My first is in sugar but not in tea. My second in swim but not in sea. My third in apple and also pear. My fourth in ring and also hare. My last in ten but not in herd. In all, a very complimentary word. What word am I?

SMART

Explanation:

In the context, the 'first', 'second', third', 'fourth' and the 'last' refers to an individual letter in that word.

My 'first' in the word 'sugar' is -- S

My 'second' in the word 'swim' is -- M

My 'third' in the word 'apple' is -- A

My 'fourth' in the word 'ring' is -- R

My 'last' in the word 'ten' is -- T

Thus, "SMART" is the word and it is definitely a complimentary word.

the answer is mass marketing.