4Ps and Positioning

Marketing Definition (AMA)

The activity, group of institutions, and processes to create, communicate, deliver and exchange products of value to consumers, customers, partners, and society as a whole.

4Ps

Product, Price, Promotion, and Placement

Product Factors

Features, Brand Name, Packaging, Service, Warranty

Price Factors

List Price, Discounts, Allowances, Credit Terms, Payment Period

Promotion Factors

Advertising, Personal Selling, Public Relations, Sales Promotion, Direct Marketing

Placement Factors

Outlets, Channels, Coverage, Transportation, Stock Level