BU362 Lecture Notes - Lecture 7: American Marketing Association, Philip Kotler, Discounting
Document Summary
The process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives. Getting the right goods and services to the right people at the right place at the right time at the right price with the right communication and promotion philip kotler. 4ps product, price, place & promotion, customers, competitors: customized based on your target market. Markets are all potential customers with a similar demand. Four ps product, price, place & promotion. B2c products business to customer: consumer durables, consumer package goods (cpg) bottle of water, shampoo, detergent, kleenex, etc. Huge market 80%, everyone needs them: services. Attracting new customers by promising and delivering value. Page 1 of 9: belief if we build the best, customers will come , reality customers choose what they want, building the best product is not always enough.
