REVISION: 4PS

Product
1. Def
2. Level of product
3. Product Classification
4. Product and service decisions
5. New product development Process
6. Product Life Cycle
7. Service Characteristics

Price
1. Def
2. Pring Strategies
+ Value based
 Good-value pricing
o EDLP
o High-low Pricing
 Value-added Pricing: Starbucks
+ Cost based
 Cost plus pricing
+ Competition
3. Considerations
- Market and demand:
 Inelasticity of Demand: P change, D unchange
 Elasticity of Demand: P change, D change
 Pice Sensitivity

Place – Distribution – Marrketing Channels

1. Supply Chain
 Upstream
 Downstream
2. Value Delivery Network
3. Def Marketing Channels
• is a set of interdependent organizations that help make a product or service available for
use or consumption by the consumer or business user.
4. Why MKT Channels are important?
 Information
 Finance
 Promotion
 …..
5. MKT Channel Behavior
 Vertical MKT Sy stem
 Horizontal MKT System
 Conflicts
6. Logistics
  Def
 Functions

Promotion
I. Def – integrated MKT Communication
II. MKT Tools
1. Advertising
 Def Advertising is any paid form of nonpersonal presentation and promotion of ideas,
goods, or services by an identified sponsor.

 Advertising Process/ Decision (4)
o Set Objectives (informative: primary demand, persuasive selective demand,
reminder)
o Set Budget
o Set advertising strategy
 Message (strategy & execution)
 Media (impact, types, vehicles, timing)
o Evaluating ad
 Communication effects
 Sale and profit effects
2. PR
 Def Public relations involves building good relations with the company’s various
publics by obtaining favourable publicity, building up a good corporate image, and
handling or heading off unfavourable rumours, stories, and events.

 PR Activities (6)
o Press relation and agency
o Lobby
o Product publicity
o Public affairs
o Investor relation
o development
 PR Tools (9)
o News
o Speeches
o Events
o …..
3. Personal Selling
 Def Personal selling is the interpersonal part of the promotion mix and can include:
 Face-to-face communication
 Telephone communication
 Video or web conferencing
  Professional selling: It takes more than fast talk and a warm smile to sell expensive
airplanes. Boeing’s real challenge is to win business by building partnerships—day in,
day out, year in, year out—with its customers.

 Selling Process (7 stages)
4. Sales Promotion
 Def Sales promotion refers to the short-term incentives to encourage purchases or sales
of a product or service now.

 Sales Promotion Activities 11
o Premium
o Coupon
o Rebate
o Samples
o Price Pack
o ….
5. Direct and Digital MKT
 Traditional MKT
o TeleMKT
o Email MKT
o Direct-Response TV MKT
o Personal Selling
o Kiosk MKT
 Digital MKT
o Online MKT (Website, Online Advertising, Blogs
o Social Media
o Mobile MKT