The Four P's

The Four P's

Pt. 2 Place and Promotion

Streaming Video - 2005
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This program concentrates on the final two of the Four P's: place, also known as distribution, and promotion. Part one covers distribution channels; horizontal and vertical channel conflict; and the use of corporate systems, administered systems, and contractual systems, such as franchises, to alleviate channel conflict. In part two, a pair of clones and other experts explain the objectives of promotion-to provide information, increase demand, stabilize sales, or accentuate a product's value-and detail the components of the promotional mix: advertising, public relations, direct marketing, and sponsorship.

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