The marketing series. 2, The 4 P's and beyond.
(eVideo)
Contributors
Published
[San Francisco, California, USA] : Kanopy Streaming, 2014.
Format
eVideo
Physical Desc
1 online resource (1 video file, approximately 28 min.) : digital, .flv file, sound
Status
Description
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More Details
Language
English
Notes
General Note
Title from title frames.
Date/Time and Place of Event
Originally produced by TV Choice in 2010.
Description
The four P's of the marketing mix - product, promotion, price and place - are still seen as the basis of marketing - but how relevant are they today? Using case studies of companies large and small this film explains and explores each of the Ps. Product: Brompton Bicycle is a manufacturing company based in London. The secret of their success is an iconic product, "hand-built" for its customers. Divine Chocolate makes much of its fair trade credentials - but marketing-wise the product comes first - people won't buy it if they don't like taste. Meanwhile, taxi firm Climatecars sells not a product, but a service - its USP is being green, but quality and consistency are major priorities. Promotion: Television advertising is still the big promotional tool - but beyond the budgets of many companies. Divine has to target its advertising spending and employs shock tactics - going against the cliché. Another useful form of promotion for companies with limited budgets is pr - public relations. But it's not just the small companies - Virgin has been enormously successful at getting free publicity. Price & place: "Place" Is where you sell your goods - and this is changing. The internet now makes possible more targeted and niche marketing. For Brompton Bicycle choosing the right dealers is critical. Pricing, too, is key for all companies - and needs careful attention. Market pricing and cost plus pricing are two key approaches. But how relevant is the classic marketing mix these days? Some marketers want to combine the Ps for product and price into a new P - P for the proposition.
System Details
Mode of access: World Wide Web.
Also in this Series
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Subjects
LC Subjects
Citations
APA Citation, 7th Edition (style guide)
(2014). The marketing series . Kanopy Streaming.
Chicago / Turabian - Author Date Citation, 17th Edition (style guide)2014. The Marketing Series. Kanopy Streaming.
Chicago / Turabian - Humanities (Notes and Bibliography) Citation, 17th Edition (style guide)The Marketing Series Kanopy Streaming, 2014.
MLA Citation, 9th Edition (style guide)The Marketing Series Kanopy Streaming, 2014.
Note! Citations contain only title, author, edition, publisher, and year published. Citations should be used as a guideline and should be double checked for accuracy. Citation formats are based on standards as of August 2021.
Staff View
Grouped Work ID
98beff21-aaa9-6caa-0ba4-c47153e4f1cb-eng
Grouping Information
Grouped Work ID | 98beff21-aaa9-6caa-0ba4-c47153e4f1cb-eng |
---|---|
Full title | marketing series 2 the 4 ps and beyond |
Author | kanopy |
Grouping Category | movie |
Last Update | 2023-05-04 17:37:35PM |
Last Indexed | 2024-04-23 04:15:02AM |
Book Cover Information
Image Source | sideload |
---|---|
First Loaded | Oct 6, 2023 |
Last Used | Oct 8, 2023 |
Marc Record
First Detected | Dec 17, 2022 12:55:43 AM |
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Last File Modification Time | May 04, 2023 05:38:11 PM |
MARC Record
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520 | |a The four P's of the marketing mix - product, promotion, price and place - are still seen as the basis of marketing - but how relevant are they today? Using case studies of companies large and small this film explains and explores each of the Ps. Product: Brompton Bicycle is a manufacturing company based in London. The secret of their success is an iconic product, "hand-built" for its customers. Divine Chocolate makes much of its fair trade credentials - but marketing-wise the product comes first - people won't buy it if they don't like taste. Meanwhile, taxi firm Climatecars sells not a product, but a service - its USP is being green, but quality and consistency are major priorities. Promotion: Television advertising is still the big promotional tool - but beyond the budgets of many companies. Divine has to target its advertising spending and employs shock tactics - going against the cliché. Another useful form of promotion for companies with limited budgets is pr - public relations. But it's not just the small companies - Virgin has been enormously successful at getting free publicity. Price & place: "Place" Is where you sell your goods - and this is changing. The internet now makes possible more targeted and niche marketing. For Brompton Bicycle choosing the right dealers is critical. Pricing, too, is key for all companies - and needs careful attention. Market pricing and cost plus pricing are two key approaches. But how relevant is the classic marketing mix these days? Some marketers want to combine the Ps for product and price into a new P - P for the proposition. | ||
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