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    Saurabh: To Find More Stuff On Business & Marketing, Visit

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    Sadia Khalid Reeti
    The document discusses integrating the 4Ps of marketing - product, price, place, and promotion. It emphasizes having a clear target customer and developing products that meet their needs at a price they are willing to pay, while making the products widely available through an appropriate distribution channel and promoting them effectively to drive customer awareness and purchase. Integrating these key marketing elements in a coordinated strategy is important for business and marketing success.

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    Saurabh: To Find More Stuff On Business & Marketing, Visit

    Uploaded by

    Sadia Khalid Reeti
    45 views12 pages
    The document discusses integrating the 4Ps of marketing - product, price, place, and promotion. It emphasizes having a clear target customer and developing products that meet their needs at a price they are willing to pay, while making the products widely available through an appropriate distribution channel and promoting them effectively to drive customer awareness and purchase. Integrating these key marketing elements in a coordinated strategy is important for business and marketing success.

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    25-keys-to-sales-marketing-4-1207163903527263-8

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    The document discusses integrating the 4Ps of marketing - product, price, place, and promotion. It emphasizes having a clear target customer and developing products that meet their needs at a price they are willing to pay, while making the products widely available through an appropriate distribution channel and promoting them effectively to drive customer awareness and purchase. Integrating these key marketing elements in a coordinated strategy is important for business and marketing success.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    45 views12 pages

    Saurabh: To Find More Stuff On Business & Marketing, Visit

    Uploaded by

    Sadia Khalid Reeti
    The document discusses integrating the 4Ps of marketing - product, price, place, and promotion. It emphasizes having a clear target customer and developing products that meet their needs at a price they are willing to pay, while making the products widely available through an appropriate distribution channel and promoting them effectively to drive customer awareness and purchase. Integrating these key marketing elements in a coordinated strategy is important for business and marketing success.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 12

    final part of 25 keys to sales & marketing,

    an audio portable MBA course, which has


    been developed by New York Times
    publishing, with the contribution of some
    of the best known business academicians
    and practitioners of the contemporary
    world. This is only a reproduced graphical
    version of the same with no commercial
    motive. It has been developed for better
    self learning and for assistance to the
    large community of several business
    practitioners & students, who are in
    constant pursuit for quality stuff on-line.
    - Saurabh
    To find more stuff on business & marketing, visit –
    www.saurabhpassion.blogspot.com
    Key - 19
    Advertising
    as a
    promotional tool
    ADVE RT ISI NG
    Advertising is pow erful
    &

    Can create a strong, long


    term impact on the
    consumer .
    TY PE S OF ADV ER TI SIN G

    IN FOR MA TIV E PE RS UA SIV E RE MI NDE R

    1 2 3 4

    NON -
    CO MPA RA TI V ON E SID ED TW O S ID ED
    COM PA RA TIV E
    TY PES O F ADV ERT IS IN G & TH EI R
    GO ALS

    IN FOR MA TIV E PE RS UA SIV E RE MI NDE R

    GOA L – 1 Thi s ty pe of
    Adv er ti sin g i s
    To al er t t he
    imp or ta nt aft er
    con su me rs abo ut a
    the p ro duc t o r
    new p ro duc t o r
    ser vi ce ha s b ee n
    ser vi ce .
    pur ch as ed wit h a
    Goa l – 2 goa l to st ay in
    the m in ds of
    Inf or ma tio n a bo ut
    cus to me rs.
    the p ro duc t o r
    ser vi ce , s o t ha t
    its n ee d & wa nt is
    cre at ed .

    NON -
    CO MPA RA TI V ON E SID ED TW O S ID ED
    COM PA RA TIV E
    TY PES O F ADV ERT IS IN G & TH EI R
    GO ALS

    IN FOR MA TIV E PE RS UA SIV E RE MI NDE R

    Go al of
    per suasi ve
    adv ertis ing i s
    to i nfl ue nce
    pu rc has e.

    Market Market Only favorable Such advertising


    competitor is competitor is not attributes are mentions product
    mentioned for mentioned in the mentioned about limitations on
    comparison in advertising. Well a product or unimportant
    attributes. suited for market service. attributes. Builds
    leaders. credibility.
    NON -
    CO MPA RA TI V ON E SID ED TW O S ID ED
    COM PA RA TIV E
    ADVERTISING PITFALLS
    Excessive Celebrity Exaggeration
    Advertising Endorsement in Ads

    Celebrities often sell a


    multitude of products.
    Can lead to wear Consumer attributes his
    out of campaign link with brand as a Temptation to exaggerate
    function of money, the characteristics &
    rather than a real liking performance of a product
    for the merchandise. /service in advertising is
    taken as false and puffery
    Causes (-)ve impression Their image may content; & isn’t
    & cause annoyance due become controversial, acknowledged through
    to excessive repetition. hence making their purchase.
    endorsement useless or
    even fatal some times.
    Incongruence/misfit
    between Celebrity & the
    product.
    Key - 20

    DISTRIBUTION
    as an
    EFFECTIVE COMPONENT
    of

    MARKETING STRATEGY
    Av ailab ilit y of p roduc t / servic e
    –
    A key to s uccess in t he m arket .
    Dis tr ibu tio n is an i mpo rta nt st ra te gic el em ent o f
    mar ke ti ng mix .
    Com pa ny can a dap t th e d ist ri but io n str ate gy th ro ug h
    int en si ty of it s d is tr ibu tio n cha nn el co ver ag e.
    Exclusive distribution Selective distribution Intensive distribution

    • Company by its choice,


    • Moderate number • Goal is to have
    limits the number of
    whole sellers & retailers in of whole sellers & widespread market
    an area – to only high retailers coverage.
    quality locations. • Appropriate for less
    • Creates image of expensive items.
    exclusivity. • Combining good
    • Plan is to cause
    • Customer has to make channel control
    with reasonable
    impulse purchase –
    an effort to obtain the i.e. place the product in
    product & feels a sense of profits and sales.
    front of consumer so
    accomplishment after that a purchase happens.
    the buying process.
    2 TYPES OF DISTRIBUTION
    CHANNELS
    Direct Channel Indirect Channel

    • No Intermediaries between • Involves Intermediaries


    producer & consumer between producer & consumer
    • Appropriate for those such as whole sellers, jobbers
    companies that are keen to and retailers.
    control entire work from
    production to purchase; and
    when target market is small and • Appropriate for those
    is already in focus. companies, who wish to expand
    •Often it makes less sense to do their market reach, give up their
    so because self distribution distribution functions and
    involves specialized skills in accept that they have
    many diverse areas such as
    whole selling & retailing relinquished channel control.
    apart from manufacturing.
    Key - 21

    HOW T O
    EFFE CT IVE LY
    INT EG RA TE
    THE 4Ps
    OF
    MARKETING?
    Product

    Price

    Target
    customer

    Place

    Promotion

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