Some marketers have supplemented the four Ps (see Unit 1) with new ways of thinking about marketing. The Ps, Cs, As and Os can be combined when looking at the marketing mix.
| 4Ps 4 Cs | 4 As | 4 0s | |||
| Customer needs | Acceptability | Objects | |||
| What does the customer | How acceptable is the | What do you sell? | |||
| need to solve a problem? For | product, and do people | How is it manufactured, or | |||
| example, people don't have | approve of the product? | or made? | |||
| Product | time to cook - we offer the solution of frozen dinners. The company must identify | Is it socially acceptable - fashionable and attractive? | Is it a high quality (or excellent) product, or is it bottom end? | ||
| customer needs so that | Does the product respect | ||||
| products that meet these | the laws of the country | ||||
| needs can be developed. | - is it legally acceptable? | ||||
| Cost to user | Affordability | Objectives | |||
| Does the customer perceive | Does the customer have | Revenue objectives | |||
| Price | the cost of the product as fair, or is it too expensive? | enough money to buy the product - can he / she afford the product? | concern the income you want to generate. Price objectives concern the price you want to sell at. | ||
| Convenience | Accessibility | Organization | |||
| Place | How convenient is it to find your product? Is it easy, or does the customer have to make an effort? | Is the product easy to access? Is the product accessible for people with disabilities? | How should you organize the sale and distribution of your product? Which distribution methods will work best? | ||
| Communication | Awareness | Operations | |||
| Promotion | How should you
| How many people know about, or are aware of, the product? Is awareness high? | Which kind of promotional operations, such as direct mail, will work best for the product |
AIDA
AIDA is an acronym which represents the steps a marketer takes in order to persuade customers to buy a product or service. Attention: Marketing must first attract the customers' attention to the product. Customers become aware of a product and know it is available. Interest: Then, marketing must create an interest in the product. Customers will develop an interest in the product. Desire: Next, marketing must develop a desire to own or have the product so that customers actively want the product Action: Finally, marketing must prompt action to purchase, so that customers take steps to buy the product - for example, by going to the shop or ordering it online.
2.1 Put the words and expressions from the box into the correct columns.
acceptability awareness objects cost to user
accessibility communication operations customer needs
affordability convenience objectives organization
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Product price place promotion
______ _____ _____ ________
2.2 Complete the article about a supermarket in-store event using words from the box.
awareness customers identified meet promotional
This week, Tesco launches its biggest ever 'Health Event' - illustrating its commitment to helping (1)......... lead a healthy and active lifestyle. The supermarket has (2)......... health as an important customer concern and is working to (3)......... the needs of its customers.
Hundreds of (4)........ operations for healthy products will run all over the store, from fresh produce through to grocery and healthcare lines. Tesco hopes that (5)………of its initiative will be high.
2.3 Replace the underlined words and expressions with alternative words and expressions from the box.
afford convenient high quality
price revenue objectives socially acceptable
1 Mobile phones are fashionable and attractive to the youth market.
2 We have a reputation for providing good standard mobile phones.
3 The cost to user of mobile phones is kept down because they are subsidized by the network providers.
4 This means more people can have the money to buy the product.
5 More and more, customers buy mobile phones online because it is more accessible.
6 Expected earnings from 3G phones were not met when the products were first launched.
2.4 Put the words in each sentence in the correct order.
1 attention attract must product the to We.
2 aware become of People brand the will.
3 an create in interest need product the to We.
4 an customers develop in interest product the to want We.
5 a desire develop must our own product to We.
6 People steps take it to try will.
7 action buy must prompt it to We.
2.5 Think about the most recent product you bought. Describe the marketing mix using the 4Cs, the 4As or the 40s.
2.6 Read and translate the text and learn terms from the Essential Vocabulary.