Join Drew Boyd for an in-depth discussion in this video Understanding the 4Ps model, part of Marketing Foundations.
…Completing the STP process, segmentation, targeting, and positioning,…gives you a clear idea of how you're going to compete, who you're going to target,…and what you're going to say to the market to position your offering.…Now, you have to bring that positioning to life, and…you do that by creating and executing tactical marketing programs.…In marketing, we use four types of tactical programs.…Product and service, pricing, promotional communications, and distribution.…
The last one, distribution, is sometimes referred to as place, because that's…where we're deciding the places we need to put our product to get it to customers.…Now, taken all together gives us product, price, promotion, and place.…And you may recognize these as the famous four Ps of marketing.…Let's review each one.…By product and service programs, these refer to all of…the aspects of how products and services perform their job in delivering benefits.…
It includes things like the design of the product.…How it feels to use it.…The packaging of the product, and the people and…
You'll also learn to address tactical challenges and present the plan to get buy-in throughout an organization, from the C-suite to the sales team, as well as use the marketing plan to guide outside agencies and vendors. Finally, you'll learn how to launch the campaign and measure its performance.
- Marketing in an organization
- Assembling the team
- Creating the marketing plan
- Analyzing your products, customers, and market
- Segmenting customers
- Creating a value proposition
- Developing a strategy
- Setting goals
- Setting prices
- Using social media
- Presenting your plan to leadership
- Budgeting your plan
- Measuring success
Skill Level Beginner
Business Writing Principleswith Judy Steiner-Williams1h 32m Beginner
Understanding Marketing's Role
Analyzing Your Business
Developing Your Strategy
Developing the Tactical Phase
Aligning the Organization
Launching and Measuring Your Plan
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