Jerome McCarthy, 1960 | Father of Marketing Mix |
| 7Ps extended by | Booms & Bitner, 1981 | For services marketing |
| STP systematised by | Philip Kotler | Market segmentation framework |
| PLC stages | Intro → Growth → Maturity → Decline | PYQ 2021 — asked directly |
| Services IHIP | Intangibility, Heterogeneity, Inseparability, Perishability | PYQ 2021 — 4 characteristics |
| MICE full form | Meetings, Incentives, Conferences, Exhibitions | PYQ 2023 — asked expansion |
| India e-commerce market | $70 billion FY2023; projected $325B by 2030 | Digital context |
| ONDC launched by | DPIIT, 2022 | Open network for commerce |
| India digital ad market | ₹39,000 crore FY2024 | Digital marketing data |
| Influencer mkt India | ₹2,344 crore (2023) | Industry size |
| Penetration pricing eg | Jio: ₹0/month initial offer (2016) | Indian pricing example |
| Brand equity example | Coca-Cola $106B (Interbrand 2023) | Brand value context |
| AIDA model | Attention→Interest→Desire→Action | Promotional framework |
| SERVQUAL dimensions | Reliability, Assurance, Tangibles, Empathy, Responsiveness | Service quality |
| Bharat Mandapam | Inaugurated July 2023, New Delhi | MICE venue |