![]() ![]() Product-refers to an idea that satisfies the consumer’s needs or wants.The original theory behind the 4Ps was based on the need for a streamlined decision-making framework for marketing that incorporated market research, analysis and planning. Marketing academics have proposed adding additional Ps to the framework, but few have considered revising the original framework to better reflect the modern age. The 4Ps are central to identifying what makes memorable brands remarkable. Jerome McCarthy, the 4Ps Marketing Mix of Product, Place, Price and Promotion still stands as one of the most widely accepted marketing frameworks for making key marketing decisions. Part of the reason it feels this way is that our collective standards for evocative and powerful marketing messages have evolved significantly in the past sixty years. Have you ever watched a vintage 1950s television commercial from a well-known brand? Outside of the obvious technological limitations, the way the marketing message was conveyed probably feels simple or even patronizing. ![]()
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