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A
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The four Ps
Susana Chang is marketing manager at the Vermilion mobile phone
company:
‘Of course, marketing is often defined in terms of:
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•
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product: deciding what products
and/or services to sell. The word ‘product’ for use can refer to a
product or service, or a combination of these.
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•
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price: setting prices that
are attractive to customers and that are profitable for the company.
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•
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place: finding suitable
distribution channels and outlets to reach these customer groups
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•
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promotion: all the
activities, not just advertising, used to support the product –
everything from pre-sales information to after-sales service.
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B
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The four Cs
‘But I find
it helps us more to look at the marketing effort from the point of view of
customers, rather than the company, when we consider the four Cs:
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•
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customer solution: we aim to
find a solution to a customer ‘problem’ by offering the right combination
of products and services to satisfy particular customer needs. Pay-as-you-go
was a dream solution for parents worried about children running up big
phone bills
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•
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customer cost: the price
paid by the customer for the product. It includes the ‘price’ related to
not buying another product of the same or another type. For example,
someone who buys a sophisticated mobile may not then have the money to
buy a laptop computer they wanted
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•
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convenience: distributing
our products in the way that is most convenient for each type of
customer. We have to decide, for instance, how many new shops to open and
where they should be
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EXERCISES
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22.1
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Susanna Chang continuous to talk about her organization. Find which ‘P’ of the marketing mix in A opposite she is
referring to in each of her statements.
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1
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We want to offer calls at a
lower cost than our competitors.
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2
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We don’t put our own brand
on mobile phones, but we sell phones for use on different call plans:
both pre-paid and monthly-billed customers
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22.2
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A mobile
phone customer is talking about a recent mobile phone purchase. Find which ‘C’
in B opposite he is referring to in each of his statements.
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1
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I was looking for a phone
that gives me Internet access.
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2
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I wanted the phone to be
delivered to my door.
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22.3
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Look at the expressions in A
and B opposite and say if these statements are true or false.
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1. Another word for a shop
is a ‘let-out’.
2. Distribution channels are
used to get goods from producers to customers.
3. A product or service, or
a combination of these sold together, is an offering.
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