JOMC 137 Marketing and the 4 Ps

JOMC 137 Marketing and the 4 Ps - JOMC 137 Marketing and...

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JOMC 137 Marketing and the 4 Ps 15:48 Marketing is an Umbrella Underneath is promotion Under that is advertising Marketers look at the interaction of these 4 elements The 4 Ps Products Price Place (distribution) Promotion Where does advertising fit? Marketing Product Price Place Promotions Sales promos   Direct marketing   PR   Ad Ex: Jetta  Product: the auto Augmented products: warranty, insurance, instructions, repairs  Product: What benefit does the product offer to consumers? Functional  definition: what practical problem does it solve? Symbolic  definition: what does the brand represent? Symbolic value, social meaning? Advertising’s Role Differentiate product from competitors 
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Ex: VW and Lexis  VW promotes functionality   Lexis promotes sex and mystery  Ad Role Define brand benefits Differentiate from other products Price: Do people always just want the cheapest brand? People want value (quality and price)
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This note was uploaded on 01/18/2012 for the course JOMC 137 taught by Professor Byars during the Spring '11 term at UNC.

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JOMC 137 Marketing and the 4 Ps - JOMC 137 Marketing and...

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