The Four Ps: Essential Factors in Marketing
Everyone
- 7 videos | 22m 50s
- Includes Assessment
- Earns a Badge
- CPE
To bring a product or service to market successfully, a marketer needs to understand a broad set of tools and concepts. Guided by customer insights, marketers position their offerings in the marketplace and in the buyer's mind. They use the marketing communication techniques of advertising, sales promotions, direct marketing, and public relations to build brands and enhance perceived value. This course explains how a product or brand manager uses detailed knowledge of their customers to influence design of the offering, to manage pricing and distribution channels, and to plan and execute a promotion strategy. The course explores the use of digital technologies including websites, social media, and mobile devices to build relationships with customers and drive sales.
WHAT YOU WILL LEARN
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discover the key concepts covered in this course
identify the marketer’s contributions to developing a product offering
recognize the principles behind common pricing strategies
identify elements of a distribution strategy -
recognize appropriate uses for promotional techniques
recognize appropriate uses for media channels
reflect on what you've learned
IN THIS COURSE
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55sSometimes it takes a little persuasion to turn a consumer into a customer. To bring a product or service to market successfully, a marketer wields a broad set of tools and techniques. In this video, you'll discover the key concepts that will be covered in this course, including how brand managers use customer knowledge to design products, manage pricing strategies and distribution channels, and plan and execute promotional strategies. FREE ACCESS
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3m 49sWhile the major influence on any buyer’s decision to purchase is the product or service itself, marketing should play a role in the design of any product offering. In this video, you'll explore the marketer’s contributions to developing a product offering. FREE ACCESS
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3. Pricing Strategies: The Marketer’s Approach4m 8sSellers must consider a variety of factors when deciding how to price a product or service offering. Because of those factors, many different parts of an organization may have input in pricing strategies. In this video, you will learn the principles behind common pricing strategies. FREE ACCESS
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4. Distribution Channels: The Marketer’s Role4m 22sDistribution channels determine where, when, and how products go from the producer to customers. That where, when, and how can impact customer satisfaction, so marketing needs to be involved in managing channels. In this video, you'll learn about the elements of a distribution strategy as they relate to marketing. FREE ACCESS
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5. Promotion: Using Marketing Communication Techniques4m 17sBased on your extensive knowledge of your customers and market, you’ve designed a great product offering, priced it right, and set up an effective distribution channel. Now comes your opportunity to get the word out. In this video, you'll explore appropriate uses for promotional techniques. FREE ACCESS
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6. Promotion: Media and Messaging Strategies4mWith consumers spending so much time online, the opportunities for contact are enormous. But digital consumers may see hundreds or thousands of brand messages every day. As a marketer, you want to make the most of whatever moments of your customers’ attention you can get. In this video, you will learn about the appropriate uses for media channels in marketing. FREE ACCESS
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7. Let's Review1m 20sIn this video, you'll review the key concepts covered in the course The Four Ps: Essential Factors in Marketing. FREE ACCESS
EARN A DIGITAL BADGE WHEN YOU COMPLETE THIS COURSE
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