4 p’s of marketing
If you are thinking of setting up, starting or expanding your
business or selling any product or service, these four elements should be
top-of-mind all the time:
·
THE PRODUCT: Exactly what product or service are you going to sell to
this market? Define it in terms of what it does for your customer. How does it
help your customer to achieve, avoid or preserve something? You must be clear
about the benefit you offer and how the customer’s life or work will be
improved if he or she buys what you sell.
·
THE PRICE: Exactly how much are you going to charge for your product
or service, and on what basis? How are you going to price it to sell at retail?
How are you going to price it at wholesale? How are you going to charge for
volume discounts? Is your price correct based on your costs and the prices of
your competitors?
·
THE PLACE: Where are you going to sell this product at this price?
Are you going to sell directly from your own company or through wholesalers,
retailers, direct mail, catalogs or the Internet?
·
THE PROMOTION: Promotion includes every aspect of advertising, brochures,
packaging, salespeople and sales methodology. How are you going to promote,
advertise and sell this product at this price at this location? What will be
the process from the first contact with a prospect through to the completed
sale?