Four Ps of Marketing

Marketing mix is addressed within the context of the ôFour Psö of marketing ù (a) product strategy, (b) pricing strategy, (c) place (distribution) strategy, and (d) promotion strategy. The character and purpose of the elements of the marketing mix are as follows (Ferrell & Hartline, 2004/2005):

1. Product Strategy. A product is defined as anything offered for exchange to another party, including physical objects, services, places, organizations, and ideas. Consumers typically recognize five distinctive product characteristics ù quality-level, features, styling, brand name, and packaging. Depending upon the type of product involved ù physical, service, and so forth, not all of these characteristics will be applicable in each instance. Another factor involved in the development of product strategy is the product life cycle. Four stages of the product life cycle are recognized by most marketing analysts ù introduction, growth, maturity, and decline.

2. Pricing Strategy. Pricing strategy is the overall task of defining the price range and price movement through the time period required (a) to support the organizational revenue and profit objectives (or alternative

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stems is a comprehensive line of servers. The Sun Fire V440 Server is an entry-level server that can accommodate up to eight central processors. The product is marketed to smaller organizations, and the product is designed to work with SunÆs Solaris Operating System and to work with Sun Java Enterprise System software (Sun Microsystems, 2004). The relationships of the elements of the marketing mix to the organizationÆs strategy for this product are as follows: Product. Suns MicrosystemsÆ product strategy for the V440 is for the server to handle the entire spectrum of database, general computing, electronic commerce, E-mail, groupware, Internet/-intranet, file, and print applications. The V440 server will work directly with PCs to manage the system. Price. Sun MicrosystemsÆ price strategy for the V440 server is to provide Unix reliability, scalability, and security at the Hewlett-Packard PC workstation price point. The V440 server ranges in price from $3,000-to-$4,000. Distribution. Sun MicrosystemsÆ sales force is one of its greatest assets. The company is able to provide its corporate customers with a one stop shopping environment. Sun Microsystems distributes the V440 server directly from the company to the user organ
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Some common words found in the essay are:
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Approximate Word count = 1860
Approximate Pages = 7 (250 words per page)

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