Basic Marketing Principles 101

Basic Marketing Principals: Product, Place, Promotion, Price (The 4 Ps).
Basic Marketing Principals: Product, Place, Promotion, Price (The 4 Ps).

As a digital marketer, it is essential that to understand how to apply basic marketing principles for each and every job role/client. Whether you’re a digital marketing apprentice or just looking to brush up on the basics, read on.

Basic Marketing Principles: The Marketing Mix

The idea of the marketing mix was initially brought about by Neil Borden. Professor Borden first conceptualised the idea of the “4 Ps” in the 1950s, and ever since it has been adapted and adopted into everyday marketing efforts. Recently, 3 more Ps have been added to the mix, which includes People, Process and Physical Evidence. However, we will focus on the initial 4 here.

It has fluidity, which means marketing apprentices and gurus alike, can focus efforts on individual aspects of the mix.


Product refers to what a company sells, whether it be a physical item or service. It should serve to fill a gap in the market, and supply a demand. Marketers can be innovative, and create demand if the supply is already there. For example, Coca Cola moved into the UK bottled water industry with Dasani. An already pretty saturated market, Coca Cola marketed the water as “one of the purest waters around”. Coca Cola didn’t take long to withdraw the product when it was found to contain bromate, a substance linked to cancer.

Marketers need to understand that products have a life cycle, it just so happened that Dasani water met decline faster than it should.

Alternatively, Apple was the first to develop a touch screen phone, capable of playing music. The iPhone launched in 2007, and the company has since sold over 2 billion units. The iPhone is now said to be in the maturity stage of the product life cycle. To find out more about the product life cycle, visit this page.


Place dictates where the product or service should be supplied. The aim is to get the product/service in front of as many potential customers as possible. This may be placing a product in certain shops, or even product placement on TV and films. For example, the James Bond movie GoldenEye was the first to feature a BMW Z3 as the iconic Bond car, even before the car was released. BMW received 9,000 after the film launched.


Promotion encompasses how the product/service is to advertised as well as public relations. Basically, why should someone buy into the brand’s product or service? Promotion and place tend to go hand in hand in this respect. For example, where does a product feature on a website, and how will this be promoted towards a specific audience. For digital marketers, SEO is a particularly important component to how well placed and promoted a product or service is on the internet.


How much will the public be willing to pay for a product or service. In this element of the marketing mix, it is important to conduct market research. What exactly is the real value of the product or service, and what is the perceived value (also in comparison to competitors) is very important. Marketers have raised prices of a product to raise the perceived value, however if this is overdone, the product/service can see a vast decline very quickly if this is found to be the case. The Coca Cola example featured above is also relevant in this case.


The marketing mix will be incorporated into marketing strategy for decades to come. Even expect more adaptations! However, if you are a marketing apprentice looking to cover the basic marketing principles, we hope this article was to your satisfaction.

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Level 3 Community Sport and Health Officer Apprenticeship

Community Sports and Health Apprentice undertaking a football session with local youths.

Do you want to help your wider community get involved in local sports and physical activity? If so, the Level 3 Community Sport and Health apprenticeship is for you. Starting a new career is always an exciting prospect, and apprenticeships in the UK are a great way to earn while you learn.

Roles and entry criteria for the Level 3 Community Sport and Health apprenticeship

The idea behind being a Community Sport and Health Officer (CSHO) is to encourage participation in sports and physical activity in the local community. An apprentice CSHO will take part in planning, organising and overseeing the operations of events. Employers look to recruit passionate apprentices in fields of work including recreation, sports, public health and more! Applicants in Level 3 Community Sport and Health apprenticeships understand how to connect with people of all walks of life; show natural leadership qualities with peers as well as audiences; and have previously worked in planning activities and sports; and work well as part of a team to achieve great results. A CSHO conducts meetings, oversees activities, communicates with stakeholders, helps with marketing efforts or produces reports on assignments. CSHOs commonly work alongside uniformed civil servants, medical professionals and sports coaches.

So, if this sounds like an exciting prospect, ensure you have at least 3 GCSEs. On the other hand, if you are deemed the perfect type to succeed in the roll, you are given an opportunity to collect English and Maths certificates on the way during the apprenticeship.

Apprentice Community Sports and Health Officer undertaking a football session.
Community Sports and Health Apprentice coaching local youths.

Knowledge Required of a Community Sport and Health Apprentice

  • Able to identify and utilise strengths in individuals, in order to get the best out of them.
  • Organise meaningful and exciting sporting activities
  • Understand how to measure what a successful physical activity session
  • Understand local social issues and barriers around accessing weekly sessions, and plan around customer conflicts
  • Reporting electronically to track and measure outcomes, to manage successes and downfalls
  • Realise physical inequalities are apparent in certain backgrounds, and how they come to be present
  • Enforce safeguarding when working with young and vulnerable people
  • First aid
  • Understand that sport and physical activity can prevent crimes and improve the welfare of many in the local community.

Skills of a Community Sport and Health Apprentice

  • Ability to engage those currently inactive and isolated in modern society to take up physical activity
  • Bring about positive change in people from all backgrounds
  • A marketing nous to bring people out of isolated circles and into the community
  • Ability to negotiate with the Local Authority to impact the community in a positive way
  • Conduct in an organised and timely manner in all aspects of the role
  • Decisive nature when organising activities, and adapting when met with problems
  • Curtail negative behaviour before, during and after sessions when it arrises
  • To nurture relationships amongst stakeholders.

What Makes a Great CSH Apprentice

  • Someone who is passionate in every aspect of their role, and goes above and beyond to make their impact count
  • Someone people can look up to
  • Works well on their own and as part of a team
  • Someone with integrity, common courtesy and common sense
  • Someone that wants to develop themselves as well as others.


This apprenticeship is extremely accessible to those who believe they are the right match. Average salaries for Community Sports Officers average around £32,000 in the UK (Glassdoor). Before you get to the senior roles, UK apprenticeships offer you a great opportunity to earn while you learn. Experience is invaluable, and after just 16-20 months on the apprenticeship course, you’ll be fully qualified to make the difference in many lives in your local community.

If you would like to check out other apprenticeships, click here.