2002 CBS Casebook_30 - Will the product be priced at or...

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Columbia Business School Management Consulting Association Guidebook 2002 30 Please do not duplicate, copy, print or photocopy THE FOUR Ps Useful when the case calls for the examination of product marketing, new product development and/or introduction. (Note that the example case question in this section’s introduction could just as appropriately be answered with the Four Ps framework). Product: What is it? How does it differ from the competitors’? What are the competitive advantages of this product? Price: What will the price be? What are the competitors’ prices for competing products? What discounts or other incentives will be offered? Will prices vary across geographic lines? How much do the target customers value the product (what are they willing to pay)?
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Unformatted text preview: Will the product be priced at or below its perceived value? Promotion: How will the product be promoted/advertised? Will promotion be adequate to educate prospective customers of the products existence? Place: [Place actually means Distribution, but Four Ps has a better ring to it than Three Ps and a D]. What distribution channels will be used (retail stores, direct mail sales, an army of salespeople in plaid jackets selling door to door)? What will the costs of this distribution be? Is the distribution strategy adequate the get the product sold at the anticipated volumes? Click to buy NOW! P D F-X C ha ng e V ie w e r .d o cu-tr ac k .c m...
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This note was uploaded on 08/08/2009 for the course CBS casebook taught by Professor Professor during the Spring '09 term at Acton School of Business.

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