In Laudon’s text we learn that a marketing strategy by definition is “
the plan you put together that details exactly how you intend to enter a
new market and attract new customers. “ (Laudon 2011) Therefore, I do
not see how focus should not be placed on integral components such as
product, price, place and promotion when developing and implementing a
marketing strategy.
To prove my point further lets use Flickr as an example of why the 4 P’s should remain an integral component in marketing strategies. Notice how each of these sections stresses focus on the customer.
“Flickr has to make decisions about how to tell customers about its product. Should they do advertising? Should it develop features that make it easy to share photos – so customers actually tell other customers about Flickr? Flickr can also embed technology that makes its photos more widely available so that more customers consider using it as a photo sharing site.” (Cannon 2010)
PRICE: Flickr should not neglect important decisions such as level of its pricing and whether to offer some added customer benefits such as services for free. Should they include introductory price promotions, group discounts, freemium models etc.
PRODUCT: “Flickr’s “Product” has evolved over the years. Flickr started as an online massive multiplayer game (Game Neverending) – that had a small photo sharing feature. Early on Flickr was really just a chatroom that allowed for real-time photo sharing. The “Product” continued to evolve in response to customer use, input, and feedback and internal innovation. Flickr has over the years added tags, groups, favorites, and interestingness as features. These represents just some of the product decisions that Flickr managers needed to make.” (Cannon 2010)
PLACE: “How much bandwidth to offer? Do they sell their services through stores – possibly allowing people to go to Walgreens and upload/download photos from kiosks? (Not saying all these ideas are good – but by having the 4 Ps, it opens marketers up to potentially creative new approaches to meeting customer needs.).” (Cannon 2010)
PROMOTION: Flickr can use web and social media such as blogs to promote their product. This creates a personal and interactive experience for the customer- without the cost of personal selling.
As you see through this example, if used properly, the 4 P’s provide successful framework without losing sight of the customer and should remain the focus of a marketing strategy.
Cannon, J. (2011) “Defending the 4 Ps of marketing on the web” Retrieved from http://teachthe4ps.com/marketing-strategy-planning/defending-the-4-ps-of-marketing-on-the-web/
Laudon, T. (2011). e-commerce: business. technology. society. Upper Saddle River, NJ: Prentice Hall.
To prove my point further lets use Flickr as an example of why the 4 P’s should remain an integral component in marketing strategies. Notice how each of these sections stresses focus on the customer.
“Flickr has to make decisions about how to tell customers about its product. Should they do advertising? Should it develop features that make it easy to share photos – so customers actually tell other customers about Flickr? Flickr can also embed technology that makes its photos more widely available so that more customers consider using it as a photo sharing site.” (Cannon 2010)
PRICE: Flickr should not neglect important decisions such as level of its pricing and whether to offer some added customer benefits such as services for free. Should they include introductory price promotions, group discounts, freemium models etc.
PRODUCT: “Flickr’s “Product” has evolved over the years. Flickr started as an online massive multiplayer game (Game Neverending) – that had a small photo sharing feature. Early on Flickr was really just a chatroom that allowed for real-time photo sharing. The “Product” continued to evolve in response to customer use, input, and feedback and internal innovation. Flickr has over the years added tags, groups, favorites, and interestingness as features. These represents just some of the product decisions that Flickr managers needed to make.” (Cannon 2010)
PLACE: “How much bandwidth to offer? Do they sell their services through stores – possibly allowing people to go to Walgreens and upload/download photos from kiosks? (Not saying all these ideas are good – but by having the 4 Ps, it opens marketers up to potentially creative new approaches to meeting customer needs.).” (Cannon 2010)
PROMOTION: Flickr can use web and social media such as blogs to promote their product. This creates a personal and interactive experience for the customer- without the cost of personal selling.
As you see through this example, if used properly, the 4 P’s provide successful framework without losing sight of the customer and should remain the focus of a marketing strategy.
Cannon, J. (2011) “Defending the 4 Ps of marketing on the web” Retrieved from http://teachthe4ps.com/marketing-strategy-planning/defending-the-4-ps-of-marketing-on-the-web/
Laudon, T. (2011). e-commerce: business. technology. society. Upper Saddle River, NJ: Prentice Hall.
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