4 P

1
4 Ps of Marketing and Business Relationships A
Background

• J. Boles
• Georgia State University

2
Promotion

• Advertising
• Sales promotions (coupons, rebates, etc.)
• Contests
• Sweepstakes
• Samples
• Trial use

3
Sales

• Personal selling
• Outside sales
• Transaction
• Relationship
• Enterprise (Key Accounts/Strategic Accounts)
• Inside sales
• Telemarketing
• retail

4
Product

• Branding
• New line
• Brand Extension
• New product development
• Development
• Testing
• Marketing

5
Place (Distribution)

• Service performed?
• Utility (time, place, form)
• Getting the product to the final user
• Transportation (Logistics)
• Wholesaling function
• Distribution channels
• E-Commerce

6
Price

• Pricing strategy really determines the long-run
  success of a given product/service offering
  (assuming it was properly developed and tested
  initially).
• Pricing is often the most overlooked aspect of
  marketing

7
Relationships

• Relationships are important in business settings
  at all levels
• Relationships are important for various reasons
• Three customer types
• Transaction
• Relationship
• Partnership

8
Successful Marketing

• Requires detailed quantitative analysis
• Requires finding the most effective efficient
  mixture of the 4 Ps and Business Relationships
• Requires innovative and creative thinking
• Requires constant quality improvement
• Requires a focus on CUSTOMER NEEDS DESIRES!