The Four P's

The Four P's

Pt. 1 Product and Pricing

Streaming Video - 2005
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Product, price, place, and promotion are the nuts and bolts of the marketing plan, and apply equally to deodorant and action figures. After a quick overview of the Four P's, this program focuses on the first two: product and price. In part one, the classification of consumer products is divided up into convenience, shopping, and specialty products, while the product life cycle is tracked from introduction to decline. Part two spotlights pricing strategies-including skim, penetration, competitive, cost-based, and target-profit approaches-and price elasticity.

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