unit 10 marketing the marketing mix in this part, you’ll learn about the “4ps” and “4cs”...
TRANSCRIPT
In this part, you’ll
Learn about the “4Ps” and “4Cs” of marketing.
Look at some familiar products and how they are marketed
Promote a product with what you learned about marketing
Price:
The product must be priced so that it competes effectively with rival products in the same market
Lower price,
better marketing ?
Place: Various channels of distribution:1. Producer ---- end-users2. Producer ---- retailers ---- end-users3. Producer ---- wholesalers/ agents ---- retailers ---- end-users4. Producer ---- Wholesalers ---- directly to end-
users5. Producer ---- multiple store group/department
stores/ mail order houses ---- end-users6. Producer---- market ---- wholesalers ---- retailers
---- end-users
Promotion
present the product to customers through advertising
1. Packaging and presentation
2. Image
3. Brand name
4. Advertising and slogans
Promotion involves:
Packaging and presentation of the product
Image Brand name Advertising and
slogans Brochures Literature
Price lists After-sales service and
training Trade fair Public relations Publicity Personal selling
Advertising:
TV commercials Newspaper ads Magazine ads Posters Placing special
promotional displays in community, in the department store or in the supermarket
Gift coupons Presents Lottery bonus Sponsoring festivals Bankrolling concert
tours
AIDA How to attract the attention of potential
customers? How to arouse interest in the product? How to create a desire for its benefits? How to encourage customers to take prompt
action?
In this part, you’ll
Review the concept of the “4Ps” and “4Cs” of marketing.
Look at some familiar products and how they are marketed
Promote a product with what you learned about marketing
Promotion involves:
Packaging and presentation of the product
Image Brand name Advertising and
slogans Brochures Literature
Price lists After-sales service and
training Trade fair Public relations Publicity Personal selling
Some questions you may follow:
What is a good brand name for a moon cake? How to highlight the features and benefits of our
moon cake? How shall we do advertising? How to attract
customers?
-- newspaper ads?
-- a promotional display in the supermarket?
-- coupon?