Assignment A And B
a. What do the 4Ps stand for and at what stage of the marketing planning process does a marketer formulate the 4Ps?
Promotion, Product, price and place.
The Marketing Mix will first be used during step three, which is the step where companies have to prepare an integrated marketing plan and programme. The marketing programme builds customer relationships by transforming the marketing strategy into action. (Chapter one of
Kotler textbook)
They need to make a needsatisfying market offering, (product) then how much to charge for it
(price) and where to make it available for the customer (place) before they want to persuade the customer as good as possible. (promotion) http://councilofpeacocks.blogspot.nl/2012/10/marketing101understandingmarketplace.html b. Find theories that call for a change of the traditional 4Ps. Which researchers came up with the new theories? What are these theories about? Why are these researchers calling for change? (Hint: 7Ps, 4Cs, SAVE, etc.)
The new theories are the 7P’s and the 4 Cs, which is mostly used in service marketing. The 4Cs has two kinds, one invented by Lauterborn (consumer, cost, communication, convenience) , the other by Shimizu (commodity, cost, communication, channel)
The 7Ps are traced back to the book ‘Million Dollar habits’ by Brian Tracy, these add up to the
4Ps that already exist. The Ps go like this: Product, price, place, promotion, physical evidence, people & process. The 4Cs were introduced to get a more customerdriven placement. It has more to do with the customers wishes than the four Ps. It is mostly used when concerning mass marketing or niche marketing. The 7Ps were introduced to make the Marketing mix more fitting for services. (the evidence that a service is performed, the employees that execute the service, and the processes and systems within the organization that affect the execution of the service.)
http://en.wikipedia.org/wiki/Marketing_mix
Promotion, Product, price and place.
The Marketing Mix will first be used during step three, which is the step where companies have to prepare an integrated marketing plan and programme. The marketing programme builds customer relationships by transforming the marketing strategy into action. (Chapter one of
Kotler textbook)
They need to make a needsatisfying market offering, (product) then how much to charge for it
(price) and where to make it available for the customer (place) before they want to persuade the customer as good as possible. (promotion) http://councilofpeacocks.blogspot.nl/2012/10/marketing101understandingmarketplace.html b. Find theories that call for a change of the traditional 4Ps. Which researchers came up with the new theories? What are these theories about? Why are these researchers calling for change? (Hint: 7Ps, 4Cs, SAVE, etc.)
The new theories are the 7P’s and the 4 Cs, which is mostly used in service marketing. The 4Cs has two kinds, one invented by Lauterborn (consumer, cost, communication, convenience) , the other by Shimizu (commodity, cost, communication, channel)
The 7Ps are traced back to the book ‘Million Dollar habits’ by Brian Tracy, these add up to the
4Ps that already exist. The Ps go like this: Product, price, place, promotion, physical evidence, people & process. The 4Cs were introduced to get a more customerdriven placement. It has more to do with the customers wishes than the four Ps. It is mostly used when concerning mass marketing or niche marketing. The 7Ps were introduced to make the Marketing mix more fitting for services. (the evidence that a service is performed, the employees that execute the service, and the processes and systems within the organization that affect the execution of the service.)
http://en.wikipedia.org/wiki/Marketing_mix