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Please consider this free-reprint article written by:
Michael Brito
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Article Title: The Evolving Four P�s Of Marketing
Author: Michael Brito
Word Count: 783
Article URL: http://www.isnare.com/?aid=79578&ca=Marketing
Format: 64cpl
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I�m sure you remember sitting in your marketing class in
college when your instructor blurted something about the Four
P�s of Marketing. If you weren�t paying attention or perhaps
missed class that day, here is a quick review. It�s really a
simple concept that is still employed by many of the fortune
500 companies today.
A Quick Review of the Four P�s
Marketing strategies generally fall into four categories known
as the four P�s: they are product, price, place (or
distribution), and promotion. Most marketing managers
(sometimes referred to as product marketing managers) have
complete control of the product from manufacturing and
distribution to marketing and promotions. The end goal, of
course, is to make strategic decisions that center the four P�s
around the target consumer group in order to communicate an
effective value proposition and create a positive customer
experience.
The term "product" refers to the tangible, physical product
itself. This includes the design of the form factor, the brand
name, the features and functionality, quality, safety,
packaging, the warranty, etc.
When considering �price�, marketers must take a holistic view
of the total cost to manufacture the product, distribution
costs and advertising costs; as well facilitating a competitive
analysis and perhaps a focus group to find the target price that
consumers are willing to pay. Other considerations include
defining a pricing strategy, suggesting a retail price, volume
discounts and wholesale pricing, seasonal pricing, and bundling
the product with other products.
The distribution of the product (or place) is about getting the
product from the warehouse to the customer and all the steps
between. Marketers must consider the most effective
distribution channels, develop a supply chain management
strategy, identify specific channel partners, inventory
management, warehousing, order processing, and transportation.
The last thing marketers must consider is promotion. Promotion
represents the various characteristics of an integrated
marketing communication plan; that is, the communication
messages that inform, educate and persuade consumers to buy the
product. An effective integrated marketing communication plan
would include: advertising (online & offline), personal
selling, direct marketing, sales promotions, public relations;
as well as establishing a marketing budget and identifying
measurable goals.
Is there anything else to think about?
Absolutely. Since we are on the subject of acronyms,
introducing the Six C�s of marketing. These concepts are not
meant to replace the four P�s, but rather compliment them. They
provide a more granular look at the overall marketing strategy
while taking into consideration the following: customer,
consistency, creativity, culture, communication and change.
Customer � this means that an organization�s marketing strategy
needs to be customer focused. It�s about intimately
understanding the target market not as demographics, but as
real, everyday people. It�s about focusing on the target
customer first and then working backwards to the product and or
service; and then ultimately the brand. It�s a never ending
cyclical process.
Consistency � how many times have you heard mixed messages from
the same company�s advertising? Marketers need to maintain
consistency in their communication messages to reinforce the
value proposition to the target consumer. This will also serve
to reinforce the brand in a real life context and avoid doing
something lame like changing the Nike tag line from �just do
it� to something different.
Creativity � it is important to use creativity to attract the
attention of the target consumer since they are bombarded with
thousands of messages per day. Creativity means laying aside
the �traditional� rules of advertising, and challenges
marketers to think out-of-box so that they can tap into their
imaginations.
Culture - all marketing messages need to have a cross-cultural
component in order to be effective. It is dangerous to think
that everyone in the world (including your target consumer)
thinks, acts and makes purchase decisions exactly like you.
It�s not true and having this perspective can prove to be
hazardous to your marketing health.
Communication � people don�t appreciate �in your face�
advertising. They don�t want to be �marketed to� either. They
would much rather be �communicated with�. Effective
communication creates value with target customers, speaks in
their language and tells your story.
Change � don�t fight it, embrace it. Change is here to stay!
Marketers must constantly change as society changes. They
should never be afraid to step out in faith to try something
different. Marketing today is not what it used to be; it is
constantly evolving and marketers must consider change in the
world, economy, market, consumers perceptions; as well as
internal change within the organization.
About The Author: Michael Brito is an online marketing
consultant - http://www.britopian.com - for small business. To
read more of his articles, please visit his online marketing
blog - http://www.britopian.com/blog.
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