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Rethinking the 4Ps

Rethinking the 4Ps. Leads marketing and sales to stress technology (but that’s fairly equal across products) Underemphasizes the need to focus on superior value of SOLUTIONS Distracts from leveraging knowledge of DIAGNOSTICS, ADVICE and PROBLEM-SOLVING

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Rethinking the 4Ps

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  1. Rethinking the 4Ps

  2. Leads marketing and sales to stress technology (but that’s fairly equal across products) • Underemphasizes the need to focus on superior value of SOLUTIONS • Distracts from leveraging knowledge of DIAGNOSTICS, ADVICE and PROBLEM-SOLVING In your own words, tell a partner what is the problem with the traditional 4Ps (for B-B)? B-B Marketing—Problems with 4Ps

  3. PRODUCT SOLUTION PLACE ACCESS PRICE VALUE PROMOTION EDUCATION Motorola SAVE

  4. Define needs met instead of features, functions or technical superiority Moto (new Motorola phone) • customizable, • don’t have to touch it to have it listen to you, don’t have to “wake the screen” • have a day without worry about re-charging! Solution

  5. cross channel presence—across all parts of purchase journey • magazines, • online, • store, • service (returns, etc.) ACCESS

  6. Value relative to price (think Coach)! NOT how price relates to costs, profit margins or competitors’ prices. Tell a partner why Coach is a good example of marketing value relative to price. Value

  7. Don’t just rely on • Advertising • PR-public relations Doprovide content that is relevant to customers’ specific needs. Target DIY add color to college dorms Target Best Year Ever Education

  8. Trends Intuit Content Marketing Forbes on Content Marketing Examples of Content Marketing GE EcoImagination Lockheed Martin Boeing Youtube Channel Content Marketing

  9. Encourage a solutions mind-set, not a focus on technologically superior products. Ensure organization is truly customer-centric and focused on solution, access, value and education. Collaboration between marketing/ sales and the development/delivery. Solutions based on specific customer needs. To integrate SAVE and 4Ps

  10. Gary Briggs, who was formerly the marketing chief at Motorola Mobility, has been hired by the social-networking giant Facebook to lead the company's marketing efforts • Gary Briggs formerly served as Motorola's CMO after Google completed its $12.5 billion acquisition last year Update: MOtorola

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