Jorge Jurado

WORKSHEET: THE FOUR PS AND THE FOUR CS

I. WHICH OF THE FOUR PS DOES EACH OF THESE EXAMPLES REFER TO?

1. A phone company decides to use the same name for all of its services-land lines, mobiles,
and high-speed internet access. (Product)

2. An electronics retailer makes all its products available in its stores or on-line. (Promotion)

3. A chemical company pays a specialized firm to talk to journalists about what it is doing to
protect the environment. (Product)

4. A food-processing company increases the number of its products available as individual

portions in response to arise in the number of people living alone. (Product)

5. A car manufacturer arranges with suppliers to deliver parts just before they are needed in
production. (Point of sale)

6. A clothes retailer allows customers to bring back items for a refund for up two weeks after
purchase. (Promotion)

7. A company reduces the time that customers can pay from 60 to 30 days. (Promotion)

II. WHICH OF THE FORU Cs IS EACH OF THESE CUSTOMERS REFERRING TO? CUSTOMER
SOLUTION, CUSTOMER COST, CONVENIENCE, COMMUNICATION.

1. “I like the way the call Centre staff were so helpful – they politely answered all my
questions” (Customer Solution)

2. “My bank has a good branch network and there´s one very near where I work. It´s good not
to have to travel across town to get to one” (Convenience)

3. “I wanted something that would allow me to read my email and make phone calls”
(Communication)
4. “The airline´s fares are so low that I make trips that I would never have made before”.
(Customer cost)
III. MATCH EACH INDUSTRY (1-4) TO A POSIBLE FORM OF SEGMENTATION (A-D)

1. AIRLINES (B) A. First-time buyers, professionals who from home, families.

2. CLOTHING (D) B. Business travelers, leisure travelers.

3. NEW HOUSES (A) C. Owners of restaurants, large houses, small flats.

4. KITCHEN EQUIPMENT (C) D. Children, teenagers, young adults, older adults.