Part 1 Marketing Dynamics
20
Find the “Made in” tag on an article of clothing
or a product that you have with you. Name the
country where the item was made.
3
Reality Check
Marketing Is the
Four Ps
How can a marketer meet customer
needs and make a profit? There must be
hundreds of ways to meet this goal. Marketers
meet this goal by developing a plan of action.
Each plan of action consists of four elements
called the Four Ps. Product, place, price, and
promotion are the Four Ps, 1-5.
Product
A product is anything that can be
bought or sold. Products include goods,
services, and ideas. A good is a physical item,
something that you can touch. Examples of
goods include jeans, snacks, and cell phones.
A service is an action that is done for you, 1-6.
You cannot touch a service or take it with
you. Examples of services include a haircut,
a concert, and medical care. An idea is a
concept, cause, issue, image, or philosophy
that can be marketed. Examples of ideas
include contribute to charity, buckle up for
safety, and vote for this candidate. Image has
become a very important product. Marketers
sell the image of goods and services, the
business itself, and people.
Marketers change products to meet
customer needs and wants. For example,
some kitchen toolmakers have developed
special grips to help people who have trouble
grasping regular kitchen tools. For another
example, the fabric denim has become so
popular, that clothing manufacturers make a
wide variety of clothing and accessories from
that material.
Think of a product that you use. How would
you change it to better meet your needs? How
would you change it to meet others’ needs?
3
Reality Check
Place
Place involves making products
available to customers. Place decisions
involve determining when, where, and how
products get to customers. Place includes
decisions about where to locate stores and
the decisions related to retailing. Marketers
try to make products available to customers
at convenient times and places. For example,
originally, gas stations sold only gas. Then
the marketers of milk realized that it would
be very convenient if milk customers could
buy milk when they buy gas. The marketers
of milk made arrangements with gas stations
so that the gas stations could sell milk. The
result was more convenience for customers
and more sales of milk for the milk marketers.
1-4
Marketing is international. Nintendo products can
be purchased in the United States. A McDonald’s
sandwich can be purchased in Japan.