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C B OLLEGE OF USINESS Marketing New Ideas and Products The Marketing Mix Professor Aaron Ahuvia © Aaron Ahuvia 2013 What Is Marketing? 4P’s = Product Marketing Mix Marketing Promotion Price Mix Place (Retailing & Distribution) Customers Seek Benefits From Products In the factory we make drill bits But the customer buys a hole Product: What Main Benefits Do You Offer? Price: Monetary and Non- monetery Costs? Place: How Do People Access These Benefits? Costs to Access? Promotion: How Do Consumers Learn About Your Offer? BUSINESS (OR NGO) ORIENTATIONS? The Selling Orientation 1920 - 1950’s How do we persuade them to buy what we make? The Marketing Orientation 1950’s on “The aim of marketing is to make selling superfluous” - Peter Drucker (1993) How do we learn to make what they want to buy?

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Segment, Target, Position with one car, the Model T current to the desired belief – It often focuses on distinct, meaningful

Marketing New Ideas and Products The Marketing Mix PDF

76 Pages·2013·2.11 MB·English

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#business school #marketing mix

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C B OLLEGE OF USINESS Marketing New Ideas and Products The Marketing Mix Professor Aaron Ahuvia © Aaron Ahuvia 2013 What Is Marketing? 4P’s = Product Marketing Mix Marketing Promotion Price Mix Place (Retailing & Distribution) Customers Seek Benefits From Products In the factory we make drill bits But the customer buys a hole Product: What Main Benefits Do You Offer? Price: Monetary and Non- monetery Costs? Place: How Do People Access These Benefits? Costs to Access? Promotion: How Do Consumers Learn About Your Offer? BUSINESS (OR NGO) ORIENTATIONS? The Selling Orientation 1920 - 1950’s How do we persuade them to buy what we make? The Marketing Orientation 1950’s on “The aim of marketing is to make selling superfluous” - Peter Drucker (1993) How do we learn to make what they want to buy?

Description:

Segment, Target, Position with one car, the Model T current to the desired belief – It often focuses on distinct, meaningful

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Most books are stored in the elastic cloud where traffic is expensive. For this reason, we have a limit on daily download.